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Introduction

Outdoor advertising has been a staple in the marketing industry for decades, with billboards being a common sight along highways and in urban areas. Traditional billboards are static displays that rely on eye-catching visuals and messages to capture the attention of passersby. However, with advancements in technology, interactive billboards have become a new trend in outdoor advertising. These billboards incorporate digital content and interactive features that engage viewers in a unique way.

This thesis aims to explore the potential of interactive billboards in outdoor advertising. By examining the benefits and challenges of this emerging form of advertising, this study will provide valuable insights for marketers and advertisers looking to incorporate interactive elements into their outdoor campaigns. The research will also investigate consumer perceptions and attitudes towards interactive billboards, as well as their impact on brand awareness and purchase intent.

Chapter 1: Introduction
1.1 Introduction
1.2 Background of study
1.3 Problem Statement
1.4 Objective of Study
1.5 Limitation of Study
1.6 Scope of Study
1.7 Significance of Study
1.8 Structure of the Thesis
1.9 Definition of Terms

Chapter 2: Literature Review
– Evolution of outdoor advertising
– Traditional vs. interactive billboards
– Consumer engagement with interactive ads
– Effectiveness of interactive billboards
– Case studies of successful interactive billboard campaigns
– Technology trends in outdoor advertising
– Ethics and privacy concerns
– Impact on brand image and consumer perception
– Future directions in outdoor advertising

Chapter 3: Research Methodology
– Research design
– Data collection methods
– Sampling techniques
– Data analysis procedures
– Research variables
– Hypotheses formulation
– Survey instrument development
– Ethical considerations

Chapter 4: Discussion of Findings
– Demographic analysis of respondents
– Consumer perceptions of interactive billboards
– Effects on brand awareness and purchase intent
– Comparison of interactive vs. traditional billboards
– Recommendations for advertisers and marketers
– Implications for future research

Chapter 5: Conclusion and Summary
– Key findings and implications
– Limitations of the study
– Recommendations for future research
– Conclusion

Thesis Overview

The rise of interactive billboards in outdoor advertising has sparked interest among marketers and advertisers looking for innovative ways to engage with consumers. This thesis aims to explore the potential of interactive billboards in outdoor advertising by examining consumer perceptions, attitudes, and behaviors towards this emerging form of advertising.

Chapter 1 provides an introduction to the study, outlining the background, problem statement, objectives, limitations, scope, significance, and structure of the thesis. Chapter 2 presents a comprehensive literature review on outdoor advertising, traditional and interactive billboards, consumer engagement, effectiveness, technology trends, ethics, and future directions.

Chapter 3 details the research methodology, including research design, data collection methods, sampling techniques, data analysis procedures, research variables, hypotheses formulation, survey instrument development, and ethical considerations. Chapter 4 discusses the findings of the study, including demographic analysis, consumer perceptions, brand awareness, purchase intent, and recommendations for advertisers.

Finally, Chapter 5 concludes the thesis with a summary of key findings, limitations, recommendations for future research, and a conclusion. This thesis aims to contribute to the growing body of knowledge on interactive billboards in outdoor advertising and provide valuable insights for practitioners in the field.

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