Regulatory issues in outdoor advertising: A content analysis of billboards.

The regulation of outdoor advertising has been subject to continued controversy. Although many arguments have been made both for and against restrictive regulation of billboards, the focus of these arguments seldom has been on the content of the billboards themselves. The authors use a content analysis of a sample of over 700 Michigan billboards to provide empirical evidence on issues that are central to assessing the regulation of outdoor advertising. Data collected on the information content of billboards, prevalence of billboards for alcohol and tobacco products, and prevalence of billboards for small businesses suggest that current regulation of the outdoor industry has been effective.

Main Author: Taylor, Charles.
Other Authors: Taylor, John.
Format: Villanova Faculty Authorship
Language: English
Published: 1994
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dc_source_str_mv Journal of Public Policy & Marketing 13(1),1994, 97-107.
author Taylor, Charles.
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Taylor, John.
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Taylor, John.
author_s Taylor, Charles.
spellingShingle Taylor, Charles.
Regulatory issues in outdoor advertising: A content analysis of billboards.
author-letter Taylor, Charles.
author_sort_str Taylor, Charles.
author2 Taylor, John.
author2Str Taylor, John.
dc_title_str Regulatory issues in outdoor advertising: A content analysis of billboards.
title Regulatory issues in outdoor advertising: A content analysis of billboards.
title_short Regulatory issues in outdoor advertising: A content analysis of billboards.
title_full Regulatory issues in outdoor advertising: A content analysis of billboards.
title_fullStr Regulatory issues in outdoor advertising: A content analysis of billboards.
title_full_unstemmed Regulatory issues in outdoor advertising: A content analysis of billboards.
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dc.title Regulatory issues in outdoor advertising: A content analysis of billboards.
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Taylor, John.
dc.description The regulation of outdoor advertising has been subject to continued controversy. Although many arguments have been made both for and against restrictive regulation of billboards, the focus of these arguments seldom has been on the content of the billboards themselves. The authors use a content analysis of a sample of over 700 Michigan billboards to provide empirical evidence on issues that are central to assessing the regulation of outdoor advertising. Data collected on the information content of billboards, prevalence of billboards for alcohol and tobacco products, and prevalence of billboards for small businesses suggest that current regulation of the outdoor industry has been effective.
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