Abstract
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.
| Original language | English |
|---|---|
| Pages (from-to) | 27-36 |
| Number of pages | 10 |
| Journal | International Journal of Advertising |
| Volume | 4 |
| Issue number | 1 |
| DOIs | |
| State | Published - 1 Jan 1985 |
| Externally published | Yes |
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