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ADV305_Apr%2027 - 20090427 ADV305 The Fundamentals of...

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2009 04 27 1 Using Out of Home, Exhibitive, and Supplementary Media Ch16. ADV305 Instructor: Jang Ho “Jay” Moon The Fundamentals of Advertising Apr 27, 2009 Today’s Ads Today’s Ads Today’s Ads Out of Home Media : Media that reach prospects outside of their homes $7.3 billion Standardized outdoor advertising ¾ Standardized outdoor advertising uses scientifically located structures to deliver an advertiser’s message ¾ In U.S., approximately 390,000 outdoor ad structures are owned and maintained by some 3,000 outdoor advertising companies, known as plants
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2009 04 27 2 Plant ¾ Plant operators Find suitable locations Lease or buy the property Acquire the necessary legal permits Erect the structures in conformance with local building codes Contract with advertisers for poster rentals May have its own art staff to supply creative services Types of Outdoor Advertising Standardized Outdoor Advertising Bulletin Structures 30 Sheet Posters 8 Sheet Posters Spectaculars Bulletins ¾ Bulletins are the largest and highly impactful standard sized out of home media ¾ Located primarily on major highways, expressways or principal arterials, they command high density consumer exposure (mostly to vehicular traffic but often to pedestrians) ¾ Bulletins afford heightened visibility due not only to their size, but because they allow creative "customizing" through extensions and embellishments. Bulletins ¾ Bulletins work best where traffic is heavy and visibility is good ¾ Bulletins measure 14 by 48 feet, plus any extensions ¾ Carries painted or printed messages ¾ Created in the plant’s shop and then brought to the site, where they Created in the plant s shop and then brought to the site, where they are assembled and hung on the billboard structure 30
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