TRAVELER ATTITUDES TOWARD HIGHWAY BILLBOARD ADVERTISING' A SURVEY OF SELECTED WYOMING MOTEL PATRONS

OVER 1,700 PATRONS OF THREE MOTELS WERE SURVEYED TO DETERMINE THE ROLE OF HIGHWAY BILLBOARDS IN THEIR DECISION TO STOP AT A PARTICULAR MOTEL. ABOUT 90 PERCENT SAID THEY HAD SEEN A BILLBOARD ADVERTISING THE PARTICULAR MOTEL; THE NUMBER WAS SOMEWHAT HIGHER FOR PATRONS OF TWO MOTELS WITH EXTENSIVE BILLBOARD ADVERTISING AND WAS ABOUT 75 PERCENT FOR THE HOTEL USING LITTLE BILLBOARD ADVERTISING. THE REPORT EMPHASIZES THAT AWARENESS OF BILLBOARDS SHOULD NOT BE EQUATED WITH EFFECT ON DECISION-MAKING. THE ACTUAL REASONS GIVEN FOR DECIDING ON THE MOTEL WERE' TRAVEL GUIDE /34 PERCENT/, APPEARANCE /29 PERCENT/, CHAINS /22 PERCENT/, FACILITIES /10 PERCENT/, RATES /9 PERCENT/, AND HIGHWAY SIGNS AND BILLBOARDS /7 PERCENT/. OPINIONS ON THE USEFULNESS OF BILLBOARDS WITH RESPECT TO MOTELS AND HOTELS WERE' VERY USEFUL, 45 PERCENT; SOMEWHAT USEFUL, 40 PERCENT; NOT USEFUL AT ALL, 10 PERCENT; AND NO ANSWER, 5 PERCENT. ALTHOUGH BASED ON A LIMITED SAMPLE THIS REPORT PRESENTS SOME USEFUL INSIGHTS INTO THE EFFECTIVENESS OF OUTDOOR ADVERTISING. /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
    • Moncur, J
    • Curle, E J
  • Publication Date: 1966-12-20

Subject/Index Terms

Filing Info

  • Accession Number: 00201174
  • Record Type: Publication
  • Source Agency: Bureau of Public Roads /US
  • Files: TRIS
  • Created Date: Mar 20 1994 12:00AM