PT - JOURNAL ARTICLE AU - Fortenberry, John L. AU - McGoldrick, Peter J. TI - Do Billboard Advertisements Drive Customer Retention? AID - 10.2501/JAR-2019-003 DP - 2020 Jun 01 TA - Journal of Advertising Research PG - 135--147 VI - 60 IP - 2 4099 - http://www.journalofadvertisingresearch.com/content/60/2/135.short 4100 - http://www.journalofadvertisingresearch.com/content/60/2/135.full SO - J Advert Res2020 Jun 01; 60 AB - 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.