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...

Full description

Bibliographic Details
Main Authors: Taylor, Charles., Franke, George., Bang, Hae-Kyong.
Format: Villanova Faculty Authorship
Published: 2006
Online Access:

Similar Items