Improving the Effectiveness of Outdoor Advertising: Lessons from a Study of 282 Campaigns

Abstract

Describes a review of 282 outdoor advertising campaigns between 1978 and 1991, using recall scores as the key measure of effectiveness. Previous studies reviewed. Results: considerable variation in recall scores; these were related to various explanatory variables. Sample selection procedures were not significant. Marketing variables (e.g. price, advertiser awareness) were significant, indicating the need to control for these. Media type and weight variables explained about 20% of the variation. Of execution variables, benefit communication and use of humour were positively related to recall, number of concepts negatively. Of variables measuring illustration, only one (use of photograph or artwork) was significantly related to recall - a surprising finding compared with print media. Several text-related variables were significant, including copy length (negative) and legibility. Implications for improving outdoor creative treatment discussed.