Signages are age-old communication media and with modern technological developments have got much wider applicability as a promotion tool. The innumerable avatars of signages are getting better, both in visibility and form of expression, helping in brand association through recalling and quick decision-making to customers. They have become the new face of corporate communication that not only provides effective information and direction to clients but can also be spotted anywhere—on the streets, malls and cornershops; in various forms of neon signs, hoardings, wall posters, giant screens, etc., and in vibrant colors and shapes—while they carry the business conveniently for the producers.

Advertising is an announcement made to the public to call attention to the desirable characteristics of a product or service (Reyes, 2001). It requires investment of both time and finances. Done well, investments in advertising may generate sales. Done poorly, consumers may develop a negative impression of the business (Erdem and Keane, 1996).

The advertising industry usually relies on four measures to assess the effectiveness of the money spent on an advertisement. It is emphasized that the media type used by the target audience to learn about products and services, and to make purchasing decisions, need to be consistent with the advertising media chosen. This requires careful media selection that optimizes the chance of selling to the target market with high penetration level. However, for outdoor advertising particularly, signages are recognized as the best medium for all purpose advertisements, which is cheap and holds a long-lasting impression.

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