Spatial characteristics of outdoor advertising campaigns in Northern Kyoto, Japan

Abstract

The investigation of the spatial characteristics of consumption is one of the main issues in economic geography. However, as compared with the general field of study, there has been very little research on the spatial characteristics of promotional activities for consumers. In this paper, the author examines the spatial characteristics of outdoor advertising campaigns as an example of promotional activity. The field survey was conducted along major roads, measuring up to 103 km, in the Tango region in northern Kyoto Prefecture. A total of 1,021 outdoor advertisements and 491 advertisers were identified. Regarding the location pattern of outdoor advertisements, the following findings were confirmed. There are few advertisements in the urban center, while many advertisements can be found on the outskirts of cities. In addition, a number of advertisements can be observed outside the urban area. With regard to the advertisers, the following two trends were clarified: 1) The spatial range of outdoor advertising campaigns differs among industries. Advertisers of halls for ceremonial occasions, real estate agents, tourist facilities, and general merchandise stores are more active in outdoor advertising. The spatial range of their advertisements can extend up to a distance of nearly 10 km from the location of the business establishment. On the other hand, those of convenience goods shops, catering establishments, and gas stations extend beyond 5 km from the location of the establishment. 2) Business institutions tend to be more active in conducting outdoor advertising campaigns in unfavorable environments such as remote areas or areas on the outskirts of cities where daily customer interactions are relatively fewer. Outdoor advertisers tend to be located on the outskirts of the cities, where they can easily display their outdoor advertisements. Therefore we can conclude that the distribution of outdoor advertising indicates a concentric pattern, corresponding with the urban spatial structure.