Split-Second Recognition: What Makes Outdoor Advertising Work?

Lex van Meurs and Mandy Aristoff

CBS Outdoor used a tachistoscope to determine how long it takes to recognize the brand/product advertised in 187 outdoor posters in the Netherlands.

Split-Second Recognition: What Makes Outdoor Advertising Work?

Lex Van MeursIntomart GfK bv, The Netherlands

Mandy Aristoffruby cha cha, Australia

PURPOSE OF THE RESEARCH

The question this study seeks to answer is, “What aspects of the format and content...

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