Faculty of Management Studies

Pacific Academy of Higher Education & Research University

A Report on Contemporary Issue Outdoor MarketingThe Recent Developments

Submitted for course number 629 of the

MBA-Dual Specialization
Second semester 2011-2012
Submitted By:MITALI GOUR


PIM. I extend my acknowledgment for her invaluable guidance & immense interest shown towards every step of its information. SHEELA DASHORA (PIM). I am benefited greatly from her directions.Acknowledgments I deem my proud privilege to express my deep sense of gratitude & indebtedness to all the officials & the faculty. Udaipur for her help and support during the project work. encouragement & guidance during collection of data & presenting seminar on Outdoor Marketing-The Recent Developments. SAPNA PALIWAL -2- . Udaipur for their continuous support. advice & valuable suggestions. I would like to thank Mrs.


the outdoor advertising industry has evolved into a rejuvenated media force to be reckoned with what’s poised to compete aggressively in the 21st century media fray. Outdoor advertising is no more restricted to billboards. The OOH media is growing constantly and is expected to cross Rs 2. media. outdoor advertising has shown promise to break the clutter of advertising on traditional mediums. The new Outdoor media options starting from the cornerstone of Outdoor the billboards. the outdoor industry has remained relatively unscathed and solvent due in large part to the strength of local sales as both national and regional brands have shifted a significant portion of advertising spend to grassroots promotions. Earlier.00.OUTDOOR MARKETING • Introduction Traditionally Outdoor Advertising has been synonymous to billboards and use of certain street furniture for advertising. they have become a part of the larger OOH Advertising. railways and mobile-vans to new alternate media such as mall kiosks.planners are looking at the possibilities of Outdoor Advertising now known as Out-Of. hoardings. bus shelters. Mumbai has hoardings all around the city. Out-of-home has revolutionized the way outdoor communications is being looked upon by marketers and today. transit media such as buses.furniture (bus. in the next five years. As the Indian consumer is bombarded with 1. Over the past few years. building boards etc. were part of Outdoor Advertising. in all sizes and shapes. -4- .000 advertisements a day on more than 250 channels. and at locations where they are bound to get noticed. walls etc. etc. With the media explosion reverberating all around and increasing competition amongst the brand marketers to be eye-catching. Things have changed.). street.000 cr. While many traditional media segments have struggled to remain competitive in a period of economic strife.stops. it has transcended the traditional outdoor media options.Home or OOH. but today. extending to communicate with the customers at various touch points.

Billboards are most effective when located close to the business advertised. and phone number should be clearly visible on the vehicles. Because of their high cost. Transit advertising on buses and taxicabs reaches lots of people. While billboards.000 to 50. Some outdoor advertising companies also handle this type of advertising. In Vermont. It's free advertising that allows you to increase your exposure in your market. Then think of the impression each sign gives you. Your sign should be sufficiently bright and conspicuous to attract attention (without being garish) and sufficiently informative to let prospective customers know what's sold there. Usually. Rates and terms vary depending on the city you're in. they're usually used to reach a very large audience. An account executive of a Los Angeles-based bus bench manufacturing company said that an advertisement on one bus bench at a busy Los Angeles intersection would be seen by 35. as in political campaigns. address and phone number. and transit advertising can be very effective for the small-business owner. and some communities have strict ordinances governing the placement of billboards. bus benches. -5- . Note which ones don't. and signage posted on the exterior of your own brick-and-mortar location. Remember that you never get a second chance to make a first impression. the advertising consists of simple two-color artwork with your company's name. logo. your company's name. interiors and exteriors of buses. they're prohibited. like a billboard.used by an increasing number of cultural organizations. Your outdoor sign is often the first thing a potential customer sees. Bus-bench advertising is an excellent medium because it's highly visible.000 people per day. so give this important marketing tool your best efforts. Your ad is highly visible. If you're involved in a business that has a fleet of vehicles conducting deliveries or providing a service. bus benches. for example. and market research on transit advertising shows that it's very effective. Call your city's mass transit department or local bus company to find out who rents advertising space on their bus-stop benches. Essentially. any successful outdoor campaign begins with your own location's signage. They're likely to be too expensive for most small firms. brief copy describing the product or service. Outdoor Marketing is a constantly evolving marketing solution . bus-bench advertisers have a huge audience.• Definition: “Any advertising done outdoors that publicizes your business's products and services. Ride around town and observe which signs catch your eye. held captive at red lights or in slow-moving traffic.” Outdoor advertising works well for promoting your product in specific geographic areas. especially commuters. taxis and business vehicles. Types of outdoor advertising include billboards.

Not all companies are able to get the maximum exposure that they need when it comes to different types of outdoor advertising. Car advertising or mobile marketing. desires and marketing investment cap which have been put into place. such as advertising in a newspaper – which is an approach only beneficial to those that read the newspaper. Thanks to outdoor advertising. We see all the time cars in traffic that are for sale by the owner. complete with a sign saying the vehicle is for sale and the contact information for interested parties. we see the powerful effects of outdoor advertising. So many more people are exposed to outdoor advertising as opposed to other methods. outdoor advertising in virtually any capacity is influential on many people because of the way in which individuals are exposed to the marketing campaign. There are so many different types of outdoor advertising that can be used and many companies will have no problem finding which method works best for them. Outdoor advertising is literally everywhere we look outside in the world today and because of the different methods it is easier for companies or individuals to find the approach that works most successfully. billboard. as a result of the individual needs. products. Another reason that individuals would benefit from considering outdoor advertising is because of the fact that these are the approaches in which the individual will be able to have more diversity when it comes to the different specific methods of marketing. The fact is. Compared to those that regularly read the newspaper. -6- . services and ideas can all be revealed to individuals that may have otherwise not been able to learn about the different centerpieces of the products of outdoor advertising attempts. bumper stickers and signs are all different forms of outdoor advertising that people are exposed to over time.• Why Do Outdoor Advertising? Outdoor advertising actually encompasses a number of different marketing approaches and can vary a great deal. companies. As cars interact with each other. Exposure is the number one reason as to why people should consider outdoor advertising for their professional or personal needs. more people are exposed to outdoor advertising. individually. it can sometimes be difficult for these companies to come to a conclusion as to why they should invest in outdoor advertising and make that type of trial and error maneuver. which is beneficial for companies since they can then go with whatever approach or method would be more effective for them. As a result. including the ads.

JCDecaux. An infusion of capital into the outdoor industry has fostered the propagation of vital marketing studies. in any country. Likewise. inevitable and irreversible.• The Globalization of Outdoor Advertising The notion of globalization has become a fashionable concept in recent years with most people viewing it as a beneficial approach to future world economic development. pioneered the research & development of new outdoor formats and has encouraged savvy entrepreneurs to explore new approaches to the world's oldest medium. But. But in the evolving arena of global outdoor advertising. is leading toward simplified buying for advertisers across multi-media platforms. The farreaching conductivity of companies like Clear Channel. -7- . Most evolutionary changes occur slowly over many years. Upgraded infrastructure and the innovation of new outdoor formats is changing the industry before our eyes. Cities are partnering with outdoor companies to incorporate impressive outdoor districts into massive reclamation and urban renewal projects. particularly within the outdoor segment. The rapid and sustained consolidation of media properties over the last decade. Outdoor advertising is ideally suited to global communications since the medium conveys ideas through visual expression. The outdoor advertising industry has been among the first media channels to successfully craft a global footprint to connect people with concepts. compared to television and radio which rely heavily on verbal communications or print which requires written translation. such as the Hollywood and Highland project in Southern California or similar projects in Asia. the "flattening" of the outdoor medium worldwide has even broader implications as global buying groups emerge. Outdoor is less encumbered with the translation of languages. consistent measurement systems and standards are developed. so it's almost impossible to see these changes coming.' It can also be said that the Coca-Cola brand is elegant on any billboard. changes are coming swiftly. Many global outdoor companies have begun investing heavily in the development of high-style products and hi-tech display technologies leading to completely integrated product packages across countries and continents. and common cultural brands become a part of everyday life. Multinational media companies are investing serious dollars into the outdoor industry and the investments are beginning to pay off in spades with improved infrastructure and expanded services for advertisers. It's often said 'a picture is worth a thousand words. and Viacom is evident.

arguably none more important than the fact that the media can be changed in an instant. some people may like an advertisement enough to wish to watch it later or show a friend. many advertisers have opted for product placement on TV shows like Survivor. The animated advertisements can be set in a loop to continuously show a set number of messages. the fact that these sets are sold. enabling them to fast forward through commercials. look out for digital media as the future of outdoor advertisement. community event messages. These large and bright-colored billboards are essentially showing short commercials geared directly at the consumer.advergaming. With an advergame you can lure the consumer in to interact with your brand. Advergaming incorporates branding directly into gaming environment. Check out the amazing capabilities of digital billboards and LED signs. Electronic billboards boast a number of advantages. as more seasons of pre-recorded box sets are offered for sale of television programs. Particularly since the rise of "entertaining" advertising. fewer people watch the shows on TV. ** Outdoor advertising is on the verge of a new frontier.• Trends: With the dawn of the Internet came many new advertising opportunities. However. -8- . instead of sending a crew to tear down the old and pain the new. Popup. it just takes the click of a mouse! Needless to say. public service announcements can run on the sign when they are needed. ** The ability to record shows on digital video recorders allow users to record the programs for later viewing. ** Advergaming is the use of interactive gaming technology to deliver embedded advertising message. And when a change is needed. The flexible LED (light emitting diode) medium allows instant message uploading via the Internet. so they can find out on their own that they appreciate and value your brand ideas. Flash. banner. means the company will receive additional profits from the sales of these sets. so Amber Alerts. and email advertisements (the last often being a form of spam) are now commonplace. Additionally. It is relatively inexpensive when compared to other marketing vehicles. To counter this effect.

The human eye will rapidly fixate on an outdoor ad sign to help pass time and avoid boredom. -9- . Outdoor advertising agencies will in fact work with all media-advertising agencies to produce the most effective ad campaigns imaginable. outdoor advertising signs have reached new technological peeks and attract a broader audience range than ever before. most individuals are looking for something to pass time. Having existed for hundreds of years. and print ads and most other media are all momentary and sporadic. this type of advertising costs 80 percent less overall than television. but rather consistent and non-stop. busy intersections and/or along highways prone to high volume can be ingenious Flexibility Outdoor advertising can be located in any areas where it will most likely be effective. State of The Art The latest technology now available is such that can create incredibly eye-catching advertisements. radio and also print. positioning ads at bus stops. Additionally. Radio. Thus said. These same ads when in newspapers or on radio may be missed altogether by the ideal target audience.• Advantages of outdoor marketing: An “oldie”. Several advantages occur when utilizing outdoor advertising agencies to develop an outdoor marketing campaign. 60 percent less than print advertisements and 50 percent less than radio advertising. on TV or on the radio. Attention Span The majority of humans will quite naturally focus on an outdoor advertisement in comparison to the same ad in newspapers. Given all inventions of modern media. A new night club would be smart to select a location outside of a restaurant where early diners might be looking for after dinner entertainment. the time actual time needed create and print the ad has been cut in half thanks to new state of the art computer ink-jet printers. It’s always in sight for the public night or day. Easily incorporated into an all inclusive media focal launch. it is equally effective in today’s age. is known as outdoor advertising. television. For example. a company selling holistic and whole foods. it can be combined with along television. Billboards are now actually interactive and tri-vision permits 3 various ads to be displayed on one sign. would be wise to place a mobile billboard at a Farmer’s Market. Outdoor advertising signs are not temporary or periodic. Stuck in traffic or waiting at the bus stop. Additionally. rain or shine. 24 Hours A Day Advertising anything outdoors means 24-hour exposure to the public eye. Investment Outdoor advertisements are one of the most cost efficient ways to reach potential customers and clients. but still one of the best methods in existence.

Furthermore. There is no doubt that these companies are capable of contacting a large number of consumers. Sources Of Outdoor Marketing . they are not as efficient in providing outcome of the market research and analysis as an employee of your company can be. the more your marketing expenses increase because this third party will also start demanding more money. • Three Major Disadvantages: There are three main disadvantages of outsourcing marketing. sometimes in this haste they may authorize an inexperienced person to write such reports. Marketing research companies may perform the research in an unbiased way because it is a neutral third party. when you start outsourcing marketing. every company has its own style of functioning. Therefore. week-long campaign. No matter how informed the professionals at the company that is providing outsourcing marketing are. Third. First.Disadvantages:  Outdoor advertising is a glance medium. you cannot expect that the company that you are going to choose for outsourcing marketing will work according to your method. either the message or the audience is in motion. At best. . but do not forget that they are not always representing you exclusively. you are the best judge of what a customer requires from you and your product. it only draws 2-3 seconds of a reader's time.  The nature of the way you have to buy outdoor advertising (usually a three month commitment) is not conducive to a very short.  Messages must be brief to fit in that 2-3 second time frame. Second is that feedback from the market comes to you through an intermediary channel so you lose the controlling power. yet they lack the insight of your business that you or your employee might possess. Marketing Companies Take Advantage of Your Dependence. Although you get the marketing research report very quickly. Ninety-five percent of the time. you are broadcasting to the world your dependence on third-party organizations.10 - . The more your dependence will increase.

Posters Vehicular advertising Billboard Sky advertising Sources of Outdoor marketing Cinema Stickers Infomercials Advertising boards Mobile Billboard Advertising Celebrities 1stVehicular advertising .11 - .

2nd Advertising boards They are also poster but are fixed and durable they are placed in a highly crowded area. 3rd Sky advertising These advertising includes big balloons. trams. Big kites containing advertisement may floated in the air. with massages written on them. Since these vehicles pass through many places & many people can see them.12 - .These advertisements are placed on vehicles – buses. 4th Cinema . local trains. Skywriting is a kind of advertising through aero plane either by forming smoke or by illumination. or attached & are allowed to float in the air.

Its covers all classes of people – poor. middle. 6th Posters It’s a sheet of paper & the advertising contents are depicted on it. than posters are pasted on the walls or board.13 - . money. Only cinema goers are covered. of people. rich. 2. . Its effectiveness is limited only a few people are present in the hall before to start of feature film & during the interval. 5th Celebrities This type of advertising focuses upon using celebrity power. popularity to gain recognition for their products and promote specific stores or products. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. People visit to see a movie of their choice. \ 2. The poster are pasted on such an location that they are projected to maximum no. for example. fame. Advantages: 1.Before the advent of TV cinema was widely used for advertising purpose . Advertisers often advertise their products. This choice ensures high degree of concentration. It ensures a captive audience. when celebrities share their favorite products or wear clothes by specific brands or designers. Disadvantages: 1.

collectors and vintage posters are usually framed and matted.14 - . Other methods of underground forms of voting for your favorite graffiti artists' current productions are by an open form of appreciation such as clapping while passing such a sticker (a smile and a kind reminder to a fellow appreciator throughout the day is commonplace as well). 7th Stickers It may paste at the steppney of scooter or windows of the car. Stickers placed on automobile bumpers. are often used by individuals as a way of demonstrating support for political or ideological causes. particularly famous works. and some famous posters have themselves become quite valuable. Message on the sticker is always kept small in bold letters. Posters are designed to be both eye-catching and convey information. although a poster may be either wholly graphical or wholly textual. A Label dispenser is often used as a convenient way to separate the sticky label from its liner or backing tape. Posters are also used for reproductions of artwork. Brand stickers may be attached to products to identify these products as coming from a certain company. Many people also collect posters. The term "window . protestors and other groups trying to communicate a message. in many voting districts in the U. called bumper stickers. Stickers are very widely used when an object requires identification with a word or idea. musicians and films). Identification of vehicle registration and last service details are two examples of stickers on the inside of most car windscreens.Typically posters include both textual and graphic elements. and political campaigns. and are generally low-cost compared to original artwork. Another type of poster is educational posters. stickers indicating an individual has voted are given to each voter as they leave the polling place. Advantages: They are frequently distributed as part of promotional. and they are a frequent tool of advertisers (particularly of events.S.. Posters may be any size. They may also be used to describe characteristics of the products that would not be obvious from simple examination. which may be about a particular subject for educational purposes. for example. Posters may be used for many purposes. advertising. propagandists. largely as a reminder to others to vote. which is visible to everybody.

15 - . Some billboard displays are static. including: Target advertising One-day.sticker" is generally used for vinyl labels which are stuck to the inside of a vehicle's window. as opposed to water-resistant stickers that are stuck to the outside of a vehicle but can be affixed to anything. and long-term campaigns Conventions Sporting events Store openings and similar promotional events Big advertisements from smaller companies 9th Billboard . and others employing spotlights. The billboards are often lighted. while others change. Mobile displays are used for various situations in metropolitan areas throughout the world. 8th Mobile Billboard Advertising Mobile billboards are truck.or blimp-mounted billboards or digital screens. some being backlit. continuously or periodically rotating among a set of advertisements. These can be dedicated vehicles built solely for carrying advertisements along routes preselected by clients. for example. or they can be specially-equipped cargo trucks.

located chiefly in commercial and industrial areas on primary and secondary arterial roads. display. they command high-density consumer exposure (mostly to vehicular traffic). Bulletins are the largest. but because they allow creative "customizing" through extensions and embellishments. expressways or principal arterials. described as long form and short form. most impactful standard-size billboards. Typically showing large. Infomercials are also known as direct response television (DRTV) commercials or direct response marketing. and commonly have testimonials from consumers and industry professionals. Infomercials describe. 10th Infomercials There are two types of infomercials. • Coca-Cola's touch-screen entertainment kiosks during IPL 2009 . your customers will find your advertising. Billboards present large advertisements to passing pedestrians and drivers. billboards are highly visible in the top designated market areas.16 - . Located primarily on major highways. with some pedestrian exposure. and distinctive visuals. The main objective in an infomercial is to create an impulse purchase. typically found in high traffic areas such as alongside busy roads. so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. ostensibly witty slogans. Posters are the other common form of billboard advertising. Posters are a smaller format than bulletins and are viewed principally by residents and commuter traffic. Billboards are a great place to advertise business because rather than you having to find your customers. Short form infomercials are 30 seconds to 2 minutes long.A billboard is a large outdoor advertising structure (a billing board). Bulletins afford greatest visibility due not only to their size. and often demonstrate products and their features. Long form infomercials have a time length of 30 minutes.

as part of the latter’s integrated marketing programme to leverage its sponsorship of the Delhi Daredevils during the DLF IPL 2009. “This is a first-of-its-kind entertainment kiosk network. Coca-Cola India. with an average of 465 persons per day. videos. the company aimed at creating a fun.The Dilli Dil Se network which was promoted largely during the IPL was a part of the Coca-Cola marketing programme. with information and statistics on players. INOX Cinema and Rockman Beer Island. Waves Cinema. information or ticketing. video mail.520. said. stations and museums. The average duration of a visit was about 12 minutes and the most popular feature was the Gauti Game. and into the semifinals. Noida and Gurgaon at various locations such as McDonald’s. The Dilli Dil Se kiosk network. a private social network.” says Raja Choudhury. however. integrated marketing communications. DT Malls. It enabled local Delhi Daredevils fans to cheer their team on. celebrating the Delhi Daredevils. “The Dilli Dil Se kiosk network was a fresh initiative in the marketing of a brand asset. During the DLF IPL 2009. and achieved engagement metrics beyond our expectations. UK and Indian markets since 1993. 3D virtual tours and much more. C3CUBE. fun-filled environment. touch-screen kiosks are utilized in banks and at airports. was created solely for the purpose of promoting a sporting event and providing entertainment in a safe. a 3D virtual map and guide of Froze Shah Kotla Stadium.0. www. videos and TV programmes in the US. The total hits on weekends were 18. Nirula’s. “” Mansoor Siddiqi.com. This programme also included a website. SMS and music over a 2 Mbps broadband connection. broadband-enabled entertainment kiosks. He has been building successful kiosks.DilliDilSe. in order to facilitate customer transactions. founder and president. Bluetooth. enthusiastic users between the ages of 13 and 30 logged on to the network to cheer and celebrate the Delhi Daredevils’ steady climb to the top of the league table.” Twenty-seven such kiosks were installed all over Delhi. team player game cards. exciting environment. Pind Baluchi. games. a jukebox. The cutting-edge kiosk network integrates a large 19-inch letterbox touchscreen interface and a 32-inch LCD TV. has not been deployed in India so far. Flash games. Tonic.000 users registered at these kiosks. Traditionally. for Coca-Cola India. which received 53 per cent of the total previews. designed by C3CUBE. ads. Bluetooth 2. Raja Choudhury and his digital agency. we believe such a network that integrates Web 2. C3CUBE Multimedia. websites. a social network.17 - • . SMS tweets. Over 20. and so on. director. along with prominent Coca-Cola branding. Dilli Dil Se is also India’s first-ever network of multimedia. video mail. Coca-Cola India believed in our vision and we were able to make this possible during the IPL. It provides dynamic content such as a promotion.0 downloads. References and Bibliography . a game on Gautam Gambhir. in an involving and fun manner. The Dilli Dil Se kiosk network was conceived and developed by multimedia producer. Through this kiosk.

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