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a study on

effectiveness
of

outdoor advertisements

Name - Darshan Shah Room No. - 24 Roll No. - 758 Batch - 2011-14 Project Guide - Dr. Shivaji Banerjee
A Study on Eectiveness of Outdoor Advertisement

preface
preface
before my humble readers this project based on the study of Eectiveness of Outdoor Advertisements. The presentation is an honest and painstaking eort on my part in brown and white about the colourful world of outdoor advertisement. The data collected by me is both primary as well as secondary. I have taken assistance from knowledgeable and apt taskmasters shouldering work of great responsibility. I also had to resort to secondary sources for obtaining data like newspapers, magazines and the websites. Although the information obtained from secondary sources may prima facie seem to be paralysed by window dressing, to be absolutely frank with my understanding readers, it has been discovered that this data is as reliable.

it is a matter of great honour for me to present

A Study on Eectiveness of Outdoor Advertisement

acknowl
Acknowledgement
I would like to sincerely thank the St. Xavier's College
for giving me this opportunity of taking up such a challenging project which has enhanced my knowledge about the Outdoor Media Advertising & the advertising agency. I am very grateful to Mr. Anirban Bose, Mr. Ratnadip, Mr. K.P. Sharma, Mr. Swaroop, and lastly Mr. Anirban Chakraborty, under whose guidance and assistance I was able to successfully complete my Internship. This is a special thanks to them for sparing their precious time, tting my out-of-the-way appointments into their diary and giving almost all the information required by me in an unbelievably amicable manner. I hereby, take this oppertunity to SPECIALLY thank my faculty-coordinator Dr. Shivaji Banerjee, without whose priceless contribution and coveted guidance, the project would have never got a shape of reality and emerged henceforth.

A Study on Eectiveness of Outdoor Advertisement

contents
contents
Particulars
Preface Acknowledge Content

Sr No.

Page No.
1 2 3

Introduction

- Introduction - Objectives -Importance -Limitations

5-11
5 8 9 11 12 14 15 17 18 19 25 27 30 30 31 33 37 39 43 45 46 47 49 52

-Marketing Mix -Integrated Marketing Communication (IMC) -Promotion Mix -Advertisements -Outdoor Advertisements -Outdoor Media Options

Theoritical Foundation

12-24

-Lower Cost.... Better Communication -Consumers USE products... Buy BRANDS -OOH Speaks the Brand Language of Consumer -Brand Recall -Professionals Take -SWOT Analysis -Measurement of OOH -Basic rules for Effective billboard Adverts.

Review Of Literature

25-46

Company Profile

-Company Profile -Product Overview -Market Coverage

43-46

Reaserch Methodology
-Methodology -Collection of Data -Analysis and Interpretation

47-60

-Findings -Conclusion -Suggestions -Bibliography Examples of Outdoor Advertisements

Conclusion

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61 63 64 65 66-70

A Study on Eectiveness of Outdoor Advertisement

introduc
introduction
what is outdoor advertising?
Outdoor advertising, also known as out of home advertising, reaches consumers on the move or consumers in particular environments. Outdoor advertising opportunities are diverse, ranging from very large high impact banners, special builds and large format billboards at the sides of roads through to advertising on bus shelters, in stations, trains, taxis and buses, leisure centres, and in shopping malls and supermarkets. Outdoor advertising ('Outdoor') is typically used as one component of a wider advertising campaign that may include television, print, radio, internet and other advertising. Outdoor is often a relatively small part of the overall campaign budget and may complement, for example, a larger television advertising campaign. Outdoor may be used to reach a mass audience quickly or to target specic audience groups in discrete geographic locations. The Outdoor sector consists broadly of three sectors *Roadside, such as billboards, bus shelters and phone kiosks *Transport, which covers rail, airports, buses and taxis *Leisure, point of sale (POS) and retail environments, which include supermarkets, shopping and leisure centres, bars and petrol stations

Out-of-home advertising licence (OOHOLIC) (or outdoor advertising license) is made up of more than 100 dierent formats, totaling $6.7 billion in annual revenues in 2012 in the USA.

A Study on Eectiveness of Outdoor Advertisement

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The Outdoor Medium: Past, Present, Future
A recent campaign for the outdoor industry touted that Outdoor is not a medium. Its a large. To this headline we should also add Right for the Times. The contemporary view of the outdoor medium from a media planners perspective has evolved over time. Prior to the era of broadcast media, outdoor advertising was the primary medium. After the introduction of radio and later television, the rapid diusion of these two broadcast media relegated outdoor advertising to being used primarily as a directional medium for local retailers or service providers. Outdoor was also used a complementary medium for national brands to achieve low-cost awareness as part of the overall media plan. The rst generally recognized example of an advertising campaign employing the outdoor medium as anintegral element of the overall marketing plan was the Volkswagen beetle campaign of the late 1960s. The VW slogans launched more than 30 years ago Think Small and Avoid Gas Pains are still part of the American lexicon today and were pivotal in helping to inculcate the brand image of the VW beetle in the minds of the American consumer. More recently, a campaign that positively elevated the awareness of the outdoor medium as a viable alternative for establishing a brands image in addition to building brand awareness was the 1984 Summer Olympics campaign for Nike. Few advertising campaigns prior to that point in time had achieved pre-campaign advertising objectives in such a dramatic, media event fashion as the 1984 Nike outdoor campaign featuring Carl Lewis broad jumping across the LA freeways! Fortunately for the outdoor industry this initial campaign touting the outdoor mediums capacity for developing a brands image 6

A recent campaign for the outdoor industry touted that Outdoor is not a medium. Its a large. To this headline we should also add Right for the Times.

A Study on Eectiveness of Outdoor Advertisement

introduc
has not been an isolated event. The outdoor medium has recently been employed as an integral media component in Procter and Gambles strategy to expand the awareness and sales potential of Pantene shampoo, from a niche brand to a mass market product by formulating a new look for the Pantene brand. P&Gs media strategy for Pantene was unique from a package goods marketers perspective in two respects. Firstly, P&G selected outdoor as the creative canvas by which to change the image of the brand. Normally only TV or magazines would have been considered for this communication task. Secondly, outdoor was used as the lead medium, with other measured media relegated to providing a supporting role. The reported business success of P&Gs Pantene brand in terms of both improved brand attitude measures and increased sales not only renewed interest in the outdoor medium, but more importantly caused other media planners to rethink the usage of the outdoor medium in their overall media plans. As more empirically-based eld research is conducted on the outdoor advertising medium, additional research hypotheses are likely to emerge, as well as exploring the plausibility of achieving more sophisticated communication objectives.
-By James Maskulka for OAAA

A Study on Eectiveness of Outdoor Advertisement

objectiv
.objectives
The project deals with the study of outdoor advertising encompassing a multi-dimensional discussion on the eeciency of the medium, the modus operandi, the strengths, weaknesses, opportunities available along with the medium and the threats posing obstacles in their journey. This study shows the diversity in eectiveness underlining their operations. As during the preparation of this project, some inevitable obstacles and natural hindrances restricted the scope of this study just as these medium are restricted by properties, nonetheless, its a sincerest attempt to do the best possible justice to the said topic. Some distinct objectives of this undertaking are: * Understanding how Eective, Outdoor Advertisements are, * Pursuasive power of Outdoor Advertisements, * Elements important for eective Outdoor Advertisements, *How to make Outdoor Advertisements more eective, *Understanding Consumer behaviour in reguard to Outdoor Advertisements

A Study on Eectiveness of Outdoor Advertisement

importan
importance
any
advertising guru will tell you that billboard advertising is an extremely eective form of advertising. The fact that billboards are everywhere and that companies still pay through the nose for billboard space, also suggest there is more to billboard advertising than meets the eye. Despite the fact that authorities on the subject vouch for billboard marketing as an eective if not a must-have, invaluable advertising medium, most ordinary consumers dont buy it. They tend to regard mediums such as newspaper ads and direct mailers as more eective, because their eectiveness is much easier to measure and quantify. They also regard the messages on outdoor billboards as too short to be persuasive. People who think like that are simply missing the point. And the Point is Billboards arent there to persuade you to do anything, not overtly anyway. On the average, research shows that most people dont even look at billboards for more than 4 seconds, those that do look for more than that, dont look much longer. Outdoor billboards are about building brands, and strengthening images.Brand recall is the holy grail of advertising, the ultimate goal of all advertisers is to make the brand they are pushing a household name. The history of advertising is full of such examples: Coca Cola was once so popular that people referred to all soda as Coke, Frigidaire also enjoyed similar status, in fact the term fridge, is actually short for Frigidaire, not refrigerator. To this day, many refer to a point in time that is worthy of a photograph as a Kodak Moment. Finally, many people still think that a photo copier is actually called a Xerox machine. The status that these brands achieved did wonders 9

Outdoor billboards are about building brands, strengthening images. Billboards are all about recall, the more present a brand is in the consciousness of its intended target market the better.

A Study on Eectiveness of Outdoor Advertisement

importan
contd.
Companies achieve more by promoting recall, rather than through persuasion. To this day, no medium can match billboard marketing in terms of promoting brand recall.

for their corporate image, and more importantly for their revenue. They achieved this by promoting recall, rather than through persuasion. To this day, no medium can match billboard marketing in terms of promoting brand recall. Billboards are all about recall, the more present a brand is in the consciousness of its intended target market the better. For new brands hoping to get big, for big brands looking to get huge, and for huge brands looking to stay huge, the sure re way to achieve it is to buy billboard space, buy a whole lot of billboard space.

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introduc
limitations
some of them are as follows:

There are limitations to the study of outdoor media,

1) The research is conned to a certain part of kolkata and does not necessarily show a pattern applicable to all of the country. A small sample size also does not show the pattern of the whole city. 2) Constraint in time creates a barrier for in depth extensive research, the study conducted is done in the span of 3 weeks. 3) Some respondents were not willing to overtly communicate their experiences. 4) The internship period was very less, less than 30 days and there are a lot of things to know

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theoritic
Theoritical Foundation
The importance of a marketing mix is to make businesses or organizations meet the needs of customers and to satisfy them. By doing that, the company earns goodwill and prots.

that reaches the consumer while he or she is outside the home. This medium is in contrast with broadcast, print, and Internet advertising. Out of home advertising, therefore, is focused on marketing to consumers when they are "on the go" in public places, in transit, etc. An oldie, but still one of the best methods in existence, is known as outdoor advertising. Having existed for hundreds of years, it is equally eective in todays age. Given all inventions of modern media, outdoor advertising signs have reached new technological peeks and attract a broader audience range than ever before. Before entering into further details of Outdoor Media advertising it is important to know the basics of integrated marketing communication and advertisement.

outdoor advertising is basically any type of advertising

The marketing mix

Mix of strategies that revolve around what you sell, how you sell it, what you sell it for and where you sell it, is Marketing Mix. Most marketing activities relate to product development, pricing strategies, promotions and your places of sale.

It is a business tool used in marketing and by marketing professionals. The marketing mix is often crucial when determining a product or brand's oer, and is often synonymous with the four Ps: price, product, promotion, and place; in service marketing, however, the four Ps have been expanded to the Seven Ps to address the dierent nature of services. They are : Product - A product is seen as an item that satises what a consumer demands. It is a tangible good or an intangible service. Tangible products are those that have an independent physical existence. Every product is subject to a life-cycle including a growth phase followed by a maturity phase and nally an eventual period of decline as sales falls. The marketer must also consider the product mix. Marketers can expand the current product mix by increasing a certain product line's depth or by increasing the number of product lines. Price - The price is very important as it determines the company's prot and hence, survival. Adjusting the price has a profound impact on the marketing strategy, and

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depending on the price elasticity of the product, often it will aect the demand and sales as well. The marketer should set a price that complements the other elements of the marketing mix. Promotion - All of the methods of communication that a marketer may use to provide information to dierent parties about the product. Promotion Mix comprises elements such as: advertising, public relations, sales organization and sales promotion. Word-of-mouth is any apparently informal communication about the product by ordinary individuals, satised customers or people specically engaged to create word of mouth momentum. Place - Refers to providing the product at a place which is convenient for consumers to access. Various strategies such as intensive distribution, selective distribution, exclusive distribution and franchising can be used by the marketer to complement the other aspects of the marketing mix. Extended Service Marketing Mix Person - People is one of the elements of service marketing mix. People dene a service. If you have an IT company, your software engineers dene you. If you have a restaurant, your chef and service sta denes you. If you are into banking, employees in your branch and their behavior towards customers denes you. In case of service marketing, people can make or break an organization. Thus many companies nowadays are involved into specially getting their sta trained in interpersonal skills and customer service with a focus towards customer satisfaction. In fact many companies have to undergo accreditation to show that their sta is better than the rest. Denitely a USP in case of services. Process Service process is the way in which a service is delivered to the end customer. Lets take the example of two very good companies Mcdonalds and Fedex. Both the companies thrive on their quick service and the reason they can do that is their condence on their processes. On top of it, the demand of these services is such that they have to deliver optimally without a loss in quality. Thus the process of a service company in

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delivering its product is of utmost importance. It is also a critical component in the service blueprint, wherein before establishing the service, the company denes exactly what should be the process of the service product reaching the end customer. Physical Evidence - The last element in the service marketing mix is a very important element. As said before, services are intangible in nature. However, to create a better customer experience tangible elements are also delivered with the service. Take an example of a restaurant which has only chairs and tables and good food, or a restaurant which has ambient lighting, nice music along with good seating arrangement and this also serves good food. Which one will you prefer? The one with the nice ambience. Thats physical evidence. Several times, physical evidence is used as a dierentiator in service marketing. Imagine a private hospital and a government hospital. A private hospital will have plush oces and well dressed sta. Same cannot be said for a government hospital. Thus physical evidence acts as a dierentiator.

Integrated marketing communications is an approach to planning communications that gives your small business the potential to get better results from your campaigns and reduce marketing costs. By integrating tools such as advertising, direct mail, social media, telemarketing and sales promotion, you provide clarity, consistency and maximum communications impact
-American Association of Advertising Agencies denition.

Integrated Marketing Communication (IMC) is A Strategic Approach to Marketing Communication an approach to achieving the objectives of a marketing campaign through a well-coordinated use of dierent promotional methods that are intended to reinforce each other. With IMC the marketing leverages each communication channel's intrinsic strengths to achieve a greater impact together than each channel could achieve individually. Organizations use integrated marketing communication plans to present a unied message to the target audience. Advertising, public relations, promotion, branding, direct marketing, and other low- and high-technology tools are integrated to eectively listen to and communicate with the target audience. Successful IMC plans are built on a holistic view of the target consumer, with an understanding of how they think, make decisions, and act.

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Promotional Mix
Marketing uses many techniques to promote a new product or service. Utilizing all possible outlets for spreading the word on a product is known as its promotion mix. Using a combination of the seven major promotional tools, ranging from advertising to direct marketing, is the usual method for rolling out a product. How these tools are employed varies greatly from company to company and product to product. Components of Promotion Mix : There are seven main elements in a promotional mix. They are: 1. Advertising - Any paid form of non-personal communication through mass media about a service or product or an idea by a sponsor is called advertising. It is done through non personal channels or media. Print advertisements, advertisements in Television, Radio, Billboard, Broachers and Catalogs, Direct mails, In-store display, motion pictures, emails, banner ads, web pages, and posters are some of the examples of advertising. Paid promotion and presentation of goods, services, ideas by a sponsor comes under the advertisement. 2. Personal Selling - This is a process by which a person persuades the buyer to accept a product or a point of view or convince the buyer to take specic course of action through face to face contact. It is an act of helping and persuading through the use of oral presentation of products or services. Target audience may vary from product to product and situation to situation. In other words personal selling is a person to person process by which the seller learns about the prospective buyer's wants and seeks to satisfy them by making a sale. Examples: Sales Meetings, sales presentations, sales training and incentive programs for intermediary sales people, samples and telemarketing etc. It can be of face-to-face or through telephone contact. 3. Publicity - Non-personal stimulation of demand for a product, service or business unit by generating commercially signicant news about it in published media or obtaining favorable presentation of it on radio, television or stage. Unlike advertising, this form of

Advertisement creates awareness of existence of a product and a sense of urgency to consumers by informing them on sales and oers. Advertising also helps businesses in keeping up with the competition in the market by acting as a form of sales promotion method.

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promotion is not paid for by the sponsor. Thus, publicity is news carried in the mass media about an organization, its products, policies, actions, personnel etc. It can originate with the media or the marketer, and is published or broadcast at no charge for media space and time. Examples: Magazine and Newspaper articles/reports, radio and television presentations, charitable contributions, speeches, issue advertising, and seminars. Publicity can be favorable (positive) or unfavorable (Negative). The message is in the hands of media and not controlled by the organization/rm. 4. Sales promotion - is any activity that oers an incentive for a limited period to obtain a desired response from the target audience or intermediaries which includes wholesalers and retailers. It stimulates consumer demand, market demand and improves product availability. Examples: Contests, product samples, Coupons, sweepstakes, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions. 5 Corporate image - It is important to create a good image in the sight of general public as the Image of an organization is a crucial point in marketing. If the reputation of a company is bad, consumers are less willing to buy a product from this company as they would have been, if the company had a good image. 6 Exhibitions - Exhibitions provide a chance to try the product by the customers. It is an avenue for the producers to get an instant response from the potential consumers of the products. 7 Direct Marketing - is reaching the customer without using the traditional channels of advertising such as radio, newspaper, television etc. This type of marketing reaches the targeted consumers with techniques such as promotional letters, street advertising, catalogue distribution, iers etc.

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Advertisements
Advertising is a powerful communication force and vital marketing tool helping to sell goods, services, images, and ideas through channel of information and persuasion. It is highly visible force in the society. Today all of us receive many advertising messages daily. Now it is essential to the success of any type of business and industry. Furthermore, advertising strategies are employed more and more by non-business organisation such as government, college and universities, public service groups and characteristics. It is one of the parts of the marketing and communication process. Advertising convince people to buy products. All advertising contains both information and persuasion. Today we can say advertising is a communication, marketing, public- relation, information and persuasion process. Advertising reaches us through a channel of communication referred to as a medium. It is usually aimed at a particular segment of the population - the target audience (Consumer and business). In short it is Paid, non-personal, public communication about causes, goods and services, ideas, organizations, people, and places, through means such as direct mail, telephone, print, radio, television, and internet. An integral part of marketing, advertisements are public notices designed to inform and motivate. Their objective is to change the thinking pattern (or buying behavior) of the recipient, so that he or she is persuaded to take the action desired by the advertiser. Most commonly, the desired result is to drive consumer behavior with respect to a commercial oering.

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Coming back to Outdoor Advertising...

Outdoor Advertising

Mix of strategies that revolve around what you sell, how you sell it, what you sell it for and where you sell it, is Marketing Mix. Most marketing activities relate to product development, pricing strategies, promotions and your places of sale.

Advertising is a powerful communication force and vital marketing tool helping to sell goods, services, images, and ideas through channel of information and persuasion. It is highly visible force in the society. Today all of us receive many advertising messages daily. Now it is essential to the success of any type of business and industry. Furthermore, advertising strategies are employed more and more by non-business organisation such as government, college and universities, public service groups and characteristics. It is one of the parts of the marketing and communication process. Advertising convince people to buy products. All advertising contains both information and persuasion. Today we can say advertising is a communication, marketing, publicrelation, information and persuasion process. Advertising reaches us through a channel of communication referred to as a medium. It is usually aimed at a particular segment of the population - the target audience (Consumer and business). Support media are used to reach those people in the target audience that the primary media may not have reached or to reinforce the message contained in primary media. -George E. Belch & Michael A. Belch Outdoor media is pervasive, and if you really tried to pay attention to the many exposures possible, you would nd that we appear to be surrounded. However, the amount spent on this media is over $200 million, which is about 10 percent of TV or newspaper advertising revenue. Despite this, outdoor media have just about doubled recently, compared to the 25- to 35-percent growth for TV and newspaper media. The role of outdoor media in contributing to sales may be a key factor. In a study reported by BBDO advertising, 35 percent of cosumers surveyed said they had called a phone number they saw on an out-of-home ad. A study reported by Mukesh Bhargava and Naveen Donthu showed that outdoor

Panasonic

Nestle

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advertising can have a signicant eect on sales, particularly when combined with a promotion. We now turn our attention to the many outdoor media options available for an advertiser.

OUTDOOR MEDIA OPTIONS Some Prominent Types of Outdoor Advertisements are as follows :
Hoardings Hoardings describe the typical billboard, which can be horizontal (e.g., 3m by 6m) or vertical (e.g., 4m by 5m). These displays are front lit for visibility at night and are located in high vehicle-trac areas. They may be purchased on an individual basis or for a certain level of GRPs in cities. As the name implies, backlit posters are posters of generally the same size that have a light behind them so that they are more clearly illuminated. These units are located at major intersections or high trac-volume areas in or near major cities. Larger billboards, known as bulletins, superboards, or spectaculars, are larger displays (two to three times larger) that have a variety of sizes depending upon the media company. These displays are sold on a per location basis due to their size and the lower number of options available in markets. Smaller backlit displays, known as street-level posters and measuring about 2m by 1m, are available across the country.
Most outdoor operators can present examples of past outdoor campaigns producing awareness and other communication eects. The examples can be for a product category or for individual campaigns. The operators can also provide maps to illustrate the posters locations and other relevant data (e.g., demographics).

SuperBoard

A number of innovative outdoor tools have emerged. Some rms are setting up large video-display LED units that have full animation and colour. For example, Park Street, features a 6 metre wide by 4 metre high fullcolour video screen. A number of rms oer mobile signage by placing displays on trucks or vehicles These are sold by the number of vehicles and months. Video-display LED unit
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Transit Media
Another form of out-of-home advertising is transit advertising. While similar to outdoor in the sense that it uses billboards and electronic messages, transit is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, subways, light-rail trains, and airplanes. The rst three cover in the form of local transit options, and then we consider the airplane option. Transit advertising has been around for a long time, but recent years have seen a renewed interest in this medium due in part to the increased number of women in the work force (they can be reached on their way to work more easily than at home), audience segmentation, and the rising cost of TV advertising. If you have ever taken public transit, you have probably noticed the interior transit cards placed above the seating area that advertises about restaurants, TV or radio stations, or a myriad of other products and services. Ads are positioned in backlit units above windows and along both sides of the bus, streetcar, subway, or light-rail transit cars. Interior door cards are available in major markets where there is subway-like transit (outside India). These cards are placed on both sides of the doors and are about 50 percent larger than the aforementioned cards. While waiting for a taxicab, you cannot help but notice the ads on the side or back of the cab going in the opposite direction or on another street. These exterior posters may appear on the sides, backs, and/or roofs of buses, taxis, trains, and subway and street cars. Discovery Channel has always used out-of-home media to establish itself as a legitimate television alternative and to advertise its specic series, specials, or theme weeks. Discovery Channel believes these transit ads and street-level events played an important supporting role with the on-air ads in setting a record audience, 10 percent higher than previously achieved.

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Place-based Media
Station posters are of varying sizes and forms that attempt to attract the attention of those waiting for a subway-like ride. The most common size is 1 m by 2 m. Station posters can be very attractive and attentiongetting. Similar-sized posters are found at bus or street car transit shelters and often provide the advertiser with expanded coverage where other outdoor boards may be restricted. An original example of place-based media is signage and displays in malls. The popular mall poster is often backlit like the transit shelter or transit-station poster and is located throughout a shopping mall. The key feature of the mall poster is that it is in the shopping environment and therefore one step closer to the actual purchase. These posters are sold in most markets across the country similarly to outdoor posters with individual spot buys and varying levels of GRPs. Firms also sell various sizes of mall banners for branding purposes. A number of place-based media are outdoor media brought into a particular environment. Backlit posters, superboards, electronic message signs, and video displays are used in many other locations such as convention centres, movie theatres, hotels, sports stadiums or arenas, or wherever there is a sucient number of people. The method of selling the time or space is similar to billboard space selling. Firms can attempt to reach younger consumers on the campuses of many universities with various sizes of indoor posters that are standard and non-standard. Furthermore, with closedcircuit television, rms attempt to reach travellers or patients in designated hotel rooms or hospital or doctor waiting rooms, respectively. And to reach virtually anyone and everyone, it is possible to place small print ads inside the campus area.

Mall display

Mall display

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The Evolution of Billboard and Outdoor Adv.
Consider the humble billboard. While television and radio advertisements contain cleverly worded pitches, attention-grabbing sound eects, and ashy graphics, outdoor market schema remain rooted to the ground waiting for passers-by to take notice. In fact, since coming into being in the 1830s, the format of large-scale outdoor advertising has changed very little in comparison to other advertising channels. Marketers ax exible vinyl wraps to a building or scaolding in a high-trac area and hope that consumers look up to see it. In the past 20 years a combination of innovative design and technological advancement has begun to change the way outdoor advertising reaches the public. With the proliferation of video screens and smart phones, demand for the attention of consumers is greater than ever before. In response, marketers have invested in digital displays and interactive advertising components continue to push outdoor advertising in unanticipated ways. The Birth of the Billboard Advertising Industry By 1867, you could actually buy billboard space, and in 1872, the International Bill Posters Association of North America was established. Perhaps one of the most emphatic testaments to the durability of the outdoor billboard as an advertising medium is the fact that the International Bill Posters Association of North America is known today as the Outdoor Advertising Association of America. The original name of the association did not even contain the word advertising. Billboards were the rst commercial advertising medium, and the word billboard became a byword even before the word advertising. Bigger and Better The rst 24 sheet billboard was displayed in 1889, at the Paris exposition. 1908 saw a boom in outdoor billboards. This was spurred by the introduction of the Ford Model T, the worlds rst practical, mass produced automobile. As American road networks grew to accommodate this new form of transportation which went on to become an American obsession, the demand for outdoor billboard

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skyrocketed. Over the years outdoor billboards have only gotten bigger and better; new materials, new printing methods, the addition and subsequent improvement of lights, mechanization, and countless more innovations have carried the outdoor billboard well into the 21st century. The Billboard Today The outdoor billboard has survived the coming of print advertising, the invention of radio, television, and has even managed to increase its share of the advertising spending pie over the years, despite the introduction of online advertising. The outdoor billboard has evolved with the times; the modern outdoor billboard is sturdy, weather resistant, cost eective, exible, and more visible than ever before. Because of the eectiveness of outdoor billboards, there is no shortage of outdoor advertising companies in erce competition for advertising dollars. They have the means to do exhaustive studies on their billboards and those of their competition. Outdoor advertising companies have the means to measure foot trac, road trac, there are now even methods of getting demographics. Billboard marketing is here to stay, and no advertising medium in existence is as tested and proven. Outdoor Marketing Then and Now Today outdoor advertising can be found all over American cities. The use of large outdoor advertisements, 50 square feet or greater, began in New York in 1835 with posters advertising a circus. It took the development of an interstate highway system and automobile commuting for marketers to truly seize the opportunity of nationwide outdoor advertising. History of Outdoor Advertising details the beginnings of modern outdoor marketing from large-scale posters in the 1830s to the present. Roadside America, Then and Now is a digital collection from Duke University documenting the history of outdoor advertising along Americas highways.

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Digital Advertising
Since 1996, the Federal Highway Administration has allowed digital billboard advertising as long as state and local governments permit their installation. Recently, LED-based screens have replaced outmoded digital displays, allowing the billboards to cycle through many advertisements over the course of the day. Ads ash for only a few seconds, so many products can be featured from the same site. * Advertising Trends: Digital Billboards discusses the growth possibilities of outdoor advertisements with the coming of LCD display screens. * Federal Highway Administration research reviews the potential safety eects of electronic billboards on driver attention and distraction. * The OAAAA gives a solid overview of digital billboards today. * Digital billboards open new avenues for small advertisers details how smaller business are using their advertising dollars wisely.

Mobile Advertising
Marketers are developing new tools to encourage consumer interaction with their advertisements. These include features such as Quick Response (QR) codes and other two-dimensional bar codes that can be read by a smart phone. These codes can be embedded inside print and billboard advertising to provide an interactive experience for consumers. Its one more way that advertisers are continuing to innovate in the eld of outdoor marketing. * Business Insider writes that advertisers are already retiring the QR code, with Google leading the way. These outmoded bar codes will be replaced by the faster Near-Field Communication (NFC) code. * Advertising vehicles, which include public transportation vehicles bearing banner advertisements and private cars with vinyl ads plastered on the side, are another avenue for marketers to get the attention of consumers outside of their homes.
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literatu
review of literature
Lower Costs ... Better Communication!!
There is the common misperception that lower media cost naturally equates to better communication. Media planners well-documented preoccupation with lower CPMs has been an advertising industry problem for some time, but there are other problems with measured media as well. A casual dialogue with any consumer today regarding perceptions of various media would likely reveal the following comments: television advertising, while occasionally entertaining is more often seen as mindless and irritating; radio advertising, while timely is too cluttered; magazines suer from too much title fragmentation and are needlessly cluttered with blow-ins; newspapers have grown too large, take too much time to read and older issues accumulate too quickly. Finally, personalized direct mail is increasingly viewed as an invasion of personal privacy. In summary, most consumers today are not hesitant to voice sentiments regarding their general irritation and dissatisfaction with advertising media. More often than not the primary source of advertising irritation for consumers is the receiving of unwanted messages.
- Aaker and Bruzzone, 1985

Media planners well-documented preoccupation with lower CPMs has been an advertising industry problem for some time, but there are other problems with measured media as well.

The irony of course is that media planners are typically rewarded on the basis of how many eye balls they reachnot whether these consumers wanted to be reached!

The irony of course is that media planners are typically rewarded on the basis of how many eye balls they reachnot whether these consumers wanted to be reached! But these attitudes toward media have been widely understood for the past decade, the only recent change has been the increasing proportion of people agreeing with various dissatisfaction measures. The same questions...the same answers...nothing really new! The most generally unrecognized media trend is that the majority of consumers today simply have too little time to attend to most forms of advertising unless they are specically motivated to replenish stocks. Furthermore, demographic and lifestyle changes over the last half century leave no doubt that time is the most inelastic of all commodities.

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Transformational advertising is a powerful strategy, but successful execution of a transformational advertising strategy requires frequent exposure over an extended time period a primary benet of the outdoor medium.

A time-sensitive evaluation of all media would reveal that the outdoor medium could emerge as the medium of choice for the time-poor consumer in the 21st century.

One of the major reasons for the popularity of the Internet as an advertising communications medium is the (mistaken) perception held by time-pressured consumers that they are recovering lost hours by purchasing over the Internet. But the Internet is primarily a transactional sales tool. And while there is some evidence that graphics enhancements may provide some brand building capability in the future, this feature is not the major strength of the Internet medium. It is more clearly an informational and a transactionfacilitating medium vs. a transformational advertising medium. Transformational advertising is essential to building brands because it implants either a message (or image) about a dierential product advantage in the mind of the user. Transformational advertising is a powerful strategy, but successful execution of a transformational advertising strategy requires frequent exposure over an extended time period a primary benet of the outdoor medium. A time-sensitive evaluation of all media would reveal that the outdoor medium could emerge as the medium of choice for the time-poor consumer in the 21st century. Modern consumers want and actively seek information, but the time-management equation of the future will require that these same consumers will want to expend as little personal time as possible in acquiring information. Media planning is about matching selected media against the target audience. Analogous to team sports, media planning is about key match-ups, and currently no other medium can match outdoor on the brevity of message delivery criterion. In addition, a few noteworthy advertising campaigns suggest that some consumers actually prefer a personalized language code such as Nikes infamous, Just Do It campaign. It is therefore not only plausible, but likely, that in the near future the dual thrust of time-pressured consumers demanding more timesensitive media choices coupled with an era of brand managers increasingly pressured to refresh existing brands are converging toward a message and media

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A chronic shortage of time coupled with variety-seeking consumers will dramatically advance the prospects of the outdoor medium against other media alternatives in the future.

strategy emphasizing advertising as a language code . Not only has the Nike example cited above become part of the consumer lexicon, more importantly it delivered increased sales and market share in a big way as well. These pivotal trends a chronic shortage of time coupled with variety-seeking consumers will dramatically advance the prospects of the outdoor medium against other media alternatives in the future. As an illustration, a billboard posting combined with a vinyl wrapped metro car, reinforced by a transit ad or a taxi poster, reaches the time-starved consumer with much less investment in personal processing time and nearer the point- of- purchase, than other media can deliver. The time-sensitive media selection criterion equation becomes even more favorable for the outdoor industry the further one looks to the future.

Consumers USE Products ...But They BUY Brands!


Why brands? Answer, because brands are the only link between the manufacturer and the consumer. The widespread diusion of information technology has empowered the consumer in a way that marketers and media alike are playing catch-up to decipher. One key by-product of this democratization of the market place is that increasingly consumers are left to make the purchase decision alone without the assistance of retailers. Reinforcing the point abovebrands are the alpha and the omega of marketing in the 21st century. One source refers to the coming battle as brand warfare, where the objective is not to destroy the competitor, but rather to acquire customers by winning over their hearts and minds.
-Gilmore, 1999

Brands are the alpha and the omega of marketing in the 21st century.
-Gilmore, 1999

Professors Schultz and Barnes have also championed the increasing importance of brands in a modern consumer-driven marketing environment by explicitly recognizing that every consumer opportunity to see a brand (a.k.a. brand contact) is a form of brand building.
-Schultz and Barnes, 1995

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Great brands live forever
- Adman Leo Burnett

Brands that represent a philosophy or attitude toward life are more resistant to competitive challenges and oer more exibility in terms of adapting to changing consumer tastes.

Underpinning their thesis is the knowledge that technology has radically reshaped the traditional media landscape; no longer are consumers information choices limited to traditional media. Rather, a plethora of media alternatives has evolvedincluding but not limited to: the Internet, vinyl wrapping of vehicles, clothing labels, the omni-present Nike swoosh logo, celebrities and sports stars acting a surrogate billboards for countless brand labels and even body tattooing. The pressure to reach consumers when they are in the market has launched a sea of media choices; suddenly every public space or venue is now viewed as an opportunity to build the brand. The Emergence of Philosophy Brands Great brands live forever is a phrase coined by the famous adman Leo Burnett. But even the great brands and their corresponding images can change over time. In contrast, brands that represent a philosophy or attitude toward life are more resistant to competitive challenges and oer more exibility in terms of adapting to changing consumer tastes. These so called philosophy brands are unique in that they transcend traditional product category boundariesthus opening a vast array of strategic directions for extending the consumers relationship with the brand. Apple computers recent Think Dierent campaign and Richard Bransons Virgin Airlines, are two such brands that have successfully demonstrated they are much more about the beliefs that the brand expresses or brand attitude than reliance on tangible product attributes as a source of dierentiation. The Apple campaign has not only been a creative success, but Apple Computers sales and stellar nancial performance since the iMAC launch have been equally noteworthy. Perhaps the best illustration of the impact outdoor can have when it is the centerpiece of a campaign in shifting brand attitude and simultaneously delivering market share and sales is illustrated by the recent campaigns.
- OAAA Case Study
(Outdoor Advertising Association of America)

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Recognizing that a brand is more than a products name is a step in this direction.

Traditional media are eective in building brands. Changes in consumer lifestyles coupled with an increasingly cluttered media environment and technological improvements in producing outdoor designs, have elevated the status of the outdoor medium to help build brands and sales

Brand Building A Strategic Perspective is Essential A strategic perspective of a business decision advocates that a longer-term time horizon is more relevant for some decisions than the current short-term nancially driven performance model. This axiom especially applies to building brands through an investment in advertising dollars. Recognizing that a brand is more than a products name is a step in this direction. Actually a better way to understand a brand is from a relationship perspective. Every established brand has a multitude of established relationships: with vendors, with the trade, with the media and most importantly, with consumers. Some of these relationships are more important than others, but they all contribute to the success of the brand. Accepting this new thinking; branding rst as a marketing function and secondly as an opportunity to deliver consistent exposure to targeted customers media strategy and decisions once considered as perfunctory tasks take on additional importance. It is well documented that traditional media are eective in building brands, but changes in consumer lifestyles coupled with an increasingly cluttered media environment and technological improvements in producing outdoor designs, have collectively elevated the status of the outdoor medium to help build brands and sales as never before.
- James Maskulka (for OAAA)

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Historically considered a weakness of the outdoor medium vis a`vis other media, the constrained information message processing time is seen by some observers as working in the outdoor mediums favor as technology elevates the importance and value of every second of a consumers life.

Outdoor Advertising Speaks the Brand Language of Consumers Brands increasingly serve as a form of consumer communication short-hand in a world where time is increasingly scarce. Historically considered a weakness of the outdoor medium vis a`vis other media, the constrained information message processing time is seen by some observers as working in the outdoor mediums favor as technology elevates the importance and value of every second of a consumers life. As the Internet inspired paradigm for the valuation of time shifts from minutes in the 20th century to seconds in the 21st century; the relevance of the outdoor medium will increasingly become apparent. Moreover, as consumers seek an escape from a cacophony of commercially-sponsored messages; outdoor advertising once considered mundane may now be viewed as a consumer-friendly information processing medium. A welcome respite from chronic information overload.
- James Maskulka (for OAAA)

Brand recall Billboards arent there to persuade consumers to do anything, not overtly anyway. On the average, research shows that most people dont even look at billboards for more than 4 seconds, those that do look for more than that, dont look much longer. Outdoor billboards are about building brands, and strengthening images as discussed previously. Brand recall is the holy grail of advertising, the ultimate goal of all advertisers is to make the brand they are pushing a household name.
The status that some brands achieved did wonders for their corporate image, and more importantly for their revenue. The history of advertising is full of such examples: Coca Cola was once so popular that people referred to all soda as Coke, Frigidaire also enjoyed similar status, in fact the term fridge, is actually short for Frigidaire, not refrigerator.

The status that these brands achieved did wonders for their corporate image, and more importantly for their revenue. They achieved this by promoting recall, rather than through persuasion. To this day, no medium can match billboard marketing in terms of promoting brand recall.

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Professionals Take
important aspect of creating a great billboard is simplicity and respecting the golden rule of outdoor advertising creative; 6 words, 6 seconds.

Outdoor is not print even if its printed on paper.


-Robert Fleege

The real world challenge is how to keep OOH Ad. simple when you are trying to implement a market plan thicker than the 9/11 report.

Importance of creativity and specialized content on Outdoor adverts. The single most important aspect of creating a great billboard is simplicity and respecting the golden rule of outdoor advertising creative; 6 words, 6 seconds. It used to be known as the 7 words 7 seconds but since its conception, the speed limits have increased and more driver distractions have been added. The rule simply implies that you shouldnt use more than six words to get your point across since you only have six seconds to deliver your message. This doesnt mean that one cant make intelligent, complex, and intriguing statements or that you cant communicate a technical benet or feature. You can indeed, but the key concept is ONE. Have you ever experienced somebody throwing two or more balls at you at the same time? Unless you are an expert juggler you probably didnt catch many, let alone one. Buying billboard media space is like buying the rights to toss logo stress balls at 200,000 people passing by. If you throw one ball at the time chances are most of your audience will catch it and walk away with your message. If you throw two or three dierent colored balls with dierent messages at the same time, very few people will catch any of the balls. 'If simplicity, speed, and brevity are so important why then do billboards get so cluttered? The biggest creative problem with outdoor advertising is that advertisers and designers treat it as print. Outdoor is not print even if its printed on paper. The real world challenge is how to keep it simple when you are trying to implement a marketing plan thicker than the 9/11 report. Heres a great lesson I picked up from a fellow outdoor creative early in my career. John Pavao Creative Director of Clear channel, Cleveland, taught me to take notes at the creative brieng on the back of a business card. Your client will quickly realize that the required information laundry-list is too long. At the very last, at the end of the brieng go over and sum up the required elements on the back of a business card. Throughout the creative process you must question everything thats on the

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there no longer is anything to take away.
-Robert Fleege

The billboard is nished when

The true strengths of the ideas will become clear once you start stripping them down to the bare essentials. Then you start saying it in dierent, better, and shorter ways.
-Robert Fleege

the image already existed in the

block and that I simply removed stone that wasnt needed.


After making Davids Statue

-Michelangelo

billboard. Are the suggested required elements really required? Why? Just because marketing books tell you to include all your business information in your advertising it does NOT mean a phone number or an address automatically belongs on a billboard. In fact, in most cases (think 95%) they dont. I realize that not including phone numbers and address information sounds controversial and it is. For the time being however, everything including the phone number and address MUST remain on the usual suspect list of stu to eliminate. I have built a career around a simple mantra of mine that I would like you to take to heart : The billboard is nished when there no longer is anything to take away.' In advertising you need to focus on a single idea per ad. In outdoor your single idea also must be simple and fast to understand. Once you have decided on an idea or a few separate ideas you will need to start implementing them. It is important that you work with and execute several ideas even if you eventually only need one. The true strengths of the ideas will become clear once you start stripping them down to the bare essentials. Then you start saying it in dierent, better, and shorter ways. Even when you are working o an already existing great headline. See what happens when you make it shorter. Can you get it down to 6 words. How about 5, 4 , 3, 2 ? Many times the headline improves dramatically when you eliminate a few words. If you want to test the strengths of your creations you should not only view the artwork across the room but you should only view it for 6 seconds per viewing, and away from the computer screen. When Italian artist Michelangelo completed the Davids statue arguably one of the best statue he was asked how he was able to create such a masterpiece. Modestly he explained that the image already existed in the block and that he simply removed stone that wasnt needed. With Michelangelo as our inspiration lets do the same to our outdoor ads. Lets pay attention to the golden rule and keep it simple.
A freelance advertising art director and copywriter

-Robert Fleege,

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SWOT Analysis
Strength Reach With proper placement, a broad base of exposure is possible in a given market, with both day and night presence. A 100 GRP showing (the percentage of duplicated audience exposed to an outdoor poster daily) could yield exposure to an equivalent of 100 percent of the marketplace daily! This level of coverage is likely to yield high levels of reach. Frequency Because purchase cycles for outdoor media are typically for 30-day periods, consumers are usually exposed a number of times, resulting in high levels of frequency. Geographic Coverage Outdoor media can be placed along highways, near stores, or on mobile billboards, almost anywhere that the law permits. Local, regional, or even national markets may be covered. Creativity for Emotional Responses Outdoor ads can be very creative. Large print, colours, and other elements attract attention and tend to generate short emotional responses that connect the target audience to the brand. Cost Eciency Outdoor ads usually have a very competitive CPM when compared to other media. The average CPM of outdoor ads is less than that of radio, TV, magazines, and newspapers. Scheduling Flexibility Modern technologies have reduced production times for outdoor advertising to allow for rapid turnaround time. Placement can be done on a monthly basis assuming availability exists. Selective Exposure On the one hand, outdoor ads are dicult for consumers to avoid since they are so pervasive. Moreover, a consumer has little control like television or radio to change the channel or station. On the other hand, consumers can deliberately ignore outdoor ads, however, the high prole of the ads makes this a dicult task at times. Attention The sheer size, strategic placement, and the creative elements of colour make outdoor advertising an attractive media to draw the attention of the target audience.

The traditional media are eective in building brands, but changes in consumer lifestyles coupled with an increasingly cluttered media environment and technological improvements in producing outdoor designs, have collectively elevated the status of the outdoor medium to help build brands and sales as never before.
- James Maskulka (OAAA)

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Weaknesses Target Audience Coverage With the broad base reach of outdoor advertising, it is dicult to ensure that the specic target audience coverage is sucient. While it is possible to reach an audience with select location placement, in many cases the purchase of outdoor ads results in a high degree of waste coverage. It is not likely that everyone driving past a billboard is part of the target audience. Amount of Processing Time Because of the speed with which most people pass by outdoor ads, exposure time is short, so messages are limited to a few words and/or an illustration. Creativity for Cognitive Responses Lengthy appeals are not physically possible in many instances, and if they were, they have less likelihood of complete comprehension. Thus, it is expected that outdoor ads suer from their inability to fully persuade consumers with an involved message. Absolute Cost A basic level of 25 GRPs per day over four weeks in 10 or even three major cities can be quite prohibitive for many advertisers. For smaller businesses selecting a few strategic locations in a local market could overcome this limitation. Media Image Outdoor advertising has suered some image problems as well as some disregard among consumers. This may be in part due to fatigue of the high frequency of exposures that may lead to wearoutpeople are likely to get tired of seeing the same ad every day. Target Audience Selectivity Reaching a specic target audience is challenging due to the broad exposure of outdoor media in general. However, strategic use can overcome this limitation, for example, by using reminder ads for a type of product near the retail outlets. Clutter By its very nature, outdoor ads have competing messages. At any streetscape or location where outdoor ads are featured, it is very likely that other messages will be also vying for consumer attention. Low Involvement The overall eect of the short repeated message is that outdoor ads tend to be considered as a low-involvement media.

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Oppertunities Second Fastest Growing Medium Quick whats the rst word that comes to mind when you hear outdoor advertisingThe industry has grown in size, scope and uniqueness, captivating new users with an endless variety of ways to grab attention and make a statement. The landscape is thick with trends and ripe with new ideas, and its no easy feat staying on top of the latest and greatest opportunities. Having lot of choices is great but the key is how to blend them together to yield the perfect recipe for brand success. There's no doubt that the internet is the fastest growing media around, but many advertisers are looking for the personal touch and more wow factor than the internet can deliver. And if the customer is always right, they are telling us something through the rapid growth outdoor advertising has enjoyed, even through economically trying times. It is, after all, the 2nd fastest growing medium. Innovation & Technology Media fragmentation, competition from online media, as well as the need for greater eciencies in media buying prompted companies to oer billboard inventory aggregation services Interactive services are becoming increasingly more common with the move to digital outdoor advertising, such as allowing the public to connect, share and interact through their mobile devices in particular through WiFi connections. Digital out-of-home (DOOH) refers to dynamic media distributed across placed-based networks in venues including, but not limited to: cafes, bars, restaurants, health clubs, colleges, arenas, gas stations, convenience stores, barber shops, and public spaces. DOOH networks typically feature independently addressable screens, kiosks, jukeboxes and/or jumbotrons.

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Threats Billboards arent there to persuade you to do anything, not overtly anyway. On the average, research shows that most people dont even look at billboards for more than 4 seconds, those that do look for more than that, dont look much longer. Outdoor billboards are about building brands, and strengthening images. But if the positioning and message communication of the product are not done properly the outdoor advert. may turn out to be a total failure. The mantra to successful outdoor advert. is 1 message per Ad., which can be seen as a limitation because it is unlike in TVs and Radio Advertising.. Some times the pedestrians and passengers turn a blind eye towards the promotion of Outdoor Advert. One weakness to billboards is that they must grab the audiences attention quickly. For example, billboards placed along a highway can only be viewed for a short time as people drive by in their cars. Another weakness of billboards is that they typically cannot achieve the level of targeted messaging that some other forms of advertising can. However, with the right strategy these weaknesses can be mitigated. Another Example of its Shortcomings, Once a message is up, it generally stays up through the duration of the contract, even if the advertiser's needs have changed. In addition, printing a new message is expensive, possibly taking weeks to produce and days or weeks to have it displayed.

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Measurement of Outdoor (Out-of-Home) Adverts.
Outdoor billboard advertising is a big business with over $6.5 billion spent on this strategy annually (U.S.). Billboards immediately attract attention and usually leave a lasting impression if they are visually pleasing. But they don't necessarily increase business growth for a company as much as they increase name recognition and image as part of an overall strategy. Eective billboards must have a clear, concise message and attractive illustrations and visual appearance. They need to be as clutter-free as possible and easy to read. They only receive about 2-4 seconds of a driver's attention so the message needs to be easily digested. Assessing the value and eectiveness of outdoor billboard advertising is challenging. There are many methods of advertising which produce results that are easier to evaluate such as newspaper ads and direct mail campaigns. The dierence with billboard advertising is that it is exposed to the masses but there is no real way to evaluate who really absorbs the message. Methodologies have been applied to evaluating eectiveness, but they are weak in demonstrating validity. Like any other medium, billboards vary in eectiveness. Budgeting overall marketing dollars requires advertisers to measure that eectiveness. Traditionally this is done through three measures: Reach is the number of potential customers who see the billboard in a given month Frequency, which for billboards is measured in exposures. An exposure occurs when a motorist drives by the face of a billboard. Gross Ratings Points (GRP), which equals the percentage of target audience reached by a billboard, times the frequency they see it in a given time period.

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The only numbers that need to be measured with billboards is the road or foot trac that will have a clear vantage point of that billboard at any given time, any decent outdoor advertising company can readily provide you such information on their properties. People in transit are in many ways a captive audience. Sure they dont look at billboards for more than a few seconds, but they do look, and at a time when they typically have nothing on their minds. For typical working Indians, the commute to and from work is most of the idle time they will have on most days. Big brands and outdoor advertising companies know this all too well, which is why most major thoroughfares virtually bombard your senses with billboards. For Example, a 100 GRP showing would theoritically provide coverage to the entire 18+ market. Along with the rate information the companies oering outdoor billboards provide reach and frequency estimates, but there is no valid way to verify that the showings are performed as promised. The buyer is somewhat at the mercy of the selling agent.

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The Basic Rules for eective Billboard Advertising
Billboards surround us. We probably see hundreds of billboard ads every single week, but remember just a handful. With outdoor advertising upping the stakes and becoming increasingly more competitive, its important to know how to make your advertising count. Here are some strategies to ensure your billboard has the highest chance of being noticed, and more importantly, remembered. 1: For Billboards, Six Words or Less is Ideal. Considering were on the move when we read billboards, we dont have a lot of time to take them in. Six seconds has been touted as the industry average for reading a billboard. So, around six words is all you should use to get the message across. You can push this to a few more words depending on their length and ease of reading, but as a rule of thumb, less is more here. Concision is tough, but headlines that are small paragraphs will not get read. And that means, if you have a complex brand, product or service, you should stay away from billboards completely. 2: Get Noticed, But Dont Make Your Billboards a Huge Distraction. Most of the time, billboards are aimed at drivers, bikers, cyclists or pedestrians (which is why you have just a few seconds to get a message across). This causes an interesting dilemma for the advertiser; one wants to get noticed, but dont want to be responsible for major, or even minor, accidents. The iconic Hello Boys ads were guilty of this (The Ad has Sexual Appeal). Drivers were so fascinated by Eva Herzigova that they were crashing into poles, medians and even each other. So, while being distracting is paramount in many mediums, its a ne balance with the billboard. 3: This is Not the Time for Direct Response. There have been billboards covered in phone numbers and website addresses, knowing without a doubt that
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99.9% of the people who actually read the billboard would not have called or logged on. A billboard is a secondary advertising medium, which means that its ideal for brand-building and supporting a campaign, but it just cannot do the heavy lifting. If you want a more intimate conversation with your target audience, use print advertising, television, radio, yers, websites and direct mail. But billboards, they are the wrong medium for anything other than a quick message. However, if your website or phone number IS the headline, and makes sense, then you have an out. 4: Billboards Should Be Smart, But Not Too Clever. A boring billboard will be ignored. A smart billboard will grab the attention and leave a lasting impression. A billboard thats trying to be too clever, well, it will get lost on the audience. As a rule, you dont want billboards to make people scratch their heads and wonder what is going on. Complex visual metaphors are no good here. They say advertising should be like a puzzle to solve, it gives the audience a sense of fulllment to know they gured it out. But billboards should be much simpler than that. Be smart, have fun, but dont give people puzzles that Einstein would have trouble solving. One is in the business of advertising, not showing o how clever he/she is. 5: The More Billboards, The Better. One billboard is not cheap. But its also not very eective either. Billboards are a mass market medium, but they need support. So, you want more than one, and you want as many eyes on them as possible. Every billboard has a rating, called Gross Ratings Points (GRP). Its based on trac, visibility, location, size and so on. This rating gives you a showing score between 1 and 100. If its 50, it means that at least 50% of the population in the area would see one of your boards at least once a day. If you have only one board, your impact chances are obviously less than if you have four or ve. You really want a 100 showing, but thats not going to be cheap. You can expect
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to pay tens of thousands of dollars for a 50 showing for one month. In a major area like New York, the price shoots up. 6: Dont Say It, Show It. Get creative with your billboard ideas. A at billboard is the standard, but it doesnt have to be the normal. One can go 3D, have moving parts, have people interacting with it and even have your billboard animate. There is no reason that it just has to be a large, simple print ad. This is your opportunity to do something eye-catching and memorable, so go for it. The upside to this is it can create additional press, for free. A recent example of that is this simulated crash billboard that got major coverage from multiple news stations. The price of the 3D board was more than the cost of regular artwork, but it paid for itself many times over with PR impressions. 7: Maximize Your Impressions with the Right Location. The key to eective billboard marketing is taking advantage of the strengths of billboards and because CPM is one of their greatest strengths; you will want to try to maximize the number of impressions you get per billboard. The way this is done is by selecting the proper location for your billboards. Locations that typically produce a high number of impressions include: along highways, sporting arenas, sides of buildings, and metropolitan areas such as a downtown area. These areas typically produce the most impressions and will give you the most bang for your buck. Also, by choosing the correct location for your billboard it is possible eliminate the weakness of not being able to target your messaging. This can be done by placing billboards close to one of your business locations or stores. This will allow your billboard to deliver highly targeted messaging to potential customers very close to where they make their buying decision.
- Paul Suggett - Belch & Belch

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The More Billboards, The Better (Point 5) Outdoor advertising is eective in creating brand awareness. The relation between the number of boards and remembering the message is statistically signicant. Small campaigns produce some eects but impact is more signicant with a larger number of boards.
Source: Kubuj Strategia

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company
Company Profile

The journey as an intern in Selvel Group begun on 3rd of December, 2013. I have taken assistance of knowledgeable and apt taskmasters shouldering work for great responsibility in the reputed advertising agency. In a jumbled and fragmented Outdoor Advertising scenario Selvel Group exists as the single largest entity comprising of 14 oces in all over India. Apart from having a vast and impressive range of technological and visual options they have also been proactive in introducing new ideas to the Out Of Home business. Selvel One has a clientele of 250 companies approximately including some big companies such of which are operational pan India. It has a total of 500 banners across Kolkata and incurs a cost of around 30-45 crores on its outdoor operations annually. History The Selvel One Group was conceived over ve decades ago, and has always embodied innovation. A large part of its success has been due to the groups leaders looking to re-write the laws of the medium. The group was instrumental in pioneering computer-generated designing and computer-aided images for outdoors. Now with the reallocation of Management, Selvel Advertising is looking to expand its presence once again. The company, One Ad Display Pvt Ltd, has been started to give the organization an all-India presence and the group has been rechristened the Selvel One Group. Although newly set up, the group has the advantage of retaining the management team that successfully built and ran its outdoor advertising business in all regions. The combined weight of experience in its top cadre in thus unrivalled and the goodwill of the promoters gives it an even greater advantage in negotiation and expansion.
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Vision
" To be the most trusted and innovative out of home company in India"

A Network of Strength
Selvel One Group is remarkably one of the leading organized national players in the Outdoor Advertising Industry. With the widest range of medias under one roof its services range from outdoor planning to in-house creative. Having more than 60 years of experience in the advertising industry, personnel at Selvel One have grown to be the best in the industry. Selvel One Group has played a signicant role in the launch of Indias major brands directly /through agency /through media buying houses. The expertise and knowledge of experienced outdoor specialists have complemented planning, servicing, implementation (installation/ painting/ innovations) across the country. They substantially spend on research to make outdoor more meaningful to their partners and national clients and have invested in outdoor specialists committed to stand by the clients even in the odd. Why are they Pioneers:
- First to establish 20 feet X 10 feet Billboard size in the country. - First to venture into large size displays & experiment with dierent displays & structures. - First to start advertising on municipal pavements & properties - First to start airport advertising - First to start advertising in & around market places - First to put up monopole structures - First Indian company to install foot over bridges with escalators & elevators - First OOH company to have an all India foot print - First to introduce digital printing & pioneered the technology into India - First to install LED screens in OOH advertising - First to introduce backlit displays - First to enter into international joint ventures

Mission
" To be the leading company for Mass Communication in the Out of Home environment. Embracing technology to continuously re invent our oerings services and processes. To be transparent and fair to all our stake holders."

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Products
BILLBOARD LED FLYOVER PANEL FLYOVER PILLAR MONOPOLE

GANTRY

POLE KIOSK

FOOTOVER BRIDGE POLICE KIOSK MOBILE TRUCK BUS SHELTERS

Product Overview
Selvel One reaches lacs of Indians every day while they travel by car and when they walk and shop in several of the most populated and desirable areas in the country. Our products comprises a wide range which includes Billboards, Bus Shelters, Kiosks, Monopoles, Gantries, Flyover Pillars, Foot Over Bridges, Trac Consoles, LEDs, Mobile Vans and Pay & Use Toilets. These are positioned in the best urban locations as well as the developing Tier 2 and Tier cities. Using Selvel Ones Media provides advertisers: - Access to our team of highly experienced professionals and specialists. - A widespread array of products to select from in various parts of the country.

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company

Market Coverage
Not many large companies can claim to be present in locations across the length and breadth of the country. Selvel can claim Simply!! need to be where the clients products are. Branching out into every corner of India, Selvel One Group headquartered in Kolkata has management oces in Mumbai, Bangalore, Mysore and Delhi. Owning over 2500 sites, the Group has a strong presence in the tier 2 and tier 3 cities in North East India. The Group has expanded to 18 other cities- Agartala, Asansol, Burdawan, Bhuwaneshwar, Cuttack, Dhanbad, Dibrugarh, Durgapur, Guwahati, Jamshedpur, Malda, Patna, Cooch Behar, Jalpaiguri, Rourkela, Ranchi, Silchar, and Siliguri. In Outdoor Advertising location matters most
-Selvel

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methodo
research methodology
One systematic activity undertaken, to help in widening of knowledge base in OOH or Outdoor Advertising. There are many dierent types of researches such as descriptive, exploratory, explanatory, and evaluation research. Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done. It is necessary for the researcher to know not only the research methods/ techniques but also the methodology. The research is a combination of descriptive and exploratory study Descriptive Research A descriptive research is descriptive in nature and gathers statistics, which is later carefully studied to arrive at conclusions. In fact, here descriptive research leads to formulation of hypothesis as collation and analysis of data produces conclusions that form the basis of another research. Descriptive research helps in calculations, to arrive at statistical tools. Exploratory Research Exploratory research is challenging in the sense that it tackles vaguely dened hypothesis and tries to nd answers to questions. This kind of research is social in nature and requires some preliminary work in the direction of the research. Here, due to measurement problems (Measurement of Outdoor Advertisment) qualitative research has to be done.

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methodo
The qualitative part of the research deals with the broad topic of the Outdoor Advertising industry in India-its technicalities and growth prospects. The quantitative part of the research deals with analysis of data which is collected from a sample population to show how outdoor advertising inuences the purchase behavior of the consumers. This analysis also highlights the state of outdoor advertising in Kolkata. Qualitative Study For this kind of research, interview with sales executive and eld study about the sector was done through eld study during internship. First hand experience of professionals are also given due importance. The research done is basically a problem identication research where the outdoor advertising market is analysed for business trends and market characteristics. Quantitative Study This research was done by way of survey method, although the survey contains some questions pertaining to qualitative study. Here, survey is done by way of questionnaires that was given to a sample population. The responses gathered was then analysed. Based on the statistics, the results of the survey are interpreted and conclusions are drawn. The research done is problem solving research.

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methodo
Collection of Data
Primary Sources: The sources of primary data rst hand data used for this study areINTERVIEW- Personal interview of the sales manager and client, and representatives was done to get details about the working of the advertising agency. FIELD STUDY- Analysis of the market was done during the eld work to get rst hand report from the clients. Secondary Sources: The sources of secondary data for this study areINTERNAL SOURCES- Client databases and working les of the clients were used. EXTERNAL SOURCES- Various reports that are published by the marketing analytics such as Pitch-Madison were used. Various other journals, newspapers and data from government records was also used.

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methodo
Sampling Method
Convenience Sampling A statistical method of drawing representative data by selecting people because of the ease of their volunteering or selecting units because of their availability or easy access. The advantages of this type of sampling are the availability and the quickness with which data can be gathered. The disadvantages are the risk that the sample might not represent the population as a whole, and it might be biased by volunteers. Though, method of sampling is convenience, sampling has been done keeping in mind the the age proportion in demographics in order to minimise error.

Collection of Data
Editing, Tabulating, Summarising, & Classifying

Analysis of Data

Interpretation

Findings

Report
Marketing Research Process
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research
How eective is outdoor advertising ? According to the correspondents? AGE to EFFECTIVENESS
60 50 40

No. Of Correspondents

30

AVERAGE EFFECTIVENESS FAIRLY EFFECTIVE HIGHLY EFFECTIVE LOW EFFECTIVENESS

20

10

0 BETWEEN 20 & 35 BETWEEN 35 & 60 LESS THAN 20 MORE THAN 60

Age Group

There are four age catagories : Less than 20 | Between 20 & 35 | Between 35 & 60 | More than 60 Similarly, four catagories of subjective eectivness : High | Fair | Average | Low (Eectiveness)

Hypothesis :Between age 20 & 35 majority of population are of the opinion that eectiveness is fair, same in case of age group 35 & 60 majority are of the opinion that eectiveness is fair In total 55% of the total sample size has the opinion that OOH are Fairly eective
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research
How eective is outdoor advertising ? According to the correspondents? GENDER to EFFECTIVENESS
70 60 50

No. of Correspondents

40

AVERAGE EFFECTIVENESS FAIRLY EFFECTIVE HIGHLY EFFECTIVE 30 LOW EFFECTIVENESS

20

10

0 FEMALE MALE

Gender

There are two Gender catagories : Male (Majority)- 59 | Female -19 Similarly, four subjective catagories of eectivness : High | Fair | Average | Low (Eectiveness)

Hypothesis :Both, Males and Females are of the opinion (Majority) that Outdoor Advertisments are Fairly Eective and for both genders the secondary dominant choice is Highly Eective In total 55% of the total sample size has the opinion that OOH are Fairly eective
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research
How eective is outdoor advertising ? According to the correspondents? TRAVEL TIME to EFFECTIVENESS
60 50 40

No. of Correspondents

30

AVERAGE EFFECTIVENESS FAIRLY EFFECTIVE HIGHLY EFFECTIVE LOW EFFECTIVENESS

20

10

0 LESS THAN 1hr LESS THAN 3hr LESS THAN 5hr MORE THAN 5hr

Travelling Time

There are four catagories for time travelled : Less than 1hr | Less than 3hrs | Less than 5hrs | More than 5hr Similarly, four subjective catagories of eectivness : High | Fair | Average | Low (Eectiveness)

Hypothesis :All four travel time catagories, are of the opinion (Majority) that Outdoor Advertisments are Fairly Eective and for less than 3hrs there are many numbers of people with the opinion that OOH is highly Eective. In total 55% of the total sample size has the opinion that OOH are Fairly eective
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research
How often has an outdoor media advert pursued you to buy the product? AGE to CONVERSION
45 40 35

30

No. of correspondents

25 FAIR NO. OF OCCASIONS LEAST NO. OF OCCASIONS ON MANY OCCASIONS 20

15

10

0 BETWEEN 20 & 35 BETWEEN 35 & 60 LESS THAN 20 MORE THAN 60

Age Group

There are four of age Groups : Less than 20 | Between 20 & 35 | Between 35 & 60 | More than 60 Similarly, four subjective catagories of conversion to purchase : Many | Fair | Least (Conversion)

Hypothesis :In all age groups it is seen that majority of the people are pursued to purchase the products and services, on FAIR number of occasions In total, 48% of the total sample size has the opinion that OOH are Fairly persuasive to selling the product.
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research
How often has an outdoor media advert pursued you to buy the product? GENDER to CONVERSION
60 50 40

No. of correspondents

30

FAIR NO. OF OCCASIONS LEAST NO. OF OCCASIONS ON MANY OCCASIONS

20

10

0 FEMALE MALE

Gender

The Genders : Male (Majority) - 59 | Female - 19 Similarly, four subjective catagories of conversion to purchase : Many | Fair | Least (Conversion)

Hypothesis :For both genders it is seen that majority of the people are pursued to purchase the products and services, on FAIR number of occasions, but it can be seen, in proportion, females are pursuaded more than males In total, 48% of the total sample size has the opinion that OOH are Fairly persuasive to selling the product.
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research
Any previous outdoor ad(s) that the correspondent remembered?
(has a lasting impression on them) Word Assotiation Test (WAT) Impromptu

Out of 156 correspondent 74 participents gave an answer where they mention the names of one or more than one Outdoor advertisements (Impromptu) 47% people remember some or the other OOH Advert. While, the other 82 participants left blank without impromptu answer i.e. 53% Answerless From this study it can be said that Outdoor Adverts. donot make a lasting impression in the minds of consumers (Majority)

In the very next Question it is asked,

Which shows that Advert. has succeded in the communicating the message. And out of 68 people more than 60% of the people were loyal customers of the product.

What do you like about that particular Advert. 68 People answered out of 74

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research

Manyawar OOH Advert.

The correspondents are asked whether they have seen Manyawar outdoor Ads. Out of 156 Correspondents 122 Correspondents gave a positive reply & the remaining 34 had not seen the advert. (OOH)

22%
(34)

78%
(122)

From the year 2010 the company had gone into vigourous Outdoor Advertisement after a tieup with KKR (Kolkata Knight Riders) the Ad. campaign was on a large scale in Kolkata 78% positive reply (in 2014) means that promotion of the brand was a grand success
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research
Re-calling any location of the Manyawar Ad. ? Correspondents, 86 out of 156, i.e. more than 55% of the correspondents could recall one or more location of the outdoor advertisement This Shows VERY HIGH ReCALL value of the brand. Which part of the Ad. attracts you the most? Comm. 17% Product
Product Design Communication

22%

62% Design How often have you seen the Ad. ?

35 % Have seen it numerous times 44% Have seen it moderate No. of Times 21% Have rarely seen it
Other than the females EVERYONE would like to purchase Manyawar Products
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Given that the product is in the reach of the consumer

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research
When does Outdoor Advertisements attract the correspondents more?
Options - AD CLUTTER (when there are number of Advertisements in and around the same place) eg DHARAMTALLA MORE - INDIVIDUAL AD. (when advertisements are isolated, very few in numbers) Correspondent Answers
AD CLUTTER 20 ppl

13%

INDIVIDUAL AD. 136 ppl

87%

It is pretty well understood that the correspondents understand the Importance of Isolation in Case of Outdoor Advertising. and that the Ads. are impactful when they are not in Clutter

22% Which types of advertisement seek your attention, the most ?? (can select more than one option)
Correspondent Answers

Smart Communication of Message

Attractive Design

Product Itself

94

88

54

36

Company Producing the product

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conclusi
findings
From Secondary Data
For eective Advertising 1: For Billboards, Six Words or Less is Ideal. Considering were on the move when we read billboards, we dont have a lot of time to take them in. Six seconds has been touted as the industry average for reading a billboard. 2: Get Noticed, But Dont Make Your Billboards a Huge Distraction. Most of the time, billboards are aimed at drivers, bikers, cyclists or pedestrians. This causes an interesting dilemma for the advertiser; you want to get noticed, but you dont want to be responsible for major, or even minor, accidents. 3: This is Not the Time for Direct Response. Ive seen billboards covered in phone numbers and website addresses, knowing without a doubt that 99.9% of the people who actually read the billboard would not have called or logged on. A billboard is a secondary advertising medium. 4: Billboards Should Be Smart, But Not Too Clever. A boring billboard will be ignored. A smart billboard will grab the attention and leave a lasting impression. A billboard thats trying to be too clever, well, it will get lost on the audience. 5: The More Billboards, The Better. One billboard is not cheap. But its also not very eective either. Billboards are a mass market medium, but they need support. So, you want more than one, and you want as many eyes on them as possible. 6: Dont Say It, Show It. Get creative with your billboard ideas. A at billboard is the standard, but it doesnt have to be the norm. You can go 3D, have moving parts, have people interacting with it and even have your billboard animate.

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conclusi
From Secondary Data
1) OOH advertising has been shown to drive signicant incremental sales lifts comparable to and often greater than other drivers. 2) The optimal OOH allocation lies between 5% and 25% of the total advertising budget for the majority of products and brands.
- Clear Channel Communications

3) Including OOH in the media mix, for industries and products where it provides observable sales lift, makes other media more eective. 4) OOH, as well as other marketing channels, has an indirect impact on sales. 5) Most importantly OOH helps in brand building, it is proven that brand building done by OOH is not comparable to any other, because of the eeciency with which it is done.

From Primary Data

Out of 156 people Survey it is seen that - Majority of the people nd OOH Fairly Eective - Majority of the people are pursued to purchase a product due to the Advert - Majority are of the view that Individual Ads. are more eective - Design and communication of the advert. are major causes for attention seeking In the project, Primary Data is collected to show the eectiveness of Outdoor Advertising with the help of direct interaction, and Secondary Data to show how can eectiveness be gained from various sources. One cannot expect to get expert views, comments from normal pedestrians and drivers, because they are unaware of how the things work in the Advertising eld, and the industry.
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conclusi
conclusion
Preparing this report has helped me as a marketer, giving me a lot of insight about the Outdoor Advertising, Behaviour of the consumers and prospective consumers and working of the Advertising agency, it was an enlightening and informative endeavor that immensely helped me in knowing concepts and idea about outdoor advertising. Although my initial visualization and the nal outcome was somewhat dierent, nevertheless on an overall basis working in SELVEL ONE in this project work has been a great value addition for me. So far as Outdoor Advertising is concerned, I have mixed views regarding the same. On one hand, problems related to audience measurement for OOH. On the other hand Outdoor Advertising is unquestionably one of the best methods for building up brand value and recall value of a brand Outdoor advertising is very helpful not only for large companies but also new businesses if advertising expenses are spent in the right direction. Selvel One, which is one of the leading outdoor advertising agencies in India, provides a right mix of advertising options to their clients which provides success to these business organizations and also creates a successful client-agency relationship.

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conclusi
suggestions
- The marketer(Ad agency) should provide correct Information to the clients about GRP and audience measurement system - Advertiser should Use minimum No. of words as far as possible. - Try to get attention of the audience with the help of design and auent message - The aim of OOH should not be towards direct responses it is a secondary medium - Billboards should be smart, but not too clever. - More the number of billboard the better it is for advertising. - There is huge scope for expensionization for SELVEL ONE.

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bibliogr
bibliography
Books & Articles
Advertising & Promotion - Belch G. E. & Belch M. A. Foundations of Advertising - Chunawala & Sethia Marketing Management - Philip Kotler Advertising Management - Amita Shankar Adverting, Marketing and Sales Management- Takur The Economic Times Brand Equity

Webliology
http://advertising.about.com/ http://www.entrepreneur.com/ http://en.wikipedia.org/wiki/Out-of-home_Adv http://www.outdooradvertisingdc.com/ http://www.emcoutdoor.com/ http://www.selvelone.com/ http://smallbusinessesdoitbetter.com/ http://www.marketshare.com/ http://www.forbes.com/ http://www.ohal-group.com/ http://www.stroer.pl/ http://www.insidebusiness360.com/ http://www.scribd.com/ https://www.oaaa.org/

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EFFECTIV
EXAMPLES OF EFFECTIVE OOH

Coca-Cola / WWF
This billboard absorbs air pollutants.

Plant Billboard

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EFFECTIV
EXAMPLES OF EFFECTIVE OOH

Leica binoculars
Get close. With the Ultravid from Leica.

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EFFECTIV
EXAMPLES OF EFFECTIVE OOH

Stories with the full background

CNN:

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EFFECTIV
EXAMPLES OF EFFECTIVE OOH

Billboards 200m-197m

McDonalds

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EFFECTIV
EXAMPLES OF EFFECTIVE OOH
HEAVEN HELL HEAVEN

HELL

Heaven and Hell

Samsonite

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