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.
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