Resources 
Welcome to the repository of research documents of the GON. Documents are prepared by third parties and sponsored by our network to assist in education on the topic of marketing and outdoor advertising.
Independent Studies
Reports and studies performed by individual persons on the topics related to advertising and consumer behaviors.
DocumentsDate updated
A list of the micro cities around the country, where populations are growing into a large demographic of audiences. Often overlooked in lieu of the top DMA cities with concentrated population.
Excerpt: In an article entitled, “The Creative Heresy in Audience Measurement,” Ephron and Philport argue that some measure of creative effect should be factored into computation of the size of audience likely to see an outdoor advertising display. The basic idea is that some physical attributes of a billboard, such as angle to the road, distance to the road, display size, etc, and their interactions should be factored into the size of audience estimate, along with a measure of noticeability, based on creative effects included in the ad.
Excerpt: Micropolitan regions have been traditionally been an underserved market
segment. Those living in areas traditionally thought of as rural, but that have been
characterized by growth represent an important target audience (Taylor 2000). Many
businesses have caught on to the increasing importance of micropolitan areas.
Consequently, more attention needs to be paid to how to effectively advertise to
consumers in these areas. Outdoor advertising is especially well suited to reaching
consumers in a micropolis given the geographically dispersed nature of the target
audience and the opportunity for billboards to deliver high reach and frequency in these
markets. Additionally, given that increasing media fragmentation extends to the
micropolis, outdoor provides an opportunity for the ad to be easily noticed by a large
number of consumers. For many businesses, outdoor advertising represents the best
alternative for reaching consumers in these markets in a cost-effective manner.
segment. Those living in areas traditionally thought of as rural, but that have been
characterized by growth represent an important target audience (Taylor 2000). Many
businesses have caught on to the increasing importance of micropolitan areas.
Consequently, more attention needs to be paid to how to effectively advertise to
consumers in these areas. Outdoor advertising is especially well suited to reaching
consumers in a micropolis given the geographically dispersed nature of the target
audience and the opportunity for billboards to deliver high reach and frequency in these
markets. Additionally, given that increasing media fragmentation extends to the
micropolis, outdoor provides an opportunity for the ad to be easily noticed by a large
number of consumers. For many businesses, outdoor advertising represents the best
alternative for reaching consumers in these markets in a cost-effective manner.
Psychology is the study of things that impact people's thought and behavior. We rarely think of the floor as anything other than something that holds us off the ground, if indeed we think of the floor at all. Seldom would we actually think of the floor as a medium that presents a communication opportunity. However, many of us will recall the old mats that greeted us at every storefront advertising soft drinks or other merchandise. In their traditional manifestation, floor mats hardly impact our lives in any meaningful psychological sense - and that is what makes this subject rather counter intuitive. ~ by Joseph S. King Ph.D.
