Carl H. Lindner College of BusinessCarl H. Lindner College of BusinessUniversity of Cincinnati

Carl H. Lindner College of Business

UC Research Finds that Consumers Rely on Signage over Other Ad Media

University of Cincinnati
Monday, December 19, 2016 6:21 PM
University of Cincinnati analysis of a survey of more than 100,000 North American households shows that signage plays a vital role in communicating with consumers, second only to television as a source of new-product information.

University of Cincinnati researcher and Carl H. Lindner College of Business marketing professor, James J. Kellaris, says “Although television was rated as the most useful source of new-product information, indoor signage (such as those at point-of sale, e.g., signage at the ends of store aisles or at check outs) tied with magazine ads as the second most useful source. And outdoor signage ranked third, followed by radio ads, Internet ads and finally, newspaper ads.”