Kinds of Outdoor advertising
The following are some of the kinds of outdoor advertising.
- Vehicular Advertising
- Field Signs
- Advertisement Boards
- Electrical displays
- Sky Advertising
1. Advertising through Posters
These are usually pasted on walls. Such a method of outdoor advertising is also known as ‘Mural Advertising’. A poster can create a very good visual effect.
Posters are less expensive too. It should be prepared in such a manner that it looks attractive and is capable of conveying the idea at a glance. It is only the passersby who look at the posters. They are always in a hurry to go. The poster must, therefore, convey the idea briefly. It must also make use of suitable and attractive colours and pictures.
Catchy and humorous phrases written in bold letters on posters can also help to get the attention of the public. Care must be taken to ensure that posters do not turn out to be traffic hazards.
2. Vehicular Advertising
The advertisement matter may be painted both inside and outside vehicles such as vans, buses, trains and so on. Posters may also be pasted on vehicles.
If the advertisement matter is placed inside the vehicle, the traveling public will have considerable time to observe it. It provides greater coverage as a large number of passengers travel in buses and trains. Those who travel regularly see the advertisement often and this gives memory value to the advertisement.
The advertisement matter painted on the outer body of the vehicle or the advertisement board fitted in the vehicle enables the passersby to look at it often. This is also beneficial as it enables the public to be familiar with the advertisement.
It is important that the subject matter of advertisement placed in vehicles should be brief. If it is lengthy, the public may not have patience to go through it.
3. Advertising through Field Signs
These are large boards placed along the railway route and can be seen from the windows of the train. The subject matter of advertisement in this case must be legible as the passengers in the moving train will see it in a flash. The message must be very short otherwise it will go unread.
Usually, the brand name is written using colours so that maximum legibility is secured. The field signs are merely used as reminders and these contain just the brand name.
4. Advertisement Boards
These are kept at certain fixed places where people frequently assemble like bus stops, railway stations, etc. In suburban stations, the passengers stay only for a brief while. They may not have enough time to look at the advertisement boards kept there.
On the other hand, in long distance stations, the passengers wait for a longer time to board the train. Their friends and relatives also come to the station to see them off. Such a place is more suitable to keep advertisement boards containing more information.
5. Advertising through Electrical Displays
Many advertisers use advertisement boards illuminated with colour lights these days particularly in big cities and towns. Such an electrically operated mechanism also changes colours in short intervals to attract the attention of the passersby. The mechanism can also give movement effect to the object that forms part of the advertisement matter.
Electrical displays can give a very good effect particularly during evening and night hours. But these are expensive to install and operate.
6. Sky Advertising
It includes notices, pamphlets etc., that are dropped from Aeroplanes / helicopters. Huge inflated balloons, bearing the brand name or brand mark of a company’s product, floated from tall buildings will also form part of sky advertising.
7. Advertising through Sandwichmen
They are hired persons who move in a procession carrying placards and distributing notices in busy places. They also play musical instruments sometimes to attract the attention of the passersby.
Cinema theatres usually employ sandwichmen particularly in rural places to announce the release of a film. Those who organize circus or exhibition also use this kind of advertising.
Advantages of Outdoor Advertising
1. Outdoor advertisements are the best medium to inform the moving population.
2. It is less expensive.
3. It can be displayed at a place where best impact can be created.
4. Once an advertisement board is installed at a place, it usually remains there for a fairly longer period. Thus, it creates a lasting impression on the public.
5. Pictures and paintings enhance the value of outdoor advertisements.
Disadvantages of Outdoor Advertising
1. Outdoor advertisements can create only visual effects.
2. It conveys limited information.
3. The effectiveness of outdoor advertisement cannot be easily measured.
4. Outdoor advertising by itself is not adequate. It can only supplement all other media of advertising.
5. Although outdoor advertising provides attention and memory values, it is doubtful whether it will provide action value.