Multi-media. Modeling and evaluating posters in a multi-media environment

This paper focuses on the Reach and Frequency modelling of poster campaigns and the issue involved in making media mix evaluations.

MULTI-MEDIA

Modelling and Evaluating Posters in a Multi-media Environment

Peter MassonBucknull and Masson, United Kingdom

PREFACE

Economy of personal interviewing normally dictates that random samples are drawn in stages involving geographic clustering of respondents. Sampled informants within such clusters will not be representative, in terms of their movements past the (un-clustered) 'population' of all poster sites – even though they may be a good demographic representation of the general population. Poster reach and frequency estimates based on such clustered samples may severely under-represent the real position.

Consequently measures of poster site exposure (in reach and frequency terms) have largely...

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