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 |