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Transforming poster sites into a measurable advertising medium

Date of publication: September 1, 1978

Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research

Author: David T. Bottomley

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.

David T. Bottomley

Author

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Citation

Bottomley, D. T. (1978a, September 01). Transforming poster sites into a measurable advertising medium. ANA - ESOMAR. Retrieved June 24, 2025, from


https://ana.esomar.org/documents/transforming-poster-sites-into-a-measurable-advertising-medium