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The Role of Signage in Marketing: Outdoor Advertising, Out-of-Home Media, and On-Premise Signs

Part 4. Advertising and Integrated Communication

  1. Charles R. Taylor

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04011

Wiley International Encyclopedia of Marketing

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.

Author Information

  1. Villanova University, Villanova, PA, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

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.

Keywords:

  • outdoor advertising;
  • billboards;
  • on-premise signs;
  • out-of-home media;
  • integrate marketing communications;
  • brand equity;
  • media planning