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Marketing Class Visits American Sign Museum

Hands-On Learning Experience Portrays Evolution of Historically Strong Brands and Signage's Colorful Past Wilmington College’s Susan Lucas took her Marketing Management class to one of the brightest and most colorful locales in Cincinnati, the American Sign Museum. PICTURED: Professor Susan Lucas is pictured with students in her Marketing Management class in front of the iconic Holiday Inn sign outside the American Sign Museum. This hidden gem leads young persons on a trip to the genesis of many popular consumer brands and takes the older crowd on a nostalgic journey through Americana and iconic images from their past. Lucas, assistant professor of marketing, said signage has always been an important vehicle for marketing goods and services — and what better hands-on learning experience “to get back to basics” regarding signs than to see the often larger-than-life images up close. “I personally loved the signage that included few or no words,” she said, noting that the simple image of a barbershop pole or sign shaped like a shoe can convey so much to all who encounter it. She marveled at how such universally popular marketing icons as McDonald’s and Coca-Cola have only slightly changed their brands over the years. “They are great examples of consistent messaging,” she added. “Burgers may not be 15 cents anymore, but McDonald’s golden arches remain globally recognizable. The red and white Coca-Cola logo is recognizable worldwide and is synonymous with quality and integrity.” Lucas said her students appeared especially drawn to the “neon era” of signs with the hum of neon lights and its bright coloration. Indeed, “the spectacular designs and all the lights” from those neon signs illuminated senior Gabriel Nygard’s experience on the field trip. He was impressed with how those often simple yet visually compelling images played such a pivotal role in marketing goods and services during the 1920s through 60s, the era that is considered the “golden age” of neon. That’s long before the websites, search engines, social media and other modern vehicles for advertising that Nygard is used to today. “This hands-on learning experience made me realize how marketing has changed over the years,” he added. Lucas noted that the class excursion complemented their discussion of many theories and perspectives on the world of marketing. “The trip allowed us a chance to step back from the typical verbiage associated with marketing and really expose what it is about a brand that first catches our attention,” she said. “Quite frequently, it is as simple as seeing an interesting sign on the side of the road.”