Abstract:
This paper deals with the interesting question of whether some measure of creative effect should be included as a variable for calculating the size of the audience likely to see an outdoor display. The authors believe it should be included, and that 'noticeability' is the best candidate. They argue not just that Outdoor is unique, but that with VAI, it is ahead of the curve in audience measurement and other media will have to soon follow.
This could also be of interest:
Research Papers
Towards full diary audience measurement
Catalogue: ESOMAR/ARF WAM Conference 2002: Radio
Authors: Johan Schockaert, Jean Pascal Robiéfroid
 
June 14, 2002
Research Papers
TV audience measurement around the world
Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Authors: Bill Harvey, Ken Purdye
 
May 1, 1994
Research Papers
A new paradigm in interactive audience measurement
Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media
Authors: Mark Long, Richard Webb, John Caldwell
 
June 20, 2003
