Date of publication: June 15, 1980


This research, which was claimed to be the first systematic attempt at poster audience measurement anywhere in the world, was based upon attention values, or audience recall. This was an attempt to measure the actual audience for posters rather than potential audience. It is interesting to note that whilst a considerable number of awareness studies have been carried out in this country relative to specific campaigns, the technique has been found to have little value in predicting exposure to target audiences or frequency of message delivery.

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