Outdoor Advertising Outdoor advertising offers significant variety Posters

Outdoor Advertising Outdoor advertising offers significant variety: Ø Posters Ø Backlit Posters Ø Superboards (Spectaculars) Ø Mall Posters 1 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Outdoor Advertising Other alternatives include: Ø Electronic Signage Ø Street Level Advertising Ø Transit Shelters Ø Wall Banners and Murals 2 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Out-of-Home Advantages 1. Reach and Frequency 2. Geographic Flexibility 3. Size and Quality of Message 4. Compatibility with Other Media 3 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Out-of-Home Disadvantages 1. Creative Limitations 2. Lack of Target Selectivity 3. Costs 4. Lack of Prestige 4 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Buying Outdoor Space is quoted on a 4 -week basis. Minimum purchase of 12 -weeks apply to some forms of outdoor. Space is purchased on the basis of GRPs (e. g. , 100 GRPs = the equivalent of 100% market coverage). With outdoor you reach the same people frequently. 5 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Transit Advertising Transit options include: Ø Interior Cards Overhead Cards Door Cards Ø Exterior Cards Ø Superbuses and Murals Ø Station Posters and Backlits 6 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Innovative Transit Ad Concepts Numerous innovative concepts are being tested. § Stair Risers § Ceiling and Floor Decals § Station Domination 7 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Advantages of Transit 1. Continuous Exposure 2. Reach and Frequency 3. Market Coverage 8 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Disadvantages of Transit 1. Lack of Target Selectivity 2. Media Environment 3. Creative Limitations 9 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Unique Forms of Advertising can reach consumers in unique and unexpected ways: ü Airport Display Ads ü Bar, Restaurant and Hotel Ads ü Washrooms ü Benches 10 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Unique Forms of Advertising Other innovative alternatives include: § Elevator Advertising § Arena and Stadium Advertising § Supermarket and Other Retail Advertising § Taxicabs § Theatre Screens 11 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Point-of-Purchase Advertising at point-of-purchase is designed to: 1. Build traffic 2. Advertise the brand 3. Encourage impulse buying 70% of brand decisions are made in the store! 12 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Point-of-Purchase Advertising • Store Signs • Grocery Carts • Display Shippers • Floor Ads • Display Cards • Vending Machines • Ad Pads and Shelf Ads 13 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Point-of-Purchase Advantages 1. Impulse Buying 2. Message Reinforcement 3. Receptiveness 4. Last Chance (Deciding Factor) 5. Merchandise Tie-ins 14 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Point-of-Purchase Disadvantages 1. Clutter 2. Placement 3. Waste 15 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.