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Title: Billboard advertising : consumer attitudes and exective perspectives
Author: Fortenberry, John L.
Awarding Body: University of Manchester
Current Institution: University of Manchester
Date of Award: 2007
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Billboard advertising is a vibrant and growing marketing communications medium, to which companies are increasingly turning for the purpose of attracting target audiences. The advertising medium has a lengthy history, often stated as dating back to ancient times, and possesses a series of advantages associated with its unique application along roadsides and other transit paths, positioned in an effort to attract the attention of passers-by. Despite its increasing popularity and use, billboard advertising has largely gone unnoticed by the academic community, with very few studies being recorded. In an effort to shed light on this scarcely studied medium, two studies were initiated in the USA, one targeting the patients of an urgent care clinic operation and the other hospital marketing executives. Survey questionnaires to each group measured their attitudes and perceptions associated with a range of topics pertaining to billboard advertising performance and policy matters. The results of this research effort indicate that a majority of both consumer and executive populations view billboards to be appropriate for marketing healthcare services. Both populations also were found to possess a positive overall opinion of the medium, indicating that billboards are perhaps not as controversial as they are sometimes characterised in the public policy literature. Consumers were found to view billboards as more capable across all of the stages of response hierarchy models, compared with marketing executives' views; however, a potential extension of the AIDA paradigm was identified within the latter data set, extending beyond action into reinforcement/retention. Simple informational elements are viewed both by consumers and executives to be most appropriate within billboard advertisements, and segmentation opportunities might exist, based not only on geography but also demography, best evidenced by differing receptiveness to billboards between black and white populations. While the findings presented in this research contain many new contributions to the literature of outdoor advertising, much more work is needed to address comprehensively this growing marketing communications category. It is hoped that the findings of this research will benefit the many stakeholders of billboard advertising and also prompt others, particularly in the academic community, to direct research efforts toward billboard advertising and other forms of outdoor advertising media.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available