| Managers' Evaluations of Billboard Capabilities (7-point scales) | Principal-Components Analysis Components | |
|---|---|---|
| Preaction | Action–Retention | |
| Billboards are noticed | .876 | .259 |
| Increase awareness | .895 | .210 |
| Generate interest | .868 | .325 |
| Create desire | .733 | .449 |
| Influence prospective customers | .360 | .752 |
| Influence existing customers | .312 | .807 |
| Increase customer retention | .203 | .874 |
| Increase customer loyalty | .264 | .858 |
Note: Kaiser–Meyer–Olkin statistic = .843; oblimin rotation; variance explained = 79.1%.