Mobile Phones and Outdoor Advertising: Measurable Advertising

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Quercia, Daniele; Di Lorenzo, Giusy; Calabrese, Francesco; Ratti, Carlo; (2011)

Television and newspapers sit at the top of many agency marketing plans, while outdoor advertising stays at the bottom. The reason for this is that it’s difficult to account for who views a billboard, so there is no way of consistently determining the effectiveness o... View more
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