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 importance of mechanical, executional, and message-related factors in making advertising effective in specific media and have made important contributions to the field (Percy and Rossiter, 1992). This paper reports the results of a similar collaboration based on an analysis of 282 outdoor campaigns. Our research examines the relationship between recall scores as a measure of effectiveness and several executional variables, controlling for factors such as campaign objectives and type of respondents.