how to create outdoor advertising

8/13/2019 How to Create Outdoor Advertising

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Graciela Kahn, Marina Moser, & AaRegal


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Definition

Outdoor advertising, also known as out ofhome advertising(a term coined by its

advocates), is a mass media

communication strategy that includes an

advertisement presented in the public

sphere.


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Pros

Greater exposure Custom placement

Brand development

May promote interactivity

Can become part of the

community identity

Message must be Requires long-term

commitment

Method is passive

May be difficult to

Some find it intrus

Cons


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Five Ws

Who will see it? (who uses that bus, lives in that neighborhood, etc.)

What format is best for our message? (ebillboards have different connotations.)

When is the right time? (It depends, consider the tradeoff betwquantity)

Where should we place ads? (identify target market aplaces they normally use.)

Why advertise outdoors?(increase your visibility and broade


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Things to Consider

Demographicso American FactFinder, Claritas, CRM Syste Laws and Regulations

o Special Zoning Districts

Organization Budgeto Location vs. Quantity


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Guerrilla Marketing

Advertising that uses surprise and/or unconventional

interactions for promotion of a product, service, or

idea.

This personal interaction based channel typically has a

smaller budget, and it employs small groups of

promoters that cover a particular location as opposed

to wide-spread media campaigns.1

http://www.investopedia.com/terms/g/guerrilla-marketing.asp


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Bibliography

1. Outdoor Advertising Association of America Inc.http://www.oaaa.org/

2. CBS Outdoor - www.cbsoutdoor.com

3. Kosofsky Glassberg, Brooke, New Ad City, Breaking down the cost of getting our attention. MYMag Nov, 28, 200

http://nymag.com/nymetro/news/people/columns/intelligencer/15156/

4. The City of New York, Zoning Resolution (Web Version)http://www.nyc.gov/html/dcp/pdf/zone/art08c01.pdf

5. Rutkoff, Aaron, Good Taste in Times Square? Its Illegal, The Wall Street Journal.Aug, 12, 2010

http://blogs.wsj.com/metropolis/2010/08/12/tasteful-in-times-square-theres-a-law-against-that/

6. UNICOM, Graphic Communications, Its all about exposure. http://unicomgc.com/en/product/outdoor-advertisin

7. Clear Channel Outdoor- clearchanneloutdoor.com

8. Blue Line Media- www.bluelinemedia.com

9. MTA Advertising & Telecommunications http://web.mta.info/mta/realestate/ad_tele.html

10. Edwards, Jim, Here's How Much It Actually Costs To Buy One Of Those Times Square Billboards. Business Ins

http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12

11. Robertson, Tanya. The Advantages & Disadvantages of Billboards As an Advertisement Tool. Small Business C

http://smallbusiness.chron.com/advantages-disadvantages-billboards-advertisement-tool-16143.html
http://www.oaaa.org/http://www.cbsoutdoor.com/http://nymag.com/nymetro/news/people/columns/intelligencer/15156/http://www.nyc.gov/html/dcp/pdf/zone/art08c01.pdfhttp://blogs.wsj.com/metropolis/2010/08/12/tasteful-in-times-square-theres-a-law-against-that/http://unicomgc.com/en/product/outdoor-advertising/http://www.bluelinemedia.com/bus-advertising/new-york-city-ny?gclid=CMrZnsOForwCFTHNOgodHS8AiQhttp://web.mta.info/mta/realestate/ad_tele.htmlhttp://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://smallbusiness.chron.com/advantages-disadvantages-billboards-advertisement-tool-16143.htmlhttp://smallbusiness.chron.com/advantages-disadvantages-billboards-advertisement-tool-16143.htmlhttp://smallbusiness.chron.com/advantages-disadvantages-billboards-advertisement-tool-16143.htmlhttp://smallbusiness.chron.com/advantages-disadvantages-billboards-advertisement-tool-16143.htmlhttp://smallbusiness.chron.com/advantages-disadvantages-billboards-advertisement-tool-16143.htmlhttp://smallbusiness.chron.com/advantages-disadvantages-billboards-advertisement-tool-16143.htmlhttp://smallbusiness.chron.com/advantages-disadvantages-billboards-advertisement-tool-16143.htmlhttp://smallbusiness.chron.com/advantages-disadvantages-billboards-advertisement-tool-16143.htmlhttp://smallbusiness.chron.com/advantages-disadvantages-billboards-advertisement-tool-16143.htmlhttp://smallbusiness.chron.com/advantages-disadvantages-billboards-advertisement-tool-16143.htmlhttp://smallbusiness.chron.com/advantages-disadvantages-billboards-advertisement-tool-16143.htmlhttp://smallbusiness.chron.com/advantages-disadvantages-billboards-advertisement-tool-16143.htmlhttp://smallbusiness.chron.com/advantages-disadvantages-billboards-advertisement-tool-16143.htmlhttp://smallbusiness.chron.com/advantages-disadvantages-billboards-advertisement-tool-16143.htmlhttp://smallbusiness.chron.com/advantages-disadvantages-billboards-advertisement-tool-16143.htmlhttp://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://www.businessinsider.com/what-it-costs-to-advertise-in-times-square-2012-12http://web.mta.info/mta/realestate/ad_tele.htmlhttp://web.mta.info/mta/realestate/ad_tele.htmlhttp://www.bluelinemedia.com/bus-advertising/new-york-city-ny?gclid=CMrZnsOForwCFTHNOgodHS8AiQhttp://www.bluelinemedia.com/bus-advertising/new-york-city-ny?gclid=CMrZnsOForwCFTHNOgodHS8AiQhttp://unicomgc.com/en/product/outdoor-advertising/http://unicomgc.com/en/product/outdoor-advertising/http://unicomgc.com/en/product/outdoor-advertising/http://blogs.wsj.com/metropolis/2010/08/12/tasteful-in-times-square-theres-a-law-against-that/http://blogs.wsj.com/metropolis/2010/08/12/tasteful-in-times-square-theres-a-law-against-that/http://blogs.wsj.com/metropolis/2010/08/12/tasteful-in-times-square-theres-a-law-against-that/http://blogs.wsj.com/metropolis/2010/08/12/tasteful-in-times-square-theres-a-law-against-that/http://blogs.wsj.com/metropolis/2010/08/12/tasteful-in-times-square-theres-a-law-against-that/http://blogs.wsj.com/metropolis/2010/08/12/tasteful-in-times-square-theres-a-law-against-that/http://blogs.wsj.com/metropolis/2010/08/12/tasteful-in-times-square-theres-a-law-against-that/http://blogs.wsj.com/metropolis/2010/08/12/tasteful-in-times-square-theres-a-law-against-that/http://blogs.wsj.com/metropolis/2010/08/12/tasteful-in-times-square-theres-a-law-against-that/http://blogs.wsj.com/metropolis/2010/08/12/tasteful-in-times-square-theres-a-law-against-that/http://blogs.wsj.com/metropolis/2010/08/12/tasteful-in-times-square-theres-a-law-against-that/http://blogs.wsj.com/metropolis/2010/08/12/tasteful-in-times-square-theres-a-law-against-that/http://blogs.wsj.com/metropolis/2010/08/12/tasteful-in-times-square-theres-a-law-against-that/http://blogs.wsj.com/metropolis/2010/08/12/tasteful-in-times-square-theres-a-law-against-that/http://blogs.wsj.com/metropolis/2010/08/12/tasteful-in-times-square-theres-a-law-against-that/http://blogs.wsj.com/metropolis/2010/08/12/tasteful-in-times-square-theres-a-law-against-that/http://blogs.wsj.com/metropolis/2010/08/12/tasteful-in-times-square-theres-a-law-against-that/http://blogs.wsj.com/metropolis/2010/08/12/tasteful-in-times-square-theres-a-law-against-that/http://www.nyc.gov/html/dcp/pdf/zone/art08c01.pdfhttp://www.nyc.gov/html/dcp/pdf/zone/art08c01.pdfhttp://nymag.com/nymetro/news/people/columns/intelligencer/15156/http://nymag.com/nymetro/news/people/columns/intelligencer/15156/http://www.cbsoutdoor.com/http://www.cbsoutdoor.com/http://www.oaaa.org/http://www.oaaa.org/


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