Citation

Leow, Meng Chew and Ong, Lee Yeng and Ng, Jian Wei (2023) Digital Signage-Augmented Roadshow (DiSAR). In: 2023 10th International Conference on ICT for Smart Society (ICISS), 6-7 September 2023, Bandung, Indonesia.

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Abstract

A roadshow is an event held in public places with the purpose of promoting services or launching new products. Traditionally, the roadshow incurs substantial cost and consumes a lot of resources. This paper proposes a novel digital signage-augmented roadshow model that leverages the digital signage to enhance the effectiveness of marketing roadshows. Digital signage plays an important role in outdoor advertising. It is generally used to deliver messages in public places. Currently, different types of digital signage have been developed based on different requirements depending on its usage. However, most of these signages are underutilized, given its inherent technological vigor. The proposed model makes use of the computing capabilities of a typical digital signage to conduct an advertising roadshow to solve the common problems faced by conventional physical roadshows. The highly scalable proposed framework integrates the elements of gamification and VARK learning model to improve audience engagement. Leveraging advancement in technology, the proposed solution improves advertising effectiveness, is more economical and enhances customer understanding.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Advertising, Digital Out-of-Home (DOOH), Digital Signage-Augmented Roadshow (DiSAR), Marketing, Out-of-Home (OOH)
Subjects:	T Technology > T Technology (General)
Divisions:	Faculty of Information Science and Technology (FIST)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	06 Dec 2023 08:30
Last Modified:	06 Dec 2023 08:30
URII:	http://shdl.mmu.edu.my/id/eprint/11900

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