Quantitative Measurement: Potential Contacts and Their Profile for Subway and Surface Outdoor Advertising
Cecilia Navarro AlalufMedia Director, Search Marketing S.A., chileMarco Tapia IbarraMedia Director, Search Marketing S.A., Chile
BACKGROUND
Chile is a long and narrow shaped country located to the southwest of the American continent, with a population of 14,821,714 inhabitants, composed of 49.5% men and 50.5% women.
The country is divided into thirteen regions, each consisting of provinces that are in turn subdivided into communes (municipalities). The capital of the country, Santiago, is located in the metropolitan region and, considering all thirtyfour municipalities, has a...