Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 21

Billboard advertising in Times Square has become so popular that space has already been sold for the next 10 years. Coca-Cola, General Motors, Toshiba, Prudential, NBC, Budweiser, and The New York Times are paying rates in excess of $100,000 per month to hold these spaces. Why would companies pay so much for outdoor advertising What are the advantages and disadvantages of purchasing billboards at Times Square