Big poster, small effect
No two billboard locations are alike, and all passersby let their eyes wander elsewhere.
No poster site is the same, and all passers-by let their eyes wander elsewhere, which is why it is difficult to correctly measure the perception of posters. Impact research therefore speaks of a mass medium without a defined target audience. Nevertheless, posters enjoy a great deal of trust. In the final part of his series on poster research, Wolfgang Koschnick explains which measurement methods are more or less reliable. page 16
