Modelling and prospects for audience measurement of outdoor advertising using GPS devices

Martial Pasquier and Felix Mende

This paper describes how to integrate audience measurement and site visibility as the main research approaches in outdoor advertising research in a single concept.

Modelling and prospects for audience measurement of outdoor advertising using GPS devices

Martial PasquierSwiss Graduate School of Public Administration IDHEAP, University of Lausanne/Swiss Federal Institute of Technology, Switzerland

Felix MendeSwiss...

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