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Advertising Efficacy Research on Electric Paper Applications for Advertising Displays in the MRT Station

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As global environmental consciousness emerges, use of high technology to reduce environmental pollution has become a critical imperative for economies the world over. In recent years' development and applications of ICT monitors have increasingly served to displace traditional paper based displays, yielding tremendous environmental efficacy. Digital e-paper displays enjoy numerous competitive advantages including energy efficiency, eye friendliness, resilient durability, and readability, but are currently generally only deployed in e-book uses, so enhancing their application scope, in addition to relying on their reading comfort, the market will no doubt develop appreciable economic and environmental benefits. Hence this study deploys the perspective of applications innovation, to explore uses of e-paper solutions in MRT advertising contexts on the advertising efficacy aspects of both advertising memory and advertising attitudes. This research relies on in situ experimental methods, at an existing MRT station in Taipei on the island of Taiwan, through convenience sampling to select 100 study subjects, who were asked to view two encased displays (either a digital e-paper display or paper display) with public notice contents, prior to completing the study survey and statistical analysis of the valid responses. The study findings indicate that, for the general public MRT patrons, digital e-paper advertising solutions yielded optimal efficacy for both advertising memory and advertising attitude, with significant results along the dimensions of both advertising receptiveness and interest.
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Document Type: Research Article

Publication date: January 1, 2012

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