Exploring the Effectiveness of Taxis as an Advertising Medium
Cleopatra Veloutsou and Claire O'Donnell University of Glasgow
INTRODUCTION
To maximise impact, almost every advertising campaign makes use of a primary medium and one or more secondary media. Although the importance of media research has long been recognised (Duffy 1938; Belson 1965), and issues relating to allocating resources and selecting the optimal media mix have long been considered (Ricketts 1938; Dyer et al. 1992), there are differences between the media. These can be their creativity capabilities, the target audiences they can reach, as well as the...