Receptiveness of Black Americans to outdoor advertising
Abstract
Outdoor advertisements, billboards especially, represent important advertising vehicles yet they receive little attention from marketing researchers. Many managers assume that the medium has limited segmentation potential beyond geographical, yet this study reveals major differences. Based on two sets of focus groups and a survey of over 1600 users of heath service facilities in Louisiana, Black Americans appear significantly more receptive than White Americans to billboards, using measures of awareness, information conveyance, influence, and overall views. These differences persist across most education/income level combinations; significant interaction effects emerge between receptiveness, race, education, and income. The authors draw from socialization theory to explain some of the difference but suggest the high exposure of Black Americans to billboards, plus their greater openness to advertising, also contribute. Many advertisers target Black Americans and this targeting is a subject of public policy concern, giving these findings implications for marketers, researchers, and policy makers.Download Info
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Bibliographic Info
Article provided by Elsevier in its journal Journal of Business Research.
Volume (Year): 64 (2011)
Issue (Month): 6 (June)
Pages: 586-593
Contact details of provider:
Web page: http://www.elsevier.com/locate/jbusres
Related research
Keywords: Outdoor advertising Billboard advertising Black Americans Advertising receptiveness Socialization theory Public policy;References
References listed on IDEASPlease report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Ward, Scott, 1974. " Consumer Socialization," Journal of Consumer Research, University of Chicago Press, vol. 1(2), pages 1-14, Se.
- Wamwara-Mbugua, L. Wakiuru & Cornwell, T. Bettina & Boller, Gregory, 2008. "Triple acculturation: The role of African Americans in the consumer acculturation of Kenyan immigrants," Journal of Business Research, Elsevier, vol. 61(2), pages 83-90, February.
- Taylor, Charles R. & Franke, George R., 2003. "Business Perceptions of the Role of Billboards in the U.S. Economy," Journal of Advertising Research, Cambridge University Press, vol. 43(02), pages 150-161, June.
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- Füsun Gönül & Franklin Carter & Jerry Wind, 2000. "What kind of patients and physicians value direct-to-consumer advertising of prescription drugs," Health Care Management Science, Springer, vol. 3(3), pages 215-226, June.
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