A cost-effective way for testing outdoor creatives

The paper describes an analysis of outdoor creatives and its effect on aided recall of the outdoor campaign.

A cost-effective way for testing outdoor creatives

Andraz ZorkoCATI, Slovenia

INTRODUCTION

Outdoor advertising is known to be the cheapest among the traditional advertising media if CPT is considered, but it can be very expensive when absolute numbers are concerned. The same goes for creative pre-tests – they are usually expensive but can save a lot of money. Then there are the smaller markets. The cost for any research for a smaller market is even higher because the size of the sample needed is not a function of the size of the market. The smaller the market, the higher the...

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