THE EFFECT OF HIGHWAY BILLBOARD ADVERTISING UPON SELECTED SOUTHERN NEW MEXICO MOTELS AND THEIR GUESTS, SUMMER 1966

TO ASSIST IN THE FULFILLMENT OF THE REQUIREMENTS OF THE HIGHWAY BEAUTIFICATION ACT OF 1965, THE NEW MEXICO STATE UNIVERSITY HAS CONDUCTED A STUDY FOR THE NEW MEXICO STATE HIGHWAY COMMISSION CONCERNING THE EFFECTS OF HIGHWAY BILLBOARD ADVERTISING UPON SELECTED MOTELS AND THEIR GUESTS. OVER A 6-WEEK PERIOD, 855 GUESTS CHECKING IN BETWEEN 2-10 P.M., MONDAY-SUNDAY AT 7 MOTELS /SELECTED BECAUSE OF THE BILLBOARD ADVERTISING OR LACK OF IT/ WERE INTERVIEWED TO DETERMINE WHY THEY STOPPED AT THE MOTEL WHERE THEY WERE STAYING, HOW THEY USUALLY MADE THEIR DECISION AS TO MOTEL ACCOMMODATION, THEIR DIRECTION AND DISTANCE TRAVELED, AND SIMILAR DATA. IN ADDITION, EACH MOTEL MANAGER WAS INTERVIEWED TO DETERMINE PRESENT EXPENDITURES FOR BILLBOARD ADVERTISING, HIS APPRAISAL OF ITS EFFECTIVENESS, AND ANY PLANNED SUBSTITUTES FOR SIGNBOARDS AFTER THEIR REMOVAL. AMONG VACATIONING MOTORISTS 170% OF THOSE INTERVIEWED/, ONLY 6% EITHER GAVE BILLBOARDS AS THE PRIMARY REASON FOR STOPPING OR CREDITED THEM WITH CALLING ATTENTION TO A PARTICULAR MOTEL IN THE FIRST INSTANCE. /MENTION OF BILLBOARDS AS AN AID IN LOCATING A MOTEL ALREADY DECIDED UPON FOR OTHER REASONS WAS NOT TABULATED./ FOR THREE OF THE LARGER MOTELS, EITHER NATIONALLY FRANCHISED CHAINS OR INDEPENDENTS WITH STRONG ASSOCIATIONAL DRAWING POWER, HIGHWAY SIGNS RANKED 6TH TO 8TH OUT OF 9 POSSIBLE REASONS WITH ONLY 2 OR 3 PERCENT OF THE GUESTS CITING THEM. HIGHWAY ADVERTISING MAY BE MORE IMPORTANT TO SMALL INDEPENDENT MOTELS. BILLBOARDS WERE THE THIRD MOST FREQUENTLY MENTIONED REASON FOR STOPPING AT 3 MOTELS AND SECOND AT ONE OTHER MOTEL. PERCENTAGES OF GUESTS MENTIONING BILLBOARDS RANGED FROM 21 DOWN TO 9. DISTANCE TRAVELED PER DAY AND PRICE ARE FACTORS THAT INFLUENCE MOTORISTS WHO FOLLOW BILLBOARDS. THE MOTELS WHICH ATTRACT THE SIGN WATCHERS TYPICALLY HAVE A GREATER-THAN- PROPORTIONATE SHARE OF THOSE WHO DRIVE 600 OR MORE MILES PER DAY AND/OR CHECK IN AFTER 8 P.M. THE 7 MOTELS INVOLVED IN THIS REPORT ARE PAYING A TOTAL OF $22,095 ANNUALLY FOR BILLBOARD ADVERTISING WITH A RANGE OF $5,940 TO $450 A YEAR. THE EMINENT PROSPECT OF THE EFFECTS OF SIGN REMOVAL DOES NOT APPEAR TO BE FRIGHTENING TO THE MOTEL MANAGERS. SEVERAL INDICATED THAT THEY WOULD BE HAPPY TO SAVE THEIR PRESENT BILLBOARD EXPENDITURES AND THOUGHT IT WOULD DO NO HARM PROVIDED THE COMPETITION HAD TO DO IT LIKEWISE. THE MANAGER OF A SMALL MOTEL, WHERE 20% OF THE GUESTS HAD MENTIONED BILLBOARDS AS A SIGNIFICANT FACTOR IN SELECTING IT FOR ACCOMMODATIONS, INDICATED HIS WILLINGNESS TO TAKE HIS CHANCES ON HIS PRESENT 1-2 PUNCH, APPEARANCE AND REPEAT VISITS, AFTER SIGNS ARE REMOVED. /AUTHOR/

  • Supplemental Notes:
    • Hpr, Hpr-1/2/
  • Corporate Authors:

    New Mexico State University, Las Cruces

    Department of Civil Engineering, P.O. Box 30001
    Las Cruces, NM  USA  88003-8001
  • Authors:
    • Zickefoose, P W
  • Publication Date: 1966

Subject/Index Terms

Filing Info

  • Accession Number: 00204598
  • Record Type: Publication
  • Source Agency: Bureau of Public Roads /US
  • Files: TRIS
  • Created Date: Oct 1 1994 12:00AM