Further advancement of the growing knowledge base in the emerging, cross-disciplinary field of signage should benefit from investigation into how and why communication effects of signs occur, as such insights could potentially inform evidence-based decision-making. To facilitate such research, the authors propose a conceptual model of signage as a marketing communication tool. Model components include objective and subjective traits of signs, characteristics and states of viewers, contextual variables, conscious and intuitive process mechanisms, and communication outcomes, including affective, cognitive, and behavioral responses to signs. In addition to providing directions for further research, the model provides a framework for mapping published findings onto a "big picture" and for identifying missing pieces of the puzzle.


    Access

    Download


    Export, share and cite



    Title :

    Signage as Marketing Communication


    Contributors:


    Publication date :

    2016




    Type of media :

    Article (Journal)


    Type of material :

    Electronic Resource


    Language :

    Unknown




    COMMUNICATION SYSTEM FOR ROAD SIGNAGE AND METHOD FOR PRODUCING A ROAD SIGNAGE COMMUNICATION SYSTEM

    FILIPPI PAOLO / LANCINI MARCO | European Patent Office | 2024

    Free access

    COMMUNICATION SYSTEM FOR ROAD SIGNAGE AND METHOD FOR PRODUCING A ROAD SIGNAGE COMMUNICATION SYSTEM

    LANCINI MARCO / FILIPPI PAOLO | European Patent Office | 2023

    Free access

    COMMUNICATION SYSTEM FOR ROAD SIGNAGE AND METHOD FOR PRODUCING A ROAD SIGNAGE COMMUNICATION SYSTEM

    LANCINI MARCO / FILIPPI PAOLO | European Patent Office | 2022

    Free access

    SIGNAGE

    HONDA NORIHIKO / KAMETANI MASAHIRO / MATSUMOTO HIROYUKI | European Patent Office | 2020

    Free access

    SIGNAGE DEVICE

    European Patent Office | 2023

    Free access