OUTDOOR+ADVERTISING

=What is outdoor advertising? = An outdoor sign is used for public to promote a product or service (Tuckwell, 2009, p. 315). ** Various Forms of Outdoor Advertising ** ** // Posters (billboards) // ** The poster is composed of special paper designed to withstand the wear and tear outside such as wind, rain, snow, and others. Posters are strategically located on major routes. It can be horizontal or vertical. Billboards along major angles are the most common form of outdoor advertising. It is 210 years old. It has been used since the 1800s (Clow and Baack, 2010, p. 224). **[|Top 10 Atheist Billboards]** **// Backlit // ** A backlit (often called a backlight) is a luminous sign containing advertising graphics printed on translucent polyvinyl material. At night, the lighted display a three-dimensional effect (Tuckwell, 2009, p. 316). Simply speaking, it is the poster that can become light for advertising at the evening.Scrolling backlight is a recent innovation. **[|Scrolling lightbox]** // **Superboards (Spectaculars) ** // A superboard or spectacular is an oversized display unit positioned at high volume traffic locations, but it is usual beyond the budgets of most advertisers (Clow and Baack, 2010, p.225). // **Mall Poster ** // It locates inside of the shopping mall, these posters are seen at eye level as consumers are shopping (Tuckwell, 2009, p. 315). 
 * //Transit Shelters//** It consists of two backlit posters in the front or on the backof bus stop for the whole evening (Tuckwell, 2009, p. 318).

It displays advertising messages electronically. They are generally located in large urban across Canada (Tuckwell, 2009, p. 317-318). **//Full-motion video screens//** The screens are remotely programmable and digital signs. They provide advertisers with the flexibility to change creative quickly (Tuckwell, 2009, p. 318-319). [|Out Of The Box Media Goes Mainstream] // **Street-Level Advertising ** // Street-level units are also light and positioned close to high-traffic streets in the downtown cores of major markets. **[|Street-Team Marketing]** A recent innovation is the mega-column that is a tall structure by using three-sided pillars that feature advertising on two sides and municipal information on the third (Tuckwell, 2009, p. 319). **//Mall Banners and Murals//** Banners are the framed and mounted banners on the outside of a building. Mural banner advertisement is hand-painted outdoor extravaganzas (pictures) on the sides of buildings (Tuckwell, 2009, p.320).
 * // Digital Signs //**

1. Reach key geographic areas broadly 2. Target flexibility for local ads by content flexibility 3. Large size, high quality of spectacular message possible 4. Media compatibility 5. Create product awareness 6. The long life of billboard 7. High frequency on major commuter routes // 8. // Low cost per impression (see the right chart)
 * // Signs on cabs, buses, park benches, and fences of sports arenas are other types of outdoor advertising. A blimp flying above a major sporting event is also a form of outdoor advertising. //** **Advantages & Disadvantages of outdoor advertising ** Advantages:

//Disadvantages:// 1. Short exposure time (Try to overcome this drawback, billboard spots should locate the major arteries such as traffic jam, traffic stops for signals or at stop signs. ) 2. Only brief messages and lack of prestige due to lacking of creative and unobtrusive medium, 3. Little segmentation possible 4. Cluttered travel routes <span style="color: #0000ff; display: block; font-family: 'Times New Roman',Times,serif; font-size: 14pt; text-align: left;">** Design considerations for outdoor ** **// Careful identification of brand name //** LED, GPS, Wireless communications, and digital display technology have transformed out door advertising. LED is the most popular one. Movement and lighting through LED technology are added to the attention-capturing qualities of billboards. There are animated videos in Times Square in New York. CBS Outdoor uses a system called SMART-Strategic Mapping and Response Tool. It provides some related traffic flow and traffic volume information, and geodemographic mapping for outdoor advertising to target specific ethnic neighbourhoods with advertising in the appropriate language. ** //Specialization and fragmentation in other media, especially radio and TV which has led to more outdoor.// (Clow and Baack, 2010, p.225-226) ** Space is purchased on the basis of GRPs. 100 GRPs is the equivalent of 100% market coverage. GRP=Reach * Frequency. Reach Formula=the number of households tuned in/ the number of households in area Frequency Formula= Total Exposures/Reach (Tuckwell, 2009, p.322-323). In the conclusion, outdoor advertising becomes more and more popular and critical for IMC program all of the world.
 * // Grab attetnions by cutting out extension //**
 * //Carefully use bold colors and contrast// **
 * // Use simple, clear, easy-to-read fonts and approriate size //**
 * // Size the copy and place about products //**
 * (Tuckwell, 2009, p. 322-340).**
 * <span style="display: block; font-family: 'Times New Roman',Times,serif; font-size: 14pt; line-height: 200%; text-align: center;">The factors contributing to outdoor advertising’s popularity are **
 * //<span style="color: #0000ff; font-family: 'Times New Roman',Times,serif; font-size: 12pt; line-height: 200%;">New technology has transformed outdoor into a dynamic and interactive medium. //**
 * <span style="color: #0000ff; display: block; font-family: 'Times New Roman',Times,serif; font-size: 14pt; line-height: 200%; text-align: center;">Buying Outdoor Media Space ** Space is quoted on a 4-week basis.
 * <span style="color: #0000ff; display: block; font-family: 'Times New Roman',Times,serif; font-size: 14pt; line-height: 200%; text-align: center;">Outdoor Media Research ** The Canadian Outdoor Measurement Bureau (COMB) is responsible for compiling reliable data and information about outdoor advertising (Tuckwell, 2009, p.315).

Kenneth, E. C., Donald, B. (2010). Intergrated Advertising, Promotion, and Marketing Communications. 4th ed., Canada: Pearson. Keith J. T. (2009). CANADIAN ADVERTISING IN ACTION. 8thed, Toronto: Pearson.