Airport Advertising Effectiveness: An Exploratory Field Study

Transit advertising is a growing category of out-of-home advertising and an area that has received little academic attention. A field study was conducted in New York City's LaGuardia Airport to explore the effectiveness of airport advertising. The results of three studies—ethnographic, recognition, and recall—produced five general themes. Of particular interest is that depending on the type of advertising effectiveness measurement tool used by the researcher—recognition or recall—different characteristics of the advertisement or its execution correlate more strongly with one measurement tool than the other. Message response involvement provides an integrated theory that ties these findings together.

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