1. What is Daily Effective Circulation?

Daily Effective Circulation (DEC) is a metric used to estimate the actual number of people who are likely to see an advertisement or display, calculated by multiplying the total walking traffic count by a visibility factor that accounts for how noticeable the display is to passersby.

2. How Does the Calculator Work?

The calculator uses the DEC formula:

Where:

• Walking Traffic Count — Total number of pedestrians passing the location
• Visibility Factor — A dimensionless value between 0 and 1 representing how visible the display is to pedestrians

Explanation: The formula adjusts the raw traffic count based on the likelihood that pedestrians will actually notice the advertisement or display.

3. Importance of DEC Calculation

Details: DEC provides a more accurate measure of advertising reach than simple traffic counts alone. It helps marketers and advertisers evaluate the true potential exposure of outdoor advertisements, window displays, or any pedestrian-facing marketing materials.

4. Using the Calculator

Tips: Enter the total walking traffic count (typically measured through pedestrian counters or observational studies) and a visibility factor between 0 and 1. The visibility factor should be estimated based on the display's size, placement, lighting, and other factors affecting its noticeability.

5. Frequently Asked Questions (FAQ)

Q1: How is the visibility factor determined?
A: The visibility factor is typically estimated through observational studies, considering factors such as display size, height, lighting conditions, angle to pedestrian flow, and surrounding visual clutter.

Q2: What is a typical range for visibility factors?
A: Visibility factors typically range from 0.1 (poor visibility) to 0.9 (excellent visibility), with most well-placed displays falling between 0.3-0.7.

Q3: How often should traffic counts be updated?
A: Traffic counts should be updated regularly, as pedestrian patterns can change with seasons, days of the week, time of day, and due to changes in surrounding infrastructure or businesses.

Q4: Can DEC be used for comparison between locations?
A: Yes, DEC provides a standardized metric that allows for comparison of advertising potential across different locations with varying pedestrian traffic and visibility conditions.

Q5: Are there limitations to the DEC calculation?
A: DEC doesn't account for demographic factors, viewing duration, or actual engagement with the advertisement. It should be used as one of several metrics in advertising planning.