Methodology:

• Awareness Research Methodology
• Single Area Urban Coverage
• Data Collection: Telephone Interviews
• Waves per year: Options for 6, 13, 26
• Wave Sample Size: Options for 150, 200, 250, 300, 350, 400, 450, 500
• Questionnaire length: 10-12 minutes
• Sex Quotas: 50% Male 50% female
• Campaigns per wave: 10
• Waves for each campaign: 2
• No post only research

Research Objectives - Indicators (Pre & Post):

• Top of mind Brand Awareness – Single answer
• Total Spontaneous Brand Awareness – Multiple answer
• Prompted Brand Awareness (Only if competitive frame <6) – Multiple answer
• Brand Advertising Awareness – Multiple answer
• Brand Advertising Awareness Source – Multiple answer
• Category Outdoor Advertising Awareness – Single answer
• Brand Outdoor Advertising Awareness – Multiple answer

Reporting / Analysis Breakdowns (Minimum Sample Base=30)

• Ages: 18-35. 36-50, 51-65
• Sex: Male, Female
• Areas: Nicosia (25%), Strovolos (28%), Latsia/Geri/Aglantzia* (17%), Lakatamia* (13%), Engomi/Ag. Dometios* (12%)

• Outdoor advertising is cost-effective and has great impact.
• Outdoor advertising creates continuity of a brand or message
• Outdoor advertising is the only type of media that has constant exposure. Billboards are viewed 24 hours a day, 7 days a week by thousands of people.
• Outdoor advertising works continually day and night.
• Outdoor advertising cannot be turned off, turned over or ignored.
• Billboards allow the advertiser to reach more people faster and easier than any other type of media.
• Outdoor advertising has a lower cost per thousand (CPM) than any other type of advertising.
• Ads on billboards are free to consumers: they do not need to buy a magazine or newspaper to see the advertisement.
• The average person must see a television commercial at least seven times before they actually remember viewing the commercial. And the cost of advertising on television is higher than on outdoor advertising.
• Outdoor advertising eliminates waste circulation by concentrating the advertised message in the target market area.
• Outdoor advertising gives the advertiser presence in its competitors’ area.