Confusion control in poster readership study

Abstract

The Lucas technique is designed to arrive at "controlled recognition" ratings of magazine advertisements studied out of their context. In a study in Sacramento, Foster and Klein showed that preposting ratings were not suitable for the control of confusion in outdoor advertising research. However, adaptations of Lucas' methods may lead to increased success in measuring the advantage of familiarity in obtaining instant identification of posters through the study of the impact and penetration of posters and frequency of impression. (PsycInfo Database Record (c) 2025 APA, all rights reserved)