ATTITUDES OF HIGHWAY ORIENTED BUSINESSES IN SOUTHERN WYOMING TOWARD HIGHWAY BILLBOARD ADVERTISING

THIS REPORT IS DESIGNED TO PROVIDE SOME FINDINGS OF A PILOT STUDY OF THE ATTITUDES OF MOTEL, SERVICE STATION AND RESTAURANT OPERATORS TOWARD HIGHWAY BILLBOARDS AND TO DETERMINE THE EXTENT OF DEPENDENCE ON HIGHWAY BILLBOARDS BY OPERATORS OF THESE HIGHWAY ORIENTED BUSINESSES. MOST OF THE SURVEY RESPONDENTS FELT THAT ON-PREMISE SIGNS WERE GENERALLY THE MOST EFFECTIVE MEANS OF ADVERTISING. HIGHWAY BILLBOARDS GENERALLY RANKED SECOND IN EFFECTIVENESS. THESE FINDINGS WERE CONTRADICTED WHEN RESPONSES TO THE OPEN-ENDED QUESTION WHICH FORM OF ADVERTISING DO YOU FEEL IS THE MOST EFFECTIVE IN TERMS OF ATTRACTING CUSTOMERS, INDICATED THAT RESPONDENTS GENERALLY MENTIONED HIGHWAY BILLBOARD ADVERTISING AS MOST EFFECTIVE. IT WAS FOUND THAT DEPENDENCE ON ADVERTISING AND ATTITUDES TOWARD ADVERTISING WERE DIRECTLY ASSOCIATED WITH THE SIZE OF BUSINESS. SMALL BUSINESSMEN ORDINARILY CANNOT AFFORD THE OVERHEAD ASSOCIATED WITH AN EXTENSIVE ADVERTISING PROGRAM OF ANY KIND. /BPR/

  • Supplemental Notes:
    • Hpr, 505
  • Corporate Authors:

    University of Wyoming, Laramie

    Wyoming Survey and Analysis Center, 710 Garfield
    Laramie, WY  United States  82070
  • Authors:
    • Blood, D M
    • Rajender, G R
    • Curle, E J
  • Publication Date: 1966-12-20

Subject/Index Terms

Filing Info

  • Accession Number: 00201173
  • Record Type: Publication
  • Source Agency: Bureau of Public Roads /US
  • Files: TRIS
  • Created Date: Mar 20 1994 12:00AM