Digitised city

Date of publication: June 15, 2013

Abstract:

The main goal of the research in this presentation was to determine the effectiveness of particular types of OOH ad and the impact of these ads on the parameters of advertised brands. The test consisted of two parts: a city tour accomplished in a driving simulator (respondents equipped with eye-tracking glasses were driving in a simulator which took them along the programmed route, ca. 7 minutes) and an in-depth CAPI interview combined with implicit methods

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