Villanova Professor's Study Examines Value of Illuminated On-premise Signs

Professor Charles R. Taylor,  a marketing professor at Villanova University, and a Research Fellow at the Center for Marketing and Policy Research, conducted a survey of business owners as to the value of illumination for their on-premise signs. Surveys were sent to 750 business owners, and 333 useable responses were received. Here are some of the highlights:

The average business had 1.7 signs, which were lit for 13.9 hours daily. The average business was open for 10.8 hours per day, which indicates the need for identification even when the business isn't open. More than 80% reported doing so, and 30% said their signs were illuminated 24/7.

Approximately one fourth of the respondents faced restrictions on their illuminated, on-premise signs. Most common was restrictions on the type of illuminated sign (24%); others were brightness (8%) and allowable hours of operation (3%).

On a scale of 1-7 (the higher the number, the more the respondent agrees with the statement), these business owners were asked to assess the following statements about an illuminated signs' function:

Reinforces advertising as part of integrated marketing communications (6.14)

Brands the business's location (6.14)

Enhances the store's image (6.22)

Helps communicate the business' location (6.19)

Brands the business even when it's closed (6.22)

Respondents said restrictions on lighting on-premise signs inhibit their ability to effectively perform marketing functions. A majority said they would lose sales if government regulations prevented them from lighting their signs. They estimated this would cause a 21% loss in sales.

The full 31-page report can be found on The Signage Foundation website at

http://www.thesignagefoundation.org/Portals/0/Economic%20Impact%20of%20Illuminated%20Signs%20-%20Ray%20Taylor.pdf