El medio exterior, más allá de una decisión intuitiva

Abstract

Outdoor advertising is a medium that has been traditionally planned on the basis of planners' and purchasers' intuition and experience. In recent years, this situation has changed due to the quantitative and qualitative research applied to this medium, and because the sector is constantly changing and adapting. Tools, information sources, practitioners, researchers, change, technology and adaptation are words that become connected with it every day. In spite of this, outdoor advertising is yet to find its natural position within the advertising cake. What else can be done for the outdoor medium to be planned?