Utilizing the before after with Control Group Experimental Design to Evaluate an Outdoor Advertising Campaign

Abstract

This article reports an empirical investigation that measured the effects of a particular outdoor advertising campaign in several cities. A before-after-with control group experimental design was employed in the study. The independent variable was a regional outdoor advertising campaign that focused upon the identity of Miss America 1975 in eleven cities. The dependent variable was the proportion of adults residing in selected metropolitan areas who could identify Miss America 1975. The experiment is somewhat unusual in that a control city was actually selected and employed to measure the effects of extraneous variables in the experiment.

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