Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Consumers Rely on Signage Over Other Ad Media

11.10.2011
Businesses looking for a sign on how to prosper in a down economy need look no further than their own indoor and outdoor signage.

That’s because University of Cincinnati analysis of a market research survey of more than 100,000 North American households found that shoppers are drawn into stores and make important quality inferences on the basis of signs.

In fact, one of the surprising finds of the UC research performed in collaboration with BrandSpark/Better Homes and Gardens American Shopper Study™ is just how highly ranked signage is among forms of communication used to provide new product information.

When consumers were asked to rate the perceived usefulness of various media, only television was ranked more highly than signage as the most useful source of new product information.

According to UC researcher James J. Kellaris, “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.”

He added, “So, what we found was that signage, a basic form of technology and communication that evolved in antiquity still works even in today’s Internet age.”

Kellaris will present his findings at the National Signage Research and Education Conference held Oct. 12-13 in Cincinnati, Ohio, a city that serves as a premier global hub for the marketing industry. Kellaris holds the James S. Womack/Gemini Corporation Chair of Signage and Visual Marketing in the Carl H. Lindner College of Business at UC.

MORE FINDINGS: SMALL SIGNS A PROBLEM FOR SHOPPERS
The survey also explored an important visual acuity issue: driving by and failing to find a business because its signage was too small or unclear.

“This appears to be a major problem,” said Kellaris. “Nearly 50 percent of American consumers report that this has happened to them.”

Although the problem is universal across genders and regions, it varies across age groups.

Surprisingly, this is not a “senior citizen” phenomenon, as both younger and older age groups report more signage communication failure than the middle (35-49, 50-64) age groups.

“What we see is a U-shaped distribution with the younger shoppers being just as affected as boomers and seniors. Surprisingly, 64 percent of women aged 18 to 24 report having driven by and failed to find a business due to small, unclear signage.”

BACKGROUND ON THE SURVEY
The BrandSpark/Better Homes and Gardens American Shopper Study™ is performed annually by leading independent market research firm BrandSpark International in conjunction with the Better Homes and Gardens Best New Product Awards program. The sample for this survey includes over 100,000 North American households, with approximately 63 percent being U.S. consumers ages 18 to 65+.

“The survey provides a goldmine of data,” said Kellaris. “Our ongoing partnership with BrandSpark allows marketing faculty with varying interests to explore the database to uncover consumer insights relevant to many business areas, including the signage industry.”

The most recent survey included several items of interest to those in the signage business, including some critical issues—such as the economic value of signage.

For researchers like Kellaris, the importance of the collaboration with BrandSpark and Better Homes and Gardens Best New Product Awards program lies in the ability to track these initial findings with a massive sampling year after year.

“With an annual survey, one can tweak or add new questions. We can also spot trends, track changes over time,” said Kellaris. “We can even assess the impact of regulatory changes within geographic areas as sign codes are updated. This has implications for businesses and communities.”

M.B. Reilly | Newswise Science News
Further information:
http://www.uc.edu

Further reports about: BrandSpark Cincinnati Consumers Gardens Visual Marketing senior citizen

More articles from Business and Finance:

nachricht Microtechnology industry is hiring – positive developments of past years continue
09.04.2018 | IVAM Fachverband für Mikrotechnik

nachricht RWI/ISL-Container Throughput Index with minor decline on a high overall level
20.03.2018 | RWI – Leibniz-Institut für Wirtschaftsforschung

All articles from Business and Finance >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Virus multiplication in 3D

Vaccinia viruses serve as a vaccine against human smallpox and as the basis of new cancer therapies. Two studies now provide fascinating insights into their unusual propagation strategy at the atomic level.

For viruses to multiply, they usually need the support of the cells they infect. In many cases, only in their host’s nucleus can they find the machines,...

Im Focus: Cheers! Maxwell's electromagnetism extended to smaller scales

More than one hundred and fifty years have passed since the publication of James Clerk Maxwell's "A Dynamical Theory of the Electromagnetic Field" (1865). What would our lives be without this publication?

It is difficult to imagine, as this treatise revolutionized our fundamental understanding of electric fields, magnetic fields, and light. The twenty original...

Im Focus: Highly charged ion paves the way towards new physics

In a joint experimental and theoretical work performed at the Heidelberg Max Planck Institute for Nuclear Physics, an international team of physicists detected for the first time an orbital crossing in the highly charged ion Pr⁹⁺. Optical spectra were recorded employing an electron beam ion trap and analysed with the aid of atomic structure calculations. A proposed nHz-wide transition has been identified and its energy was determined with high precision. Theory predicts a very high sensitivity to new physics and extremely low susceptibility to external perturbations for this “clock line” making it a unique candidate for proposed precision studies.

Laser spectroscopy of neutral atoms and singly charged ions has reached astonishing precision by merit of a chain of technological advances during the past...

Im Focus: Ultrafast stimulated emission microscopy of single nanocrystals in Science

The ability to investigate the dynamics of single particle at the nano-scale and femtosecond level remained an unfathomed dream for years. It was not until the dawn of the 21st century that nanotechnology and femtoscience gradually merged together and the first ultrafast microscopy of individual quantum dots (QDs) and molecules was accomplished.

Ultrafast microscopy studies entirely rely on detecting nanoparticles or single molecules with luminescence techniques, which require efficient emitters to...

Im Focus: How to induce magnetism in graphene

Graphene, a two-dimensional structure made of carbon, is a material with excellent mechanical, electronic and optical properties. However, it did not seem suitable for magnetic applications. Together with international partners, Empa researchers have now succeeded in synthesizing a unique nanographene predicted in the 1970s, which conclusively demonstrates that carbon in very specific forms has magnetic properties that could permit future spintronic applications. The results have just been published in the renowned journal Nature Nanotechnology.

Depending on the shape and orientation of their edges, graphene nanostructures (also known as nanographenes) can have very different properties – for example,...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

The Future of Work

03.12.2019 | Event News

First International Conference on Agrophotovoltaics in August 2020

15.11.2019 | Event News

Laser Symposium on Electromobility in Aachen: trends for the mobility revolution

15.11.2019 | Event News

 
Latest News

Supporting structures of wind turbines contribute to wind farm blockage effect

13.12.2019 | Physics and Astronomy

Chinese team makes nanoscopy breakthrough

13.12.2019 | Physics and Astronomy

Tiny quantum sensors watch materials transform under pressure

13.12.2019 | Materials Sciences

VideoLinks
Science & Research
Overview of more VideoLinks >>>