Date Approved

6-21-1999

Embargo Period

8-2-2016

Document Type

Thesis

Degree Name

M.A. in Public Relations

Department

Public Relations & Advertising

College

College of Communication & Creative Arts

First Advisor

Bagin, Donald

Subject(s)

Billboards; Public relations

Disciplines

Public Relations and Advertising

Abstract

The purpose of this study was to identify guidelines for communicators to use as a reference when designing an outdoor campaign.

Secondary research provided information on properly designing and using billboards as a communications tool. This information included studies on billboards, research on color and design, and statistics relating to the outdoor industry.

The author compiled a list of agencies who won OBIE awards between 1994 and 1998. These awards are given to agencies annually by the Outdoor Advertising Association of America to recognize outstanding billboard campaigns. These agencies are among the best in outdoor communication throughout the United States and Canada. A total of 58 agencies who won OBIE awards were sent surveys. Thirty surveys (51.7%) were returned and analyzed. The author compiled a list of suggestions made by the agencies and analyzed trends in the answers. The results provided many helpful suggestions to anyone planning a billboard campaign. Communicators may use this research as a reference when they are using billboard messages.

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