| Acceptance: |
Assessment of appeal based on recognition on a 5 stage grading scale (1 = very high appeal, 5 = no appeal at all)
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| Booking density: |
Number of booked surfaces in relation to available surfaces
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| Overall average: |
Constitutes per characteristic value the average value of all tested commercial billboard / City Light campaigns (since 09/1998) and Rolling Board campaigns (since 05/2004) to date.
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| Weighting: |
An iterative arithmetic operation aimed at aligning the over/under-represented sub-groups of a random sample with the actual dimension of the basic population.
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| Basic Population: |
The group of people which the data of studies refers to. The population of GAMA is the Austrian population in the regional state capitals aged between 14 and 69.
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| Impact: |
Interviewees who correctly recall or describe at least a concrete picture or element of text from the remembered motif.
Total recall (i.e. only the recallers)
- none/wrong/not exact picture/text recollection
= Impact (correct picture/text recollection)
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| Category distribution: |
Share of the categories for the booked surfaces of the campaign
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| Contact costs: |
Price/performance ratio according to Recall, Impact and Recognition
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| Costs per point of recall: |
Operating expenses to attain the effective recall of one per cent of the population
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| Billboard density according to categories: |
Number of booked surfaces in proportion to the available surfaces per category
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| Product affinity: |
Characteristic used to define a target group or core target group, e.g. on the basis of product interest, ownership data, plans to purchase, etc. (surveyed if required)
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| Projections: |
Projections represent the values extrapolated to the basic population in 1000s
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Recall
(Total recall): |
Recall performance (open + aided)
> open recall: Respondents who spontaneously recall the motif
> aided recall: Recall after the brand/company name is stated
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| Recognition: |
Recognition after presentation of photo
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| Sample: |
Number of interviewed persons representative of the population in the survey area aged between 14 and 69.
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| Sample Points: |
Regions according to Nielsen areas
Vienna: III - Vienna
Lower Austria, Northern Burgenland: II - North
Styria, Carinthia, Southern Burgenland: II - South
Upper Austria: I - East
Salzburg, Tyrol, Vorarlberg: I - West
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| Fluctuation margins: |
Each measured value collected by means of a selected random sample is marked with a statistical random error. The collected value in the random sample varies to a greater or lesser extent to the actual value in the basic population depending on the framework of the random sample or subset of the random sample (number of cases) and response distribution or scattering.
See schedule of theoretical
Fluctuation margins incl. Legend.
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| Social Class: |
Typology of the standard of living based on the household net income, professional environment of the principle income earner and the education of the respondent. A/B upper classes, C middle class, D/E lower classes.
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