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 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.

Main Author: Taylor, Charles.
Other Authors: 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
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dc_source_str_mv Journal of Advertising 35(4), 2006, 21-34.
author Taylor, Charles.
author_facet_str_mv Taylor, Charles.
Franke, George.
Bang, Hae-Kyong.
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Franke, George.
Bang, Hae-Kyong.
author_s Taylor, Charles.
spellingShingle Taylor, Charles.
Use and effectiveness of billboards: Perspectives from selective-perception theory and retail-gravity models.
author-letter Taylor, Charles.
author_sort_str Taylor, Charles.
author2 Franke, George.
Bang, Hae-Kyong.
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Bang, Hae-Kyong.
dc_title_str Use and effectiveness of billboards: Perspectives from selective-perception theory and retail-gravity models.
title Use and effectiveness of billboards: Perspectives from selective-perception theory and retail-gravity models.
title_short Use and effectiveness of billboards: Perspectives from selective-perception theory and retail-gravity models.
title_full Use and effectiveness of billboards: Perspectives from selective-perception theory and retail-gravity models.
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title_full_unstemmed Use and effectiveness of billboards: Perspectives from selective-perception theory and retail-gravity models.
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dc.title Use and effectiveness of billboards: Perspectives from selective-perception theory and retail-gravity models.
dc.creator Taylor, Charles.
Franke, George.
Bang, Hae-Kyong.
dc.description 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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