THE SIGNAGE FOUNDATION
FOR COMMUNICATION
EXCELLENCE, INC.
The Economic Context of On-Premise Business Signs and How to Establish Value in the Marketplace

TABLE OF CONTENTS

INTRODUCTION
Content Control of Sign Copy - Censorship; Aesthetics
Types of On-Premise Business Signage
Visibility and Traffic Safety Considerations Concerning On-Premise Signage
Role of Signs in a Dynamic Retail/Commercial Environment
Role of On-Premise Signs in Business Ownership and Management Models
Sign Codes in Certain Destination-Oriented Cities; Demographics All Important to the Planner
Advertising; A Derived Demand
On-Premise Signs as Essential Components of Major Media Advertising
Marketing and Advertising as Databased Science

BASIC VALUATION APPROACHES
Common Currency of Commercial Speech Evaluation
The Basic Tests -- Recall and Recognition
Top of the Mind Awareness in a Consumer-Oriented Society
Measuring/Developing Top of the Mind Awareness and Market Share
Example Sign Industry Study
Example Sign User Surveys
Government Research and Policies
Private Studies
The Role of Professional Research and Government Policies In Determining the Value of Real Estate Interests, including Signage
Establishing Worth of Primary and Accessory Real Estate Uses
The Omni Approach to Valuation

OTHER CONSIDERATIONS

CONCLUSIONS

Appendix: Using Appraisal to Measure the Value of Signage

References


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