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...