CAPITAL AND INCOME EFFECTS OF SIGNBOARD REGULATION, CONTROL AND REMOVAL ON SELECTED KINDS OF BUSINESSES AND LAND SEGMENTS LOCATED ON INTERSTATE AND PRIMARY HIGHWAY SYSTEMS IN ALABAMA

A SCALAR ANALYSIS USING A PAIRED COMPARISON TECHNIQUE WAS MADE OF MOTORIST TRAVELERS AND MOTEL MANAGERS IN THE METROPOLITAN BIRMINGHAM AREA TO DETERMINE THE RELATIVE IMPORTANCE OF A NUMBER OF INFORMATION SOURCES AND CUES IN THE SELECTION OF LODGING AND EATING ESTABLISHMENTS. FOR EXAMPLE, LODGING PATRONS AND MANAGERS WERE ASKED TO INDICATE , IN THEIR JUDGMENT, THE IMPORTANCE BETWEEN PAIRED SOURCES OF INFORMATION SUCH AS, COMMERCIAL BILLBOARDS VS. CREDIT CARDS, COMMERCIAL BILLBOARDS VS. RADIO AND TV ADVERTISING, AND COMMERCIAL BILLBOARDS VS. OFFICIAL HIGHWAY SIGNS. FOR THE PATRONS, COMMERCIAL BILLBOARDS RANK 6TH IN IMPORTANCE, WHILE FOR THE MANAGERS, COMMERCIAL BILLBOARDS RANK 7TH. BOTH MANAGERS AND PATRONS INDICATED THAT PREVIOUS EXPERIENCE, ADVICE OF INDIVIDUALS, PHYSICAL APPEARANCE OF THE ESTABLISHMENT, REFERRAL SERVICES, AND RESERVATION SERVICES RANKED ABOVE COMMERCIAL BILLBOARDS. MANAGERS OF 12 OUTDOOR ADVERTISING FIRMS WERE SURVEYED TO OBTAIN ESTIMATES OF EXPECTED LOSSES RESULTING FROM SIGN CONTROLS. EXPECTED LOSSES OF RECEIPTS RANGED FROM 110 THOUSAND TO OVER 1 MILLION DEPENDING ON THE TYPE AND EXTENT OF CONTROLS ASSUMED. EMPLOYMENT LOSSES RANGED FROM 9 TO 91 EMPLOYEES FOR THE 12 COMPANIES SURVEYED. /BPR/

  • Supplemental Notes:
    • Hpr, 930-035
  • Corporate Authors:

    Alabama State Highway Department

    11 South Union Street
    Montgomery, AL  United States  36130

    Bureau of Public Roads /US

    400 7th Street, SW
    Washington, DC  United States  20590
  • Authors:
    • Moore, C T
  • Publication Date: 1966

Subject/Index Terms

Filing Info

  • Accession Number: 00201172
  • Record Type: Publication
  • Source Agency: Bureau of Public Roads /US
  • Files: TRIS, STATEDOT
  • Created Date: Feb 24 1994 12:00AM