Author(s) Information

Alexa ThomasFollow

Department - Author 1

Graphic Communication Department

Degree Name - Author 1

BS in Graphic Communication



Primary Advisor

Kevin Cooper


This study explains the economics of billboard advertising, specifically pertaining to the internal and external elements that make them effective for both consumers and the brand. Billboards have been used as an advertising medium for more than a century, and are still used today. The question is, “What about billboards make them so effective?” Secondary research was examined to better understand the history of billboards, how they compare to other mediums, and the elements experts consider throughout the campaign process. After analyzing secondary articles and studies, primary research was conducted by interviewing a sample of consumers and experts to determine which internal and external elements they felt were most critical for a billboard to be considered “effective.” The results from both samples proved that there are a few internal and external elements that seem to have priority over others. However, the sample size of consumers and experts would have needed to be much larger in order to determine a direct correlation between the internal and external elements. Further research can be done by interviewing more consumers of all ages and advertising experts in order to reach an accurate general consensus.