Introduction

Communication outside the media, also known as out-of-home advertising, refers to

any form of advertising done outside of the home through various marketing
channels. This includes direct marketing, promotions, and point of sale (POS)
advertising. These strategies are designed to reach consumers when they are on the
go, at public spaces, or when they are prepared to make a purchase decision. This
form of communication plays a crucial role in engaging consumers and influencing
their purchasing behavior.
What is non-media communication?

1 Definition
Non-media communication, or outdoor advertising, refers to any form of advertising carried
out outside the home through various marketing channels.

2 Examples
This includes direct marketing, promotions, and point-of-sale (POS) advertising.

3 Objective
These strategies aim to reach consumers when they are on the go, in public spaces, or when
they are ready to make a purchase decision.
The different forms of non-media
communication
Direct Marketing
Direct marketing involves
communicating directly with the
customer, using methods such as
email, SMS, and targeted online
ads.
Promotions
Promotions include special offers,
discounts, contests, and giveaways
to stimulate interest and generate
sales.
Points of Sales (POS)
POS advertising refers to
promotional materials or displays
located at the point of purchase,
encouraging impulse purchases
and brand awareness.
The direct marketing
1 Personalized Communication
Direct marketing allows for personalized communication with the target audience, increasing the
likelihood of a response.

2 Cost-Effective
It is a cost-effective method of reaching potential customers, especially with the rise of digital
marketing channels.

3 Data-Driven
Marketers can analyze customer data to tailor marketing messages and offers, leading to better
results.
Promotions
1 Special Offers
Companies offer discounts, buy-one-get-one-free deals, or limited-time promotions to
attract customers.

2 Contests
Engaging consumers through contests, sweepstakes, or competitions, creating
excitement and brand awareness.

3 Giveaways
Free samples, gifts with purchase, or loyalty rewards to encourage purchases and foster
customer loyalty.
Points of sales (POS)
Impulse Purchases
POS advertising strategically
placed near checkout counters
can trigger impulse purchases
by highlighting products and
promotions.
Brand Visibility
Eye-catching displays and
retail signage increase brand
visibility and influence
purchase decisions at the point
of sale.
Customer Engagement
Interactive POS displays create
immersive experiences,
encouraging customer
engagement and brand
interaction.
The advantages of outside communication
media

Extended Reach Targeted Approach High Impact

Reaches consumers beyond the Allows for targeted advertising to Creates memorable and impactful
boundaries of traditional media, specific demographics or brand messages through creative
reaching them in various real- geographic areas, increasing and visually striking advertising
world locations. relevance. formats.
Conclusion
Communication outside the media presents a diverse array of effective strategies to
engage consumers and drive purchasing behavior. From direct marketing to
captivating promotions and persuasive POS advertising, these methods have proven
to be integral components of successful marketing campaigns. Understanding the
unique advantages and varied forms of out-of-home advertising is essential for
businesses seeking to connect with their target audience in meaningful and influential
ways.