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| Author: | Veloutsou, C. O'Donnell, C. |
| Title: | Exploring the effectiveness of taxis as an advertising medium |
| Journal: | Journal of Advertising
2005 : VOL. 24:2, p. 217-239 |
| Index terms: | Advertising effectiveness Outdoor advertising Transport Advertising research United Kingdom |
| Language: | eng |
| Abstract: | This paper examines taxi as an advertising medium. The authors compare taxi advertising to another potential outdoor media, examine its effectiveness and indentify some variables that could contribute to the effectiveness of this non-traditional and growing medium. A total of 425 questionnaires were analysed. The data show that overall attitudes were more positive than anticipated. The article concludes with recommendations for future research. |
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