A cost-effective way for testing outdoor creatives

Date of publication: June 20, 2005

Author: Andraz Zorko


The paper describes an analysis of outdoor creatives and its effect on aided recall of the outdoor campaign. We have analyzed 116 outdoor campaigns. For each of the campaigns, the following data were available: a photo of the poster, number of sites, site quality, the duration of the campaign and aided recall. We have evaluated every poster's creative solution according to the eight criteria that are necessary in order for an outdoor campaign to be effective. The data were then analyzed with the use of correlation and regression analysis. A predictive model was established and tested to be used as a cost-effective way for an outdoor creative pre-test.

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