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Global Market Research 2011
Global Market research 2011 is the 23rd annual industry study undertaken by ESOMAR. Providing a comprehensive and authoritive view on the state of the market. Available now in the Publications Store
The creative heresy in audience measurement
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Author(s): Erwin Ephron, Joseph C. Philport Collection: WAM - Worldwide Audience Measurement 2005 - Online and Outdoor / Out-of-Home Keywords: Audience Research, Advertising Research  ESOMAR Excellence Award Nominee - Best Paper 2004/2005 |
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| EUR 15.00 Members: EUR 12.00 |  |
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.
Date of publication: 20.06.2005
ISBN: 92 831 1379 9
Order Code: S299-17
Number of pages: 12
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