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},
  author={Charles r. Taylor and George R. Franke and Hae-Kyong Bang},
  journal={Journal of Advertising},
  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… 
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