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Ten reasons why_government


advertising,outdoor advertising

advertising,outdoor advertising

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  • 1. 10 reasons why Government campaigns should use Outdoor
  • 2. Outdoor is available everywhere
    Outdoor is a national, regional and local medium and can be used imaginatively
    Plan government communications by postcode, health authority, proximity to schools, accident hotspot, ethnicity group, housing type…
    Sophisticated planning tools can customise any campaign by target group or budget
  • 3. Direct communications work, and really influence behaviour
    Direct Government communications represent a highly cost-effective way to influence the behaviour of millions of people
    Wherever Government needs to encourage behaviour change, direct communications are a vital tool
  • 4. On public land and property
    Outdoor media are frequently based on land or amenities managed by local government
    It makes sense for public messages to appear in a public space
    Outdoor is preferred comms partner for many government initiatives
  • 5. Outdoor offers a truly broadcast medium: it excludes no-one
    The message can be seen and shared by everyone – public space is important for shaping public opinion
    Outdoor can also zoom in on particular audiences and environments: poorer neighborhoods, student campuses, gay nightclubs, areas of low employment etc
  • 6. Historical usage
    Local Government and the COI have successfully used a range of outdoor to promote their varied messages
    Campaigns vary from tax returns to navy recruitment, dog waste to fitter lifestyles, flu jabs to drink driving, benefit claims to sexual health
  • 7. Outdoor can place messages in the most relevant places
    The relevant placement of the ad can place content at exactly the right time and location
    Outdoor will let you target a very wide range of environments
  • 8. Outdoor is a creative visual medium
    Strong creative work can convey the message in a powerful way
    Outdoor is the strongest visual medium, with the ability to grab attention and etch a message into the brain
  • 9. Longevity of message = more chance of reaching target with high frequency
    Unlike other media the message will be displayed 24 hours a day, 7 days a week
    That means a chance for everyone to see it, potentially many times
    No other medium combines the twin virtues of high cover and high frequency
  • 10. Outdoor: still the political parties’ favourite announcement vehicle
    Outdoor’s share of political parties’ advertising at the last general election was 30%*, and 59%* in the case of the Conservatives
    When it’s a question of winning public support for a cause, outdoor always has a role to play
    *Source: NMR Mar-May 2010, all media inc door drops, online and direct mail
  • 11. Outdoor: proven effective in communicating key messages
    • There are many examples where government, political organisations and charities have used outdoor effectively
    • 12. These campaigns show an excellent return on advertising investment in engagement and message outtake