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Viewing and coverage of the billboard medium (Spanish)

Date of publication: June 15, 1997

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: Karla Mendes, Eneida Nogueira, Jose Reinaldo Riscal

Abstract:

This work is a contribution to an issue that has been the subject of numerous attempts - none of them successful - in the last years: the assessment of the audience and the coverage of the outdoors. The methodology proposed here should equip the media areas so that they can well base the allocation of funds in their projects in this important medium. It will be exposed the developed methodology, accompanied by a brief history of this development. The results of a pilot study conducted in December 1996 are briefly presented.

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