Abstract:

The aim of the following document is to shed light on the scenario where the communication media sector in Chile currently operates specifically relating to outdoor advertising advertising agencies and sponsors providing them with a tool which will allow them obtain the same indicators as used in other media such as rating frequency and GRPs. The information gathered allowed for the building of software for data management and patterns assessment and simulation having thus the capacity to determine the cost per contact for the different advertising supporting elements of outdoor advertising and placing this medium in the same footing with respect to the rest ol the media.