A new method for the measurement of the effectiveness of poster campaigns

Date of publication: June 15, 1986

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Author: Theo Hess

Abstract:

This paper describes a research-program that started with a check on the execution of poster campaigns. By means of samples drawn from the files of poster sites in the Netherlands each month a number of sites was checked on the presence of posters according to the classification reports of the outdoor operators. This system was executed on a continuous base and in 1984 the need for a more sophisticated research program became apparent. An extensive research study was started with the following objectives: a) the calculation of confrontation chances (OTS) b) the measurement of "actual seeings" of the poster sites c) the calculation of coverage data in particular the total reach and the coverage of individual poster campaigns.

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