RT Journal Article SR Electronic T1 Do Billboard Advertisements Drive Customer Retention? JF Journal of Advertising Research JO J Advert Res FD WARC SP 135 OP 147 DO 10.2501/JAR-2019-003 VO 60 IS 2 A1 Fortenberry, John L. A1 McGoldrick, Peter J. YR 2020 UL http://www.journalofadvertisingresearch.com/content/60/2/135.abstract 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.