Outdoor Advertising Recall
A Comparison of Newer Technology and Traditional Billboards
Anne Cunningham Manship School of Mass Communication, Louisiana State University, United States
Renita Coleman Manship School of Mass Communication, Louisiana State University, United States
INTRODUCTION
“The definition of outdoor has changed dramatically as the industry has developed new outdoor media formats in response to the needs of advertisers. Today, outdoor means billboards; but it also means street furniture and transit advertising . . . as well as other alternate formats” (OAAA, “Facts and Figures,” 2003).
Technological advances have fueled the growth in outdoor formats, making...