ADV4 - Chapter 16 Out of home media: Media that reach...

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Chapter 16 Out of home media : Media that reach prospects outside their homes. More than 30 different types, generating 7.3 billion dollars in revenues. Most common are on-premise signs, which promote goods and services or identify a place of business (golden arches at McDonald’s). Include standardized outdoor advertising and transit advertising. Types of outdoor advertising: Probably first advertising medium ever used. Used to communicate a succinct message or image to a mass audience quickly and frequently at lowest cost per thousand of any major medium. Some experts refer to billboards as the last mass medium. Standardized outdoor advertising: Uses scientifically located structures to deliver advertiser’s message to markets around world. Approximately 390,000 outdoor ad structures are owned by 3,000 outdoor advertising companies, known as plants. Bulletins: Work best where traffic is heavy and visibility is good, especially for long term use. Measure 14 by 48 feet and may carry painted or printed messages. Very costly, but
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ADV4 - Chapter 16 Out of home media: Media that reach...

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