SUMMO 2000: Outdoor Research on the Move

Siebe Geert de Boer, Marcel van der Kooi and Lex van Meurs

Describes the SUMMO Outdoor 2000 Study, a new research study of poster advertising reach in the Netherlands.

SUMMO 2000: Outdoor Research on the Move

Lex van Meurs

Marcel van der KooiandSiebe-Geert de Boer

In May 2000 a new study of outdoor advertising reach was published in The Netherlands. The SUMMO Outdoor 2000 study combines several major innovations in outdoor research techniques and new software for presenting the results. In this article the research technique, planning software and the results of the study are discussed. The study is also compared with other European studies of outdoor advertising and consideration is given to the possibility of applying the research design of the study to research on outdoor...

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