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...

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

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

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

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