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...