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The authors report results of two field experiments that tested the sales response to outdoor advertising. The experiments manipulated the media weight by location (spatial effects), promotion message, and the effects of incorporating outdoor advertising in multiple-media campaigns. The first study showed that, in addition to the weight of the outdoor media, the temporal, spatial, and promotional effects were significant. The second study showed that outdoor media have spatial effectiveness when used as a part of a multimedia campaign. These results confirm that sales response to outdoor advertising is immediate but mediated by location of exposure and other elements of the marketing plan.
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Bhargava et al. (1999) studied this question.
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