The 2011 divorce referendum in Malta : an analysis of billboard effectiveness

Abstract

Purpose - The purpose of this dissertation is to explore how effective billboards are in a referendum or voting campaign. Design/methodology/approach - In order for the research questions and hypotheses to be developed, a thorough analysis of existing literature in the field of commercial billboard advertising and psychological processes was conducted. Interviews with the pro- and anti-divorce campaign movements supported the development of an online quantitative questionnaire aimed at students aged between 18 to 29 years reading at the University of Malta. The results were analysed statistically using cross-tabs. Findings - The results suggest that recall can show several facades of how audiences tend to interpret different levels of effectiveness. Research limitations/implications - This study is among the first attempts in creating a foundation in the area of billboard advertising in Malta and its effectiveness in an election/referendum campaign. Practical Implications - The results can offer practitioners and future socio-political campaigners a clearer idea of which billboard ideas may be more effective over others. Originality/value - Billboard recall and effectiveness in a referendum has never been thoroughly researched. Future campaigners can use this research to learn more about which tactics can be used to establish an effective political marketing campaign.