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| Author: | Berneman, C. Kasparian, M-J. |
| Title: | Promotion of cultural events through urban postering: An exploratory study of its effectiveness |
| Journal: | International Journal of Arts Management
2003 : FALL, VOL. 6:1, p. 40-49 |
| Index terms: | Advertising Culture Effectiveness Consumer behaviour Research |
| Language: | eng |
| Abstract: | A common way of advertising cultural events is through posters on outdoor media such as the Morris Column in Paris or on exterior walls in cities, yet little is known about the effectiveness of such posters. This study measured recall and recognition of cultural events in a laboratory setting in which frequency of exposure was manipulated. Respondents were shown a 4-minute video of a pedestrian stroll in a Canadian city featuring a variety of advertising stimuli, including two test posters. Results showed a fairly high rate of recall for the posters. Between-group analysis of variance confirmed that higher frequency and a greater number of posters per exposure both produce a significant increase in recall and recognition. Within-group ANOVA showed that previous exposure to the advertisement resulted in significantly higher recognition and recall but that previous attendance at the event had no significant impact on recall. |
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