Use and effectiveness of billboards: Perspectives from selective-perception theory and retail-gravity models.

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...

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Bibliographic Details
Main Authors: Taylor, Charles., Franke, George., Bang, Hae-Kyong.
Format: Villanova Faculty Authorship
Language:English
Published: 2006
Online Access:http://ezproxy.villanova.edu/login?url=https://digital.library.villanova.edu/Item/vudl:178938