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...