Exposure to Digital Signage and Message Recall: Determining the Effectiveness of the Billboard outside the Prophet’s (PBUH) Mosque at Madinah al-Munawwarah
, Vol.3
, Seventh Issue
PP:7 - 39
Authors:
Dr. Osman B.Gazzaz-Assistant Professor - Head of Media Affairs Department,Media Affairs Department,The Institute of the Custodian of Two Holy Mosques for Hajj & Omrah Research,Umm al-Qura University
Abstract:
Acknowledgment
Foremost we invoke the name of Allah, the most Gracious the Dispenser of Grace. His eternal peace and blessings be upon Muhammad (PBUH), members of his household and on his companions, Aameen. All thanks are to Allah Subhanahu-Wa-Ta’la for His mercy, help and for bestowing us with the capacity to undertake and complete this study. This study was fully funded by the Institute of the Custodian Two Holy Mosques for Hajj and Omrah Research, Umm al-Qura University, Makkah al-Mukarramah, the Kingdom of Saudi Arabia. We gratefully acknowledge the institute’s financial support and record our unreserved gratitude to the Institute’s administration and the members of the Research Committee for approving and supporting the project. We are also thankful to our colleagues at the department and to all the post-graduate students who contributed with their time, efforts and invaluable suggestions in various stages of this project. Without their help and support, this project could not be completed.
Abstract
The present study has examined the pilgrims’ use, perceptions and recall of the digital signage set up on the street opposite to the King Fahd Gate of the Prophet’s (PBUH) Mosque to determine its effectiveness as a PSA tool. Data from the present study is also juxtaposed with data from a previous study on non-digital LED-scrolling billboards to highlight the effectiveness of the digital screens. Two types of measures of exposure, exposure frequency and screen usage in problem situations, are correlated with measures of unaided and aided recall. Partial correlations controlling for the demographic, exposure context, message-related interaction, and perceived usefulness of the screens were used to understand the mechanism of exposure-recall relationship. The main conclusion derivable from the above analysis of the factors of effectiveness --data on screen use, audience perceptions of the digital signage, and message recall -- is that despite its potential for great utility and effectiveness as a PSA tool the particular digital signage is performing below par. Recommendations are proffered on improving the effectiveness of the signage.
Key Words:
Efficiency, electronic screens and signs, awareness messages.
Research Language:
English
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