Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

11-1

Outdoor Advertising

Outdoor advertising offers significant variety:

Posters

Backlit Posters

Superboards (Spectaculars)

Mall Posters

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

11-2

Outdoor Advertising

Other alternatives include:

Electronic Signage

Street Level Advertising

Transit Shelters

Wall Banners and Murals

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

11-3

Out-of-Home Advantages

1. Reach and Frequency

2. Geographic Flexibility

3. Size and Quality of Message

4. Compatibility with Other Media

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

11-4

Out-of-Home Disadvantages

1. Creative Limitations

2. Lack of Target Selectivity

3. Costs

4. Lack of Prestige

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

11-5

Buying Outdoor Space

Space is quoted on a 4-week basis. Minimum purchase of 12-weeks apply to some forms of outdoor.

Space is purchased on the basis of GRPs (e.g., 100 GRPs = the equivalent of 100% market coverage). With outdoor you reach the same people frequently.

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

11-6

Transit Advertising

Transit options include:

Interior CardsOverhead Cards

Door Cards

Exterior Cards Superbuses and Murals Station Posters and Backlits

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

11-7

Innovative Transit Ad Concepts

Numerous innovative concepts are being tested.

Stair Risers

Ceiling and Floor Decals

Station Domination

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

11-8

Advantages of Transit

1. Continuous Exposure

2. Reach and Frequency

3. Market Coverage

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

11-9

Disadvantages of Transit

1. Lack of Target Selectivity

2. Media Environment

3. Creative Limitations

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

11-10

Unique Forms of Advertising

Advertising can reach consumers in unique and unexpected ways:

Airport Display Ads

Bar, Restaurant and Hotel Ads

Washrooms

Benches

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

11-11

Unique Forms of Advertising

Other innovative alternatives include: Elevator Advertising Arena and Stadium Advertising Supermarket and Other Retail Advertising Taxicabs Theatre Screens

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

11-12

Point-of-Purchase

Advertising at point-of-purchase is designed to:

1. Build traffic

2. Advertise the brand

3. Encourage impulse buying

70% of brand decisions are made in the store!

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

11-13

Point-of-Purchase Advertising

• Store Signs

• Display Shippers

• Display Cards

• Ad Pads and Shelf Ads

• Grocery Carts

• Floor Ads

• Vending Machines

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

11-14

Point-of-Purchase Advantages

1. Impulse Buying

2. Message Reinforcement

3. Receptiveness

4. Last Chance (Deciding Factor)

5. Merchandise Tie-ins

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell©2003 Pearson Education Canada Inc.

11-15

Point-of-Purchase Disadvantages

1. Clutter

2. Placement

3. Waste