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I Saw The Sign … Sort Of

I wish I had taken a psych course or two in college, or at least some sort of consumer psychology class, if such a thing exists. I’m never short on questions pertaining to consumer behavior, but finding answers is another story.

My lifelong struggle continues as I try and dissect advertising, specifically billboard advertising.

I don’t get it.

You plaster a message — sometimes long, sometimes short — on billboards along highways where cars are usually traveling between 55 and 65 miles per hour in hope that drivers will read it?

I’ve always questioned all forms of advertising; I’m not just singling out billboards. Instead of waiting for the next Super Bowl ad to make me laugh I’m the one wondering which company spent way too much money on 30 seconds of airtime. Most products in Super Bowl ads become secondary characters because, frankly, there’s nothing appealing about creating a website on GoDaddy, or buying a Volkswagon. Funny, provocative commercials? Maybe. Does advertising actually move the needle for companies? I’m not sure I ever knowingly saw an ad and said I have to get that product or service and then actually followed through.

Now, maybe I’m just being naive, or maybe I am actually being influenced every time I see and ad and I just don’t know it. Still, I can’t remember a time I stood in a grocery aisle, with dozens of choices for a certain product, and recalled an advertisement that led me to purchase one over the other. I’d argue the packaging design is more influential than an advertisement, but that’s just me.

I figured this time I can’t just ask questions; I need some sort of answer.

Does billboard advertising work?

To try and answer my question, I brought my audio recorder along for a ride into the office this past May. My objective was to read every billboard I drove past as I traveled from Fredonia to Jamestown along Route 60. To try and keep my test as unbiased as possible, the following is my unscripted, unedited and uncensored audio transcript from my journey.

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I’m in Fredonia, turning right onto Route 60 from Laona, heading southbound to Jamestown. I’m following an elderly couple … so my rate of speed should be relatively low — perfect for this test.

I’ll try and read every billboard, top to bottom, left to right, the way a normal human being reads. If there are larger words on the billboard they may jump out at me and I’ll probably read those first.

Just some business signs, no billboards yet. I underestimated this elderly couple, they are flying up three-legged hill … I was not expecting that.

I’m now entering Cassadaga; the speed limit drops to 45 around Camp Gross.

First billboard on the left, Family Orthodontics …. can’t read yet … braces, free consultation, 672-2002 … as I almost run into a car because I was trying to read all the fine print. Moving on.

(If I get a ticket for this the paper better pay for it.)

I’m exiting Cassadaga, still behind the elderly couple. They have slowed down and are meeting my original expectations.

That first billboard I saw was on the side of a building and it did take some effort to find it.

No. 2, LaScala restaurant, check out our newly remodeled banquet facility. There was an address, I couldn’t make it out.

No. 3, on my left, …. can’t see it yet, there’s a picture of a red and white tent, Jamestown Awning, keeping you covered for over 50 years, jamestownawning.com — I think — there was something written before that. Drove past it going 60 mph and was almost parallel with the sign when I finished reading the Web address.

No. 4, Bianchi Honda, best selling van in America, Bianchihonda.com. There was a picture of an Odyssey on the billboard. There was a billboard above this but my eyes were drawn to this one, not sure what was on it.

On the left, No. 5, 131 years strong and growing stronger each day, UPMC Chautauqua WCA. Simple.

No. 6, detailing rust protection accessories, Zebart … No. 7, Havannah Cuban Cafe and pizzeria, there was a lot more on that one, couldn’t make it out.

Billboard on the right, currently blank … billboard on the left but it’s the back so I can’t see what’s on it unless I look in my rearview mirror.

Traveling 55 mph … this might help.

Billboard on the left completely blank. Probably a good thing, there are some trees just before it so by the time you have a siteline you’d maybe have a second.

On right, No. 8, picture of a drink, takeout can eat up your savings … it was all ripped up on the bottom. I hope they’re not paying for that one.

Passing Moon Road, traveling 64 mph.

There’s a billboard up ahead, some trees are blocking it. There’s someone turning left in front of me so I need to pay attention, No. 9, worth looking into, a picture of eyes, Lamar, call Juanita and then there’s a Bianca Honda, Pa., billboard underneath, some writing I can’t see.

On my left, No. 11, Divorce, Andrew Kehe, 716-951 …couldn’t make out the last four digits. There was also a billboard above that one, I couldn’t make it out unless I wanted to stop completely.

On the right, No. 13, buzzed, busted, broke. Get caught buzzed driving and … there was more to this, I couldn’t make it out. I think the image was some beers.

No. 14, Window World, special $259, New York Energy Compliant double-hung windows, 763-0025. That one took some work.

No. 15, Love Toyota, on the right, feeling the love has never been this easy, 215 East Fairmount Ave., Lakewood, lovetoyota.com. That’s a good placement, I read the whole thing.

No. 16, Chautauqua Regional Youth Ballet, enroll today, cryb.net. No. 17, think outside the box, call Juanita, Lamar. Jaunita’s back. Good idea having back to back billboards, I guess. Still keep missing the phone number though.

Heading into Sinclairville. Everyone always slows down around here, might be a good place for a billboard … although you might rear-end someone if one catches your eye. Traveling 55 mph.

I’ve noticed so far there’s nothing appealing about a billboard. If you’re trying to read the text you can’t really pay attention to the picture. So if the picture is part of the story it’s tough. You either focus on the image or the text and for this I’m just focusing on the text.

No. 18, small red billboard, picture of a french bulldog, take care people, get coveredamerica.org — I think. In this case the bulldog caught my eye.

People behind me are probably wondering what the hell I’m doing, scanning left to right constantly.

No. 19, Meal Deal, $4.99, Country Fair with a picture of food. No. 20, Starflight, Starry Night, fundraiser awareness, June 3 — I think. Picture of a helicopter.

No. 20, keeping health care local, St. Vincent Hospital, Westfield Memorial … some verbage I couldn’t possibly read going 55 mph. That one was tough. This might sound easy but it’s a lot of effort to try and read all of these.

Speed limit drops to 45 heading into Gerry. Unrelated, but I really hate this speed reduction … Rodeo billboard on the right; that doesn’t count.

Here comes my favorite billboard … I hate this at night. No. 21, electronic sign, five lines of text, New York State DEC order reminder … message changed .. Gerry firemen check several schedules … and I’ve passed it.

No. 22, incredible strength meets ultimate comfort, Cub Cadet, south saw — I think.

No. 23, Gamerz Haven, on my left, video games, 763-8702. No. 24, left side, past some trees, space available, 672-2197, No. 202. That was an easy one to read, go figure.

On my right, but I’m passing because it’s now a four-lane road going up the hill. No. 24, live fearless. Fitting. I think there was a Blue Cross Blue Shield logo and a picture of lady looking up in the air. That was a dangerous billboard … it’s kind of a busy moment, driving up the hill, usually passing someone and the road is always in the worst condition.

It’s a sunny, beautiful day, if I haven’t mentioned that yet; 5:19 p.m.

I’m passing a semi with his hazard lights on, and traveling *cough* 65 mph. Some billboards on the left coming up, but I’m about to merge into a two-lane portion of the road.

No. 25, McDonalds logo, Coca-Cola, $1 any size softdrink. No. 26, perfect pairings, Tim Hortons, $5.99. No. 27, 30-pack everyday Save-Alot … I can’t read it all because I’m passing this semi where the lanes change. There were two billboards I missed. Terrible locations.

What is it about people who drive Subarus; they drive so slow. No wonder it’s the safest car on the road.

We’re traveling 36 mph as I pass the Trooper Barracks.

I’m heading into the city now … I don’t think there are many more along this stretch.

No. 30, S. Tabone Paving services, it’s on the side of an autoshop. The services were listed but I couldn’t read any of them … it was a good location because I was at a stop light. No. 31, White Daisy, 1 mile ahead on the right, a picture of a lady in lingerie it looks like. That’ll get someone’s attention. That one was also on the side of a building. I’m going slower now, 27 mph, but I’m not paying much attention to my surroundings. If someone walks out in front of me today … well, that would be some luck.

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What a gobbled up mess that was, eh? So, does billboard advertising work? I’d assume the only way to know for sure is if a customer was given a questionnaire and selected “billboard” when asked how they heard about the business.

My results are not taking into account that if people are traveling in one direction they’ll only see billboards on one side of the road; the terrible weather conditions Western New Yorkers drive in for a six months out of the year; and the fact the sun is only up a finite amount of hours each day (most signs were not lit). To conclude, I’d like to hand out some awards:

Best Billboard: Country Fair. This billboard would be the one that I think would result in the most frequent call to action by a consumer. The location was just a short distance before the Country Fair in Gerry, it was clear with a large price and picture of the meal deal. A lot of purchases are impulse buys, things we don’t really think about and research. The billboard gives drivers an idea that they can act upon rather quickly. Full disclosure, I don’t eat at Country Fair.

Worst Billboard: Anything along the four-lane stretch of airport hill. The billboard locations, at the start and at the end, are downright dangerous. If I weren’t such a fantastic driver I probably would have crashed. Seriously though, there’s just too much going on given the terrain and movement of vehicles at those two locations.

Most Promise: S. Tabone Paving. I didn’t catch all of this billboard but the location was great. Placing a billboard in a location where drivers have to stop makes the most sense. There’s also a sidewalk, so the chance your billboard is viewed increases.

I still feel like I have more questions than answers. Maybe it’s a “sign” that we’re never meant to truly understand everything.

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