Rick T. Wilson

Texas State University | TxSt · Department of Marketing

OOH advertising has received significant interest from scholars and practitioners for its synergistic potential with digital media and its lead role in many campaigns. A bibliometric analysis, which uses citation patterns and publication data, quantitatively assesses the intellectual structure of the OOH advertising literature to better facilitate...

Out-of-home (OOH) advertising is an important and prominent component in many advertising campaigns. Yet the medium is underresearched, and scholarly research is highly fragmented. The purpose of this systematic review is to consolidate the extant OOH advertising literature, identify gaps within and among the disparate and multidisciplinary researc...

Due to the greater integration of digital technology within advertising and e-commerce, academics and practitioners need a better understanding of advertising effects in ecologically valid environments. This in-market study focuses on gender differences to investigate different types of visual attention for place-based advertising in a digital mark...

Purpose The purpose of this research is to understand how brand-building is used to lend credibility to investor information and to differentiate countries competing for foreign investment. Brand signals, such as slogans and logos, are frequently used by governments and their investment promotion agencies to enhance the presentation of information...

Out-of-home advertising has the potential to facilitate informal consumer learning about important societal issues. To test this idea, the authors developed an in-market, 14-month transit advertising campaign to educate commuters about climate change and influence attitudes and beliefs on the issue. A unique brand identity, fully functioning websit...

Companies frequently place out-of-home advertisements in locations hoping their brand becomes associated with that environment’s favorable attributes. However, prior research using U.S. subjects suggested that these associative benefits do not actually transfer onto the advertised brand. We faithfully replicate this earlier research using a non-Wes...

Native advertising has attracted a lot of attention among academics interested in the ad format designed to mimic editorial content and provide consumers with often hard-to-find and detailed information. Yet its earlier predecessor, the advertorial, is used more frequently for information dissemination in the economic development and finance sector...

This study applies the principles of corporate heritage branding to the marketing of places to showcase how some cities, regions, and countries use their heritage to convey their modern-day relevance to key stakeholders. A two-step, mixed-method research approach is used. Results from a content analysis of print advertisements from an economic deve...

Advertising situated in environments where people congregate or pass through on their way to somewhere else benefit from being placed in such high traffic areas. However, these strategically placed ads also suffer from conditions of human crowding that prevents them from being noticed and processed. We undertake a study of place-based advertising i...

Prior associative learning research suggests that the negative and positive traits associated with the locations of where billboards are situated are not transferred onto its advertised products. However, this research used U.S. subjects, and there is reason to believe U.S. consumers process advertising information differently in this associative l...

The current authors’ research addressed the importance of a billboard’s location and visual saliency in capturing consumer attention. Visual saliency refers to an advertisement’s ability to stand out and attract attention because of its use of color, shading, and compositional design. Building on data from an existing eye-tracking study from the Tr...

Advertising practitioners and academics have long focused on adaptation of marketing communications when entering foreign markets. This paper extends and replicates past research on this topic by examining adaptation of outdoor advertising in response to cultural differences and level of country development. A content analysis of outdoor advertisem...

Authors examined whether the skin tone of a model in advertising influences evaluation of the advertisement as well as evaluation and purchase intent of the brand. Instead of taking a dichotomous view of skin tone authors manipulated the skin tone of African-American models into three shades — light, medium, and dark. The experimental design called...

This study investigates whether creativity is sufficient by itself to attract attention to the ad space or whether the ad must also be conspicuous. Attention to the ad is an important driver of message processing that leads to favourable advertising effectiveness outcomes, such as improved memory for the brand. To provide insight on this, we conduc...

The purpose of this research is to examine how advertising influences managerial perceptions of countries as a place to build, establish, or purchase a business in foreign locations. Principles from John Dunning’s OLI theory frame the discussion. Using an online survey method, we exposed managers with investment and real estate selection responsibi...

In a time when the growth of traditional advertising is declining, out-of-home (OOH) advertising has become a prominent component of advertising plans. Despite this prominence, OOH advertising is often plagued by inattentiveness and incidental exposure making it even more important to link theoretical frameworks on advertising effectiveness to actu...

The marketing and advertising of alcoholic beverages is socially and ethically sensitive and subject to particular interest of regulators, public interest groups, and societal watchdogs because of its potential impact on vulnerable populations such as low-income consumers, certain ethnicities, adolescents, and alcoholics. While alcohol advertising...

Countries compete intensely for foreign direct investment (FDI) and perform a wide range of activities to attract it. Research on FDI promotion often overlooks the effects of advertising. To fill this gap in the literature, this study analyzes the content of FDI advertising to explain its structure. To guide the analysis, the authors use Dunning's...

The article presents the Non-traditional Advertising Message Processing (NAMP) framework, which is a useful and powerful tool to explain the effectiveness of non-traditional advertising such as billboards, mobile advertising, transit advertising, and the like. The framework dichotomizes the target audience and media vehicles into four quadrants bas...

Product placement is increasing in importance as a non-traditional method to reach consumers. A review of previous research on this topic indicates three research gaps: the need for additional ecologically valid field testing, more research using categorycued recall of the brand as the basic measure of product placement effectiveness, and more stud...

An increasing amount of attention is being placed on domestic firms in emerging markets especially in understanding how they develop strategy in response to market-based reforms and competition from multinational corporations. However, of this attention little is given to the plight of service firms. In an effort to address this gap, we conduct a c...

Purpose The purpose of this paper is to draw upon the resource‐based view (RBV) of the firm in order to assess the “who, when, where, and how” questions about use of resources in shaping market positioning by global and local firms in a transitional economy (TE). Design/methodology/approach The paper utilizes a longitudinal case‐study approach to...

Using a combination of exploratory and traditional approaches, we replicate and extend previous research on creativity and memory effects. The first study examines creativity's effect on advertising recall using two nontraditional media: airport terminal and preshow cinema advertising. Results suggest that differences in how consumers interact with...

Purpose – The purpose of this paper is to examine and compare the validity of different operationalizations of cultural and institutional distance. Design/methodology/approach – First, a review of the theoretical background for Hofstede's, Schwartz's, Trompenaars's, and Global Leadership and Organizational Behavior Effectiveness' (GLOBE) cultural...

Transit advertising is a growing category of out-of-home advertising and an area that has received little academic attention. A field study was conducted in New York City's LaGuardia Airport to explore the effectiveness of airport advertising. The results of three studies—ethnographic, recognition, and recall—produced five general themes. Of partic...

Using a large-scale database, we present, test, and refine a model for direct-to-consumer (DTC) advertising effectiveness via structural equation modeling. Results suggest that consumers who are greatly involved in their healthcare and possess positive attitudes toward DTC advertising appear to be more likely to contact a doctor about the prescript...

Mass international migrations to countries that promise economic, social, and political prosperity has created ethnic communities that are lucrative targets for many businesses. Members of these communities are often very brand loyal, conspicuous purchasers of prestige products, and willing to pay for quality products. Acculturation theory is used...

Abstract Purpose,– The purpose,of this paper,is to examine,and,compare,the validity of different operationalizations of cultural and institutional distance. Design/methodology/approach – First, a review of the theoretical background for Hofstede’s, Schwartz’s, Trompenaars’s, and Global Leadership and Organizational Behavior Effectiveness’ (GLOBE) c...