A Comparison of the Effectiveness of Perimeter and Outdoor Advertising: What Sponsorship can Learn from Outdoor Adevertising

Abstract

Based on a review of empirical studies, this paper compares the effectiveness of perimeter and outdoor advertising in terms of recall. In a first step, variables influencing the memorisation of perimeter and outdoor advertisers are summarised and categorised. Four groups of variables related to exposure conditions, product, message, and respondent characteristics can be distinguished and are integrated into an information-processing framework in order to explain how perimeter and outdoor advertising work. Conclusions for improving the effectiveness of perimeter advertising are drawn.