Chap 9/ T13 Pros & Cons of Outdoor Advertising (a) 8 Pros: (4)…
Chap 9/ T13 Pros & Cons of Outdoor Advertising
a) 8 Pros:
Have larger print space, colors, other elements to attract viewers.
5) Ability to create awareness
Bring high level of awareness to others.
3) Geographic Flexibility
Can be placed along highway, billboards...
Have better coverage than TV / Magazines / Newspaper by comparing the cost and effectiveness.
Purchase cycles = 30-day peroids
Can often lead to sales/ Increase sales
1) Wide coverage of local markets
Good placement = High level of reach
8) Production Capabilities
Modern technologies are able to reduced production time.
b) 6 Cons:
Due to high frequency of exposures, people can get bored / tired of the same ads.
2) Limited message capabilities
Time people passed by the outdoor ads, exposure time = short
Need to rely heavily on image / visuals to capture their attention instead of lengthy words.
5) Measurement problems
1) Waste of coverage
Might not reach specific audiences.
Cover everyone preferences.
6) Image problems