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Do Billboard Advertisements Drive Customer Retention?

Expanding the “AIDA” Model to “AIDAR”

John L. Fortenberry, Peter J. McGoldrick
DOI: 10.2501/JAR-2019-003 Published 24 January 2019
John L. Fortenberry
Louisiana State University Shreveport, Willis–Knighton Health System, john.fortenberry@lsus.edu
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  • For correspondence: john.fortenberry@lsus.edu
Peter J. McGoldrick
University of Manchester, peter.mcgoldrick@manchester.ac.uk
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  • For correspondence: peter.mcgoldrick@manchester.ac.uk
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ABSTRACT

Many researchers neglect the wider capabilities of billboards. Managers deploy billboards to generate awareness, evaluated through awareness-tracking studies, thus reinforcing their beliefs. This two-part investigation examines assumptions that billboards primarily serve initial attraction roles, early-stage effects in hierarchies such as the Attention–Interest–Desire–Action (AIDA) model. Study 1 indicates that billboards also affect existing customers and repatronage decisions. In Study 2, experienced marketing executives recognized billboards' role in assisting reinforcement and customer retention. On the basis of these studies and evidence from related fields, it is timely to suggest a logical progression to AIDAR, which adds “retention” to the AIDA model.

  • Received March 14, 2018.
  • Received (in revised form) August 14, 2018.
  • Accepted October 23, 2018.
  • Copyright© 2019 ARF. All rights reserved.
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Vol 59 Issue 4

Journal of Advertising Research: 59 (4)
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Do Billboard Advertisements Drive Customer Retention?
John L. Fortenberry, Peter J. McGoldrick
Journal of Advertising Research Jan 2019, JAR-2019-003; DOI: 10.2501/JAR-2019-003

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Do Billboard Advertisements Drive Customer Retention?
John L. Fortenberry, Peter J. McGoldrick
Journal of Advertising Research Jan 2019, JAR-2019-003; DOI: 10.2501/JAR-2019-003
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    • INTRODUCTION
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    • METHODOLOGY
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    • Appendix A Measurement Scales
    • Appendix B Evaluations of Billboard Functions: Principal Components
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