IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Login to save this article or follow this journal

Business Perceptions of the Role of Billboards in the U.S. Economy

  • TAYLOR, CHARLES R.
  • FRANKE, GEORGE R.
Registered author(s):

    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 pertaining to the outdoor advertising controversy, this article presents findings from a national survey of billboard users and nonusers. Users believe that billboards have unique advantages that are not offered by other media. Thus, they have more positive views than nonusers of billboards' ability to communicate information at an affordable cost, attract new customers, and reach a targeted local area. Users also believe that billboards serve a different function than on-premise signs, and that other media are poor substitutes for billboards. Unlike nonusers, a majority of billboard users indicate that their company would lose sales if billboards were banned. Small businesses, travel-related businesses, and heavier users of billboards predict a sales decline of approximately 20 percent on average.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL: http://journals.cambridge.org/abstract_S002184990303023X
    File Function: link to article abstract page
    Download Restriction: no

    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 43 (2003)
    Issue (Month): 02 (June)
    Pages: 150-161

    as
    in new window

    Handle: RePEc:cup:jadres:v:43:y:2003:i:02:p:150-161_03
    Contact details of provider: Postal: Cambridge University Press, UPH, Shaftesbury Road, Cambridge CB2 8BS UK
    Web page: http://journals.cambridge.org/jid_JAR
    Email:

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:cup:jadres:v:43:y:2003:i:02:p:150-161_03. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Keith Waters)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.