Value of Signs Article Published in Public Policy Journal

An article entitled “Understanding the Value of On-Premise Signs as Marketing Devices for Legal and Public Policy Purposes” has been published in the American Marketing Association’s Journal of Public Policy & Marketing. Co-authored by Villanova professor Charles R. Taylor, Matthew E. Sarkees (Villanova) and Hae-Kyong Bang (West Virginia), the study includes the results of a study of 238 end users (those who buy signs for their businesses) about the impact of their signs on sales. Eighty-five percent of the respondents said they would lose an average of 34.5% of their sales if they didn’t have an on-premise sign.

The study also asked respondents to compare the effectiveness of their on-premise sign with the effectiveness of billboards, radio, newspapers, television, the Yellow Pages and the Internet.
On a 7-point Likert scale, signs rated the highest at 5.37, with billboards the next highest at 4.87. the Yellow Pages ranked last at 4.12.

To read the entire article, go to


Photo by Kate Trysh on Unsplash

Wade Swormstedt

Wade Swormstedt

Wade is the former Executive Director of the Foundation for the Advancement of the Sign Industry and the former Editor and Publisher of Signs of the Times magazine.

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Posted in Outdoor Advertising, Research, Signs' Advertising Value, Universities.