caa a22 4500 467979766 CHVBK 20180323112516.0 cr unu---uuuuu 170328e19900601xx s 000 0 eng 10.1007/BF02726474 doi (NATIONALLICENCE)springer-10.1007/BF02726474 Woodside Arch Tulane University, New Orlecens, USA aut Outdoor advertising as experiments [Elektronische Daten] [Arch Woodside] Can outdoor advertising substantially influence in purchase rates? The answer in brief: the limited evidence from field experiments indicates that outdoor advertising is likely to increase sales. The evidence from survey research studies in the form of verbal reports indicates substantial increases in shopper/visitor traffic and purchase rates associated with the use of outdoor advertising signs. However, only two published and no unpublished studies could be found that include the use of true experimental or quasi-experimental designs to learn the effects of outdoor advertising on purchase rates. Research on the sales effects of another form of advertising media signage is available for comparing the relative quality of outdoor advertising effectiveness studies. Telling evidence does exist indicating that indoor (point-of-purchase) advertising increases purchase rates. A substantial number of field studies using true experimental and quasi-experimental designs are needed to provide similar hard evidence that outdoor advertising works. Some suggestions for using such research designs are provided for the outdoor advertising industry. Academy of Marketing Science, 1990 Journal of the Academy of Marketing Science Springer-Verlag 18/3(1990-06-01), 229-237 0092-0703 18:3<229 1990 18 11747 https://doi.org/10.1007/BF02726474 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/BF02726474 text/html Onlinezugriff via DOI NATIONALLICENCE 100 1- Woodside Arch Tulane University, New Orlecens, USA aut NATIONALLICENCE 773 0- Journal of the Academy of Marketing Science Springer-Verlag 18/3(1990-06-01), 229-237 0092-0703 18:3<229 1990 18 11747 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer