OOH-class - MediaSelection:OOH MediaSelection:OOH 2.15.11...

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Media Selection: OOH Media Selection: OOH 2.15.11 2.15.11
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2.15.11 Class Outline 2.15.11 Class Outline Writing Assignment: Due 2/22/11 Group Project 2
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Planning & Buying OOH
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Out-of-home advertising (aka OOH) is any type  of advertising that reaches the consumer while  he or she is outside the home.  OOH advertising products are typically divided  among three primary categories:  Billboards Street furniture  Transit 4
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Strengths Wide coverage of local markets. High frequency. Largest size print available. Geographic flexibility. Around the clock exposure. Opportunity to position messages to consumers on  the way to their points of purchase. A mass reach vehicle against Adults 18+. Can somewhat target demographically through the  use of ethnic showings, or high concentrations of  certain household income, etc. 5
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Strengths A great venue to use in the summer when people tend  to be outside and in their cars more often (works well in  combination with radio, as both have the same  seasonality as well as being venues usually seen or  heard in a car). Can be very creative through the use of extensions,  snipes, 3D affects. Bulletins and 30-Sheets provide high impact due to  their size = attention grabbers. Can be used as directional signs or as a point of  purchase mechanism. 6
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Weaknesses High competition from other media and personal  activities. Frequent inspection. No guarantee of high recall. High cost. Limited availability of best locations. 7
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Weaknesses Advertisers are limited with what they can say – copy  must be 10 words or less –  people usually view a  board for 3-5 seconds. Frequent inspection. High cost. Bulletins have pretty limited available inventory, which  can drive up costs (supply and demand). Not an efficient medium for reaching small, narrowed  target audiences (just men, or just women). 8
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Weaknesses Recall can be low, due to the limited exposure time,  which is why they are most effective when used as a  reminder message, rather than as a base medium. Viewership of the ad is subject to weather conditions, 
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OOH-class - MediaSelection:OOH MediaSelection:OOH 2.15.11...

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