Impact of atiitude and beliefs on overall satisfaction towards hoarding advertisement

Advertisements have been used as a promotional tool from a very long time. As India's advertisement expenses will grow to projected 0.55 percent ofits GDP in 2010, it is important to find out the overall satisfaction of consumer towards advertisements as a promotional tool. Though considerable study has been done about the attitude & beliefs toward advertisements in general, little is known about the attitude, beliefs & overall satisfaction of consumers towards hoarding advertisement (HA). Hoarding advertisements are designed to catch a person's attention and create a memorable impression very quickly, leaving the reader thinking about the advertisement after they have driven past it. They have to be readable in a very short time because they are usually read while being passed at high speeds. Thus, there are usually only a few words, in large print, and a humorous or arresting image in brilliant colour. The article critically examines the impact of attitude & beliefs (predictor variable) on overall satisfaction (criterion variable) of consumer's towards hoarding advertisement (HA) using an established model ofconsumers ’evaluation ofadvertising;Pollay, R. W, & Mittal, B. (1993). Specifically the model evaluates impact of seven variables viz., Product Information, Falsity/No Sense, Hedonic/Pleasure, Social Role and Image, Goodfor the Economy, Materialism and Value Corruption on customer satisfaction with hoarding advertising. This paper helps in testing the effectiveness of hoarding advertisements (HA) as a promotional tool.