Signs of the Times - September 2013 - (Page 87)

2. The real value of signage as advertising. Dr. Charles R. Taylor, John A. Murphy Professor of Marketing at the Villanova School of Business, offers a new method of evaluating the worth of signage. A dollar amount often is placed on signs in assessing property value or when a municipality must reimburse the sign’s owner due to code changes or eminent domain. However, Dr. Taylor argues that the typical method of evaluating a sign’s value is problematic. In the session “The Value of the Cost of Replacing Exposures Valuation Method: Using Advertising Rates to Estimate a Sign’s Worth,” Dr. Taylor will present findings that signs must be evaluated on the cumulative value of the exposures they provide, similar to the value of outdoor advertising space. 3. How signs help reposition a brand. Kyle Craig, CEO, Outlook Consulting, provides case studies on rebranding efforts by Boston Chicken, which became Boston Market, and Kentucky Fried Chicken, which simplified to KFC. Craig will explore the successes and failures in how the signage changes impacted communications with customers. 4. How signage influences a shopper’s perception. Dr. James J. Kellaris, James S. Womack/ Gemini Chair of Signage and Visual Marketing, UC College of Business, will present new findings from the BrandSpark/ Better Homes and Gardens American Shopper Study. Now in its third year, the study explores how effective signage can drive business into a store, what shoppers infer about a store based on its signage and the usefulness of indoor and outdoor signage compared to other media. The survey also includes new findings on sign legibility, including letter size, foreground/ background contrast, lighting, placement and other factors that influence the ease or difficulty with which signs are read. This information can help end users convey the right messages to their customers. 5. How sign companies and communities benefit by improving a community aesthetic. Dr. Dawn Jourdan, a land-use attorney, city planner and academic, will look at the conflicting laws on regulating signs for aesthetic reasons and provide guidance for communities and commercial interests. See how these two sometimes opposing forces—signs as a First Amendment issue and regulation for aesthetics—can work together. The fifth annual National Signage Research & Education Conference (NSREC), scheduled for Oct. 9-10, will include a number of presentations which should be useful in explaining the benefits of signage. 6. How cities are using signage to sustain economic viability through wayfinding programs. Sapna Budev, ISA’s director of strategic initiatives; Craig Berger of the Fashion Institute of Technology and Craig Berger Management Consulting, and John Bosio, a partner at MERJE, will look at how cities have used urban wayfinding projects to enhance their brands, ease navigation and raise the visibility of key destinations. The session will cover various aspects of creating, financing, implementing, and sustaining a successful urban wayfinding program. See what business opportunities exist in this booming area of signage. | Learn More The National Signage Research & Education Conference (NSREC) is Oct. 9-10 at the Kingsgate Marriott in Cincinnati, Ohio. The Midwest Sign Association will also be co-locating its fall meeting in conjunction with NSREC. To register, arrange for housing or to learn more, please visit www.thesignagefoundation.org. STATS • FACTS industrial production growth is expected to grow at 3.6 percent in 2014, 0.8 percentage points faster than the overall economy. • WWW.SIGNS.ORG / 87 http://www.thesignagefoundation.org http://WWW.SIGNS.ORG

Table of Contents for the Digital Edition of Signs of the Times - September 2013

Signs of the Times - September 2013
Contents
ST Update
Technology Update
Who Uses the Phone Book?
Vinyl Apps
Strictly Commercial
Lighting Techniques
The Moving Message
Technology Review - DGS 3D POP store system
Technology Review - KIP C7800 poster printer
Design Matters
New Products
When the Cheering Starts
Enter the ST Intl. Sign Contest!
Starting at the Bottom
LED Lamps for Box/Cabinet Signs
The Aria’s 260-ft. Pylon Sign
Industry News
Advertising index
Editorially speaking

Signs of the Times - September 2013