International Journal of Management (IJM) Volume 12, Issue 1, January 2021, pp. 697-706. Article ID: IJM_12_01_060 Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=12&IType=1 Journal Impact Factor (2020): 10.1471 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510 DOI: 10.34218/IJM.12.1.2021.060 © IAEME Publication Scopus Indexed THE AIRPORT ADVERTISING'S IMPORTANCE IN THE PRESENT PERSPECTIVE Palvi Jearth Junior Research Fellow, Punjabi University, Patiala, India Dr. Gurcharan Singh Professor, Punjabi University, Patiala, India Shikhil Munjal Junior Research Fellow, Punjabi University, Patiala, India ABSTRACT The airport is a unique stage made up of unique features and it offers a wonderful combination of emotions and people, everyone is on a journey and the airport is a part of their story. In this modern world, travellers are spending more time at the airport each time they travel. While waiting at the airport, they often shop and read airport advertising. With the increase in the number of passengers, Airline and Airport advertising have become a means of acquiring enormous prospects. As the number of Airports is increasing in India, there is need to understand the behaviour of passengers at the airports so that marketers can develop their advertisement accordingly and to show that the airport advertising can be an important complement to outdoor campaigns. This study will lead to a good opportunity for the global brands to do business in the Indian market and to achieve the competitive advantage. Key words: Airport, Travelers, Behaviour, Advertising, Hoardings Cite this Article: Palvi Jearth, Gurcharan Singh and Shikhil Munjal, The Airport Advertising's Importance in the Present Perspective, International Journal of Management, 12(1), 2021, pp 697-706. http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=12&IType=1 1. INTRODUCTION Advertising is the single key of marketing, but it is that characteristic of marketing that most people are known with as they normally encounter some form, if not multiple forms, of advertising daily basis. To know about advertising one must know the term completely and first understand what it is about. Advertising is described as "non-personal communication about goods, services or ideas by designated sponsors through the different media of information generally paid for and typically persuasive in nature" (Taflinger, 1996). A review of this http://iaeme.com/Home/journal/IJM 697 [email protected] The Airport Advertising's Importance in the Present Perspective definition shows that advertising is conducted without a personal contact, also meant to obtain a particular result (as it is supposed to persuade), and that it is conducted through many pathways, such as print, T.V., radio, online, etc. Therefore, there is no one way to advertise but it is an important way to achieve a goal, which is normally to give information about a product or service and sell it to others. Advertising is the medium that has been often been used to improve consumer behaviour. There are still some key features that can influence and drive the consumer's attitude towards ads such as goal characteristics, origin characteristics, message characteristics, and cognitive routes; the definition of advertising reputation continues to be of interest to marketing and advertising scholars and practitioners (Goldsmith, et al., 2000; Ferle & Choi, 2005). There are numerous types of advertising and ways to use them, indoor and outdoor advertisement play a vital role in today’s scenario. With respect to airport advertisements, this review includes two main categories: roadside ads on the airport's boundary and freeway, and advertisement inside the port. 1.1. Advertising Mediums at Airports Advertising in and around airport can be done through different medium like- Posters Banners Hoardings Scrollers Digital/Advanced Media Bus displays Mobile Displays Figure 1 Posters: Posters include both textual and graphic elements, although a poster may be either wholly graphical or wholly text. Posters are designed to be both eye-catching and informative. It is not surprising that they are amongst the regularly collected electoral items; posters attract attention and convey information significantly. Banners: Banners play a similar role as poster and can attract significant attention; they are normally produced on fabric. Banners can be used for larger signs and in more outdoor situations. Banner advertising is also called display advertising (as opposed to text-only advertising) because of the visual nature of banner ads. The purpose of banner advertising is to promote a brand. Thus, banner ads can be static or animated, depending on the technology used to make them. Hoardings: Hoardings, posters and outdoor signs are perhaps the oldest advertising form and most effective way of advertising which can create a mark in individual’s mind. Digital/Advanced Media: At Delhi Air terminal, it will discover computerized units in the terminals that can communicate your message. http://iaeme.com/Home/journal/IJM 698 [email protected] Palvi Jearth, Gurcharan Singh and Shikhil Munjal Scrollers - Fit for overseeing 3 to 5 campaigns at the same time. Gives improved chance to run the campaigns in a synchronized way on numerous units set over the terminal. Bus displays - Buses are moving billboards, penetrating busy neighbourhoods and reaching large urban audience. They offer supreme targeting opportunities, and come in a variety of media forms suitable for different marketing strategies. Mobile Displays - Mobile Displays are flat panel campaign trucks ideal for carrying advertisement along dedicated routes selected by clients prior to the start of a campaign. Mobile display companies employ dedicated drivers and do not typically carry third party cargo or freight (George E. & Belch, 2001). 2. LITERATURE REVIEW Richard. P & Alvin. J (1983), with an aim to examine the memory structure and decay processes, He evaluated people's recall and awareness for 95 print ads. The investigation resulted that recall and acknowledgement alone do not rule a single underlying memory state, but absorb just a part of memory while highlighting certain states of mind at almost the same time, leading in multidimensional memory being facts. Batra & Ray (1986) had a theoretical argument that through repeated advertising the attitudinal gain should continue to rise instead of having a drop-off when customers do not give observational responses to message arguments in previous disclosures. According to the analysis provided by the author it showed that repetition of advertisements accelerates the brand behaviour and purchase intent where the production of support and counter-argument is expected to be weak, on the other hand where such output is expected to be large, there these attitudinal gains show a decline. Mackenzie et. Al (1986) defined advertising behaviour as "a predisposition to respond to a particular advertising stimulus in a favourable or unfavourable manner during a particular exposure situation”. The researchers discussed about the mechanism by which marketing impacts the perceptions of the product and also affects the buyers’ intentions. Bottle (1991) through his methodical principles found some research practices that could help us to understand what happens in our mind when we come across an advertisement. Below two tasks were achieved by the author through his research: first, He reviewed the advertising effects literature, and second, through that literature He built a taxonomy that organizes what we already know about the advertising-social relationship. James H et. al (2006) examined problems that came with the dimensional representation of memory for print advertisements and the preceding factors associated with those dimensions. The research stated two dimensions of memory-based ad-based antecedents, named cognitive and affective factors, and two memory dimensions, named recall and awareness. Cognitive factors created a bigger impact on Recall as compared to affective factors; on the other hand, Affective factors had a major influence on memory. Mehta & Purvis (2006) elucidated the interconnection between recall and emotion. According to the author, recall does not penalize emotional advertising; rather power of recall gets boosted through the intellectual content in well done commercials. They came to a conclusion with the aid of these speculations that recollection has significant positive associations with advertisement liking as well as with a number of favourable advertising diagnostics. Nyarko et. al (2015) made an attempt to make the marketing audience aware, informed, educated in order to persuade them to patronize products, Various forms of marketing communication was adopted by retail companies to send messages across to their targets. The http://iaeme.com/Home/journal/IJM 699 [email protected] The Airport Advertising's Importance in the Present Perspective research depicted that most respondents feel that billboard advertising is a good tool to make the people aware and persuade the customer to purchase appliances of their choice. Iqbal & Batool (2016) concluded that after applying correlation and regression techniques billboard location and catching billboards have greater influence on customer buying behaviour. They exposed the factors which have greater influence on customer buying behaviour while making purchase decision through billboard advertisement. This study was conducted on the