Cross-Cultural Perspectives on Attitude Towards Outdoor Advertising in Internet Era

Outdoor advertising has had very long history. In this internet era, it is interesting to investigate whether outdoor ad will fade out or not. This paper compares the attitudes toward outdoor ad with Internet ad. Moreover, it examines cross-cultural differences in attitudes toward outdoor advertising and investigates the effects of different belief factors on consumer attitudes. Data were collected from university students in China, Hong Kong and the United Kingdom. The results show that Hong Kong and Chinese respondents held the most favourable attitudes toward outdoor advertising while UK respondents held the least favourable. Furthermore, the respondents from the three areas had more favourable attitudes toward outdoor advertising compared with Internet advertising. The results also suggest that the advertisers should consider seriously the spending on outdoor advertising which is still favourable in the internet era.