Should I advertise on the interstate?

The highway logo signing program has existed for over 20 years. Since its inception, most motorists have become accustomed to relying on these blue signs to provide information on services available at each highway exit. However, there is little, if any, literature that examines the program as an advertising source, and no formal literature that addresses the signing program from the perspective of the independent business owner. This paper provides service business owners with information about the highway logo signing program, and is directed toward independent owners who are considering the signing program as an advertising source. A five step process is described that owners can follow to first determine if the venue is viable, and then if the investment is value-added for them.