Professional Documents
Culture Documents
School of Business
Skopje
Toni Ivanoski, BA
Outdoor
AN OPEN CONVERSATION
A Master’s Thesis on the Phenomenon “Outdoor Advertising“
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Outdoor
AN OPEN CONVERSATION
A Master’s Thesis on the Phenomenon “Outdoor Advertising”
By Toni Ivanoski
4
Abstract
why, choosing the outdoor advertising. It will examine how the paid
emphasis on outdoor advertising. The people stay home less and are
the way where they are going to drink their coffee and anywhere.
any time of the year, 30 days per month, 7 days per week and 24
attention of potential customers. Build the brand and find out why is
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THESIS READERS
………………………..
………………………..
………………………...
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Outdoor
AN OPEN CONVERSATION
A Master’s Thesis on the Phenomenon “Outdoor Advertising”
By Toni Ivanoski
BA Agricultural science and food, 2005
THESIS
Submitted in partial fulfillment of the requirements for the Master degree of General
Management with sub major Marketing Management in the University American
College Skopje
June, 2007
Approved:__________________
Date: __________________
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TABLE OF CONTENTS
Abstract…. …. …. …. …. …. …. …. …. …. …. …. …. …. …. … 5
Thesis Readers …. …. …. …. …. …. …. …. …. …. …. …. …… 6
Table of Contents …. …. …. …. …. …. …. …. …. …. …. …. … 9
Role of Information … .. …. …. …. …. …. … …. …. …. 23
OUTDOOR ADVERTISING… …. …. …. … … … 28
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- Advertising Agency Organization …. …. …. …. …. .. 41
Stationary Billboards …. …. …. .. …. . …. … …. …. …. .. 59
- Vertical Format …. … …. … …. …. … …. …. … …. …. 65
- Mega Format …. …. … …. … … …. … … …. … … … . 65
- TV Format .. …. … …. .… … … … … …. … … … … … 66
Prizma Billboard … …. …. … …. …. …. …. … …. …. …. . 67
Digital Advertising … …. …. … …. … …. … …. … …. …. 68
Mall Advertising … … … … …. … .… … .. … … … … … . 72
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Transit Advertising and Bus Advertising…. … …. … ….. 76
CONCLUSION ….. …. …. …. … …. … …. … …. … …. …. .. 99
\ ENDNOTES …. … …. …. …. …. …. … …. …. …. …. …. …. 103
BIBLIOGRAPHY …. …. …. …. … …. … … … … …. … … .. 107
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Chapter 1:
INTRODUCTION
life. The outdoor advertising is the oldest form of advertising and is inflection
point in the unfolding history of mass communication. Trace its lineage to the
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earliest civilizations. By writing or drawing on walls has been since, the very
origins of human civilization. The Egyptians, 5000 thousands years ago, were
using the tall stone obelisk for publicizing and announcing the treaties and the
laws. In 1440 was invented movable type printing in moderate sense for the first
time. It was created by the German goldsmith Johannes Gutenberg with hand
press, in which the ink was rolled over the raised surfaces of moveable hand-set
block letters, held within a wooden form then pressed against a sheet of paper.
consuming and naturally expensive before the invention of printing. Just few
locations where traffic was heavy, were in order to be offered and to be taken, to
exposure a message for a period of time. The powerful and only privileged
classes had a chance for maintaining the control, over this technology. The
formats and the other features have changed. That brings, keeps and answers
the given questions why the outdoor is still life and is still here.
Chester Maxwell. For the first time when the railroads became primary means of
travel and commerce and Mr. Maxwell built the “billboards”. The first biggest
mega board was built, constructed and designed in 1926, by the Maxwell
with original news, features and latest trends with new technology. The best
and different creative kind of works, researches, new campaigns where anyone
can feel it, see it and learn about the consumer became reality. It is great
rapidly evolving and with more scope in terms of application of the new
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features of new design products and all new trends about and for the
companies.
Figure (1.1)source: www.wikipedia.com/outdoor advertising - Steeplechase Pier at Pennsylvania Avenue and Boardwalk in Atlantic
City finishing in a burst of gold and white before fading out to begin again.
Today the people are using different kind of signage and different
kind of solutions for advertising, especially in the outdoor view. The most
favorable and one of the most used kinds of advertising today are: billboards,
big boards, mega boards, rooftop signage, outdoor lighted signs, flags, bus
shelters, notices, placards, posters, mega light, city light, wall panel (see figure
architectural illuminating systems. The beauty, safety and security are common
buyer motivators. What the company hopes to accomplish from the placed
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advertisement, should be clear, concise, precise, and can help to measure the
success at the end of the campaign. The expectation from the successful
campaign is to increase the product salary, the brand awareness and changing
2006 Sofia, Bulgari advertising wall panel (source: “Radea Marketing Agency, Bulgaria”)
In 2000 the United States was the leading advertising market in the
world with total advertising spending of $147.1 billion. Japan ranked second
with $39.7 billion, followed by Germany with $20.7 billion, the United Kingdom
with $16.5 billion, and France with $10.7 billion. This article deals primarily
have been made in the development of panels, screens and other formats with
high technology. The need for effective mass outdoor media is growing
increasingly in the whole worldwide. ² More people are spending their time out
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of their homes and that’s why the Outdoor Advertising is the most perfect
formats.
All out of home media suffer expansion and their revenues are rapidly
the revenue the previous 15 years in USA. (See figure 1.3) It is expecting the next
years to increase more the revenue and the outdoor advertising to be more
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Why Outdoor Advertising
business is advertising: ³
- Seen;
- Read;
- Believed;
- Remembered;
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- High Frequency – The continuous presence and constant exposure is
the most effectively visible media exposed to any person out of home.
and many will be potential buyers within a short time after viewing the
advertisement.
stand alone and are not subject to the competition of other messages.
cause it is the only media which can be seen at the same place and the
same time. A unit of a sale reaches over 80% of all adults in the market
the first week. At the end of the month 89,2% of the adults will have seen
place. The new marketing campaign has an objective, to inspire the potential
clients and investors with all viewed signage. With the clear point of view, any
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the other important forms in the advertising. OA can be seen and in other
important help for communication using some of specific forms such as:
informative manner;
2. Persuasive OA, which can increase the brand awareness and the demand;
their clients;
The goals for every advertising agency are to increase the sales. But the
people are asking themselves how to do it. Exist steps following to understand
the entry: first and most important, is to gain the consumer attention. After the
visibility and the view, people start with receiving the message or information
and the Brand Awareness is mostly increasing. Connecting with the consumers
an easy entry on the market and sales to be increased. Increase the probability of
keeping the current customers and developing their loyalty. Attracting the
competitor’s customers is also very important idea in achieving the goal in the
outdoor advertising agency. Advertising realize the goals, when they are
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Chapter 2:
want to interest the consumer, the message must be stronger, have more noise
and be different then the others.¹ The people can remember around 25% form
the seen and heard, because they don’t have interest for the propagated
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message.² The OA companies use the advertising communication and it is a
mean in which they inform, persuade and remind the client customers about the
products and brand they sell. It describes the process of sharing meaning by
4. The channel (the medium selected by the sender and traveling to the
receiver);
6. Noise;
7. Feedback.
Communication: ⁵
1. Facial expressions;
4. Eye contact;
5. Color symbolism;
6. Paralanguage.
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Most of the OA companies use some internet tools as communication,
what can connect the people world wide. The point is that the linking via
internet the communication will be much closer, easier and always on-line. The
be understandable only about yourself about your company and about your job,
not for them and for the others. Conduct business personally, not by
actively. Avoid all expressing doubts or criticism when other people are present.
Get to the point and adapt to the norms of flowery speech and the body
language. It can help you to have more knowledge, to have more information
about everything you need for and to become a better managerial leader. The
body language must be full with self-esteem, near to the public when is
necessary, and fulfill with gestures on the right place and right time.
Outdoor media. Cause it speaks, talks, says on every language and it is the most
beautiful picture hanged on the wall, or the streets, fully of pleasure and
gorgeous.
Today the people are using some internet tools in the communication.
People use something, what can connect the people world wide, and can be
receive even in the mobile phones. All managers linked with the customers use
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Role of Information
obtain information every day and use information technology. It is their need,
because they are disseminating information every day and every minute.
procedures to gather sort, analyze, evaluate and distribute needed, timely and
disseminating the information every day and every minute. The results are some
kind of communication between the drawing’s on the vinyl cloth or the paper
and the clients. Outdoor advertising is the most successful medium you can use
advertising, what is maybe the cost, is it competitive the with the quality, what
is selling or even what is and who is on the screen! When you choose billboard
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customers. These guidelines will assure you that your investment gets you a
maximum return.
It is information, which has lower price than the other mediums and
still has better communication. It can speak the brand language of the
consumers. The Outdoor Advertising Company must design its marketing mix
this, the OA Company has lost its opportunity to sell to the customer. Also this,
the company must learn and get information in which other brands customers
consider. ⁹
From the Out of home advertising the people can get the information 24
hour per day, 7 days of the week, 30 days of the month. It is a creative, colorful,
customers, means we’ve already identified the problems and we’ve already
found the indicators for the problem or the situation. For example, most of the
magazines that are much better, than getting the information from the outdoor
are the information of people thinks for advertising that is a waste of money.
There are a lot more of indicators for the problems but this kind of thinking can
teach us a lot.
are going on their ways to their homes, on the way to their work place, on the
way where they are going to drink their coffee and see each other with their
friends. Currently they are still driving the cars and watching all the beauty
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From the out of home media, the consumers will get successful
information of the company which will advertise on. That information can help
in building the brand for the company because it is the only link between the
rather than another. ¹⁰ Advertisers are creating desired images for the brand
outdoor advertising managers in order for better success and better approach to
price incentives and etc. Persuasive outdoor advertising attempts to increase the
suited to the growth stage and the early part of the maturity stage of the product
life cycle.
many devices to attract attention. Message elements such as words, graphics and
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2. Attention – Attention is the cognitive process of selectively
message.
memory.
commitment.
6. Scarcity – Where things become more desirable when they are in great
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In the outdoor advertising, managers or account executives have to
negotiate. You have to convince the people. You have to be strong. Don’t give to
much information. Be concise. Communicate with clear point of view and listen
actively. Negotiate and use your technique to help you develop your approach
for problem solving. And again there is a need and always follow one rule:
accept much more information and give less information. It can help you to have
more knowledge, to have more information about everything you need for and
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Chapter 3:
ADVERTISING
necessary platform for implementation. They are those company systems which
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may to allow marketing to be implemented through the marketing functions.
company;
company;
The market structure identifies and analyses how the market is made
up in terms of:
the country;
When you look at the real world examples, you have to focus on the
that gives the basis for evaluation and analysis of the real world situation. The
models are based on certain assumptions and in the real world some of them
may not be valid and that allows us to draw comparisons and contracts.
what kind of product from the OA, and as a part of economic sciences that
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describes the state of the market with respect to the competitor’s, can be found
are price takers and do not have control over the price. With this form the
independent companies and may have some element of control over the
price. They are able to differentiate the products from OA in some way
from their rivals. This competition embrace, mostly the marketing agents
of the market share. In this form are embracing the brand and the brand
high for entry. The goods and the products can be homogenous or highly
differentiated.
companies may exist and the smaller company follows the price lead of
the larger one. The barriers for entry, when exist this kind of competition
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5. Monopoly – where only one OA company or producer exists on the
the market. The monopoly power refers to cases where the companies
innovation may be high, in cause of high profits, and may encourage high
completed its work, it goes to the next department in the advertising process
communication functions: ³
product.
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5. Assisting the Company Efforts – Assist the sales team, especially in
price deals from the advertised company, assist with the Promotional
how fits in and interacts with the surrounding environment on both internal
(in the marketing and advertising company) and external view (the outdoor
advertising business processes outside the world). The best and the most
influential way of doing it, is performing SWOT analysis (See Figure 1.3) It is a
phrase, where the Strength may provide an insight Business Opportunity and
phrase where the Weakness of the business can cause an Immediate Threat. ⁵ In
practice the OA agencies in Macedonia are performing the same tasks as the
independent adviser within the Outdoor Advertising and can give the advice
about the best possibilities of achieving the goals and offering good value for
money. They are advisors and decision makers with adding more than text and
strategy. ⁶ The following is the SWOT analysis included in its marketing plan
for OA Company with their Internal and External attributes of the organization
Strengths
– Good knowledge with improved quality about the system, process,
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– Through the selling process and other processes the outdoor advertising
Strengths Weakness
Internal -
attributes - knowledge - Cost structure
of the - relationship
organization - Price
Opportunities Threats
External –
Attributes of - Internet - Computer and
the
environment - Training appliances
- Administration
Source: www.supermarketingmedia.com/swot_analysis
Weakness
- When costs of expenses for the advertisement are high.
- When can be afforded to sell for less the ad and low pricing.
- Damaged reputation.
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Opportunities
- Offering through the Internet areas can be strength the opportunity.
Threats
- Changing technology, services, low skilled IT employee can be threat in
vulnerable and where you should defend and attack. SWOT Analysis is a
powerful technique for understanding your Strengths and Weaknesses, and for
looking at the Opportunities and Threats you face. It is the first stage of
element – the ability for managing. Having the necessary resources and money
for starting a business may come in loosing any of the following “Tangible
losses” such as honesty, respect, hope and effort. The OA management process
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Before starting and managing the advertising business it is a need
advertisement.
The OA campaigns are very important for the company and for the
organization, especially for those who wish domination on the market. Using
campaigns.
Advertising Strategy
Setti ng Obj ecti ves
For mulati ng Budgets
Creati ng Ad Messages
Selecti ng OA for m Strategy
I mple me nt ation
Assesing OA Effectivenss
Source: Terence A.Shimp, Sixth Edition, year 2003, Part Four, Chapter Eight, “Managing the Advertising Process” page 234-
235⁷³
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The new offerings require considerably more advertising to make
important the road of campaign realization. Developing the plan is the first
estimate all plans before creating the idea with visual and media effect. The
idea must contain all important and necessary innovative and creative claims
from the consumers. After finding the real creation and design, must be
estimate and calculate the budget as the most difficult task for all Outdoor
task. The companies must analyze what time, where, what media and other
important factors will be selected for the campaign. Finally the purpose
statement will describe the results for the past scheduled campaign.
outdoor space and in the fact that with little money for campaign, the sales
The decisions made for budgeting in the outdoor advertising are very
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Through all managing days or any time of year, marketing or
disposable budget and the stage of the firm life cycle is shown in the diagram
(See Figure 3.4). ¹⁰ The budgeters must consider three factors when establishing
advertising budgets:
Opening
Low salary
Readiness and
Low increase
experienced
Low profit
company
or wastes
Constant salary
Constant profits
TIME
Source: Nigel Piercy, “Advertising Budgeting:Process and structure as Explanatory Variables”, Journal od Advertising,
Chapter 16, year 1987, page 113
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Outdoor Advertising Strategy
Advertising plan that the manager outlines the broad marketing strategy or
“game plan” for attaining the objectives. It is the logic by which the business
unit hopes to achieve the objectives. It should detail the market segments on
which the company will focus. The OA Company should put its efforts into
those market segments it can best serve from a competitive point of view. ¹¹
marketing segments: ¹²
- Marketing mix – using the marketing mix elements for each target
market such as: the new OA products, prices, discounts and etc. The
manager should explain how each strategy responds to the threats and
with the eventually situated ad, when will be situated, who will be
projected profit and loss statement. The budget is the basis for materials
operations.
- Controls -The higher management review the results of each period and
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- Implementation – is the process when marketing plans and strategies
objectives.
Advertising Agency
Outdoor Advertising can be divided into two broad categories:
resell to the public. When the OA organization knows where it belongs than
function: ¹⁴
advertising responsibilities and use the Outdoor Space mostly, from the
private buildings.
and undertake a variety of client services. They can be involved and in all
functions and the advertisers may recruit the service of a variety of firms
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The Advertising Agencies must examine the competitors. They must
take the detailed notes on when, where and how often they advertise and
analyze them. If they are successful, they are doing the right kind of advertising
in the right place at the right time. When the determination from the notes of
when, where and how they advertise will be complete, it is time for starting
with contacting on the same or very similar way. Determine the frequency with
the wanted way of advertising as a use. Finally, develop the budget, necessary
which my opinion is that they are interlinked and inseparable. A business plan
makes the analysis especially from the best factors, while the media plan has a
lot to do with the SWOT factor and it depends on how the competition ranking
knowledge of the organization’s customers and their likes, dislikes and their
management part. Managing means something more, than desire to be the boss.
The management sets the foundation for and facilitates the success of an
organization. It also involves the research for the organization’s target markets
and developing the messages for communicating with the audience. Public
relations and media strategies are the ones who promote the organization with
operating budget as well as identifying and implementing the policy for leading
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and ensuring the financial obligations. It explores the potential accounting
systems and inventory control systems and leading to the financial projections
agencies must be followed and realized four steps showed on the table (See
figure 3.5) ¹⁵
company and contains many departments which perform the tasks and duties of
advertising, promotions, PR and sales managers work close to the top managers.
The objective for any outdoor advertising company is to fulfill the empty places
with a capture of reality and to make profit. In small firms, the owner or chief
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which offer a lot of services, an executive manager manage in marketing,
between their advertising company and the companies which want to build
their brands. In large companies, the advertising managers oversee and monitor
CEO
Executive PR
Manager
Design
Chief
Art Director
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The account executive manager – manages with the account service department
and he is the contact for the agency for clients that hire themselves for services.
whom the service and the product will be presented, assigns priorities, reviews,
oversees the budget, assesses the need for advertising and maintains the
(Chief Financial Officer) CFO must be close to the CEO for reporting the
final results and the analysis made from the financial statements of the
firm.
monitors the copyrighter chief, design chief and art director. He overlooks
copywriter is the person who writes the OA message. The design chief is
the person for finding creative ways for delivering the message. Art
media and signs. The media planner wants to reach the largest possible
planner must employ the media that have audiences closely resembling
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- Promotions manager - manages with the promotion specialists. Promotion
the demand for locations and services from the clients identifying the
potential markets. They develop the pricing strategy for maximizing the
must be close to the CEO and company executives. It’s helping and
with the public. Helps in the liaisons between the organization and the
public, mutually each other. They observe social, political and economic
trends that might affect the company. They assist company executives in
contacts.
long term contracts. They assign sales territories and set the goals. Sales
managers maintain the contacts between the clients and the companies.
The professional sales managers must have excellent knowledge for the
products and services, the products from the competition and the market.
- know the mission and follows the goals and the responsibility;
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- be informed, always ready for research, with good organizing teams,
services: ¹⁷
paid by percentage systems when it place an order for time or space. The
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3. Outcome based programs – it is the newest approach and involves
cover all cost of services provided and offers incentive payments tied to
increase. ¹⁹
communicate ideas about the products and services to potential customers in the
desire of convincing them to buy the products and services. The most outdoor
Advertising strategy is what the advertisers say about the brand being
advertised. Formulating the advertising strategy requires that the advertiser and
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1. Specifying the key fact – Identifies why the consumers are not
problem);
copy strategy and forms the basis on which the art director and
campaign; ²²
creative and keep the customers. It can be done by providing better value for the
about production and operations, finance, HRM, etc. It has an objective to set
the direction of a business to provide the products and services to meet the
overall business objectives. ²³ The OA has a key role to play in the strategic
objectives and to select the types and PR tools for implementation. With other
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words, details the procedures for creating an OA campaign, the types of OA
years the customers from the OA companies, have changed a lot and the
and tactics (i.e. programs or action plans) - these are the parts of a solid strategic
marketing plan. Objective defines the big picture, strategies provide the
framework, and tactics fill in the details. ²⁴ Tactics are where the action takes
place - these are the things you will do, to bring your plans to life and "work"
where to position the product, deciding how the market will accept it, creating
reason why the customers should outdoor advertise and developing a consistent
message with focusing for the advertising business. Strategy objectives include
The solutions that are made about how to take an OA product to the
1. The pricing;
maximizing company set the outdoor advertising on level when the marginal
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revenue from OA, is equal to the ordinary elasticity of the demand for the
companies products.
Exist and other alternative styles or forms of creative advertising that are
Pricing Strategies
entrepreneurs to spread the sentence for their products and services. Companies
spent a lot of money in advertising and OA is on the rise all over the world.
Price is the one element of the marketing mix that produces revenue. The other
elements produce costs. They are perhaps the easiest element from the
marketing program that can adjust. It also communicates to the market. ²⁶ The
and etc. The companies are pricing on a variety of ways. It depends of size of the
company. If it is a small company the pricing is regulate by the boss. When the
company is larger, can be use management team responsible for pricing and
perception of prices:
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Figure 3.7 Types of possible_reference Prices
shown that clients are showing more time on the offered location and
Advertising Agencies are setting the prices. The OA Agency has to consider
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1 Step: Selecting the Pricing Objective’s - deciding where to position its
market offering.
2 Step: Determining Demand - Each Price can distinguish from the different
level of demand. Mostly the demands are lower and the prices are higher.
3 Step: Estimating Costs - The Company, must give a price which will cover
all expenses and make profitability.
smaller cities or communities from longer distances through out the cities,
where the frequency is low, usually the prices for OA are smaller. Exist, several
price-adaptation strategies:
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• Promotional Pricing - Is often zero-sum game. This include: cash
rebates, longer payment terms, warranties for the leasing time of
of $2000).
buyers who buy a larger volume and where the seller charges different
Despite this the price can decrease when the market share is declining, when is
recession. The price, don’t need to be very low, because the OA product will not
be taken seriously. Despite this, if the Price is too high, the potential client will
not take the risk to be advertised. Setting high prices to “skim” revenue layer by
layer from the market is called the Market-Skimming and is setting the low
initial price in order to penetrate on the market very quick and getting deeply to
win a large market share, in the Outdoor Advertising this is called Market-
Penetration.
Advertising companies can achieve positive feedback, and poor skilled can
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achieve the negative result. It is very important in selecting excellent
management team which can manage with the pricing strategies. The sales
manager team from the OA companies can provide direct control over the team,
getting an active role in the planning, and executing the pricing strategies.
features:
1. To be motivate of money;
Selling is the oldest profession on earth. The people who are doing
the selling in the outdoor advertising have names: sales people, account
process that provides face-to-face contact with the loyal or potential customers,
to inform about the service offerings or eventually new product and to persuade
The private property owners usually sell the advertising space to one of
the outdoor advertising companies, which it makes and owns billboards called
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plants. The media sellers are approaching directly to the owner of an interesting
property and make a bid. When the agreement or the contract is signed, the
media seller erects a structure for displaying the ads and rents out the space to
recent years to gross rating points (GRP) as the metric for quoting poster prices.
time. GRP represent the percentage and frequency of an audience being reached
800,000 people achieve a daily exposure to 200,000 people, the result is 40 gross
rating points. ³⁵
Outdoor spaces have always been made on the basis of the desired
average of 10-11times in this same period. ³⁶ All showing researches can define
that in different areas exist different reach percentage. This means that they are
differentiating and from the prices. Some advertisement with high audience
that spaces will be more expensive than the other which are placed on the street
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The material of the advertisements may be crucial in selling the outdoor
space. The vinyl cloth, the paper or maybe an empty space is needed by the
client. The price will differ from what type will be elected.
the use of sales promotion display items and obtaining leases for the outdoor
is useful to consider the steps described by Belch and others in writings that
clients who have desire or need for using the outdoor products and
2. Pre approach - Where the account executive is facing with the problem of
3. The approach – It is the step where the account executive first meets the
client. He must start with good communication, because the first couple
of seconds are the most important in the negotiating. The person must use
its communication verbal and non verbal skills. especially the body
language.
create in the prospect’s mind a desire for the offered OA products and
55
services. The person must use his knowledge why the company should be
out of home advertised, he must feel free and to be ready for any non-
5. Meeting Objections – where the account executive knows what the true
without any mistakes. In this step the parties feel free and comfortable.
6. Closing the sale – In this step the goal of the account executive is to
and the expectations for the potential company to become a buyer. When
and what will be done, who is responsible for doing this and how much
will cost are some of the questions that must be answered and contracted.
This is the step where the sale is finishing and the parties are or are not
satisfied from the meeting and from the past conversation. The Account
executive must close the sale with good attention using great non verbal
executives end the selling efforts and when the order is signed. The
the order or the contract. Both parties must follow and their future
together.
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Chapter 4:
Outdoor Media
57
which can be defined as investigation into relative effectiveness and relative
into a plan of a campaign that can effectively reach the target place at a
reasonable cost:
1. potential customers;
3. how many times the advertisers wish the potential customers to see an
advertisement;
Today, the Outdoor media can watch and count the viewer of the
advertisement. The technology, improve the abilities for reaching the target in
the out of home advertising. The portable device can recognize when eyeball are
actually turned toward the signage. They track and count the number of people
structures still impact the customers and captivating attention. It is proven, that
the outdoor advertising is the most cost-effective way to reach a desired target
audience. The number of the personal vehicles increased more than 130% in the
last fifteen years. Outdoor products are much more today than couple of years
ago. Today all companies are using some kind of advertising. The outdoor view
is the reaches one and the most favorable kind of OA. Most of the chosen and
big boards, rooftop signage, digital advertisement, wall panel, taxi advertising,
58
mall advertising, fuel station advertising, outdoor lighted signs, flags, bus
shelters, notices, placards, posters, mega light, city light and many more.
STATIONARY BILLBOARDS
bulletins and vinyl cloth. It is usually 12 meter square and can be found bigger
ones with 18 meter square and 24 meter square. The 12 meter square is mostly
audience. It is the most useful media with high impact and the most cost –
effective advertising medium, available today. It can grab the attention of the
potential clients and it can be experienced 24 hours a day and seven days of the
week.
2006, advertisers spent $6.8 (up 8%) billions of dollars in OA, and the billboards
commands with 62% of the spending, followed by transit 19%, street furniture at
15% and alternative outdoor media accounting for 4% of total revenue. The
billboards have enormous dimension with different sizes and they are
affordable mostly for the companies. It has no barriers and can reach the target
audience, as no one else can do. Exist, several types of stationary billboard
formats: lyastovitsa billboard (see figure 3.1.1), pizza billboard (see figure 3.1.2
and 3.1.3), raketa billboard (see figure 3.1.4) and etc. All of each is diminishing
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in their specific dimensions, the manner of illumination, the strategic position
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Figure 3.1.3_____________________Pizza billboard
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with measured consumer awareness and sales between static billboards,
billboards utilizing scrolling motion and lighting and no billboards. 43% of the
the respondents recalled the scrolling lit billboard, but in addition, 80% recalled
of sales of 107%.
Rolling Billboards
The rolling billboards (see figure 3.1.5) are in the fastest area of
growth within the medium. They create displays or vinyl cloth that look much
like the stationary billboards, but they can change message as needed to suit the
needs of the advertising campaigns. ¹ The rolling billboards are replacing the
old static billboards using different advertisements and mandate the image to
change every couple of seconds. With their move, may attract the attention and
can make combination with illustration, ready for telling the story. Today with
help of the digital rolling billboards can be shown more pictures and
rolling banner and other names. This variation all refer to a display technology
that the images are moving physically through a viewing window to increase an
advertiser ability to make impression for the target audience. It can be seen on
the streets, on the sport games, on the walls and many other places.
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Figure 3.1.5 _______________________________Rolling billboard
Source: M&M Movie Theatre; Hiram, USA (Lamar Source: GA Newark Bears; Newark, NJ Video Max Model
Advertising Agency) www.lamaroutdoor.com (Lamar Advertising Agency) www.lamaroutdoor.com
Big Board
The big boards (see figure 3.1.6) are very popular and the people likes
especially when they are driving on the highway. They are much bigger than the
billboards and mostly have dimension 10m x 4m. They can be found and bigger
than this sizes and mostly the advertisement is placed on a vinyl or paper. The
6m high. They are prohibited in some European countries with reason of getting
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Figure 3.1.6 Raketa billboard
Source: Dallas, Texas – Big Board ( 4 x 15m) Source: Dallas, Texas – Big Board ( 8 x 12m)
Arrington outdoor Advertising Arrington outdoor Advertising
Wallscapes
Wallscapes are one of the boldest creations which can be found in out-
of-home media. They are advertising panels with large dimensions placed on
paper (Belgian vinyl, Dickson – the French vinyl, Starflex, etc.) directly upon the
buildings. Their creative sizes and shapes are offering a large scale exposure and
They command major attention possesing huge impact and are highly
effective. Mostly they are placed on the walls of the buildings and in reason of
big size, can be seen from long distance. The formats are mostly illuminated and
have a large scale exposure with high visibility to vehicular or pedestrian traffic.
They reach the target audience from long distances and usually are located in
different formats: Vertical format, Mega format, TV format and other formats.
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VERTICAL FORMATS
Vertical formats see (figure 3.1.7) – Big long vertical dimension with
Source: Skopje Macedonia “Vertical MM Advertising agency” Vertical formats, 4,15 x 20 = 83m2 vinyl
cloth(left) + 4,15 x 14 = 56m (right)
MEGA FORMATS
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Figure 3.1.8 Mega Wall Format
TV FORMATS
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PRIZMA BILLBOARDS
sites, e.g. as beside motorways and shopping centers. This kind of outdoor
panels. They are operated by two electrical motors with adjustable speeds. Top
and bottom drums guide the flexible faces. They are made of aluminium frame
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Digital Advertisements
The new technology is helping the industry to take some money away
from other forms of media. The new digital billboards (see figure 3.2.2) have
pixel pitches produced with more than 250 trillion colors, features with more
degree viewing angles than other media. They're large, rectangular and target
ballpark jumbo video displays but scroll through several static ads each minute.
They help to draw the advertisers back to the outdoor medium as one of the
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Other digital advertisements (see figure 3.2.3) may have plasma or LCD
screens placed at or near the point of sale if they are placed on malls. Also they
can be found in taxis, on walls, in theatres, in metro stations, on the streets and
other places.
Roof top formats (see figure 3.2.4) – Must be large in cause of view. It
They are one of the largest kinds of advertising, the one of high-impact success
in attracting the traffic or public audience, and the most cost-expensive outdoor
advertising media. Mostly they are illuminated with electric lighting fixtures as
They have different dimensions but mostly with large sizes. For this
risky way of advertising must be measured the winds from the meteorology
institutions. In many countries where exist winds, snows and other similar
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Figure 3.2.4 Roof Top Signage
The city light’s (see figure 3.2.5) are usually placed where is a lot of
pedestrian traffics, green pedestrian islands, parking places, bus stop’s, mall’s,
etc. They are illuminated with dimension around 180 x 120cm. It can increase the
attractiveness and diversification of the advertising media. Today the City Light
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Figure 3.2.5 City Light
The mega light’s (see figure 3.2.6) are very powerful advertisement and
and attract any one’s attention. Their dimensions can be different and mostly
can be found with sizes from: 6m x 3m, 8m x 4m to large size format with more
than 100m2. They are very attractive for the viewers and can seriously grab the
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Mall Advertising’s
Mall advertisements (see figure 3.2.7) are freestanding, illuminated
panels located near escalators, near entrances, bathrooms, food courts and other
areas in shopping malls. They are excellent opportunity for target consumers
analysis of visiting the mall’s and they came to the 75% of people who visits
mall’s per month. And the average of those who visited the mall is 3,3 times per
month.
the mall kiosk, city (mall) lights, placards, promotions and other advertisements.
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Mobile Advertising
After spending the money for the advertising campaign, the company
expect to reach the right people at the right time. Mobile advertising accesses
areas, where no other forms of Outdoor Media exist. They can be found on the
nationwide.
inflatables, transit advertising, taxi tops, many promo people and groups (see
figure 3.2.8), metro bikes (see figure 3.2.8) and other mobile creative
advertisements (see figure 3.2.9). They are innovative, creative and very
developed countries.
Promo people
Source: www.promogroup.tv
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Figure 3.2.9 Mobile creative advertisements
Source: MobileBillboardsSD.com, Some Creative MA, Mobile marketing, San Diego, 2006 MBSD
MOBILE BILLBOARDS
The winner from the mobile advertising is the Mobile Billboard (see
figure 3.3.1). He is replaced with the stationary billboard and can reach the
impressions and tremendous exposure. They are custom design vehicles with
advertisements. It is created and is perfect for the trade shows, sporting events,
all traffic areas, concerts, etc. The Mobile Billboard is large and gets the
opportunities with sound effects. It can travel just about anywhere. Can be
taken out of the sky and to be placed on the streets, where the customers are.
the Mobile billboards prove their impact, against the stationary billboards. Also,
have a lower cost per thousand than any7 other type of advertising.
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Figure 3.3.1 Mobile billboards
Taxi Advertising
local, business and other audience. It is a very creative way of advertising and
provides view, visible in airports, hotels, shopping centers, restaurants and etc..
It can penetrate the heart of the consumer. Delivers high profile exposure and
The advertising formats are various including the digital taxi tops, taxi
backs, Super-Side advertising, Tip-up seat advertising, Full Digital wraps and
etc. They have high eye-level impact, lowest overall outdoor advertising
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Transit and Bus Advertising
Transit advertising (see figure 3.3.3 left) gives high visibility and has a
great value with a constant daily audience. Companies are usually advertising
without wasted circulation. They are mostly viewed by the people, who wait at
the bus stations, all people near the roads driving on highways, on streets and
advertisers in expect to reach the public in city and town areas, bus stations and
other road places. Ads are placed in bus shelters or on the back of benches at
stops. Inside the ads may be attached to the corners between the walls or
monitors throughout the vehicle. Externally the boards can be situated on the
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Inflatable advertising (Giant Replicas)
advertising using the latest in cutting edge technology. They include inflatable
signs, pole displays, flags, banners, balloons, punch bags and etc. Mostly this
kind of advertising are tall and the attention can be grabbed easy. They are
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without reaching a decision about whether any of the ideas are valid. The latest
in the OA, can allows you to create an exciting and unexpected OA space, where
none existed before. All different formats with architectural and design
solutions can bettered and increased the brand awareness, the productivity and
profitability of the company. They have new and fresh ideas and can easy
advertising can be mention on this ad, which can mostly be seen on public
with emotional and humorous ads. The consumers are enjoying this
advertisement, although they don’t know what it is all about. This type of
often awarded and competing on many glorious prestige world fairs (see figure
3.3.6).
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Creativity is the most powerful force in the business. It’s not only that
makes the design different and beautiful, also contains unique idea. The
brilliant ideas can achieve extraordinary results. It includes the copyrighters and
the creative directors, responsible for advertising copy and campaigns to serve
design solutions. He can be the one using the help of the psychology terms, in
Taken photo from© FeedBlitz™ - Powering Blog and RSS Email Solutions
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@ Germany, 2003 advertisements for Adidas Taken photo from© FeedBlitz™
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Chapter 5:
Marketing research is the function that links the consumer, customer and public
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to the marketer through information used to identify and define marketing
process. ¹
including all pricing decisions can be supported by the sales and by the
marketing systems. Market research is a wide range of methods and tools used
and advertising agency. They are distinctive and important part of marketing
Today the world is defined by the term "information age." All businesses
objective way of learning about people - the people who buy from you or might
managers can apply to gather facts about its clients and the OA Company who
information that could possibly help out of home advertising companies and
wants and needs, and what it takes to be competitive. It is not enough to know
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the answers to what, where, when, and how questions about the OA businesses.
They also need to know why people buy OA products and services.
future and today’s status of OA, qualitative researches and many more. It can
help the Outdoor advertising companies to define the market better, to measure
current market demand and forecast the future demand. It involves collecting
the information;
more general understanding of how the outdoor advertising works and how the
potential customers use the information in advertising. The greatest tool for OA
qualitative research is the focus group research. Exist and other methods and
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The term 'focus group' comes from the original term “focused group
Focus Groups provide rich qualitative data on market and customer perceptions
Marketers in the United States spent more than $1 billion last year on focus
groups. ⁷
between six to fifteen people and conversation is usually structured. The Focus
to avoid biasing the opinions expressed by the group members. He must prepare
the guide approved by the marketing research client. The qualified participants
It is different from statistically reliable public opinion, from any kind of market
surveys, from online surveys and other technique. The focus group discussion
may run two hours. It should be maintained in a quite room with chairs as much
as persons and a table. The researchers are watching the group, across a mirror
seen only by one-way, so the client can watch unnoticed. It is need of totally
quietness in the room, with no telephone calls, distractions or any kind of noise.
The moderator is very important and he must treat all the guests with respect
and to have knowledge in the relative field. He exercise a mild, the control over
the group, guiding the topics, raising questions, keeping the group on track and
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never injecting the idea and the comments as “beautiful, great, etc.” When the
times.
Focus group opens the window into the customer’s mind, bringing
to surface something that the marketer may not have known about the consumer
advertising hit the target. Focus groups should play the important role for
determining the advertising strategy. Groups can be used for idea generation,
customer behavior about which marketers didn’t know much to begin with.
- to test the new concepts (new product concepts, new brand names,
purchase, when they are purchasing or getting space for the OA campaigns,
what are the products they might purchase and why are they purchasing. It
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The need of researching the customers is a future where the customers
steps in. You need not only what the customer wants, but how much and why he
wants it. The people are buying the products for the benefits it brings, not for
the features. And that’s why is important, what are customers needs, what
moves them and how you can link them for purchasing the product.
sites look to attract hesitant consumers which have a desire to shop, bank, and
research online. ¹²
their services. For example: is it a paper, is it a vinyl or what kind of plush is it,
is the quality good, is the time of delivery just a couple of hours or days, what
excitement needs. The performance needs are things that we seek. Ex: someone
visit and outdoor agency and get a billboard places on couple of locations. If the
current campaign with the billboards did not prove the effect, the customer will
be unhappy and dissatisfied. It the campaign get the requested effect, the
exists space for developing, it is important to know what type or kind are they.
research.
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Brain Activity
In the real world the taste and the smell are not everything. Exists
the image of the company, its “brand influence”. Measuring the brand
between advertisements that people merely like and those that are
currently effective.
Did you see that commercial? Did you like it? This are questions which
can be answered in a flash. New researchers, suggests the right positions where
the advertisement can be placed. The great ideas may come anytime and
anywhere. It can be in the shower, in the car, in the park and etc. The link
between what the people think, what they like and what their brains reveal they
- select 10 participants;
- ask them which ads they liked and witch they were familiar with.
He was a person who believed that anyone could learn to generate creative
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solutions. Following his beliefs, some tips can help you have brainstorming
history and a brief explanation of the situation. This can help them to
prepare mentally for the session and focus on the particular issue.
others.
4. The meeting shouldn’t be longer than 40 minutes and not more than six
what will not be permitted. You can provide two cards (one green and one
red) for each participant, when they enter the room. Ex: When the flow of
6. Write the objective of the session where everyone in the room can see it.
Give the question starting with either “How can we” or “What can be
edited and saved to a computer file. Whichever tool you use to record
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8. If the flow ideas begin to fizzle, the leader should step in. Some ideas:
o Ask a participant to select an idea and give reasons why he likes it.
arrange the ideas and send a copy to each participant in the related group. Ask
each participant to select the five best ideas for his think. Let him explain why
he thinks that are most promising and how would implement them. Include a
transit and always away from home. OA is visible message 24 hours per day,
seven days a week. The billboards printed on vinyl have more life than the
posters. They differentiate in the types of the vinyl, the weather, the manner of
placement, the construction, etc. The vinyl is very resistant and can have a life
more than 4 months. The posters or billboard printed on paper have a life about
30 days.
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Advertising clients can demand better accountability and better proof
still a problem with convincing the customers for advertising. The people are
waste of money and time. Others think that advertising on radio is much
cheaper and has much better impact with the consumers. It is the most difficult
close to the advertisement. It is expecting that the OA business will grow in the
next few years for more than 20% per year in Macedonia. The grow will be
advertising, from foreign brand names and companies, from increasing the
budget, the entry’s for the new mobile and fixed companies, etc. The experts are
looking optimistic and forecast grows the OA business, because the awareness
of the people is much stronger and more understandable. The companies finally
are getting the point, that the road to success is the Advertising. And now, starts
the game and the level of the type of Media which can be select by the potential
customer.
advertising. They usually spend in different kind of media and the Outdoor
Advertising is the one who is still fulfilled with placed advertisement. They
have portfolio’s with a huge registered list of clients and analyzes can show, that
the mostly money last year spent are from the all telecommunication companies,
especially Cosmofon and T-Mobile. The banks are next to them, especially
“NLB banka”, “IK Banka” and “Stopanska bank” and “Uni Banka”. After the
banks we can include “Alkaloid”, “Skopska Pivara” and other drinking and
food companies.
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Increased automobile usage means businesses will increase
emphasis on outdoor advertising. The people stay home less and are on the road
more, on the ways to their homes, to their workplaces, on the way where they
are going to drink their coffee and anywhere. The billboard influences a lot to
the pedestrian or vehicular traffic. When the people are waiting on the bus
shelters, driving on the rail and bus vehicles, malls, cross roads, highways and
etc.
views. Some think: “let the billboard do the work”, some other to get something
smaller or even bigger. Through the research of the effectiveness for the
customer’s eye, can be seen advertisements with more than 1.000.000 viewers per
month or not smaller than 10.000 viewings per month for billboard or any
medium for using the reach for adult population. It is a good method of
advertising. It enables people to see the picture of the potential, or build brands.
newspaper. This is strong evidence that outdoor media exposure is very strong,
can give us big information and can play a crucial role in the media plan to
magazines.
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Out of home advertising can help justify spending money to make life
easier and more entertaining. As is the case today, it is necessity for companies
position. In Macedonia the ads on better position are usually more expensive
than the others which are not. In the downtown in Skopje the frequency and the
intensity of the pedestrian and vehicular traffic are increasing and tend to be
more increased in the next years. The frequency on the streets can differentiate
and if contains traffic lights or not. It differentiate and from size of the streets.
On that places where can be find big frequency, the billboards and other spaces
can be sell easily in Skopje. The price may depend from the frequency. These
are the most frequent locations which are used or may be used for outdoor
Department from Skopje city and the Macedonian Ministry of Transport. The
same research made 7 years ago, showed for more than 40 % less vehicle
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Figure 5 The most frequent locations in Skopje City
The OA business has its self a lot of barriers and a lot of problems in
performing the tasks and the activities. The first and most important barrier is
the competition. The OA companies from Macedonia are confronting with it.
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But everyone needs to love the competition, especially those who thing that
Macedonia made a research of the Outdoor advertising and prove that possess
Outdoor Advertising Companies. Two of them have the concession for placing
advertisements on public places in Skopje city. They are “Akzent Media” and
“Eurolinija”. Their mostly useful instrument for increasing the brand awareness
is the billboard advertising. In this area exists more than, 3200 billboards.
Akzent Media owns more than 2000 billboards and Eurolinija around 800. With
the newest mega lights they have more and number may increase up to 1200.
They can be found with different dimensions. Some of them are 6m x 3m and
some are with dimensions 8m x 3m and the most numbers are owned by
“Eurolinija”. This numbers are one sided for both types of most useful ads in
OA –billboards and mega lights and must have in mind that the most billboards
are made to have ads on the both sides. The Marketing and Advertising
Agencies in Macedonia owns and other forms of advertisements such as the city
lights which can be found with dimensions of 120cm x 180cm. “Vertical MM” is
agency which owns wall surfaces on the buildings in Macedonia. It has 24 wall
positions in Skopje city and it makes the first place for wall space formats in
Outdoor Advertising Business. They own total surface with more than 1800m2
on building walls. Mostly of them have vertical formats and the drinking
companies with the bottle packages have the priority to be advertised on. The
automobile companies often are using the squares format or horizontal formats.
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Other variety forms of ads are:
4,5m;
- Big Boards – is usually with dimension 4m x 10m and can be found on the
highways;
- Taxi advertising;
- Bus advertising;
OA. The promo people using their movement with the ads on their rear can be
interesting for the population as a relatively new introduced product. The Giant
inflatables may be seen when determining campaign. Often the banks are using
companies which use outdoor advertisements. But the billboards are most
useful ads in OA. More than 13000 billboards annually are printed in
Macedonia. Only the “Media Market” - Rock ‘n Roll Studio has more than 70%
of market share for poster panels and printed bulletins. The C.O. Slavco Talev,
hopes that this year he’ll get around 80 % of the market share and he will prove
the quality and quantity printed posters for billboards with achieving the
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number over 10.000 printed poster billboards per year. The vinyl cloth are
The outdoor advertising is the most successful medium for using the
form. It can be seen the picture of the potential, or the build brands. OA is the
conveys the right message, to the right audience, at the right time, in the right
place. Around the Mobile operators can be seen the ads of the same company.
One example is when you pass the rail and bus station in Skopje, you can see
can say sometimes more than a thousand words. All visual forms of advertising
have enough effectiveness and don’t need their creative explanation. The
outdoor advertising, have a right to beatify and to make design and esthetic
famous companies are made to look excellent. With the beautiful, extraordinary
firs and Christmas trees the consumers are captured. As much is the draw and
The visual effect can be proved when outdoor creative designs can be
easy to read. It must be paid attention in choosing the colors. It can be choose
colors with high contrast in both hue (identity of color, such as red, yellow or
blue) and the value (measure of lightness or darkness). With contrasting the
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colors the view can be bettered from great distances and colors with low contrast
can blend together and obscure a message. The research demonstrates that high
color contrast can improve OA recall by 38 percent. The Fonts must be easy to
read from long distances. Adequate spacing between letter, words and lines can
enhance visibility.
distance. The impact which OA unit can produce is relative to the distance from
where it can be viewed. The viewing time can vary by location and media
format. For larger advertisements such as billboards usually the messages are
placed not longer than 1 month and not less than 14 days. It is the best time for
great beneficial deal for the companies, since they go with whatever approach or
method would be more effective for them. Not all companies are able to get the
maximum exposure from the outdoor ad, when it comes to different types and
conclusion, as to why they should invest in OA and make that type of trial and
people because of the way in which individuals are exposed to the marketing
campaign. There are so many different types and forms of OA that can be used
and the potential companies will have no problem in finding which method
works best for them. As all vehicles interact with each other, can be seen the
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methods, such as advertising in a magazine – which is an approach only
beneficial to those that read the magazine. Compared to those that regularly
read the magazines, including the ads, more people are exposed to OA.
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CONCLUSION
The study presents the people who drive a lot of kilometres or walk
through the cities, driving bikes, have attractive socioeconomic profiles, higher
education and experience and high presence of children. Those who drive and
it is the only truly public media. The Outdoor Advertising as the oldest form of
advertising is dating more than 5000 ago. Today the “out of home” with the
latest trends with new technology is rapidly evolving in all different kind of
media and the future together with the digital and scrolling technology is
indeed bright. All Outdoor advertising continuously generate and makes the
most dangerously powerful media, that in the right hands is achieving amazing
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results. Whatever was advertised it’s important that the message was seen, read,
are important for the management of OA. The market structure described the
state of a market with the market forms of competition. The five critical
reminding, adding value and assisting the company efforts. The expensive
proposition as a need for purchasing the outdoor space is making the budgeting
to make the game plan or the advertising plan and strategy. They must
determine the target market, their position, acceptability of the product and etc.
The advertising agencies have that task and responsibility. They must develop
the promotion, place the ad, carry and monitor and finally estimate the
with its hanged picture fully of pleasure. The people who show interest for the
element and must be strong with more noise or other effects, but to diminish
from the others. The elements of communication process are: sender, encoder,
message, channel, receiver, noise and feedback. It can be used and the other
and eye contacts, color symbolism, paralanguage and other forms. We described
and the negotiation as the most useful tool in communicating. The information
is crucial element for carrying out all marketing researches and analysis,
marketing communication.
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Today on the out of home spaces are available and may be seen the
street furniture, transit and alternative outdoor media. Most of them are the
stationary or the mobile billboards, big boards, wall panels, taxi advertising,
transit adverting, mall advertising, mega lights, city lights, digital ads and other
environment. The focus group is a tool of the qualitative research and may be
marketplaces. How the people purchase, when they purchased, what products
they might purchase and why they are purchasing is related to the customer
behavior. Brain activity is another research based on the link between the
peoples thinking, what they like and what their brains reveal they like. The
the brand awareness of the companies. Today the people are more out of home
than staying home. This can be analyzed from the best positioning ad, with
frequency level, where the vehicle movement on the streets today, is more than
40% than seven years ago. Different type of ads emphasis the OA in Macedonia:
stationary 12m2 billboards, prizma, wallscape, rolo board, mega board, big
board, mega and city lights, TV Screen, mall ads, promo people and bikes, bus
and taxi advertising and other advertisements. The effects from OA can be
reference prices are important to be included before setting the final price in
selling the Outdoor space and the price must be adjusted through the price-
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promotional pricing, differentiated pricing and psychological pricing. The best
selling for OA space can be accomplished by the personal selling (face to face
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ENDNOTES
Chapter 1
1. http://encarta.msn.com/encyclopedia_761564279/Advertising.html#s2
2. James F. Engel, Promotion Strategy, The Outdoor Advertising Future, Chapter 11, Section 4, page
300
3. LL Berry - Journal of the Academy of Marketing Science, 2000 - jam.sagepub.com
4. James F. Engel, Promotion Strategy, The Outdoor Advertising Future, Chapter 11, Section 4, page
298
5. W. R. Simmons and Associates Research, Inc, Reach and Frequency of exposure of Outdoor Posters,
for the Institute of Outdoor Advertising, Inc
6. Gene M. Grossman, Carl Shapiro, Informative Advertising with Differentiated Products
Chapter 2
1. Dr. Nada Sekulovska, Promotions, Promotions and communication, November, year 2000, page
17-20
2. Ibid
3. wps.prenhall.com/wps/media/objects/124/127021/chap04.doc
4. Terence A.Shimp, Advertising, Promotion, and Supplemental Aspects of Integrated Marketing
Communications,” Sixth Edition, year 2003, Part Two, Chapter Four, “The communication
process” page 81-83
5. www.marin.cc.ca.us/buscom/index_files/page0011.htm
6. Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong, Principles of Marketing, Fourth
European Edition, Part 3 Merkets, page 335-377
7. Ibid
8. Ibid
9. Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong,Principles of Marketing, Fourth
European Edition, Part 1, Marketing now, page 281-282
10. Terence A.Shimp, Advertising, Promotion, and Supplemental Aspects of Integrated Marketing
Communications,” Sixth Edition, year 2003, Part Two, Chapter Five, “Persuasing in Marketing
Communication” page 117-147
103
11. Ibid
12. James F. Engel, Martin R. Warshaw and Thomas C. Kinnear Promotion Strategy, Working with
the Advertising and Promotion Industry, Chapter 2, Section 1, Consumer Response to Persuasive
Communication, page 60—73
13. Ibid
14. en.wikipedia.org/wiki/Attention
15. Terence A.Shimp, Advertising, Promotion, and Supplemental Aspects of Integrated Marketing
Communications,” Sixth Edition, year 2003, Part Two, Chapter Five, “Persuasing in Marketing
Communication” page 140-147
Chapter 3
1. http://en.wikipedia.org/wiki/Market_form
2. http://links.jstor.org/sici?sici=0022-
2429(198524)49%3A1%3C13%3ATOOMAA%3E2.0.CO%3B2-O
3. James Webb Young, “Advertising Age” November 21, 1973, Chapter 12
4. Terence A.Shimp, Advertising, Promotion, and Supplemental Aspects of Integrated Marketing
Communications,” Sixth Edition, year 2003, Part Four, Chapter Eight, “Advertising Management”
page 231-234
5. http://www.freshthinkingbusiness.com/swot-analysis.html
6. http://www.adcracker.com/index.htm
7. Terence A.Shimp, Advertising, Promotion, and Supplemental Aspects of Integrated Marketing
Communications,” Sixth Edition, year 2003, Part Four, Chapter Eight, “Budgeting for
Advertising” page 244-252
8. Ibid
9. Nigel Piercy, “Advertising Budgeting:Process and structure as Explanatory Variables”, Journal od
Advertising, Chapter 16, year 1987, page 113
10. Ibid
11. http://instructional1.calstatela.edu/sstretc/513 BUS/Contents of the Marketing Plan 04.doc
12. Shantanu Dutta, Mark J.Zbarracki and Mark Bergen, “Pricing Process as a Capability: A resource
Based Perspective”, Strategic Management Journal, year 2000, page 615-630
13. http://encarta.msn.com/encyclopedia_761564279/Advertising.html
14. Terence A.Shimp,Advertising, Promotion, and Supplemental Aspects of Integrated Marketing
Communications,” Sixth Edition, year 2003, Part Four, Chapter Nine, “The Role of Advertising
Agency” page 258-259
15. Karachidiaries.blogspk.com /2005/09/23/advertising-campaigns-for-the-intellectually-disabled
16. , James F. Engel, Martin R. Warshaw and Thomas C. Kinnear, Promotion Strategy, Working with
the Advertising and Promotion Industry, Chapter 20, Principles of the Agency-Client
Relationship.page 527
17. Terence A.Shimp, Advertising, Promotion, and Supplemental Aspects of Integrated Marketing
Communications,” Sixth Edition, year 2003, Part Four, Chapter Nine, “Agency Compensation”
page 260-261
18. Ibid
19. Ibid
20. www.answers.com/topic/advertising-strategy
21. Don E.Schults, Dennis Martin and William P. Brown in Discussion in an adaptation, “Strategic
Advertising Campaigns” NTC Business book year 1987, page 240-245
104
22. , James F. Engel, Martin R. Warshaw and Thomas C. Kinnear, Promotion Strategy Working with
the Advertising and Promotion Industry, Chapter 10, The Advertising Message, -Creative Strategy,
page 219-221
23. www.tutor2u.net/business/strategy/strategy_marketing.htm
24. globaltrade.net/caps/Applied%20marketing%20for%20Armenia%20ICT%20firms%20--
%20pt%202.ppt
25. Ibid
26. Lane Keller and Philip Kotler, Marketing Management, 12 Edition, Kevin copyright 2006 Chapter
14, Developing Pricing Strategy and Programs, page 431
27. Ibid
28. Chris Janiszewski and Donald R.Lichtenstein, “A Range Theory Account of Pric Perception”,
Journal of Consumer Research (march 1999), page 353-368
29. Russel S.Winer, “Behavior Perspectives on Pricing Buyers” in issues in pricing Theory and
Research, edited by Timothy (Lexington, MA: Lehington books, year 1988, page 35-57
30. Kevin Lane Keller and Philip Kotler, Marketing Management, 12 Edition copyright 2006 Chapter
14, Developing Pricing Strategy and Programs, price quality interferences page 435
31. Shantanu Dutta, Mark J.Zbarracki and Mark Bergen, “Pricing Process as a Capability: A resource
Based Perspective”, Strategic Management Journal, year 2000, page 615-630
32. Kevin Lane Keller and Philip Kotler, Marketing Management, 12 Edition, copyright 2006 Chapter
14, Developing Pricing Strategy and Programs, Adapting the Price 450-456
33. Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong, Principles of Marketing, Fourth
European Edition, Chapter 18, Sales Promotion, 785-800
34. Terence A.Shimp, Advertising, Promotion, and Supplemental Aspects of Integrated Marketing
Communications,” Sixth Edition, year 2003, Part Four, Chapter Twelve, “Traditional Advertising
Media” page 357
35. Ibid
36. James F. Engel, Promotion Strategy Characteristics of Outdoor Advertising, Chapter 11, Section 4,
Advertising, page 298, 299
37. James F. Engel, Promotion Strategy, Characteristics of Outdoor Advertising, Chapter 15, Section 6,
Steps of Sale, page 414-419
Chapter 4
Chapter 5
1. www.marketingpower.com/content4620.php
2. Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong,Principles of Marketing, Fourth
European Edition, Part 1, Marketing now, page 30-31
3. Ibid
4. Ibid
105
5. Customer Behavior, A managerial Perspective (from the book use in UACS), Focus Group as
Qualitative Research, page 232, 233
6. www.programevaluation.org/focusgroups.htm
7. Customer Behavior, A managerial Perspective (from the book use in UACS), Focus Group as
Qualitative Research, page 232, 233
8. Ibid
9. Ibid
10. Ibid
11. www.som.umd.umich.edu/3265
12. www.computers.now2007.com/website,2622,The_Customer_Respect_Group.html
13. In 2005, IBM Business Consulting Services Institute of Business Value, together with OgilvyOne
worldwide™, conducted extensive quantitative and qualitative research with consumers, companies
and industry experts, to determine how companies are managing the total customer experience: The
Customer Experience Study 2005 (“the Study”) uncovered some striking perspectives and examples
of best practice for organizations seeking to implement successful customer initiatives.
14. www.programevaluation.org/focusgroups.htm
106
BIBLIOGRAHY
5. Keller Lane and Philip Kotler, Marketing Management, 12 Edition, Kevin copyright 2006
6. Kent. M> Lancaster and Judith A. Stern, “Computer – Base Advertising Budgeting
Practices of leading U.S. Consumer Advertisers :Journal of Advertsinf” Chapter 12, No4,
7. Kotler Philip, Veronica Wong, John Saunders, Gary Armstrong,” Principles of Marketing”,
10. Schults Don E., Dennis Martin and William P. Brown, “Strategic Advertising Campaigns”
11. Shantanu Dutta, Mark J.Zbarracki and Mark Bergen, “Pricing Process as a Capability: A
resource Based Perspective”, Strategic Management Journal, year 2000 page 615-630.
13. Wine S Russel, “Behavior Perspectives on Pricing Buyers” in issues in pricing Theory and
107
GLOSSARY
108
Off-premise, large format sign viewed from a street or
highway. Meadow only provides this type of outdoor
Billboard advertising.
Boards Common term for poster panels and bulletins.
A name selected by the advertiser to identify a product to
the consumer, and to set apart from all other products.
Several product variations may exist within a designated
Brand Name brand.
A billboard on which the copy is displayed for one year
or more without change. Meadow primarily provides this
Bulletin type of advertising.
Circulation Traffic volume in a market
The act of striving against individuals or groups, for the
purpose of achieving survival, income, pride, status, or
Competition other gain.
The level of understanding the outdoor advertising
Comprehension message.
Reduction in quoted base space rates usually earned by
Discount contract continuity.
Framed Posters on street side with visibility to vehicles
City Light and pedestrians.
Digital Digital advertisements which have plasma or LCD
Advertisements screens placed at or near the point of sale.
The degree of value delivered to an audience relative to
its space cost. Usually expressed as either CPM (cost per
Efficiency thousand) or CPP (Cost per gross rating point).
Represents the reasonable opportunities for advertising
Exposure to be seen and read. Common to all media.
The area of design made as a cutout that extends beyond
Extension the basic rectangular space of an advertising structure.
A research which provide rich qualitative data on market
and customer perceptions for such tasks as product
development and testing, advertising testing, consumer
Focus Group surveys, feasibility analysis, and brand image
Research development.
109
The average number of times an individual has the
opportunity to see an advertising message during a
defined period of time. Frequency (and reach) in outdoor
advertising is typically measured over a four week
Frequency period.
Gross Rating Point. GRP represent the number of
impression opportunities expressed as a percent of the
population of a specific market normally quoted on a
GRP daily basis.
Illuminated A lighted sign so that copy is visible at night.
Gas or air filled three-dimensional displays for use at
point-of-purchase or special events; usually taking the
shape of a product, trademarked character, etc. Can also
Inflatables be placed on bulletins.
The combined value of cover age and repetition. It is
determined by the number of people exposed to a poster
showing multiplied by the average number of times
Impact exposed during a 30-day period.
An agreement, oral or in writing, by which possession or
use of land or interests therein is given by the owner or
Lease other person to another person for a specified purpose.
A panel or group of panels or any painted display facing
the traffic in the same direction measured along the line
Location of travel.
Backlit advertising structure located at strategic points in
shopping malls; usually two or three-side, includes
Mall Displays directory format.
The defined area where an out-of-home company
operates; can also refer to coverage (percent of population
Market potentially exposed to the advertising).
The combination of media types used together to meet
Media Mix the objectives of a media plan.
Big powerful advertisement dedicated to all pedestrian
Mega Light and vehicular traffic with excellent illumination.
Mobile Mobile advertising accesses areas, where no other forms
Advertisements of Outdoor Media exist.
110
A truck equipped with one or more poster panel units.
The truck can either be parked at specified venues or
Mobile Billboard driven around designated localities.
Outdoor Advertising Association of America, a national
OAAA trade organization for outdoor advertising firms.
A sign that advertises products or services that are not
sold, produced, manufactured or furnished on the
Off-Premise Sign property where the sign is located.
A sign that advertises products or services that are sold,
produced, manufactured or furnished on the property
On-Premise Sign where the sign is located.
Outdoor Media that displays advertisements outside the home,
Advertising such as with highway and transit signs.
All advertising that is specifically intended to reach
consumers outside the home. Out of home includes, but
Out-of-Home is not limited to, outdoor media and radio.
Advertising message (not a designation sign) painted
directly on building surface for high impact visibility,
Painted wall often several stories high.
A license granted by the state and/or locality to authorize
Permit a sign structure on a site.
The smallest single point of light on a display that can be
turned on and off. For LED displays, a pixel is the
smallest block of light emitting devices that can generate
all available colors. For incandescent displays, a pixel is
Pixel an individual lamp on the matrix.
All the Outdoor advertising units in a market that are
operated by a single company. Sometimes the term refers
Plant to the outdoor company itself.
A m2 sign face on which copy can be changed monthly.
Poster paper is pasted to sign face to change copy. Also
Poster called a 30-sheet poster.
Advertising media with a surface area around 40 m2 and
more, (3 to 4 surfaces on each side) at very high-traffic
Prizma Billboard sites and is also called rotating billboard
111
The approximate percentage of a target audience's
population which will be potentially exposed to an
advertising message at least once during a specified
period of time. Reach is normally measured over four
Reach week periods.
Retention The information is transferred into long – term memory.
A painted display, panel or poster situated on a metal
Roof top signage construction structure erected on the roof of a building.
Create displays or vinyl cloth and can change message as
Rolling billboard needed to suit the needs of the advertising campaigns.
The process of moving the advertiser's message from one
painted display location to another at stated intervals in
Rotating billboard order to achieve more complete coverage of a market.
The color intensity of an image. An image high in
Saturation saturation will appear to be very bright.
A mode of message transition on display where the
Scrolling message appears to move vertically across the display
billboard surface
A group of poster panels distributed throughout a city or
marketing area displaying an advertiser's message.
Showing Usually displayed for a 30 day period.
Any structure used to display information regarding a
Sign product or service. An outdoor unit is a sign.
Stationary
Billboard Billboard situated on fixed place.
Advertising displays, many that provide a public
amenity, positioned at close proximity to pedestrians for
eye-level viewing or at a curbside to impact vehicular
traffic. Street furniture displays include, but are not
limited to transit shelters, newsstands/news racks, kiosks,
shopping mall panels, convenience store panels and in-
Street Furniture store signage.
(Strength, Weakeness, Opportunities and Threats) Simple
but powerful tool for identifying the opportunities open
SWOT to you and managing the threats you face.
112
The profile of the most desired consumer prospects for a
product or service, listed by characteristics such as
demography, lifestyle, brand or media consumption,
Target Audience purchase behavior, etc. Common to all media.
Advertising structure on taxicabs, either on roof or at rear.
Roof panels are called taxi tops and are generally backlit
Taxi Advertising at night.
Official agency of the federal, state or city governments
Traffic which regulates and studies traffic flow, and issues
department statistics on same.
Number vehicles that pass an off-premise sign in one
day. Traffic counts are obtained from the state highway
Traffic Count department.
Transit advertising contains displays affixed to moving
vehicles or in the common areas of transit terminals and
stations. Transit displays include, but are not limited to,
bus panels, train/rail panels, airport panels, taxi panels
Transit and mobile advertising signage (trucks).
A polymer-based material used for large format, usually
printed, advertising which is stretched around a sign face
Vinyl for display. This is Meadow Outdoor preferred medium.
Murals painted or attached directly onto the exterior
Wallscape surface of a building
Computer printed vinyl panels attached to the exterior of
vehicles, to carry advertising messages. Special
Translucent material is used over windows to allow the
Wrapped Vehicle image to fully cover the vehicle.
113
Creative outdoor advertising pictures, taken from sit e www. Ffickr.com
114