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Using proof of performance reports, a pre\u2013post survey of new callers to PGS, a website visit counter, and a media awareness survey, the findings showed that at least some individuals were influenced by billboard exposure, but admission rates continued to decline during the billboard campaign period. While one possible explanation for the communications failure was that the whole PGS communications campaign was below the minimal threshold for communications perception, another possible explanation is that the stimulus\u2013response model of advertising used may not have been appropriate for such advertising that targets behavior change. Reflections on using an information-processing model instead of a stimulus\u2013response model, and considerations of a two-step flow of communication, are provided. Recommendations are made regarding matching communications messages to stages of behavior change, use of online promotion, and strategies for future research.<\/jats:p>","DOI":"10.1177\/1524839914566455","type":"journal-article","created":{"date-parts":[[2015,1,14]],"date-time":"2015-01-14T02:25:57Z","timestamp":1421202357000},"page":"510-522","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":3,"title":["Using Roadside Billboard Posters to Increase Admission Rates to Problem Gambling Services"],"prefix":"10.1177","volume":"16","author":[{"given":"Kimberly A.","family":"Calderwood","sequence":"first","affiliation":[{"name":"University of Windsor, Windsor, Ontario, Canada"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"William J.","family":"Wellington","sequence":"additional","affiliation":[{"name":"University of Windsor, Windsor, Ontario, Canada"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2015,1,13]]},"reference":[{"key":"bibr1-1524839914566455","unstructured":"Abbott M. 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