Fingerprints as a Proxy for Readership of Sales Flyers: An Empirical Assessment

Marcus J. Schmidt, Niels Krause, Hans Stubbe Solgaard

Publikation: Working paperForskning

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Resumé

 

Can readership of sales flyers and free newspapers be estimated by revealing fingerprints? In this paper we report the results of an empirical analysis based on 4604 flyer-pages conducted to assess the feasibility of the method. Results are encouraging, and indicate that the method presently may serve as a conservative estimate of readership. Advertising management may thus use the fingerprints-approach as an alternative audience measure and thereby assess the convergent validity of the traditional interview method and the fingerprint approach. While the fingerprint method appears valid for sales catalogues its validity of measuring audience of small flyers is questionable.

OriginalsprogEngelsk
Antal sider28
StatusUdgivet - 2007

Fingeraftryk

Convergent validity
Empirical analysis

Emneord

  • Fingeraftryk, tilbudsaviser, måling af antal læsere

Citer dette

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Fingerprints as a Proxy for Readership of Sales Flyers : An Empirical Assessment. / Schmidt, Marcus J.; Krause, Niels; Solgaard, Hans Stubbe.

2007.

Publikation: Working paperForskning

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N2 -   Can readership of sales flyers and free newspapers be estimated by revealing fingerprints? In this paper we report the results of an empirical analysis based on 4604 flyer-pages conducted to assess the feasibility of the method. Results are encouraging, and indicate that the method presently may serve as a conservative estimate of readership. Advertising management may thus use the fingerprints-approach as an alternative audience measure and thereby assess the convergent validity of the traditional interview method and the fingerprint approach. While the fingerprint method appears valid for sales catalogues its validity of measuring audience of small flyers is questionable.

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BT - Fingerprints as a Proxy for Readership of Sales Flyers

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