Abstract
Outdoor advertisements are now routinely used by marketers of products and services as they have been found to be effective in general. However, there have been no studies testing the effectiveness of outdoor advertising of services in particular nor have there been studies comparing the effectiveness of outdoor advertisements of services with that of consumer goods. In this paper we study the effectiveness of outdoor advertisements of services and investigate the influence of few billboard and consumer related fac- tors on its effectiveness. The results show that the outdoor advertise- ments of services are very effective. Further, the recall of outdoor advertisements of services may be enhanced by providing direc- tional information when applicable and by unusual executions such as having them in black and white when most other ads are in color. Recall of outdoor advertisements of services was also found to be positively associated with respondent involvement with outdoor advertising and their attitude ...
Published Version
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