THE EFFECTIVE USE OF BILLBOARDS AS A COMMUNICATIONS TOOL

A Thesis
Submitted in partial fulfillment of the requirements of the Master of Arts Degree of The Graduate School at Rowan University
June 21, 1999

AUTHOR:
Donna Lithgow

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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