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Outdoor & Transit Media

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In this presentation, we will discuss about the various aspects of outdoor and transit media, like, the collaterals, positioning, costing etc. Also we will talk the advantages and limitation of …

In this presentation, we will discuss about the various aspects of outdoor and transit media, like, the collaterals, positioning, costing etc. Also we will talk the advantages and limitation of outdoor advertising.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html

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  • ...Outdoor media advertising reaches people on the go.OOH advertising is ideal for generating instant awareness and elevating the perception and credibility of a brand.
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  • 1. Chapter No.13 Page No. 230 Advertising and Sales Promotion ManagementOUTDOOR AND TRANSIT MEDIA OUTDOOR AND TRANSIT MEDIA TODAY’S OUTDOOR MEDIA OF ADVERTISING ARE NOTHING BUT A REFINEMENT OF THE ANCIENT METHODS OF DELIVERYING A MESSAGE TO A LARGE GROUP OF PEOPLE. THE MODERN OUTDOOR MEDIA INCLUDES OUTDOOR ADVERTISING IN SEVERAL FORMS SUCH AS POSTERS, BILL BOARDS, HOARDINGS,ROAD SIDE SIGNS, HIGHWAY ADVERTISING, TRANSIT ADVERTISING PLACED ON PUBLIC AND PRIVATE TRANSIT VEHICLES AND BUS, TRAIN AND AIR TERMINALS.
  • 2. Chapter No.13 Page No. 231 Advertising and Sales Promotion ManagementOUTDOOR AND TRANSIT MEDIA OUTDOOR AND TRANSIT MEDIA OUTDOOR ADS IS A 650 CRORE MARKET(1998) SHARED BY 80 DIFFERENT AGENCIES. THE RATE OF GROWTH IS 15% PER YEAR MUMBAI ITSELF ACCOUNTS FOR 20 % OF THE SPENDING OF OUTDOOR ADVERTISING. ANY AD CAMPAIGN IS CONSIDERED INCOMPLETE WITHOUT THE OUTDOOR SUPPORT.
  • 3. Chapter No.13 Page No. 231 Advertising and Sales Promotion ManagementOUTDOOR AND TRANSIT MEDIA OUTDOOR AND TRANSIT MEDIA OUTDOOR ADS HISTORY, CAN BE TRACED BACK TO WALL GRAPHICS OF THE STONE AGE. OUTDOOR’S POTENTIAL WAS RECOGNISED BY THE FOUNDER OF SELVEL THE LATE S.K. NICHOLSON IN 1941, WHO SET UP THE FIRST HOARDING AT GRANT ROAD ON SATTAR BUILDING. SOME AGENCIES IN THE FIELD ARE SELVEL, AAREN, MP PUBLICITY, SOLUS, SINE-FINE. etc
  • 4. Chapter No.13 Page No. 231 Advertising and Sales Promotion ManagementOUTDOOR AND TRANSIT MEDIA SPENDING ON OUTDOOR INDIA 10 PER CENT KOREA 8 PER CENT JAPAN 7 PER CENT MALAYSIA 1.1 PER CENT.
  • 5. Chapter No.13 Page No. 232 Advertising and Sales Promotion ManagementOUTDOOR AND TRANSIT MEDIA BUYERS OF OUTDOOR MEDIA TOBACCO COMPANIES TYRE COMPANIES SOFT DRINK COMPANIES CONSUMER GOODS COMPANIES – 80 % FINANCIAL ADVERTISERS - 20 % NO WHERE ELSE IN THE WORLD, FINANCIAL ADVERTISING IS DONE BY OUTDOOR MEDIA CINEMA HOARDING HAVE BECOME A THING OF THE PAST.
  • 6. Chapter No.13 Page No. 232 Advertising and Sales Promotion ManagementOUTDOOR AND TRANSIT MEDIA OUTDOOR VERSES OTHER MEDIA OUTDOOR ADVERTISING IS LITERALLY OUT OF DOOR. THE VIEWER HAS TO INCUR NO EXPENDITURE, NOR HE HASTO MAKE ANY EFFORT TO SEE AN OUTDOOR ADVERTISING, WHERE AS THIS IS NOT SO IN OTHER MEDIA. OUTDOOR ADS OFFER REPEAT OPPORTUNITIES FOR LOOKING AT THE AD MESSAGES. AN AD MESSAGE IS NOT BROUGHT TO THE AUDIENCE HERE THE AUDIENCE GO TO THE MESSAGE,
  • 7. Chapter No.13 Page No. 232 Advertising and Sales Promotion ManagementOUTDOOR AND TRANSIT MEDIA WHAT IS A BILL BOARD ? OUTDOOR ADVERTISING IS MOSTLY BILL BOARD ADVERTISING THE FIRST USE OF THIS ADVERTISING WAS IN PROMOTING THEATRICAL PROGRAMME. THE WORD BILL BOARD HAS ITS ORIGIN IN THE PLAYBILL POSTED OUTSIDE THE THEATRE THE WORD POSTER IS USED TO CONVEY AN ADVERTISING MESSAGE BIG POSTERS ARE CALLED BLEED POSTERS.
  • 8. Chapter No.13 Page No. 233 Advertising and Sales Promotion ManagementOUTDOOR AND TRANSIT MEDIA ADVANTAGE OF OUTDOOR MEDIA OUTDOOR OFFERS LONG LIFE. OFFERS GEOGRAPHIC SELECTIVITY, FLEXIBILITY OF MESSAGE TO SUIT A PARTICULAR SEGMENT. ADVERTISER CAN INCORPORATE THE NAMES AND ADDRESSES OF HIS LOCAL DEALERS. SHOPPERS ARE EXPOSED TO LAST MINUTE REMINDERS IT REINFORCES THE TV AND PRINT ADVERTISING.
  • 9. Chapter No.13 Page No. 234 Advertising and Sales Promotion ManagementOUTDOOR AND TRANSIT MEDIA LIMITATION OF OUTDOOR ADVERTISING COPY IS BRIEF,HENCE LIMITATION ON GETTING THE MESSAGE ACROSS THERE IS NO SELECTIVITY OF A PARTICULAR TYPE OF AUDIENCE. WHEN EMPLOYED ON NATIONAL BASIS– IT IS RELATIVELY EXPENSIVE. BLIND SPOT IS MOST DANGEROUS, THE QUESTION IS HOW TO CONTINUOUSLY CREATE NOVELTY IN HOARDINGS. IT TAKES MORE AND MORE MONEY EVERY YEAR TO ADVERTISE.
  • 10. Chapter No.13 Page No. 234 Advertising and Sales Promotion ManagementOUTDOOR AND TRANSIT MEDIA LOCATION FOR OUTDOOR ADVERTISING VALUE OF LOCATION DEPENDS PRIMARILY ON THE VISIBILITY OF THE SITE THE LONGER THE PANEL THE MORE EFFECTIVE IS THE LOCATION THE ANGLE OF THE PANEL WHEN THE TRAVEL IS SLOWER, THE OPPORTUNITY TO SEE AND READ IS GREATER. A CURVE,OR A DIVERSION ON A HIGHWAY OR A BLIND TURN, IS IDEAL.
  • 11. Chapter No.13 Page No. 235 Advertising and Sales Promotion ManagementOUTDOOR AND TRANSIT MEDIA NEON SIGNS THEY ARE ELECTRONICALLY CONTROLLED, MOVE AND FORM PATTERNS. LIGHT EMITTING DIODES, COMPUTER CARDS, AND CERTAIN BACKGROUND ARE USED. MOST USEFUL IN THOSE CITIES WHICH HAVE NIGHT LIFE. PROBLEMS WITH NEON SIGNS ARE, POWER SHARTAGE AND SECURITY HAZARDS.
  • 12. Chapter No.13 Page No. 236 Advertising and Sales Promotion ManagementOUTDOOR AND TRANSIT MEDIA TEN COMMANDMENTS OF OUTDOOR CREATIVE THE MESSAGE SHOULD BE BRIEF CONSISTING OF 3– 5 WORDS. THE MESSAGE SHOULD BE LEGIBLE. CAPITAL ARE USED FOR DISPLAY HEADINGS. COLOURS ARE USED TO CONTRAST EACH OTHER. RED AND GREEN ARE NOT READITY VISIBLE. BUILD A UNIQUELY RECOGNISABLE FORMAT OR LAYOUT .IT REQUIRES BRIEFEST EYE CONTACT TO IDENTIFY THE BRAND THE BRAND NAME WORKS HARDER IF IT PRECEDES THE SLOGAN CONT…
  • 13. Chapter No.13 Page No. 236 Advertising and Sales Promotion ManagementOUTDOOR AND TRANSIT MEDIA TEN COMMANDMENTS OF OUTDOOR CREATIVE USE GRAPHICS TO ORGANISE THE TEXT. THE KEY WORDS OR PHRASE CAN BE HIGHLIGHTED IN A COLOUR BOX. THE PICTURES THAT ARE MOST EFFECTIVE ARE THE PICTURES OF ORDINARY PEOPLE. TEASER CAMPAIGNS CAN BE EFFECTIVE. THE MORE INNOVATIVE, INTRIGUING AND HUMOROUS THE CREATIVE EXECUTION OF AN OUTDOOR AD IS, THE LESS MEDIA WEIGHT IT NEEDS
  • 14. Chapter No.13 Page No. 236 Advertising and Sales Promotion ManagementOUTDOOR AND TRANSIT MEDIA TRANSIT ADVERTISING IT IS INCLUDED IN OUTDOOR MEDIA. IT IS ABOUT 3.3 PER CENT OF TOTAL ADVERTISING BUSINESS AND 40 % OF OUTDOOR. IT IS MAINLY ADVERTISING ON THE PUBLIC TRANSPORT SYSTEM, SUCH AS CITY BUS, SUBURBAN RAIL SYSTEM AND ADVERTISEMENTS PLACED ON RAILWAY STATIONS, BUS STANDS AND AIR TERMINALS.
  • 15. Chapter No.13 Page No. 238 Advertising and Sales Promotion ManagementOUTDOOR AND TRANSIT MEDIA ADVANTAGES OF TRANSIT ADVERTISING TRANSIT ADVERTISING IS ESSENTIALLY A LOW COST MEDIUM. IT OFFERS A SURE EXPOSURE AND REPETITIVENESS. IT REACHES A LARGE POPULATION WHICH IS CONTINUALLY ON THE MOVE. IT HAS A LONG EXPOSURE. IT PREVENTS A FAIRLY LONG COPY.
  • 16. Chapter No.13 Page No. 239 Advertising and Sales Promotion ManagementOUTDOOR AND TRANSIT MEDIA NEW TRENDS SOME MARKETERS USE HOARDINGS AS THE ONLY MEDIUM DURING THE LAUNCH OF A PRODUCT. TELECOM SECTOR COMPANIES ARE MAKING USE OF HOARDINGS TO CREATE PUBLIC AWARENESS FRAGMENTED AUDIENCE OF TV AND CLUTTER OF ADS HAVE REVIVED INTEREST IN HOARDINGS. 3-D VISUALS, GLOW SIGNS AND KIOSKS,DIGITAL IMAGING, BACKLIT DISPLAY, ELECTRONIC DISPLAYS INCLUDING L E D etc.
  • 17. Chapter No.13 Page No. 240 Advertising and Sales Promotion ManagementOUTDOOR AND TRANSIT MEDIA EVALUATION OF OUTDOOR (OSCAR STUDY) BY MODE, AAREN AND O& M CONDUCTED IN MUMBAI TO EVALUATE HOARDINGS SITES IN MUMBAI AND DEVELOP WEIGHTAGE INDEX BASED ON SUCH CRITERIA AS VISIBILITY, HEIGHT AND ILLUMINATION, ANGLE, COMPETITION, DEFLECTION & OBSTRUCTION. THE AIM WAS TO INDICATE A GROSS OTS (OPPORTUNITY TO SEE ) FOR EACH HOARDING. CONT….
  • 18. Chapter No.13 Page No. 240 Advertising and Sales Promotion ManagementOUTDOOR AND TRANSIT MEDIA EVALUATION OF OUTDOOR CRITERIA THAT SHOULD BE INCLUDED: PEDESTRIANS AND VEHICLES PASSING, NEARNESS TO OTHER NEARBY MESSAGES THAT MIGHT INTERFERE, THE AMBIENCE THAT CAN NEGATIVELY AFFECT THE BRAND IMAGE AND AVAILABILITY OF EFFECTIVE NIGHTTIME ILLUMINATION. EVLUATION OF MOVING MEDIA SHOULD CONSIDER THE TRAFFIC AND THE POPULATION OF INDIVIDUL ROUTES AND THE ANALYSIS OF THE LIFE-STYLE OF THE POPULATION ALONG THE ROUTE.
  • 19. Chapter No.13 Page No. 240 Advertising and Sales Promotion ManagementOUTDOOR AND TRANSIT MEDIA EVALUATION OF OUTDOOR PORTLAND’S PSV MODEL IT EVALUATES AND GRADES DIFFERENT SITES BASED ON CLARITY OF VISION, OBSTRUCTIONS, CLUTTER, COMPETITION, VIEWING HABBITS AND TRAFFIC DENSITY. BY EVALUATING THE RELATIVE VALUE OF THE SITES PSV HELPS IN BETTER ALLOCATION AND OPTIMIZATION OF OUTDOOR AND BUDGETS. IT ALLOWS THE ADVERTISERS AND AGENCIES TO SELECT THE SITES WITH MAXIMUM IMPACT.
  • 20. “Like” us on Facebook:  p // /http://www.facebook.com/welearnindia “Follow” us on Twitter:http://twitter.com/WeLearnIndiahttp://twitter com/WeLearnIndiaWatch informative videos on Youtube: http://www.youtube.com/WelingkarDLP