Response Outdoor Media

Brett Horton and David Payne

Can a short exposure medium last the pace in a response campaign? The authors reveal the results of the first ever research into this issue.

Response Outdoor Media

David PayneOutdoor Connection andBrett Hortonoptiglo

If the outdoor medium were an athlete in the brandbuilding championships, it would be a consistent goldmedal winner. No other medium can quite beat its boldness in rushing to the awareness finishing line.

But, in the direct response race, does outdoor even make it off the starting blocks? Can a shortexposure medium last the pace in a response campaign?

Brand response

In this article we will reveal the results of the first ever research into the key issues relating to outdoor and response advertising. We assess traditional direct...

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