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...