TY - JOUR
T1 - An Experimental Study of the Effectiveness of Commercial Billboards in Televised Sports Arenas
AU - Nebenzahl, Israel
AU - Hornik, Jacob
PY - 1985/1/1
Y1 - 1985/1/1
N2 - Advertising billboards in sports arenas can be seen in mass televised sports programmes. Through the use of recall measures, an attempt was made to evaluate some of the characteristics and effectiveness of this medium. Results show that this medium is of questionable effectiveness. Managerial and theoretical implications are discussed, along with suggestions for further studies.
AB - Advertising billboards in sports arenas can be seen in mass televised sports programmes. Through the use of recall measures, an attempt was made to evaluate some of the characteristics and effectiveness of this medium. Results show that this medium is of questionable effectiveness. Managerial and theoretical implications are discussed, along with suggestions for further studies.
UR - http://www.scopus.com/inward/record.url?scp=0010135748&partnerID=8YFLogxK
U2 - 10.1080/02650487.1985.11105041
DO - 10.1080/02650487.1985.11105041
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AN - SCOPUS:0010135748
SN - 0265-0487
VL - 4
SP - 27
EP - 36
JO - International Journal of Advertising
JF - International Journal of Advertising
IS - 1
ER -