An application of logistic regression for analyzing transit advertising characteristics / Sakinah Mat Zin and Nor Aini Hassanuddin

Transit advertising is a medium of advertising that reaches people who use public transport. This study involved a survey commissioned to obtain LRT main-users’ response towards transit advertising. This paper investigates the factors influencing the effectiveness of transit advertising. With the a...

Full description

Bibliographic Details
Main Authors:	Mat Zin, Sakinah, Hassanuddin, Nor Aini
Format:	Article
Language:	English
Published:	Universiti Teknologi MARA, Pulau Pinang 2014
Subjects:	Advertising Methods. Outdoor advertising. Billboards. Posters
Online Access:	http://ir.uitm.edu.my/id/eprint/11981/ http://ir.uitm.edu.my/id/eprint/11981/1/AJ_SAKINAH%20MAT%20ZIN%20EAJ%2014.pdf

id	uitm-11981
recordtype	eprints
spelling	uitm-119812016-07-26T17:00:09Z http://ir.uitm.edu.my/id/eprint/11981/ An application of logistic regression for analyzing transit advertising characteristics / Sakinah Mat Zin and Nor Aini Hassanuddin Mat Zin, Sakinah Hassanuddin, Nor Aini Advertising Methods. Outdoor advertising. Billboards. Posters Transit advertising is a medium of advertising that reaches people who use public transport. This study involved a survey commissioned to obtain LRT main-users’ response towards transit advertising. This paper investigates the factors influencing the effectiveness of transit advertising. With the awareness and perception as the independent variables, this paper examines how these factors influence the receptivity as well as the effectiveness of transit advertising. Proportionate Stratified Random Sampling is used to obtain the sample by location of the LRT stations. A personally-administered questionnaire was distributed randomly among respondents at nine selected LRT stations. Descriptive analysis was used to gauge the insidious factors that influence users’ awareness by using the Pearson Chi-Sq test. 33.9% of the respondents opted to purchase and use the advertised products or services in the near future. Only a small number of the respondents would immediately buy the advertised products. Nonetheless, awareness is only triggering a low impact on them in determining whether they will or will not purchase the advertised products. Logistic regression is used to find further relationship between awareness and perception with receptivity. From the analysis, it has been found that awareness towards the advertisement is the only factor that influences respondents’ desire towards the advertised products. Those who are aware of the advertisement were about 3.5 times more likely to buy or try the product compared to the respondents who were not aware of the advertisement placed in the vicinities. Findings of this study will provide an insight to the management in evaluating the effectiveness of transit advertising. Universiti Teknologi MARA, Pulau Pinang 2014 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/11981/1/AJ_SAKINAH%20MAT%20ZIN%20EAJ%2014.pdf Mat Zin, Sakinah and Hassanuddin, Nor Aini (2014) An application of logistic regression for analyzing transit advertising characteristics / Sakinah Mat Zin and Nor Aini Hassanuddin. Esteem Academic Journal, 10 (2). pp. 20-30. ISSN 1675-7939
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Advertising Methods. Outdoor advertising. Billboards. Posters
spellingShingle	Advertising Methods. Outdoor advertising. Billboards. Posters Mat Zin, Sakinah Hassanuddin, Nor Aini An application of logistic regression for analyzing transit advertising characteristics / Sakinah Mat Zin and Nor Aini Hassanuddin
description	Transit advertising is a medium of advertising that reaches people who use public transport. This study involved a survey commissioned to obtain LRT main-users’ response towards transit advertising. This paper investigates the factors influencing the effectiveness of transit advertising. With the awareness and perception as the independent variables, this paper examines how these factors influence the receptivity as well as the effectiveness of transit advertising. Proportionate Stratified Random Sampling is used to obtain the sample by location of the LRT stations. A personally-administered questionnaire was distributed randomly among respondents at nine selected LRT stations. Descriptive analysis was used to gauge the insidious factors that influence users’ awareness by using the Pearson Chi-Sq test. 33.9% of the respondents opted to purchase and use the advertised products or services in the near future. Only a small number of the respondents would immediately buy the advertised products. Nonetheless, awareness is only triggering a low impact on them in determining whether they will or will not purchase the advertised products. Logistic regression is used to find further relationship between awareness and perception with receptivity. From the analysis, it has been found that awareness towards the advertisement is the only factor that influences respondents’ desire towards the advertised products. Those who are aware of the advertisement were about 3.5 times more likely to buy or try the product compared to the respondents who were not aware of the advertisement placed in the vicinities. Findings of this study will provide an insight to the management in evaluating the effectiveness of transit advertising.
format	Article
author	Mat Zin, Sakinah Hassanuddin, Nor Aini
author_facet	Mat Zin, Sakinah Hassanuddin, Nor Aini
author_sort	Mat Zin, Sakinah
title	An application of logistic regression for analyzing transit advertising characteristics / Sakinah Mat Zin and Nor Aini Hassanuddin
title_short	An application of logistic regression for analyzing transit advertising characteristics / Sakinah Mat Zin and Nor Aini Hassanuddin
title_full	An application of logistic regression for analyzing transit advertising characteristics / Sakinah Mat Zin and Nor Aini Hassanuddin
title_fullStr	An application of logistic regression for analyzing transit advertising characteristics / Sakinah Mat Zin and Nor Aini Hassanuddin
title_full_unstemmed	An application of logistic regression for analyzing transit advertising characteristics / Sakinah Mat Zin and Nor Aini Hassanuddin
title_sort	application of logistic regression for analyzing transit advertising characteristics / sakinah mat zin and nor aini hassanuddin
publisher	Universiti Teknologi MARA, Pulau Pinang
publishDate	2014
url	http://ir.uitm.edu.my/id/eprint/11981/ http://ir.uitm.edu.my/id/eprint/11981/1/AJ_SAKINAH%20MAT%20ZIN%20EAJ%2014.pdf
first_indexed	2023-09-18T22:48:47Z
last_indexed	2023-09-18T22:48:47Z
_version_	1777417403898003456

An application of logistic regression for analyzing transit advertising characteristics / Sakinah Mat Zin and Nor Aini Hassanuddin

Similar Items