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Home→The Westburn Dictionary of Marketing→J→journey mapping

journey mapping

Definition:
One element in the process of estimating audiences for OUTDOOR advertising in the UK. Since the establishment of POSTAR, the term itself is comparatively little used in practice, but the technique remains firmly in use as one input into the research methodology which replaced OSCAR during 1996. Details of 'recent journeys' were collected by the market research company NOP from a random sample of 7,000 individuals, at two different times of the year. The results were transferred to maps and cross indexed to the locations of poster sites. Appropriately weighted data were then used to construct a mathematical model for the prediction of 'one-day cover' from gross OPPORTUNITY-TO-SEE figures for a given campaign. Certain anomalies had not been fully resolved by early 1997, and development of the model continues.

Cross-References:
[opportunities-to-see (OTS).] [OSCAR] [outdoor advertising] [POSTAR]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier],.