MANAGEMENT SLANT
- Contrary to enduring beliefs, billboards can be effective across the hierarchy of effects, including customer-retention roles that are missing from traditional advertising typologies.
- Combined with billboards’ resilience against...
Do billboard advertisements drive customer retention? Expanding the “AIDA” model to “AIDAR”
Many researchers neglect the wider capabilities of billboards. Managers deploy billboards to generate awareness, evaluated through awareness-tracking studies, thus reinforcing their beliefs.
