Location Analysis of Alcohol Billboards in Bexar County, Texas
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Billboard advertising is one of the cheapest, most efficient forms of advertising. More than 2,000 outdoor billboard faces are located in the city of San Antonio, Texas and its suburbs. This study examined the placement of alcohol product billboard advertising in relationship to demographic variables to determine the targeted groups. In the field, I collected information about billboard faces located more than 500 feet from highways. Each billboard face was then classified into five categories. From these categories, I mapped the locations of alcohol advertisements within the study area. The locations of these advertisements were compared to demographic data in order to investigate if correlations between the alcohol billboards and age, income, education, or race/ethnicity existed. The findings provide insight into who is targeted for alcohol products in Bexar County, Texas.