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
Ric Edelman College of Communication & Creative Arts
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.
Recommended Citation
Lithgow, Donna M., "The effective use of billboards as a communications tool" (1999). Theses and Dissertations. 1841.
https://rdw.rowan.edu/etd/1841
