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Outdoor advertising

by-Edmond A. Bruneau, Owner  Creative Consultants Spokane, Wash.

When people think of Outdoor Advertising, they usually think
of the colorful billboards along our streets and highways.
Included in the "outdoor" classification, however, are benches,
posters, signs and transit advertising (the advertising on buses,
subways, taxicabs and trains).  They are all share similar
advertising rules and methods.

     Outdoor advertising reaches its audience as an element of the
environment.  Unlike newspaper, radio or TV, it doesn't have to be
invited into the home.  And it doesn't provide entertainment to
sustain its audience.

Some Outdoor Advantages

     *    Since it is in the public domain, Outdoor Advertising
          assuredly reaches its audience.  People can't "switch it
          off" or "throw it out."  People are exposed to it whether
          they like it or not.  In this sense, outdoor advertising
          truly has a "captured audience."

     *    It's messages work on the advertising principle of
          "frequency."  Since most messages stay in the same place
          for a period of a month or more, people who drive by or
          walk past see the same message a number of times.

     *    Particular locations can be acquired for certain
          purposes.  A billboard located a block in front of your
          business can direct people to your showroom.  Or you can
          reach rural areas efficiently by placing a billboard in
          each small town.

     *    Outdoor advertising is an excellent adjunct to other
          types of advertising you are doing.  In fact, it is most
          effective when coupled with other media.

Some Outdoor Disadvantages

     *    Outdoor advertising is a glance medium.  At best, it only
          draws 2-3 seconds of a reader's time.

     *    Messages must be brief to fit in that 2-3 second time
          frame.  Ninety-five percent of the time, either the
          message or the audience is in motion.

     *    The nature of the way you have to buy outdoor advertising
          (usually a three month commitment) is not conducive to a
          very short, week-long campaign.

     When you buy outdoor advertising, remember that location is
everything.  High traffic areas are ideal.  A billboard in an
undesirable area will do you little good.  Keep your message
concise (use only five to seven words) and make it creatively
appealing to attract readership.  Few words, large illustrations
(or photos), bold colors and simple backgrounds will create the
most effective outdoor advertising messages.