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 | |