The Role of Signage in Marketing: Outdoor Advertising, Out-of-Home Media, and On-Premise Signs
Part 4. Advertising and Integrated Communication
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Taylor, C. R. 2010. The Role of Signage in Marketing: Outdoor Advertising, Out-of-Home Media, and On-Premise Signs. Wiley International Encyclopedia of Marketing. 4.
- Published Online: 15 DEC 2010
Signage plays an important, but often overlooked, role in marketing and advertising. This article focuses on recent findings pertaining to what makes for effective advertising on billboards and other out-of-home media. It also discusses the role of on-premise signs as marketing and advertising devices.
- outdoor advertising;
- on-premise signs;
- out-of-home media;
- integrate marketing communications;
- brand equity;
- media planning