Factors Influencing Recall of Outdoor Advertising

Describes a study to identify and quantify various factors that influence the recall of outdoor advertising.

Factors Influencing Recall of Outdoor Advertising

Naveen Donthu, Joseph Cherian and Mukesh Bhargava

As the dominance of television advertising decreases, and the importance of regional advertising increases, outdoor advertising is becoming an important advertising medium. The share of outdoor advertising is expected to double by 1995 (Woodside, 1990 Bergendorff, 1990). The outdoor advertising industry's revenue is now estimated to be over $1.5 billion. At the same time, outdoor advertising is a relatively under researched area (Chandler, 1983; King and Tinkham, 1989; Bhargava, Donthu, and Cherian, 1991).

The main advantage of outdoor advertising over other media is...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands