The Calculus of Advertising

摘要

Does outdoor advertising pay? It just did! Anyone who's traveled by car in the South—especially on the I-35 corridor—has noticed this slogan on large highway billboards. These billboards often have a high "unemployment" rate, so this slogan is repeated many times during a long trip. These billboards use a childish, caught-you-looking attitude to persuade us to rent out their advertising space. simply viewing this billboard indicate success for its message? Or is the advertising equation more complicated than that?