Abstract:

Research in the area of postering seems to have been somewhat neglected, although this medium is of unquestionable importance. Its very special characteristics, in fact, format as well as placement, content, and method of acting have always made impossible a blunt application of the methods developed in the other areas of advertising. It seems however that some reflection on the exact nature of pre-testing, as on the relatively small importance of the conditions of implementation of a method with respect to the principle of the method, could indicate that some transpositions are possible. Among others, this is the case for the study of attention value, and, using test folder type methods, we have attempted to develop a specific methodology for posters.