Marketing Communications
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Details
Textbook:
Pages : 370; Paperback;
210 X 275 mm approx.
Suggested Case Studies
Workbook:
Pages :
299; Paperback;
210 X 275 mm approx, Sample Applied Theory Questions
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Textbook Price: Rs. 750;
Workbook Price: Rs. 700;
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Detail Table of Contents
Outdoor Advertising : Chapter 11
SUMMARY:
Outdoor advertising refers to advertising activities carried on by a firm using public display media. Outdoor advertising includes signs, billboards, posters, aerial and transit displays.
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with various designs to attract the attention of customers towards the message. Hoarding is a large board used for displaying advertisement posters. Hoardings are usually erected on roadsides or in locations that attract huge crowds. Their large size and the colorful images that appear on them make hoardings popular with customers. Firms also use mobile billboards for advertising. A billboard is placed on the back of a mobile truck and driven along the city routes, through which prospective customers are expected to travel.
Outdoor advertising entered a new phase when firms took to advertising on media like balloons, inflatables, transit vehicles, and public places like bus shelters, railway stations and airports. These modes of outdoor advertising have increased the effectiveness of advertisers’ messages and have also facilitated target advertising.
At present, more and more marketers from varied industries are turning to outdoor advertising to increase the effectiveness of their promotional campaigns. Telecom service providers like Tata Indicom, Bharathi Mobile Ltd., Reliance Infocomm and Hutchison have already allotted a major portion of their advertising budgets for outdoor advertising. The benefits of outdoor advertising are: better reach, cost efficiency, ability to reach specific target audience, scope for creativity, longevity and constant exposure. Apart from these benefits, outdoor advertising also helps in enhancing the effectiveness of advertisements run in other traditional media like radio, television, newspapers and magazines.
