Sales Response to Outdoor Advertising

Mukesh Bhargava · Naveen Donthu

82 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Market Behavior and Pricing

Abstract

The authors report results of two field experiments that tested the sales response to outdoor advertising. The experiments manipulated the media weight by location (spatial effects), promotion message, and the effects of incorporating outdoor advertising in multiple-media campaigns. The first study showed that, in addition to the weight of the outdoor media, the temporal, spatial, and promotional effects were significant. The second study showed that outdoor media have spatial effectiveness when used as a part of a multimedia campaign. These results confirm that sales response to outdoor advertising is immediate but mediated by location of exposure and other elements of the marketing plan.

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References

2009Time series analysis forecasting and control 1979Customer-Oriented Approaches to Identifying Product-Markets 1993Factors Influencing Recall of Outdoor Advertising 1989Advertising Experiments at the Campbell Soup Company

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