Precision in Poster Research

Abstract

Another important move towards precision in poster research has been taken on the initiative of Mills & Rockleys Ltd. In I949 they published a report of a research survey which dealt with the number of people who remembered seeing certain poster campaigns. They have now published the reslalts of a survey into the facts about people who have an "opportunity-to- see" an average poster campaign. A typical fact revealed by the Survey is that in a town of about I00,000 population, I6 locations will give a repetition value of about 20 opportunities-to-see per week, and at least 80 per cent cover. If the number of locations in the campaign is increased to 24, then repetition would rise to 29 and the cover to about 85 per cent.