Chap 9/ T13 Pros & Cons of Outdoor Advertising

a) 8 Pros:

b) 6 Cons:

3) Wear-out

4) Cost

2) Limited message capabilities

5) Measurement problems

1) Waste of coverage

6) Image problems

4) Creativity

5) Ability to create awareness

3) Geographic Flexibility

6) Efficiency

2) Frequency

7) Effectiveness

1) Wide coverage of local markets

8) Production Capabilities

Good placement = High level of reach

Purchase cycles = 30-day peroids

Can be placed along highway, billboards...

Have larger print space, colors, other elements to attract viewers.

Bring high level of awareness to others.

Have better coverage than TV / Magazines / Newspaper by comparing the cost and effectiveness.

Can often lead to sales/ Increase sales

Modern technologies are able to reduced production time.

Might not reach specific audiences.

Cover everyone preferences.

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.

Due to high frequency of exposures, people can get bored / tired of the same ads.