Use and Effectiveness of Billboards: Perspectives from Selective-Perception Theory and Retail-Gravity Models

Taylor, Charles R.; Franke, George R.; Bang, Hae‐Kyong

doi:10.2753/joa0091-3367350402

Cited by 117 publications

(57 citation statements)

References 13 publications

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“…As a result, companies like Gillette, will pay David Beckham to 'model' their products. By aligning the way people feel about Beckham, with the Gillette brand, Gillette can improve the perception of their brand or reinforce what's already positive about it (Taylor, 2006).…”

Section: Perceptionmentioning

confidence: 99%

The Impact of Psychological Factors on Consumer Buying Behavior and an Empirical Application in Turkey

Durmaz¹

2014

ASS

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In this study, the influence of psychological factors on consumer buying behavior is investigated. The effect of psychological factors on buying behavior of consumers, who become much more important day by day, is tried to be measured. Turkey has seven regions. From each region two provinces are selected by random sampling method. A face to face survey was conducted on 100 people from each province and in total 1400 people participated in the survey. The information obtained from the results are analyzed and interpreted by the computer packet programs.

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Section: Perceptionmentioning

confidence: 99%

The Impact of Psychological Factors on Consumer Buying Behavior and an Empirical Application in Turkey

Durmaz¹

2014

ASS

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“…Nevertheless, television advertising research and research on traditional billboards generally lead us to conclude that a number of factors like the structural characteristics of the billboards, the message characteristics, characteristics of audiences, their exposure patterns and the situational context of exposure, may influence audience learning and information retention, and in turn the billboards' effectiveness in information campaigns. Taylor, Franke, & Bang (2006) has identified two criteria of billboard effectiveness as attention to billboards and improving recall. Hence use of clever creative execution of billboard messages is important.…”

Section: Factors In the Effectiveness Of "Ebbs" As A Publicity Toolmentioning

confidence: 99%

Muslim Pilgrims' Use of Electronic Billboards (EBBs) and Message Recall: Examining the Effectiveness of the EBBs as a PSA Tool

Gazzaz¹,

Khan²,

Iqbal³

2014

ASS

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The present study has examined the utility of the electronic billboards (EBBs) as a public service announcement (PSA) tool in the Holy Mosque area, Makkah Al-Mukarramah. Data were gathered from a non-probability sample of the Omrah pilgrims on the use, perceptions, and recall of the EBB messages. In-depth interviews with informants were also used to help interpret the data. Pilgrims' attention to the billboards and their recall of the messages were used as factors of billboard utility and effectiveness. On the basis of frequency distribution analysis coupled with simple elaboration through contingency and partial contingency tables, and zero-order and 5 th order partial correlations, the study concludes that despite their potential for high effectiveness the EBBs are not producing much of an impact on the pilgrims. Recommendations are proffered on how best to improve the EBBs utility as a PSA tool for the pilgrims.

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“…Also, Taylor et al (2006) asserted that billboards connect businesses to consumers and constitute the mouth piece of small business. Franke and Taylor (2017), billboards serve as part of the larger category of out-of-home media intended to reach consumers outside the home.…”

Section: Billboardmentioning

confidence: 99%

“…Taylor, Franke and Bang (2006) established that billboard possessed significant characteristics to the targeted audience as a result of location of the billboard, readability, clarity of the message, use as a tool of integrated marketing communications, powerful visuals, clever creative, and information provision. Also, Taylor et al (2006) asserted that billboards connect businesses to consumers and constitute the mouth piece of small business.…”

Section: Billboardmentioning

confidence: 99%

The Influence of Offline, Online Media and Counterfeit Awareness among Non-Perishable and Non-Food Products in Ghana

Yeboah¹,

Owusu-Prempeh²,

Adjei³

2017

IJMS

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Previous research has shown that counterfeit activity causes major losses to individuals and country's economy in the global market. This is as a result of less awareness being created across various markets. The study introduced an integrated cognitive behavioural theory in order to advance knowledge in such dimension. The aim of this research study is to investigate the influence of offline, online media and counterfeit awareness among non-perishable and non-food products in Ghana. The research mainly assessed offline media such as, television, radio, newspaper, and billboard, as well as online media such as, facebook, linkedIn, whatsapp, and twitter. A sample of 196 respondents was employed using convenient selection method. A self-completed 5 point Likert structured questionnaire survey was the data collection instrument used. The data collected were computed and analysed by multiple regression to determine the significant association between the variables involved in this study. The overall results of the offline media variables revealed that, only radio is found significant association with counterfeit awareness among non-perishable and non-food products in Ghana. Among the variables that are rejected with no significant association with counterfeit awareness involved television, newspaper and billboard. With regard to the results of online media, all the variables were rejected with no significant association with counterfeit awareness among non-perishable and non-food products in Ghana, involved facebook, linkedin, whatsapp and twitter. The study recommends that consequences about using counterfeit product should be explored to ascertain its effect.

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Use and Effectiveness of Billboards: Perspectives from Selective-Perception Theory and Retail-Gravity Models

Cited by 117 publications

References 13 publications

The Impact of Psychological Factors on Consumer Buying Behavior and an Empirical Application in Turkey

The Impact of Psychological Factors on Consumer Buying Behavior and an Empirical Application in Turkey

Muslim Pilgrims' Use of Electronic Billboards (EBBs) and Message Recall: Examining the Effectiveness of the EBBs as a PSA Tool

The Influence of Offline, Online Media and Counterfeit Awareness among Non-Perishable and Non-Food Products in Ghana

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