Abstract:
The results of the poster research described in this paper have been important in helping Australian marketing and media managers judge the cost-effectiveness of outdoor advertising campaigns, where formerly, they lacked the necessary information. Over the period, 1970-77, during which the three media surveys described in this paper were conducted, and two others by the Outdoor Advertising Association into public attitudes to their medium, the outdoor advertising share of Australian media budgets increased from 8.91 to 10.9%. The total value of Australian outdoor advertising in 1977 was close to $100 million.
This could also be of interest:
Research Papers
A new method for the measurement of the effectiveness of poster campaigns
Catalogue: Seminar 1986: New Developments In Media Research
Author: Theo Hess
Company: NIPO
June 15, 1986
Research Papers
Poster research: From cover and frequency to effectiveness
Catalogue: Seminar 1988: Media And Media Research
Author: Maria Teresa Crisci
Company: DOXA
June 15, 1988
Research Reports
Qualitative research into 'poster sticker' advertising for Kronenbourg
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
November 1, 1978
