Business perceptions of the role of billboards in the U.S. economy

Despite the longstanding regulatory debate over outdoor advertising, only a limited number of academic studies have explored why firms use the medium.

business perceptions of the role of billboards in the U.S. economy

Charles R. TaylorVillnova University andGeorge R. FrankeUniversity of Alabama

Expenditures on outdoor advertising in the United States exceeded $5.1 billion in 2001 (Marketing Factbook, 2002), reflecting a newfound enthusiasm for outdoor advertising among media planners (Neuborne and Weil, 2000). Nevertheless, the long history of controversy over outdoor advertising continues to the present (Taylor and Chang, 1995). On one side of the debate are those who argue that outdoor is an effective medium that helps to create jobs and is widely appreciated by the public (Outdoor...

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