Positive and Negative Attributes of Outdoor Media »
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Positive Attributes
* Provides for 24-hour exposure of the advertising message.
* Offers creative flexibility for size, shape, coloration, and three-dimensional display.
* Is the second most geographically selective medium (behind direct mail).
* Offers the opportunity for advertising exposure at or near the point of product purchase.
* Is considered the most cost-efficient of all major media forms.
* Has unlimited reach potential.
* Allows delivery to multiple household members simultaneously (e.g.,
while members are in a car).
* Can be used to direct people to specific locations while they are traveling--commonly called directional boards.
* Can produce high levels of frequency.
* Can allow movement to be displayed.
Negative Attributes
* Does not allow for effective presentation of extended advertising copy.
* Has a short duration of message delivery--usually six to eight seconds for motorists to see and read.
* Offers limited demographic flexibility.
* Requires a relatively high out-of-pocket cost for broad coverage.
* Is not available in all geographic areas.
This resource is (c) NTC Books, and is excerpted from "Introduction To Advertising Media" by Jim Surmanek.
Positive Attributes
* Provides for 24-hour exposure of the advertising message.
* Offers creative flexibility for size, shape, coloration, and three-dimensional display.
* Is the second most geographically selective medium (behind direct mail).
* Offers the opportunity for advertising exposure at or near the point of product purchase.
* Is considered the most cost-efficient of all major media forms.
* Has unlimited reach potential.
* Allows delivery to multiple household members simultaneously (e.g.,
while members are in a car).
* Can be used to direct people to specific locations while they are traveling--commonly called directional boards.
* Can produce high levels of frequency.
* Can allow movement to be displayed.
Negative Attributes
* Does not allow for effective presentation of extended advertising copy.
* Has a short duration of message delivery--usually six to eight seconds for motorists to see and read.
* Offers limited demographic flexibility.
* Requires a relatively high out-of-pocket cost for broad coverage.
* Is not available in all geographic areas.
This resource is (c) NTC Books, and is excerpted from "Introduction To Advertising Media" by Jim Surmanek.