The creative heresy in audience measurement

This paper deals with the interesting question of whether some measure of creative effect should be included as a variable for calculating the size of the audience likely to see an outdoor display.

The creative heresy in audience measurement

Erwin EphronThe ARF Media Model Committee, United States

Joseph C. PhilportThe Traffic Audit Bureau for Media Measurement, United States

BACKGROUND

In the United States today all media are priced, bought and sold...