Villanova Study Examines Value of Illuminated On-premise Signs

Professor Charles R. Taylor,  a marketing professor at Villanova University, and a Research Fellow at the Center for Marketing and Policy Research, conducted a survey of business owners as to the value of illumination for their on-premise signs. Surveys were sent to 750 business owners, and 333 useable responses were received. Here are some of […]

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Can a Changeable-copy Sign Help a Business?

A car wash in California had a two-color, freestanding, rectangular ground sign. It replaced it with a sign of the same proportion, which constituted a multi-color, dimensional cabinet sign on a pole, with a manual, changeable-copy sign below it. The sign cost $15,000. In the first year after the new sign was installed, gross revenue […]

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How Did One Car Dealer Succeed When Three Others had Failed?

Melvin Tuchez worked as an employee in the auto-sales business, and then he purchased his own dealership, Aztec Motors, in San Fernando, California. He believed three other auto-sales companies on the same site had failed due to inferior branding and weak management. He immediately began spending $16,000 per month on print and on-air advertising. A […]

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What Does Amortization Mean for Signage?

Amortization concerns the compensation for a sign that is no longer in compliance when a sign code changes. The theory is, if a sign is allowed to exist for a certain period of time, its owner would recoup their investment during a period prescribed by the local jurisdiction before the sign must be removed. This […]

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How Can the Value of an On-Premise Sign Be Calculated?

Richard Bass is a certified appraiser in Sarasota, Florida. During his more than 30 years in business, he has testified in court as to how a sign’s value can be appraised. In a presentation for The Signage Foundation, Bass outline three case histories where the absence of a sign could be measured economically. Planners, Signs […]

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Do Wall Murals Benefit Small Towns?

The Walldog Festival movement began more than two decades ago when more than 100 signpainters descended upon Allerton, IA, on July 30- August 1, 1993. In addition to restoring an eight-year-old painted wall mural, they created seven other hand-painted murals. Currently, the vast majority of non-electric signs are created with computer-cut vinyl or digitally printed […]

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Do Signs Help First-time Customers Find Stores?

Signtronix is a California-based sign manufacturer that creates signs for small independent businesses nationwide. From 1996 through 2011, it asked its customers (retailers) to ask their first-time customers (shoppers) how they first found out about their store. Over this 14-year period, 46% of these 13,040 first-time patrons said they’d heard about the retailer because of […]

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