옥외광고 효과측정을 위한 대안 모델 개발과 실증연구 - 서울지역 옥상광고를 중심으로 -

초록

The purpose of this paper was to measure the effects of outdoor advertising in Korea. The first study focused on to build the new model of measuring the effects of rooftop billboards. The second study calculated the average CPM of 12 rooftop billboards based on the new model. The result of the study showed that the average CPM of 12 rooftop billboards was 4,977 won. Based on the findings, this study discussed theoretical and practical implications for outdoor advertising.

키워드