media planning alternative media selection - outdoor advertising

Juangui Estrada – Planning Media II

Media Work Plan– Part II

Alternative Media Selection


Outdoor Advertising – Reasons for using

Wide coverage of local markets

Is able to build large local coverage of the mobile population in many markets in a 30-day period.

However, this coverage does not represent reading of the messages, only potential exposure to them.



http://adddesignlab.com/cas/


Wide coverage of local markets – High frequency



Estrada, J. c.2011 Inédita

Administración de Medios II

Outdoor Advertising – Reasons for

using

High frequency

Billboards also have high frequency in reaching

the mobile population of a market.

It is in this area that billboards are strongest.




Outdoor Advertising – Reasons for using Largest Print Ad Available

Size is powerful attraction. Outdoor advertising allows the advertiser to buy the largest print ad available.

The use of attractive color printing plus dramatic lighting and at times, moving portions and even live models, offer the advertiser great attention-getting

power.




Largest Print Ad Available



Estrada, J. c.2011 Inédita



Geographic Flexibility

Can be used locally, regionally, and nationally.

Even within any given market, it is possible to add

emphasis wherever desired.

Movable billboards enable an advertiser to concentrate

messages in places where are no fixed positions.




Outdoor Advertising – Reasons for using High Summer Visibility

Media plans often include billboards in the summer because the increase the visibility of a brand name at a

time when people are traveling.

Warmer weather encourages people to take to their cars, and it is possible to reach them through

billboards and other outdoor signs.





Around-the-Clock Exposure

Because many billboards on main thoroughfares are

lighted, anyone passing at any time of day or night can

see the message.

As long as there is a mobile population, this is an

opportunity for exposures.





Simple Copy Theme and Package Identification

When message is relatively short and simple and the

package is distinctive, outdoor advertising can be an

excellent way to attract attention and build frequency

for message.

Building brand awareness is a strength of the medium.




Simple Copy Theme and Package Identification



Estrada, J. c.2011 Inédita.


Outdoor Advertising – Limitations

Simple Messages

No Guarantee of High Recall

High cost

Limited Availability of Best Locations




Outdoor Advertising

Cas Inmobiliario S.A. consultado en enero 2013:


BARON, Roger; SISSORS, Jack. “Advertising

Media Planning”, Seventh Edition, 2010






media planning alternative media selection - outdoor advertising

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