Signage as Marketing Communication

Kellaris, James J.; Machleit, Karen A.

doi:10.15763/issn.2470-9670.2016.v1.i1.a4

Cited by 15 publications

(16 citation statements)

References 39 publications

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“…Signs are used to identify and advertise a business, as well as its location to potential customers (Kuhn et al, 1997). Signs also help to attract customers, communicate information about the store's image and atmosphere and serve to distinguish a business from its competitors (Berman and Evans, 2007;Kellaris and Machleit, 2016). For very small businesses, signage is often the most important means of communicating with potential customers and the most effective and affordable means of advertising (Morris, 2001;Kelly, 2010;Taylor et al, 2012).…”

Section: Design Standards and Sign Regulationsmentioning

confidence: 99%

“…This is due to the fact that aspects of size, illumination, contrast and location all combine to influence the visibility of a sign and thus its effectiveness as a communication devise (Hawkins, 2011;Jourdan et al, 2013;Auffrey and Hildebrandt, 2017). Thus planners and communities need to have an awareness and understanding of how aspects of sign design and placement can impact the ability of signs to communicate and serve as an effective marketing tool for businesses (Kellaris and Machleit, 2016).…”

Section: Design Standards and Sign Regulationsmentioning

confidence: 99%

“…Thus these standards consider the sign as an object rather than a message-delivery system. The marketing function performed by on-premise business signs is typically not discussed or recognized within the regulation (Anderson, 1983;Weinstein, 2001;Kellaris and Machleit, 2016). However, Jourdan et al (2013) believe that municipalities and planners should treat on-premise signs as a form of commercial communication.…”

Section: But As Hinshawmentioning

confidence: 99%

See 2 more Smart Citations

Providing brand guidance for independent businesses:

Fontaine

Bradbury

2018

IJSW

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If downtown retail districts are to compete with franchise-heavy commercial districts and malls, their small independent businesses must communicate a vibrant, alternative message through graphic identities. The identity that represents each business is the most important aspect of this message, and it needs to be planned and implemented with great care. Based upon our research we propose ways to assist business owners and communities with graphic messaging and its application to signage by providing the communication guidance that is missing in design standards and sign regulations. Through an understanding of communication theory and examining both positive and negative examples of business signs and community design standards, we demonstrate how communities and regulations can be improved to better serve of the unique communication needs and goals of small, independent businesses and the community.

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Section: Design Standards and Sign Regulationsmentioning

confidence: 99%

Section: Design Standards and Sign Regulationsmentioning

confidence: 99%

Section: But As Hinshawmentioning

confidence: 99%

See 1 more Smart Citation

Providing brand guidance for independent businesses:

Fontaine

Bradbury

2018

IJSW

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“…Building on research demonstrating the importance of context, Kellaris and Machleit (2016) propose a conceptual model of signage as a marketing communication tool. Their model seeks to provide a framework for pulling together decades of signage research into a "big picture" so that "missing pieces of the puzzle" might be identified and pursued (10).…”

Section: Introductionmentioning

confidence: 99%

“…Also, such findings could raise questions about OPS design and location practices, and the impact of local sign regulations on OPS effectiveness. It is in this sense that this research intends to identify one of the missing pieces of the signage research puzzle noted by Kellaris and Machleit (2016).…”

Section: Introductionmentioning

confidence: 99%

Do Motorists See Business Signs? Maybe. Maybe Not.

Auffrey¹,

Hildebrandt²

2017

IJSW

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This study sought to answer questions about the extent to which on-premise signs (OPS) along US roadways attract the attention of passing motorists, based on a sample of OPS and roadway contexts captured in photo images from along the 3,073 mile length of highway US 50. 3M's Visual Analysis Software (VAS) was used to predict the probability that the selected OPS would be viewed by passing motorists. Results show that for all signs (n=467), the average probability of being viewed was about 57%, with that rising to about 66% for a "primary signs" group (n=100). These results are consistent with early research of motorist detection of on-premise signs in real-world contexts. The findings suggest that a substantial proportion (approximately one-third) of the on-premise signs along roadways in the US are not being viewed by motorists as business intended, and both the businesses and their communities are foregoing the benefits that more effective signage would provide. This study also sought to determine whether the OPS of national and regional businesses are better able to attract the attention of passing motorists compared to the OPS of locally-based businesses. The results show the average probability of being viewed for the national and regional business OPS is significantly higher than for the local businesses, though both business types showed substantial variation in the probability of viewing. These results suggest an opportunity for the OPS of local businesses to be improved. Both findings here raise important implication for understanding how both local sign regulations and industry design and location standards factor into causing and resolving the problem. Finally, VAS was found to provide quick and inexpensive objective analysis of OPS in real-world contexts. Future research is needed to develop advanced protocols for the use of VAS in analyzing OPS in complex environmental contexts.

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Smart Signage: Toward a Transformative Model that Effectively Generates Consumer-Product Relationships

Velasco,

Marriott

2023

The Future of Consumption

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Smart signage moves beyond traditional signage as it combines digital displays with Artificial Intelligence processes, Machine Learning attributes, and the use of Internet of Things consumer data. This chapter develops a conceptual model that illustrates both the dynamic nature of smart signs in retail contexts and the factors that coexist when consumers interact with this novel marketing communication tool. A set of new concepts and relationships are included in the model to reflect how smart signs two-way communication interface, technological characteristics, effects of psychological mechanism and privacy concerns, and formation of consumer-product relationships, all of which are useful in understanding smart signage persuasion effects. We foresee a fruitful avenue for research in the domain of smart signage and we discuss several implications for retail marketing, consumer wellbeing, and shopping experiences.

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Signage as Marketing Communication

Cited by 15 publications

References 39 publications

Providing brand guidance for independent businesses:

Providing brand guidance for independent businesses:

Do Motorists See Business Signs? Maybe. Maybe Not.

Smart Signage: Toward a Transformative Model that Effectively Generates Consumer-Product Relationships

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