Use and Effectiveness of Billboards: Perspectives from Selective-Perception Theory and Retail-Gravity Models

@article{Taylor2006UseAE,
  title={Use and Effectiveness of Billboards: Perspectives from Selective-Perception Theory and Retail-Gravity Models},
  author={Charles r. Taylor and George R. Franke and Hae-Kyong Bang},
  journal={Journal of Advertising},
  year={2006},
  volume={35},
  pages={21 - 34}
}
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… 
Public Perceptions of Billboards: A Meta-Analysis
While outdoor advertising is currently the fastest-growing traditional advertising medium, the value of billboards to the public has long been debated. Drawing on a conceptual framework developed by
The Meaning and Effectiveness of Billboard Advertising in Least Developed Countries: The Case of Ethiopia
Abstract This article explores media preferences of advertisers in Least Developed Countries (LDCs) using the case of Ethiopia. Study 1 demonstrates that billboards are the most popular medium in an
THE IMPACT OF BILLBOARD ADVERTISING ON CONSUMER BUYING BEHAVIOUR
Billboard advertising is an outdoor advertising used by companies in open areas where a high traffic is found, exposed to passing pedestrians and drivers. Billboards are very visible in selected
SIGNS OF CHANGE: ROLE OF VISUAL INFORMATION IN CONSUMER PERCEPTION
The American Marketing Association emphasizes the role of communication as vital in marketing activities. Research on signage encompasses the ways individuals and businesses use this medium in
Creating win–win situations via advertising: new developments in digital out-of-home advertising
Advertising’s role in society has long been the subject of debate. As has been mentioned in this space previously, a school of thought often voiced by critics of advertising has been the Advertising
Media preferences among young consumers in Bangladesh: a multidimensional approach
Abstract Generally, preference toward an advertising media is judged by company-driven effectiveness assessment parameters such as reach, frequency, sales and return on investment. This paper, on the
Experience the “ambience”
Purpose – Ambient advertising is a unique, intimate and non-traditional form of communication between the product and the consumer; and uses all physical and environmental elements leading to
Old meets new: how researchers can use existing knowledge to explain advertising in new media
  • M. Eisend
  • Business
    International Journal of Advertising
  • 2018
TLDR
This issue contains a selection of eight papers from the 2017 ICORIA presentations that were delivered in Ghent, Belgium, and examines the major differences between online and traditional advertising media and whether and how these differences affect the value of existing advertising theories and concepts.
The Effectiveness of Car Advertising Media: Perceptions of Generation-Y Consumers
Car advertising is new and unique form of Out-of-home advertising and presents a unique opportunity for advertisers to reach a variety of targeted audience profiles. This study explores the
Do Billboard Advertisements Drive Customer Retention?
ABSTRACT Many researchers neglect the wider capabilities of billboards. Managers deploy billboards to generate awareness, evaluated through awareness-tracking studies, thus reinforcing their beliefs.
...
...

References

SHOWING 1-10 OF 43 REFERENCES
Business perceptions of the role of billboards in the U.S. economy
ABSTRACT Despite the longstanding regulatory debate over outdoor advertising, only a limited number of academic studies have explored why firms use the medium. To give insight on several issues
Advertising Media Planning: A Brand Management Approach
The planning and placement of advertising media is a multi-billion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed text offers practical guidance
Advertising Media Planning
Discussions of media planning as the 'noncreative' side of advertising miss the boat entirely. A successful media plan requires creative decisions on media, time frames, dollar distribution, and
Account Planners' Views on How Their Work Is and Should Be Evaluated
Account planning in the United States is now part of the mainstream agency landscape. The planning field has evolved from the original British conceptualization of the 1960s and 1970s. Now planners
Hypotheses in Marketing Science: Literature Review and Publication Audit
We examined three approaches to research in marketing: exploratory hypotheses, dominant hypothesis, and competing hypotheses. Our review of empirical studies on scientific methodology suggests that
The Significance of Human Curiosity in an Outdoor Advertising Experiment
Human curiosity has been identified as one of the important basic research areas of the future for buyer behavior.' In the literature, some outstanding work pertaining to curiosity has been completed
Determining Where to Shop: Fixed and Variable Costs of Shopping
The authors develop and test a new model of store choice behavior whose basic premise is that each shopper is more likely to visit the store with the lowest total shopping cost. The total shopping
Consumer behavior and marketing action
Part 1 Introduction to Consumer Behaviour: 1. Introduction 2. Consumer Behaviour - Societal and Global Perspectives. Part 2 Consumer Decision Making: 3. Complex Decision Making 4. Consumer Learning,
A Planning Template for Nonwork Travel and Transit-Oriented Development
TLDR
A planning template will specify the major nonwork venues that should be mapped and spatially analyzed, the forces shaping urban retail form that need to be monitored, and the factors that will determine TOD regional (not just station-area) success.
...
...