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Outdoor Advertising
Factors contributing to its success
Increase in the number of:
Women in the work force
Vehicles on the road
Ability to remain innovative through technology
Digital outofhome media
Video advertising networks
Digital billboards
Ambient advertising
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McGraw-Hill Education.
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Alternative OutofHome Media
Aerial advertising
Outdoor advertising incorporating use of airplanes
pulling banners, skywriting, and blimps
Not expensive and reaches specific target markets
Mobile billboards: Devices that carry
advertisements and are mobile
Costs depend on the area and the mobile board
company’s fees
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McGraw-Hill Education.
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InStore Media
Reach shoppers at the place where they buy
Include:
Instore ads
Aisle displays
Store leaflets
Shopping cart signage
Instore TV
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McGraw-Hill Education.
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Types of Transit Advertising
Inside cards
Placed above the seats and luggage area inside
public transport vehicles
Outside posters
Appear on the sides, backs, and/or roofs of buses,
taxis, trains, and subway and trolley cars
Station, platform, and terminal posters
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McGraw-Hill Education.
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Advantages of Outdoor Advertising
Wide coverage of local markets
Frequency and Geographic flexibility
Creativity
Ability to create awareness
Efficiency and effectiveness
Production capabilities
Timeliness
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McGraw-Hill Education.
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Disadvantages of Outdoor Advertising
Waste coverage
Limited message capabilities
Wearout
Cost
Measurement problems
Image problems
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
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Advantages and Disadvantages of
Transit Advertising
Advantages
• Exposure
• Frequency
• Cost
Disadvantages
• Reach
• Mood of the audience
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McGraw-Hill Education.
Advantages and Disadvantages of
Promotional Products Marketing
Advantages
Disadvantages
Selectivity
Image
Flexibility
Saturation
Frequency
Lead time
Cost
Reach
Goodwill
High recall
Supplementing other media
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of McGraw-Hill Education.
11
Measurement in Promotional Products
Marketing
Specialty advertising does not have an established
ongoing audience measurement system
Studies show that:
Promotional products have a positive impact on
brand image
Brand impressions and purchase intent improves by
adding promotional products to integrated media
mix
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McGraw-Hill Education.
Yellow Pages Advertising
Is declining due to increased preference for online
directories
Yellow Pages are referred to as a directional
medium
Directional medium: Ads do not create awareness
or demand for products or services but provide the
location
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McGraw-Hill Education.
Advantages and Disadvantages of
Movie Theater Advertising
Advantages
Exposure
Emotional attachment
Disadvantages
Irritation
Cost
Cost
Attention
Clutter
Proximity
Segmentation
Integration
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
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