Posters have a lasting impact
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ContentsManagement SummaryRecall, brand recognition, appealIn the period from 2000 to 2013, a total of 962 poster campaigns were assessed with Poster Performance Index PPI as regards their advertising impact. The results confirm the remarkable quantitative performance of posters according to SPR+ Swiss Poster Research Plus. On average, across all campaigns, posters scored 45% for recall, 62% for brand recognition, and 64% for appeal. In line with various other studies, the PPI figures show that high advertising pressure – measured in GRP as a combination of reach and opportunities to see – generates a high qualitative impact. Recall, brand awareness, and popularity of poster advertising call for good, efficient, eye-catching visual designs. The examples from the PPI best-performers list clearly document this thesis. |
InhaltsverzeichnisReal-world monitoring and benchmarking toolFundamentals
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ContentsKey elements: Visual design and advertising pressureFactors that influence advertising impactAdvertising pressure
1 Gross rating points GRP as the unit for advertising pressure are obtained by multiplying reach with contacts per person; the number corresponds to the total number of contacts per 100 persons in the target area (reached or not reached).
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Interaction of visual design and advertising pressure |
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ContentsFrom the PPI best performers listExamplesPosters are always successful
Best of recall ratings:
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