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Use and Effectiveness of Billboards: Perspectives from Selective-Perception Theory and Retail-Gravity Models

Taylor & Francis
Journal of Advertising
Authors:
Charles R. Taylor at Villanova University
Charles R. Taylor
George R. Franke
George R. Franke
George R. Franke
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Hae-Kyong Bang
Hae-Kyong Bang
Hae-Kyong Bang
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Abstract

A survey reveals four primary reasons why businesses use billboard advertising: visibility, media efficiency, local presence, and tangible response. Insights on the relative importance of these factors are provided by retail-gravity models and selective-perception theory, along with recency planning in media strategy. The study also identifies eight executional factors that are associated with successful billboard advertising: name identification, location of the billboard, readability, clarity of the message, use as a tool of integrated marketing communications (IMC), powerful visuals, clever creative, and information provision. Moderating effects of company size, company type, and level of billboard usage are examined. The results go beyond existing textbook and trade-press discussions to document the factors that make billboards an important promotional tool.
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USE AND EFFECTIVENESS OF BILLBOARDS
Charles R Taylor; George R Franke; Hae-Kyong Bang
Journal of Advertising; Winter 2006; 35, 4; ABI/INFORM Global
pg. 21
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Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
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