Article Figures & Data
Figures
- Figure 1
Evaluations of Billboard Functions—Components Plot
Tables
- Table 1
Survey Samples for Studies 1 and 2
Study 1: Consumer Survey (n = 1,640) Gender % Education % Annual Income % Female 63.0 High school 34.7 Under $25,000 39.1 Male 37.0 Some college 34.6 $25,000–$39,999 23.9 Age range College degree 30.6 $40,000–$54,999 15.4 Under 30 32.9 Customer type $55,000 or over 21.7 30–49 44.1 New customer 46.7 50 or older 23.0 Returning customer 53.3 Study 2: Management Survey (n = 263 (241)) Gender % Status % % of Advertising Spend % Female 69.5 VP or CEO 15.9 No billboard spend 13.8 Male 30.5 Director 63.6 Under 5% 18.4 Age range Other management 20.5 5%–9% 23.4 Under 30 4.4 Media-buying activity 10%–14% 18.0 30–39 24.7 Under 10 years 28.4 15%–19% 10.0 40–49 35.6 10–19 years 38.9 20% or more 16.3 50 or older 35.6 20 years or longer 32.5 - Table 2
Customer Perceptions of Billboard Effects
Customer Sample Noticed the Billboards? Mean Ratings (1–7) If Noticed (n = 1,190) Opinion of Billboards (n = 1,640) No % Yes % Increased Awareness Informative Influenced the Visit (n = 1,640) New customer 34.6 65.4 4.84 4.72 4.14 5.56 Returner 20.5 79.5 4.48 4.88 3.80 5.64 All 27.4 72.6 4.62 4.81 3.94 5.59 Φ or t Φ = .158 t = −2.972 t = 1.626 t = −2.697 t = 1.068 p <.001 .003 .104 .007 .288 - Table 3
Managers' Ratings of Billboard Attributes
Media Attributes Ratings for Billboards (1–7) and Correlations with Overall Rating for Billboards (p < .001) M SD Pearson r 1. Being noticed 5.07 1.236 .536 2. Create awareness 5.16 1.197 .556 3. Generate interest 4.71 1.290 .642 4. Create desire 4.10 1.371 .627 5. Influence prospects 4.15 1.297 .502 6. Influence customers 4.06 1.348 .487 7. Customer retention 3.72 1.406 .492 8. Customer loyalty 3.66 1.457 .537 9. Cost 3.80 1.306 .499 10. Creative potential 4.79 1.749 .453 11. Lead time 4.10 1.590 .309 12. Customer remembers 4.75 1.290 .557 13. Helpful to customers 4.39 1.299 .548 14. Nonintrusive 4.26 1.311 .467 - TABLE 4
Factors Explaining Managers' Ratings: Multiple Regression
Measure β p t VIF Impact scale .353 .000 5.022 2.641 Influence scale .165 .005 2.804 1.816 Benefits for consumers .250 .001 3.420 2.843 Media issues index .107 .045 2.036 1.465 Note: Analysis of variance: F(4, 234) = 63.173, p < .001; adjusted R2 = .554. VIF = variance inflation factor.
• Are noticed by target markets Disagree Strongly (7 evenly spaced clickers to) Agree Strongly • Increase awareness within target markets (same scale as above) • Generate interest within target markets (same scale as above) • Create desire within target markets (same scale as above) • Influence existing customers to extend patronage (same scale as above) • Influence prospective customers toward patronage (same scale as above) • Increase customer loyalty (same scale as above) • Cost Very Poor (7 evenly spaced clickers to) Very Good • Creative potential (same scale as above) • Lead time (same scale as above) • Remembered by customers Disagree Strongly (7 evenly spaced clickers to) Agree Strongly • Helpful to customers (same scale as above) • Seen as non-intrusive by customers (same scale as above) • Radio Very Negative (7 evenly spaced clickers to) Very Positive • Television (same scale as above) • Internet (same scale as above) • Newspapers (same scale as above) • Magazines (same scale as above) • Billboards (same scale as above) • Yellow Pages (same scale as above) Managers' Evaluations of Billboard Capabilities (7-point scales) Principal-Components Analysis Components Preaction Action–Retention Billboards are noticed .876 .259 Increase awareness .895 .210 Generate interest .868 .325 Create desire .733 .449 Influence prospective customers .360 .752 Influence existing customers .312 .807 Increase customer retention .203 .874 Increase customer loyalty .264 .858 Note: Kaiser–Meyer–Olkin statistic = .843; oblimin rotation; variance explained = 79.1%.
Vol 60 Issue 2
Do Billboard Advertisements Drive Customer Retention?
