Those businesses would be foolish not to advertise on both sides. There is a kind of strip mall in Marina del Rey, CA that advertises businesses on the back entrances for cars driving by on busy Lincoln Blvd (with some parking back there, too), but has the main entrances on a pedestrian-facing side away from Lincoln.

Not with Boston's Quincy Market. The stores face two pedestrian streets. The back sides are for cars, and they're just utilitarian alleys.