Improving the Effectiveness of Outdoor Advertising: Lessons from a study of 282 campaigns

Mukesh Bhargava, Naveen Donthu and Rosanne Caron

Describes a review of 282 outdoor advertising campaigns between 1978 and 1991, using recall scores as the key measure of effectiveness.

Improving the Effectiveness of Outdoor Advertising: Lessons from a study of 282 campaigns

Mukesh Bhargava, Naveen Donthu and Rosanne Caron

The study of advertising effectiveness and mediating factors are a central and important theme in advertising research. These studies are important from both theme academic and managerial perspectives, specially with the growing emphasis on the accountability of advertising results (Coleman, 1991). Confirming this importance, several large collaborative studies between the academic and the industry have been reported in the literature (eg, Stewart and Furse, 1986; Holbrook and Lehmann, 1980). These studies have shed light on the...

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