“Signage as Advertising” Focus of 5th Annual NSREC

The effect of illuminated signs on business success and the important role that signs play in corporate branding will be among the topics presented at the fifth annual National Signage Research & Education (NSREC) Conference.

Sponsored by the Signage Foundation, Inc. (SFI), in collaboration with the University of Cincinnati Colleges of Business and Design, Architecture, Art and Planning (DAAP), NSREC will be held October 9-10 at the Kingsgate Marriott in Cincinnati, Ohio, adjacent to the University of Cincinnati campus. Each fall, NSREC presents the latest academic research into areas of interest to the sign community, planners and end users. The theme for this year’s conference is “Signage as Advertising.”

“NSREC provides an important venue where on-premise signage issues can be discussed in a research-driven dialogue,” said Ken Von Wald, SFI’s chairman of the board. “Our partnership with the University of Cincinnati has been extremely beneficial in showing the impact that signs have on businesses and communities, and we anticipate that this year’s NSREC will further enhance that understanding.”

Research presentations are scheduled to include:

+ Visual Blight and Sign Regulations: How Far Can a City Go to Prescribe Aesthetics? by Dr. Dawn Jourdan, Associate Professor and Division Director of City and Regional Planning, University of Oklahoma. This presentation will be followed by a roundtable discussion;

+ Illuminated vs. Non-Illuminated Signage—The Economic Impact of Illumination: An Overview by Mike Kesti, SFI Research Committee Chairman;

+ Longitudinal Analysis of Signage Communication Evidence from the BrandSpark/Better Homes and Gardens American Shopper Study by Dr. James J. Kellaris, James S. Womack/Gemini Chair of Signage and Visual Marketing, University of Cincinnati, Linder College of Business;

+ A CEO’s Perspective on the Significance of Signage in Corporate Rebranding; Business Makeover Case Study: by Jeff Rexhausen, Associate Director of Research-University of Cincinnati Economics Center;

+ Planning and Implementing an Urban Wayfinding Project by Sapna Budev, director of strategic initiatives for the International Sign Association;

+ Economic Value of Signs Research 1997-2012: An Overview by Kevin Stotmeister, President/CEO – Federal Heath;

+ Signage as Art and Creativity by Danilo Palazzo, Director of the School of Urban Planning at DAAP at University of Cincinnati; Kate Bonansinga, Director, School of Art at DAAP at University of Cincinnati; and Frank Russel of the Neihoff Center at the University of Cincinnati; and

+ The Value of the Cost of Replacing Exposures Valuation Method: Using Advertising Rates to Estimate A Sign’s Worth by Dr. Charles Ray Taylor, John A. Murphy, Professor of Marketing, Villanova University, School of Business.

Several sessions have been approved by the American Planning Association for certification maintenance units. The Midwest Sign Association will be holding its fall meeting in conjunction with NSREC.

Early registration for the conference, available through September 23, is $225. Students can receive a heavily discounted conference rate. Special discounted accommodations are available at the Kingsgate Marriott.

To register, arrange for housing or to learn more, visit thesignagefoundation.org.


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