Out of Home Advertising Effectiveness
Research shows that Out of Home Advertising is effective, as Debbi Solomon finds in previous recall and awareness studies. She examines the effectiveness of billboards, cinema, taxi advertising and in-store media. Solomon also outlines the difficulties of measuring the medium. Discrepancies exist with measuring car and pedestrian traffic, and with people recalling the advertising but misremembering the medium of the advertising (2003).
The Cunningham and Coleman paper is based on a study that used aided and unaided recall of billboard advertisements by drivers on a highway in Louisiana. The findings included effectiveness based...