The Effectiveness of Outdoor LED Advertising Signs

Posted: 26 Mar 2011

See all articles by Hendrikus E. van Bulck

Hendrikus E. van Bulck

University of South Carolina (USC) - Sumter

Date Written: March 26, 2011


Outdoor LED advertising signs have gained enormously in popularity in recent years. Programmable LED signs offer many advantages over traditional advertising boxes that require manual lettering. LED signs can be found at gas stations and convenience stores, banks, retail stores, shopping malls, churches and colleges and universities. There has been remarkably little research published about the effectiveness of LED signs. This manuscript reports the results of a pilot study of the perceptions of small-business managers towards such LED signs. Managers were asked to express their views regarding effectiveness, customers’ likes and dislikes, ease of use and cost effectiveness. The study found a high degree of satisfaction. The study found significant differences between types of businesses, the number of lines on signs, one-sided versus two-sided signs, and effectiveness of LED signs.

Keywords: LED, outdoor, advertising, sign, marketing

JEL Classification: M30, M31, M37, M39

Suggested Citation

van Bulck, Hendrikus E., The Effectiveness of Outdoor LED Advertising Signs (March 26, 2011). Available at SSRN: or

Hendrikus E. Van Bulck (Contact Author)

University of South Carolina (USC) - Sumter ( email )

200 Miller Road
Sumter, SC 29150
United States
803-938-3895 (Phone)
803-773-9339 (Fax)


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