APG: Research project now also surveys contact intensity

From 2007, the APG research project Poster Performance Index (PPI) will now also collect in-depth data on the contact intensity of an optimal poster campaign in addition to the qualitative impact (recall, brand recognition, appeal). As before, ten waves of surveys will be conducted in the Bern and Lausanne conurbations, which will scrutinize national poster campaigns. However, in order to be able to evaluate the impact in even greater detail, the test will now be supplemented by determining the contact class in addition to the questions on recall, brand recognition and liking. "What do you think: have you seen this advertisement once or twice, three to five times or more?" is the new, fourth topic question. 
The PPI will thus increasingly become an important link between the basic media performance now measured by SPR+ and the actual communication success of a poster campaign, according to APG. The objectives of the survey remain, on the one hand, comprehensive industry evaluations and, on the other, the ability to combine target group-specific statements on the gender and age groups of certain poster campaigns.