Final Project Report OOH

8/7/2019 Final Project Report OOH

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Outdoor Advertising The Future Media Tool

Chapter 1

Introduction

1.1 Objectives of the Study

1.2 Primary Research

1.3 Secondary Research

Limitations of the Study

1.5 Media Industry & Overview

1.1 Objectives of the study

To know about Outdoor Advertising and its growth.

Different medias and methods used in Outdoor Advertising.

This study enabled to have a wider overview about the practicality of

Outdoor Advertising, which I could study through the ad campaign in contrast with

the theoretical context.

Place of Outdoors in the Media Industry.

Process and the impact of Outdoor Advertising.

To know how Outdoor Advertising has an upper hand over other

media vehicles when it come to reaching the target audience well.

To know the future of Outdoor in the Media Industry.

VES College of Arts, Science & Commerce1


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Research Methodology

The methodology adopted for this project involves Primary data and Secondary data.

1.2 Primary Data A one-to-one communication was carried out with the concerned officials of

the organization through a drafted and finalized questionnaire.

Information regarding the various media vehicles is obtained from the ad

agency and the makers of Outdoors.

1.3 Secondary DataSecondary data is collected from various Magazines on Outdoor Advertising,

Textbooks and Internet.

1.4 Limitations of the study

The project had to be completed within a very short span of time.

Thus, market study could not be carried out.

Not much of first hand information could be gathered from agency as most of

them outsource Outdoors.



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1.5 Media Industry & Overview

Advertising is one of the integral elements of the marketing process, just as sales,

product design, promotion and customer service are. We might look at advertisingas the mass selling of a product. Where is advertising seen or heard? In the media.

What business is an advertising agency in? In the advertising creation and placement

business. What business is the media in? The advertising delivery business.

Professionals throughout the entertainment & media industries can help develop

stories to capture and move audiences in ways many did not know were possible

while drastically enhancing the collaborative process from concept to successful

release. Studios, networks, and production companies can capture, develop, and

successfully market the best material possible while drastically cutting investments on

ineffective to outright misguided story and project development with more

consistent results. Everyone will have a common creative language.

In the past decade information technology has undergone substantial changes. The

Internet, digital television, virtual reality are only a few examples. The convergence

of different types of media forms (e.g. computers, satellites, networks, etc...) haveand are currently changing society into what many people refer to as the,

"Digital Age." These developments are not solely dependent on technological factors

as much of the popular "hype" asserts. Accordingly we will examine new media from

cultural, historical, legal, and psychological perspectives.

"Cyberspace and Communication" encompasses a wide array of issues and topics.

Accordingly, we will cover numerous areas with a focus on the Internet, and the

World Wide Web. However, it is difficult to distinguish between convergent media

systems and forms often labeled "new media" - in contrast to the "legacy" media

routinely studied in telecommunications programs. Thus, on occasion we will discuss

other new media technologies including, streamed digital broadcasting, networking,

film innovations, and other emerging media forms.



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The media industry has unique qualities that distinguish it from other industries.

One is its privileged legal position under the First Amendment guarantee of freedom

of the press, making the media exempt from government restraints and oversight as

compared with other businesses.

Many critics have expressed dissatisfaction with how the mass media industry has

lived up to such responsibility. Media coverage of political elections has been

criticized for focusing on campaign tactics and personal foibles of political candidates

rather than substantive issues. Newspapers and television news media programs have

been criticized for simply covering the latest murder or sensational crime story rather

than substantively investigating the causes of and solutions to crime.

The media and Information Technology (IT) scenario has undergone a radical

change in the recent past in India as it has happened elsewhere in the world. The

change is both quantitative as well as qualitative. It is also observed that the gap

between invention of new technology in the Western world and its use in India is also

reducing day by day. Earlier technologies took comparatively longer time to develop

roots in the country. But now days, soon after a new technology is developed

anywhere in the world, it starts getting used in India too.

Take any technology, whether it is electronic, print or information technologies, the

growth has been very rapid in the last decade and a half. It will be seen in later part of

the article how the individual technologies have grown during this period. The growth

also contributes to expansion of the reach as well as access. It is also found that the

growth is not necessarily restricted only to urban areas as it used to happen in the

past. It spreads to smaller towns and rural areas also in reasonable time. Apart from

the rapid growth, the change is also facilitated largely due to the increased userfriendliness of the technology.

The government has been creating a more facilitative regulatory regime. The

emphasis is now on encouraging expansion and reducing the obstacles that come in

the way. Some of the rules and regulations have been changing fast. In the earlier



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days, the change in the rules used to be very slow and tedious, but over the years the

situation is improving. The socio-political atmosphere is more open and this greatly

supports both the changes in rules and regulations as well as efficient implementation

of the policies. The whole growth process has obviously become possible because the

technologies have become more affordable and also because the society has started

understanding the importance of new communication technologies.

The speed and type of changes have varied from technology to technology

a. The Broadcast Media: This will include radio, television and related media;

b. The Print Media; and

c. Telecommunications: This will include telephones, pagers, cellars, computers

and the Internet.

It is seen that some of the characteristics traditionally associated with a particular

medium are undergoing changes. The distinctions between different media are getting

slowly blurred. It is no longer possible to say that a medium is strictly a print

medium. Obviously these newspapers and magazines are no longer print media. It

also used to be believed that there is a certain amount of permanency or lack of

permanency of the output of a medium Because once they are transmitted, it is not

possible to have a re-look at them. However, the invention and ease of recording has

changed the scenario. It is possible to record any television programme at any time

and watch it one's convenience. Similarly, the print medium considered being

more permanent than the ethereal TV or radio services. However, if the

newspaper is only on the Internet, it can no longer have that characteristic. Of course,

it is always possible to download and take a hard copy and this again make it into a

print or permanent medium. The biggest change, however, has come through the

marriage of different technologies. The greatest contribution has come from the

personal computer.



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Cinema

India is the leader in the number of film productions. It produces the highest number

of films in the world every year. India produces on an average about 800 feature films

per year. In 1996 there were 12,867 Cinema halls with a seating capacity of 7.3 per

1000 population. The films are produced in many languages by a large number of

individual producers and production houses. Indian cinema has yielded about 28,000

feature films and thousands of documentary short films so far. The first exposure to

motion pictures, which India received, was in 1896, when the Lumiere Brothers'

'Cinematographe' unveiled six soundless short films in Mumbai (called Bombay). On

May 3, 1913 at the Coronation Cinema, Bombay, Dhundiraj Govind Phalke, was

responsible for the production of India's first fully indigenous silent feature film 'Raja

Harishchandra' that heralded the birth of the Indian film industry. The first Indian

talkie 'Alam Ara' produced by the Imperial Film Company and directed by Ardeshir

Irani was released in 1931. The thirties are recognised as the decade of social protest

in the history of Indian cinema. The film industry is the major entertainment industry.

It also provides a very substantial support to the television channels. A large number

of programmes are feature films based - songs, dances, and a good deal of prime time

is taken up by full-length feature films.

B. PRINT MEDIA

Newspaper/Magazines

The newspaper industry has traditionally functioned as a free press in India. The

freedom of expression and independence for print media has been ensured in the

Indian constitution and the newspapers zealously guard this independence. It is of

significance to note that there is no pre-censorship for newspapers. However, there

are certain laws of the land, which apply to the newspaper industry. There is Press

Council with quasi-judiciary powers.



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The Gujarati Daily Bombay Samachar, started in 1822 AD, is the oldest existing

newspaper in Asia. Apart from English and 18 principal languages enumerated in the

Eighth Schedule of the Constitution, newspapers are published in 81 other languages,

mostly Indian languages and a few foreign languages. The total number of

newspapers and periodicals as of December 1995 was 37,254. The total number of

Daily Newspapers in India is 4,236.

C. TELECOMMUNICATIONS

The following technologies are included under telecommunications.

1. Telephones including pagers and cellular phones

2. Personal Computers3. Internet

As can be seen from this list, it is a mix of some old technologies like telephone and

some very recent services like pagers and cellular phones that were introduced in

India in 1996. There is an amalgamation of some of the technologies and this creates

a totally qualitatively different impact. For example, Internet is a combination of

telephone and personal computers.

Telephone

Alexander Graham Bell of the USA invented the perfected version of the Telephone

in 1876. Telephones in India are under the purview of Department of

Telecommunications (DoT) in the Ministry of Communications. It is the sole agency

responsible for telephone network in the country. When the current phase of

liberalization began in 1991, one of the first infrastructural fields to be benefited was

that of the telephones. A national telecom policy came into being which visualized

telephones on demand it can easily take 3 to 5 years to get a telephone connection

in India - and an increase in telephone density to 3 per 100 persons as against 1 per

100. It was realized that the Department of Telecommunications did not have the



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resources to meet the objective of 16 Million telephone lines. One of the solutions

was to encourage privatization of the telecom sector. There were, however, several

teething problems. While the tender for mobile and paging receivers in the four

metropolitan cities managed to get through to the implementation stage without too

many major hurdles, the main part of privatization, in terms of basic services and

cellular services beyond the four metro cities ran in to trouble. The Telecom

Regulatory Authority of India (TRAI) envisaged independent of DoT was not in

place, which left DoT to set up the rules for the operators, though it was itself

competing with the private operators.

It is estimated that there are approximately 12 Million telephone connections in

the country. Out of this, about 3 Million are public telephones. The ratio of

telephone per thousand populations works to about 12.50. There are plans for

providing at least one telephone in each village numbering over 600,000. The idea is

really to increase the penetration at a community level that is telephone at the

village level accessible to all rather than attempting to provide individual

connectivity. This would be done through state intervention rather than leaving it to

the market forces. This one telephone will be like a public telephone to be shared by

the whole village. Of course those who can afford will be able to have their personal

phones.

Computers

One of the most visible impacts in the recent times is that of the personal

computers. It started making an appearance in offices and homes about a decade

ago. However, in the beginning the number was very small because of the high costs

and less of user-friendliness of the earlier hardware and less developed infrastructure.

But over the years the prices have come down drastically and simultaneously the PC

literacy has increased. According to 1996 estimates there were over 1.4 Million PCs.

This comes to 0.51 units per 1000 population. However, according to the study

carried out by Indian Market Research Bureau, PC penetration per 1000 persons has



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gone upto 1.8 and by the end of 1998 it is expected to rise to 2.3. The growth has

been very fast since then and the curve clearly indicates a very rapid growth. A very

widespread efficient infrastructure has developed. A large pool of manpower and

industrial base for hardware and software- has developed assuring further rapid

growth.

Internet

It is estimated that there are about 100,000 Internet subscribers as of now. There were

two major Internet service providers in India: 1. VSNL: 45,000 and 2. ERNET:

50,000. Several private service providers have entered the market and the

subscribers are growing at a very fast rate. Global interest in the Internet has

had its impact in India as well. Originally, about 50,000 users of the network,

exclusive to educational and research institutions, were the only ones connected.

VSNL, which controls all international telecommunications in India, started offering

internal connections to private individuals and companies in 1995. The initial

response was modest as the tariff was high and only four cities were connected.

VSNL decreased the tariff subsequently and added more cities to the network and the

number of connections has gone upto 45,000. However, even with connections as few

as these, the network is badly clogged because of the telephone lines that VSNL has

access to locally, is limited.



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Chapter 2

Profile of Saatchi & Saatchi

Advertising Agency

2.1 History

2.2 Pedigree

2.3 List of Clients

2.4 Recent Awards Won

2.5 Organizational Structure

2.1 History

The Saatchi & Saatchi network has had a superb couple of years recently, making

the very most of its new-found security within Publicis Group to win a string of

important accounts. This finally allowed the agency to forget the troubles it endured

during the previous decade. Once the core of Maurice and Charles's world-beating

marketing empire, Saatchi & Saatchi suffered serious setbacks in the early 1990s.

Uncontrolled over-expansion led to the ousting of its founding brothers, and

subsequent demerger from its corporate parent Cordiant. After a brief period of

independence, it was snapped up by Publicis in 2000. Advertising Age ranked

Saatchi's as the #12 agency brand worldwide in 2004 with revenues of $534m.



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2.2 Pedigree

SAATCHI & SAATCHI, one of the most admired and envied agencies, stormed

into the advertising business in 1970. In a market dominated by veterans,SAATCHI & SAATCHI managed to triple its business by 1975. The same year saw

the agency become the first publicity listed advertising agency. By 1979, SAATCHI

& SAATCHI became the No. 1 agency in the U.K. , a position it holds till today.

Never out of the news, SAATCHI & SAATCHI created ripples by being appointed

by the conservative party led by Margaret Thatcher in 1979. Always the pioneer, in

1987 SAATCHI & SAATCHI formed Zenith Media, a dedicated media planning,

buying and evaluation network. The eighties was also a period of rapid expansion into

Asia. Besides acquiring large global clients SAATCHI & SAATCHI also acquired

the title International Agency of the Year for a record three years in

succession (93, 94 and 95) at the IAA/M&M awards. 1996 saw the agency being

voted the Most Admired Agency in Europe.

SAATCHI & SAATCHI, Singapore was voted The Best Advertising Agency in

the World by Ad Age International in 1998.

SAATCHI & SAATCHI won the most number of awards at Cannes 01 and 02

including SAATCHI & SAATCHI UK as the Creative Agency of the year.

SAATCHI & SAATCHI is now one of the fastest growing agencies in the world with

billings exceeding US $ 7.0 bn.



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2.3 List of Clients:-

CLIENT BRANDS/PRODUCT

MUMBAI

Aptech Aptech Computer Education/Aptech Worldwide

BPCL Bharat Gas (LPG)/Pure for Sure (Petrol)

Bayer (India) Ltd. Pesticides/Gaucho/Antracol/Confidor/Bayleton

HDFC Children Gift Fund/Income Fund/Growth

Fund/Balanced Fund/ Gilt Fund/Swap Fund/Liquid

Fund/Index Fund/Floater Fund

Kuoni Travel (India) Ltd. Sotc World Famous Tours/Pure Veg Tours/Sita

Holidays of the WorldPlaywin Infravest Private Ltd. Sikkim Super Lotto/Playwin Corporate

Procter & Gamble Head & Shoulders/Airel/Corporate

Shaw Wallace Royal Challenge Beer/Lal Toofan/Kohinoor

Zandu Pharmaceuticals Works Ltd. Balm/Chyavanprash/Honey

BPCL Mak/Oils & Lubes

Hyundai Car/Santro

Taj Hotels Hospitality/Taj Palace/Taj Mahal/Ambassador



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2.4 Some Recent Awards Won

CLIENT BRAND CATEGORY AWARD

Clio Awards

P&G India

Zandu

Ariel ThumbprintPrint Ad

Zandu Honey(Poster)

Detergents

Food

Finalist

Finalist

Asia Pacific Advertising Festival

Zandu Zandu Honey(Poster) Food Bronze

The New York Festivals AME Int

Hyundai Motors India Ltd.

P&G

Zandu

Santro TV/Press

Campaign

Head & Shoulders(Press)

Zandu Honey(Poster)

Product/Service

Introduction

Haircare

Food

Bronze

Finalist

Bronze

Advertising Agencies Association

of India, Mumbai (AAAI)

Lakhanpal National Ltd NovinoSumo:Kitchen Personal Consumable

Household Goods TV

Gold

Ad Club Mumbai (Abby)

Lakhanpal National Ltd

P&G

Zandu

NovinoSumo:Kitchen

Head & Shoulder

(Press)

Zandu Honey(Poster)

Cinema/TV/Video(Eng)Consumer Products

Haircare

Food

Gold

Silver

Silver

2.5 Organizational Structure



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Board of Directors

Mana in Director

Vice President

ClientServicing

CreativeDepartment

ProductionDepartment

MediaDepartment

ResearchDepartment

AccountingDepartment

Client ServicesDepartment

AccountDirector

Group Heads

Supervisor

Executives

CreativeDirector

Creativegroup

CopyWriter

ArtDirectors

Visualisers

Artists

ProductionManager

MediaManager

ResearchManager

ProductionExecutive

MediaPlanners

ResearchAssistants

Assistants MediaBuyers

MediaExecutives

Assistants


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marketers would have to go door to door and try to sell their goods one-on-one

through personal selling or consumers would have to wondering which sold the

product they needed both very expensive undertakings. Advertising agencies

would not exist if there were no media to run the ads they created.

The reason marketers and advertisers are dependent on the media is because the

media are pervasive and popular with consumers (readers, viewers, listeners) and are

their link to the global village. People love and depend on their media their favorite

television program, such as Friends, their favorite magazine, such as People, their

favorite country music radio station, or their favorite newspaper, such as The Wall

Street Journal. Because of this affection and dependency, the media are actually the

most powerful business in the country more powerful than the industries,

celebrities, and politicians they cover, expose, and glorify.

It is because of this enormous power coupled with a perception that the media

emphasize negative news or sex and violence that people probably have such a low

opinion of the media. Americans seem to blame all the ills of society on the media.

The role of the media is to expose consumers to advertising, not to guarantee sales or

results to advertisers. The media are just that a medium, a connection between

advertisers and consumers.

Finally, in spite of a love-hate relationship between the public and the media, or

perhaps because of it, the media is a profitable industry. Many of the great fortunes in

the world have been built in the media. Even if new products do not survive in the

marketplace, the media still receive the advertising dollars invested to introduce the

product, just as the media get the advertising revenue from losing political candidates.

The profit margins in the media are, as a rule, higher than in most other industries,

except for the software industry, perhaps. Top-rated radio and television stations in

major markets often have profit margins of 50 percent or greater. Newspapers in large

markets are usually monopolies or close to it because of joint operating agreements,



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and profit margins often reach or exceed 30 percent. Popular national magazines

often have similarly high profit margins.

The reason for high profit margins is because in an advertising supported

medium such as radio, television, newspapers, magazines, and Interactive, the

cost of adding an additional ad has no or very low incremental costs involved.

For example, in television, the time for commercials is baked into most programming,

so if a commercial is not scheduled in a commercial pod, a promotion or public

service announcement will run. A television statement does not expand the

programming time if it does not have commercials to run. Thus, at a television

station, it costs nothing to add a commercial there are no incremental costs

involved. On the other hand, if an automotive manufacturer sells a car, it has to build

one with all of the concomitant costs involved (labor, materials, transportation, etc.).

Once a radio or television station has sold enough advertising to cover its cost of

operations and debt payment, if any, all additional advertising sold is 100 percent

profit.

In newspapers and magazines, which have an additional revenue stream, that of

subscriptions, once the cost of operating is recovered, the incremental cost of adding

a page of advertising is very low in comparison with the cost of an ad to an advertiser.

What this profitable economic model means for salespeople is that advertising

revenue is extremely profitable and, therefore, there is more money to distribute to

salespeople in the form of compensation than in less profitable industries. Media

salespeople are among the highest paid of any industry, including the advertising

industry.



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3.2 Media Process

Once the advertising is created, the focus shifts to how best we can take it the

people. Who are the people we need to reach, how can we reach them,

where and when can we deliver our ads to them, how often do we need

to reach them, and what will it cost us to do so?

The Media Strategy

Media Strategy refers to a specific course of action with the media. It describes how

the media planner will achieve the stated media objectives. There are 4 strategic

decisions to be taken by the media planner:

Which media will be used?

How often each will be used?

How much of each will be used?

When will they be used?

The media planner has to take the following factors when developing a media

strategy:

Scope of the target audience

Consumer purchase patterns

Mechanical considerations


MEDIA

PROCESS

MediaStrategy

MediaPlanning

MediaBuying

MediaScheduling


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The Media Planning

The Media Planning process starts with looking at what objectives the media plans

need to achieve, and what kind of media budgets are available to do so. The first stepin media planning i.e. to match the media with the target group. The better the match

of the target with the media, the less will be the money wasted on delivering the

messages to the consumers for whom the product was intended to. This is known as

weighting.

The second step in media planning process will be the selection of the Media Mix

or the most optimal combination of media. It is important for the media planner to

distinguish between media types, vehicles and media units.

Media Buying

Media planning also involves allocating media budgets to media types. Budgets may

be allocated based on the importance of media types and/or geographic regions.

Geographic allocation usually marketing objectives.

REGION SALES POTENTIAL BUDGET GOAL

(based on sales potential

SOUTH 25% Rs. 50 lakhs

EAST 15% Rs. 30 lakhs

WEST 30% Rs. 60 lakhs

NORTH 10% Rs. 20 lakhs

Media buying may be defined as the process of executing a schedule of desired media

weights for brands at a lowest possible cost. The media buying process can be divided

into 2 broad stages:

- Deciding what to buy

- Setting out to buy at the most competitive rates.



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Specialized Media Services

With clients becoming particular about media buying rates, some agencies are

creating their own specialized media buying houses. Such agencies are termed

AOR (Agencies Of Record). JWTs AOR is called FULCRUM, Lintas call it

INITIATIVE MEDIA, Mudras AOR is called OPTIMUM MEDIA SOLUTIONS.

Agencies are now turning their attention towards independent media buying houses,

because these days satellite channels and print media are offering heavy discounts on

bulk buying. Two specialist independent networks are discussed below:

MINDSHARE: This is an independent network of WPP group, the larges

agency conglomerate in the world. Mindshare entered the Indian market in

1996. it purchase media for its group agencies JWT, Contract, O&M and FCB

ULKA. It is surprising to know that Mindshare got its first client no the day it

opened its office. HLL purchased media worth 600 crore from Mindshare.

Today, its annual billings are 1500 crore.

CARAT MEDIA: this is Europes leading media specialist. It entered into

India in 1998. Carat offers the Indian clients media consultancy, which

includes media strategy, research planning, buying, and media selection as atotal package of services. It purchases media for agencies like Mudra, Clarion,

and RK Swamy BBDO. Last years billing were 90 crore.

Media Scheduling

This is the final step in the media process (media plan). It refers to the timing of the

media insertions. A media schedule is usually prepared for the entire campaign

period, which is usually for a period of 6 months or 1 year. The following factors are

taken into consideration in preparing a media schedule:

Seasonal patterns of the products (Monte Carlo advertises more in

winters)

Repurchase cycles (FMCGs require more advertising)



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Product life cycle (a product in introductory stage requires more

advertising)

Competitors media schedule (Coca-Cola and Pepsi)

Different patterns of Media Scheduling:

Continuous Advertising: This refers to advertising without breaks.

Products with short repurchase cycle that are purchased frequently are the

examples. E.g. HLL, Coca-Cola, Pepsi etc.

Flighting: This is an intermittent pattern with gaps where no

advertising is done. This is a case for seasonal products, where funding is

limited and the products with a long repurchase cycle. E.g. CRY (Child Relief

and You) cards and Monte Carlo woolen wears.

Pulsing: This is continuous advertising, which gets heavy during

certain periods. Seasonal items follow this pattern of advertising. E.g. Rasna

(Rozana and Utsav).

Blinkering: This is strong advertising during periods with short gaps

in between. E.g. Eagle Diaries start advertising from September and stops

advertising in October and again go for strong advertising (bursts) in November

and December.

Thus the media planning is very complicated and involves a lot of expertise. Media

planners play a very crucial role in media budget decisions.



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3.3 The Media Mix

Media planning follows the adoption of one of the media strategies, which forms part

of the overall promotional strategy. A media plan is concerned with media selection

what type of media should be used? Magazines? Newspapers? Television? Radio?

Outdoor? If magazines of what classes? General interest magazines, womens

magazines, romance magazines, crime magazines, business magazines? If general

magazines, which specific ones India Today, Frontline? If newspapers, in which

regions? If radio or television advertising is required, which radio and TV station

should be covered? Once the media selection is decided upon, the next logical step is

to determine the combination of mix of the media one must use. This will be

arrived at by considering the advertising companys marketing objectives, its target

market, media characteristics, and its matching with the target market. Also, the

overall advertising budget does influence the nature of such mix, in addition to theavailable gross audience. As an example, to achieve certain advertising objectives,

one may require to use a mix of 50 percent television, 35 percent magazine and 15

percent newspaper. However, more than one mix may fulfill the advertising

objectives, and yet be within the overall budgeted cost. But one should aim at a

balanced mix. It should not be heavily weighted in favor of either frequency or reach.

Some advertisers prefer to concentrate on one media type mix, whereas others

like to have widely varied media mix. While the former offers the advertiser an

opportunity to make a great impact on a specific market segment, the latter, being an

assortment of media, can deliver different messages about the same product to

different market segments. Furthermore, if an ad is released in a varied media mix

having a varied editorial environment, there is the probability that the ad message will



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not wear out. Wear out refers to the time it takes for people to become bored with

an ad or a commercial. The varied media mix also increases the reach of the ad

message because no two media have entirely the same audience. A certain

percentage of each mediums audience is not reached by any other medium.

Commenting further on media mix, we may point out that those who are heavy

viewers of television are light readers of magazines, and vice-versa. When one

concentrates on advertising on television, one is achieving a greater impact on heavy

viewers and very little impact on light viewers. Thus, the impact is uneven. A media

mix that contains the component of advertising in magazines in addition to

advertising on television will level out the imbalance. However, by increasing the

number of media in a mix, the advertiser will have to increase his total budget.

Therefore, as said earlier, a balance has to be struck.

Two more concepts, namely, duplication and gross audience, are worth considering

now.

Duplication refers to the number of prospects who are reached by more than one of

the media in a mix. Many executives who read Business India, for example, also read

the Economic Times. These executives are counted in the circulation figures of both

the publications. Ideally, every advertiser would like to have an unduplicated reach

among its best prospects. But, actually, no two media have an overlapped audience.

A certain amount of duplication, therefore, is bound to occur. However, the objective

should be to select a mix with the minimum duplication; but at times this is

unavoidable, particularly when one desires to achieve other advertising objectives as

well.

Gross audience refers to the total number of people exposed to all the forms of

advertising used in a single campaign. This includes the audience for radio and

television programmes, outdoor and transit displays, circulation figures of various

publications, and the number of people who attend trade shows. While designing a

media mix, the advertiser should know the gross audience size offered by each



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alternative campaign. This would help him to choose the mix that delivers the greatest

number of exposure alternatives.

3.4 Media Vehicles

Selecting the proper media vehicle for communicating the message goes a long way

in the success of any kind of advertising. Each media vehicle has its positive and

negative points with a different reach and impact. Therefore a company has to be

very clear about its target audience. Choices available are Internet, TV, newspapers,

magazines, direct mails, radio and hoardings. Everyone of this has its advantages and

disadvantages. Companies often go in for a media mix, i.e. they select more than one

of the available choices. Timing is of great significance here. Many industries face

seasonal fluctuations and pass through cycles. Therefore advertising should be timed

that way to take care of these fluctuations. A limited budget should be prudently

allotted among these media vehicles.



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VARIOUS MEDIA VEHICLES IN INDIA

Indoor Advertising Outdoor Advertising Media

(Media Conventional)

-Print - Posters

-Radio - Hoardings

-Television - Travel Displays

-Movie Theatre - Bus Shelter

-Cable TV - Local Trains

- Neon Signs

Direct Advertising Media

- Envelop Enclosures

- Booklets And Catalogue

- Sales Letter

- Gift Novelties

- Package Inserts

Rural Advertising Emerging Media

(Unconventional) (Innovative Media)

- Folk Theatre - Internet

- Puppetry - Atms

- Wall Paintings -STD Booths (Zip Phone)

- Videos On Wheel - Short Messaging Service (Sms)



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- Post Cards - Wap Enabled Device

- Computer Kiosks

3.5 Media types for Advertising

The opportunities for offering space and time to advertisers have mushroomed since

the early days of Pompeii when messages were carved out with a stylus on the sides

of buildings. Today, a number of channels have been accepted as major advertising

media. The major ones available for advertising purpose are: newspaper,

magazines, radio, television, direct mail, outdoor displays and online advertising.

Newspaper:

Newspapers come under the print media. The characteristics of newspaper

advertising are- high coverage, low cost, short lead time for placing ads, Ads can be

placed in interest sections, Low cost Timely (current ads), Can be used for coupons,

Short life, Clutter Low attention-getting capabilities, Poor reproduction quality,

Selective reader exposure.

Magazines:

Magazines are also included under the print media. The characteristics of

magazines are-segmentation potential, Quality reproduction, High information,

content Longevity, Multiple readers, Long lead-time for ad placement, Visual only,

Lack of flexibility.

Radio:It is a broadcasting media. The characteristics of radio as an advertising media are-

Local coverage, Low cost, High frequency, Flexible, Low production costs, Well-

segmented audiences, Audio only, Low attention getting, Fleeting message.



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Television:

It is also a broadcasting media. The characteristics of this media are- Mass coverage,

High reach, High prestige, favorable image, Low cost per exposure, Attention getting,

Low selectivity, Short message life High absolute cost High production costs.

Direct mail :

The characteristics of this media are- High selectivity, Reader controls exposure,

High information content, Opportunities for repeat exposures, High cost/contact, Poor

image (junk mail).

Outdoor displays:

This media includes posters, neon signs, banners, hoardings, transit, sky advertising,

kiosks, etc. The characteristics of this media are- High coverage, Location specific,

High repetition, Easily noticed, Short exposure time requires short ad, Poor image,

Local restrictions.

Online advertising:

This includes Internet advertising, advertising on mobile phones (SMS advertising)

etc. The characteristics of this media are- Flexible Timely (current ads), Reader

controls exposure, Impact of media (sound, video, animation and so on), Low

attention getting, Selective reader exposure, Poor image.



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Chapter 4

Outdoor Advertising Media

4.1 Introduction

4.2 History of Outdoor Advertising

4.3 Outdoor Advertising Why is so great?

4.4 Process of Outdoor Advertising4.5 Types of Outdoor Advertising

4.6 Pros & Cons of Outdoor Advertising

4.7 Outdoor v/s Other Media

4.8 Outdoor Market Report on Media Usage

4.9 Ten Commandments

4.1 IntroductionThe term "out-of-home" media refers to all forms of advertising seen outside the

home that target consumer audiences. Outdoor advertising includes everything

from the large freeway type billboards to airport displays, to mall kiosks to painted

building walls, to surface street poster panels to airplane banners to subway/train and

platform advertising to buses and bus shelters. Everything and anything used for

advertising out-of-the-home.

Outdoor is a comprehensive mix of effective media delivery mechanisms that reach

people in their cars or on subways, in airports and malls or in any number of growing

outdoor media settings. Outdoor is roadside, outside and inside, above and below

ground and on the move.



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Outdoor reach people on-the-go and offers extremely targeted messaging designed to

intercept consumers, wherever they go in an urban market or on suburban highways.

Combining traditional billboards with other newer forms of outdoor media

products can make a tremendous impact improving reach, frequency and

overall awareness in one cohesive media package.

Outdoor is more than just billboards! Most advertisers look to create product

recognition and allegiance in the market as part of their marketing strategy.

The use of a brand icon in outdoor creative has been found to make an ad 40% more

memorable than an ad without a brand icon and if your goal is to turn your product or

service into a brand no other medium can do this as cost effectively as Outdoor.

Outdoor can brand, create and maintain awareness, and can reach and impact your

target market in a way that no other medium can.

Outdoor is the most universal of all advertising media, exposed to virtually

everyone who goes out of the house to work, shop or play. Outdoor provides

broad, fast market reach. Because of its continuous presence, outdoor is capable of

producing frequency levels unmatched by any other medium.

You can replace your outdoor advertising in locations reaching everyone coming into

or leaving your specific market area. You can pinpoint your prime marketing areas

exactly. Outdoor advertising's large physical characteristics create greater visual

impact on your audience. Outdoor is big, bold and colorful.

Outdoor advertising is the final reminder of your product or service; it's the point of

sell before the point-of-sale. Outdoor advertising bridges the gap between the in-

home message and the out-of-home purchase.



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Simple, powerful and innovative outdoor advertising can jump start the life of a new

product or service create awareness and interest your offering, influence your target

markets purchase decision or build brands equity.

Outdoor advertising is defined as any sign that publicly promotes a product or a

service.

This medium has accustomed to be known as larger than life medium. Outdoors

advertising like posters, hoardings etc talk to large numbers of people at the same

time. Today outdoor advertising is everywhere, no medium puts advertising message

before ones eyes so constantly, in so many unexpected places and unusual ways.

When Perk was launched in the late 90s it bombarded the hoardings with Preity

Zinta saying Kabhi bhi Kahi bhi so is the todays scenario of outdoor advertising it

is actually there everywhere.

Outdoor advertising is a constantly evolving medium of communication. In fact, the

entire concept has changed in recent times to Out-Of-Home advertising. This can be

defined as signs that promote a business outside premises. It encompasses

advertising not just on hoardings but also in other places that get high

pedestrian or vehicular traffic. Thus it includes, among others, bus shelters, transit

(bus exteriors, commuter rail cards, station platforms, underground shelters), street

furniture (such as newsstands and benches), airports, malls, spectaculars and painted

walls. The increasing importance being given to OOH is largely due to the fact that

people today are less home-bound than earlier, or rather, more people nowadays go

out of doors to earn a living than they used to. Hence the race to catch their attention

out of doors as much or more than within the four walls of their home. Also, better

tools like longer-lasting billboard substrates, large-format, high-speed digital

technology, and creative use of 3-D, fibre optics and other spectacular effects on

billboards, have greatly increased the scope of and interest in outdoor advertising.



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Outdoor advertising encompasses a large variety of tools, vehicles as they are called

in advertising parlance. Although billboards are the first ones that come to mind,

there is a lot more to this medium of communication than these large format visual

arresters. A brief outline of some of the commonly used vehicles in outdoor

advertising. From chiseling messages on stone in the ancient times to state-of-the-art

billboards and interactive displays, outdoor advertising has a come a long way. The

fifteenth century invention of the printing press saw the origin of bill posting in

Europe in the 1500s. And with the advent of lithography, in the nineteenth century,

creativity in advertising took off. In fact the word billboard has its origins in the late

nineteenth century practice of posting bills on wooden boards. Today, outdoor

advertising covers a vast number of 'vehicles'. In addition to the billboard, mobile

advertising, in-store displays, and displays in airports, sports arenas, and transit

shelters; scrollers, translites, signages, etc. also come under this umbrella. Outdoor

Advertising is so extensively used for the simple reason that it works.



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4.2 History of Outdoor Advertising

Outdoor advertising can trace its lineage back to the earliest civilizations. Thousands

of years ago, the Egyptians employed a tall stone obelisk to publicize laws and

treaties. While formats have certainly changed and as advertising ideas have evolved,

outdoor is still here.

One of the first known methods of advertising was an outdoor display, usually

an eye-catching sign painted on the wall of a building. Archaeologists have

uncovered many such signs, notably in the ruins of ancient Rome and Pompeii. An

outdoor advertisement excavated in Rome offers property for rent, and one found

painted on a wall in Pompeii calls the attention of travelers to a tavern situated in

another town.

In India, Emperor Ashoka in the 3rd century BC had utilized the medium of outdoor

Advertising for communicating government policies and for propagating Buddhism

as is evident from his rock edits.

In regards to use of outdoor media for commercial advertising in ancient times, a

bright trader in order to promote his sales would scribe the name of the products hewas selling and nail the messages on his shop front, an innkeeper would hang his

shingles out side the door of his inn, announcing the availability of rooms and stable

facilitates, a black smith would adorn the entrance of the lane leading to his smithy

with the rim of a hoarse carriage wheel or a horseshoe or such others of his wares as

would attract the attention of the passerby. These gimmicks, tricks or eye catching



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devices resorted to by the traders in ancient times can be truly termed as the

forerunners of modern outdoor advertising.

The earliest forms of Outdoor Advertising is perhaps between 15 th and 17th century

when the Church and the State would affix posters on doors of churches to make

announcements and proclamations.

According to historian Frank Presbrey the first hoarding for commercial advertising

appeared around 1740 when a London based textile merchant secured permission

from the city council to position his shops advertisement bill next to the official

decrees at a fee-, which was the first established fee for making proclamations.

Other forms of advertising media have always resorted to outdoor to promote

themselves. Presses, Theatre, Cinema, Television do not regard outdoor as a

competitor: even if they are over-whelmed by the inherent advantage of outdoor

advertising and use it to reach a mass transit populace. Outdoor advertising grew

significantly with the growth of cars and improvements of roads.

Thus, Maximum meaning, minimum means captures the essence and the

penetration of Outdoor Advertising. Outdoor is old yet new, it is the oldest medium

yet as we are into the new millennium arguably the most dynamic. It is primitive and

yet sophisticated.



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4.3 Outdoor Advertising why is so

great?

People spend more time in their vehicle than they do to read the paper and

watch the news.

Outdoor advertising has a lower cost per thousand than any other type of

advertising. Outdoor ads cost 80% less than television commercials, 60% less

than newspaper ads, and 50% less than radio ads.

Ads on billboards are free to consumers; you do not have to buy a magazine,

cable television, or a newspaper to see your advertisement.

Outdoor advertising does not interrupt consumers in any way. There's no

obnoxious sound, smell or other type of negative attention grabber.

Billboards are noticed because of their messages, bright bold colors and

creative graphics.

Outdoor advertising allows you to reach more people faster and easier than

any other type of media.



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Outdoor advertising has a larger audience than any other type of advertising.

People are driving further and further every day.

Outdoor advertising is the only type of media that has constant exposure. No

other type of advertising allows your message to be displayed 24 hours a day,

seven days a week.

Repetition is extremely helpful when you are trying to increase your product

awareness, or when you simply want to get your message across to millions of

people. This task can easily be accomplished with billboard campaigns.

Outdoor advertising help increase your products awareness, and knowledge

which also increases your sales and profits.

Outdoor advertising makes it extremely easy to target, or not to target, a

specific market.

Thus, all this proves that in today's fragmented media world, outdoor advertising is

the one answer to target mass audiences effectively. With brands fighting for recall

advertisers are committing larger budgets to the medium each year in order to deliver

high impact displays in busy town and city centers throughout the world. As a result,

outdoor media commands an ever-growing share of all ads spend.



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4.4 Process of Outdoor Advertising

The basic business unit of the outdoor industry is the local outdoor company, the

outdoor plant. Its stock in trade is the location it has leased or bought under local

zonal regulation permitting the erection of signs. Having, thus, acquired a place the

company then leases out the place to a company wanting to do an outdoor advertising

by painting or posting the advertisers message on the same. The contract is made

either weekly, monthly, or on half yearly basis. It is the responsibility of the local

outdoor company to maintain the ad in good condition during the life of the

advertisers contract.

After the signs are up, the advertising agency is notified. A representative of the

agency drives around to inspect the signs (called riding a show) to make sure that all

boards are in proper working order. The boards are inspected regularly to make sure

that the traffic flow has not changed, that no obstruction (such as foliage of a tree or

new construction etc.) impedes the view of the sign, and if poster is used then that

the posters are not peeling, and all flashing and lighting arrangements are working

properly.

Also the plant operators may have its own art staff to supply creative services for

local advertisers; ad agencies usually do the creative work for national advertisers. It

has also been found that many big companies may have their own private advertising

department which works on the creative part and the plant operators only have to put

on this ads on their plants and maintain the same.



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For e.g. - Reliance has its own creative department to work on its ads.

As soon as the contract is over the place is leased out to another wishing to

place the ad in that place or the same company.

4.5 Types of Outdoor Advertising

Hoardings

Billboards

Posters

Neon Signs

Street Furniture: -

Bus Shelters

Bus Benches

News stands and news racks

Kiosks

Public Telephones

In-Stores

Transit: -

Buses

Subways and rails

Airports

Truck sides

Taxis



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Alternative Media: -

Stadiums

Airborne

Recreational resorts

Parking places

Petrol pumps

Mobile bill boards

HOARDINGS

A GROWING TREND

With the increasing clutter in the print and the audio-visual medium, along with the

spiraling costs, advertisers are now opting to go out into

the open. In the past few years hoardings have

become an important part of media-mix. The cost

effective medium is ideal for new launches, short term

campaigns (announcing rebate, bonus etc.), teaser

campaign, impulse purchase products (soft drinks,

confectioneries) and local campaigns considered to be a

reminder medium, it reinforces brands with the arrival

of high-tech innovations, hoarding are now drawing

more attention than even before. It is the form of

outdoor advertising, which is maximally used by the advertiser. It is designed to

accommodate sales messages printed by the advertiser. Hoardings are

conventiona l ways of advertising, large hoa rdings around the streetsgather attention of the passerby, and digital printing has given a new

dimension to hoarding advertising.

Regardless of size or orientation, hoardings or billboards can lay claim to grasping the

maximum amount of attention. To the layman, hoardings are synonymous with



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outdoor advertising. Since the layman is the one whose attention is being sought to be

captured by advertising, his perception is to be treated like gospel! And so hoardings

reign in the outdoors, the indisputable leaders. Outdoor advertising today

encompasses a whole gamut of vehicles, but hoardings remain unassailably

number one.

The hoarding comprises a PVC skin stretched across its frame and backlit by dozens

of tube lights inside the box. The original artwork is scanned on a computer,

converted into digital codes that then control the airbrushes that actually paint the

advertisement on the PVC skin.

HOARDINGS LARGER THAN LIFE

Hoardings, or billboards, outdistance all

other advertising tools in terms of sheer

visibility. Available in the largest outdoor

formats as they are, billboards can range in

various sizes. The first, the most commonone on highways and main arterial roads,

especially have a huge impact in the outdoor marketplace. Hoardings command high-

density consumer exposure as they target vehicular traffic. Their ability to take on

customization only increases their utility. A case in context is the recent launch of

Timesgroup's glamour and entertainment channel, Zoom. The persuasive hoardings

with the sheer white background, contrasting red and black graphics and the teasing

tagline, were all over Mumbai. What was interesting was that the advertisement itself

did not need much customization although the billboards ranged in size and format

from the traditional 10 x 10 to horizontal bus shelters to vertical building hoardings.



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HOARDINGS -- EFFECTIVE REMINDERS

Hoardings are primarily used as reminders as, being stationary, they have the

advantage of giving the product repeated exposure to the target audience. Althoughtelevision commercials reach a much wider audience it is the hoarding that keeps

reminding the consumer of the product or service. A very successful ad campaign

done recently by Bates for Tata AIG Life Insurance included television commercials

ably backed by press ads and billboards. The press ads formed a series with

interesting and catchy body copy like 'You see a mischievous child, we see a future

yoga expert' supporting the statement 'Life inspires us to think ahead, which is why

our insurance solutions are one step ahead'. There was a series of hoardings too, in

keeping with the press ads. The ad's tagline 'A new look at life' has been so successful

as to prompt the company to issue a directive to employees, agents, actuaries, etc that

they look at and project the company image and products with a new perspective,

new being the operational word. The advertisement is one of the few where

monitoring effectiveness has been easy and quick results have been seen. Brand

awareness and recognition have increased exponentially post advertisement.



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AMUL AND ITS HOARDINGS

50 years after it was first launched, Amul's sale figures have jumped from

1000 tones a year in 1966 to over 25,000 tones a year in 1997. No other brand comes

even close to it. All because a thumb-sized girl climbed on to the hoardings and put a

spell on the masses.

For 30 odd years Amul and its hoardings has managed to keep her fan following

intact. So much so that the ads are now ready to enter the Guinness Book of World

Records for being the longest running campaign ever. The ultimate compliment to the

butter came when a British company launched butter and called it Utterly Butterly,

last year.

It all began in 1966 when Sylvester daCunha, then the managing director of the

advertising agency, ASP, clinched the account for Amul butter. The butter, which had

been launched in 1945, had a staid, boring image, primarily because the earlieradvertising agency which was in charge of the account preferred to stick to routine,

corporate ads.



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One of the first Amul hoardings

In India, food was something one couldn't afford to fool around with. It had been

taken too seriously, for too long. Sylvester daCunha decided it was time for a change

of image.

The year Sylvester daCunha took over the account, the country saw the birth of a

campaign whose charm has endured fickle public opinion, gimmickry and all else.

The Amul girl who lends herself so completely to Amul butter, created as a rival to

the Polson butter girl.

That October, lamp kiosks and the bus sites of the city were splashed with the moppet

on a horse. The baseline simply said, Thoroughbred, Utterly Butterly Delicious Amul.

It was a matter of just a few hours before the daCunha office was ringing with calls.

Not just adults, even children were calling up to say how much they had liked the ads.

"The response was phenomenal," recalls Sylvester daCunha. "We knew our campaign

was going to be successful."

In 1969, when the city first saw the beginning of the Hare Rama Hare Krishna

movement, Sylvester daCunha, Mohammad Khan and Usha Bandarkar, then the

creative team working on the Amul account came up with a clincher -- 'Hurry Amul,

Hurry Hurry'. Bombay reacted to the ad with a fervour that was almost as devout as

the Iskon fever.

That was the first of the many topical ads that were in the offing. From then on Amul

began playing the role of a social observer. Over the years the campaign acquired that

all-important Amul touch.



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From the Sixties to the Nineties, the Amul ads have come a long way. While most

people agree that the Amul ads were at their peak in the Eighties they still maintain

that the Amul ads continue to tease laughter out of them.

Where does Amul's magic actually lie? Many believe that the charm lies in the catchy

lines. That we laugh because the humour is what anybody would enjoy. They don't

pander to your nationality or certain sentiments. It is pure and simple, everyday fun.

BILLBOARDS

BILLBOARDS Remain The Cornerstone Of Outdoor Media

Outdoor Advertising is mostly billboard

advertising. The first use of this advertising was in

promoting theatrical programmes. The playbill was

pasted outside the theatre, so that passerby could

see it. This was done to promote attendance at

these theatrical performances, and was no doubt a

primitive form of advertising; but it is in existence

even today. The bills were pasted on walls, fences or on boards around the town.

The word billboard has its origin in the playbill posted outside the theatre. After

automobiles came in and the road network became increasingly extensive, the

outside poster at the roadside became a useful medium for advertising. The word

poster is used to convey an advertising message, and it is posted on a structure built

for that purpose. The original poster

was a sheet of paper, 28 inches by



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42 inches. Several such one-sheets could be combined to make larger posters to fit

different frames. The most popular size is 24-sheet poster. This is the size of a

structure for which 24 individual sheets of the above-mentioned size are required to

fill the board. Now, with the modern printing press, bigger size sheets can be printed.

The same space can now be filled say, with only 10 sheets; but we still call this size a

24-sheet poster. A 24-sheet poster has a copy area, which is 104 inches high and 234

inches long. A 30-sheet poster has also acquired a wide acceptance nowadays

providing a copy area of 115 inches by 259 inches.

The bigger posters, called bleed posters, of size 125 inches by 272 inches, have also

gained popularity. Poster panels may be illuminated or regular. When night traffic is

dense in metropolitan areas, there is a need for illuminating the posters.

Painted boards constitute another major outdoor advertising. Instead of printing on

sheets of paper, the message is painted. This is very important; particularly when the

billboard is exposed to rains and is likely to get spoiled soon. Of the outdoor boards,

which have a longer life span, the painted poster is the most acceptable.

Billboard formats offer high-impact, strategic positioning and market-to-market

coverage with an unprecedented means of reaching today's highly mobile consumer

audience. But that's not all. Billboards can deliver on so many levels:

Clean eye-popping exposure 24/7

Clutter free messages in a uniquely customized environment

Desirable suburban coverage filling gaps left by other media



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POSTERS

Posters are of great value in developing countries like India with a great deal of

diversity of languages and problem of illiteracy. Posters are a part of commercial art

used most extensively in India to advertise feature films. It is visual medium par

excellence most of times. Even when words are used they are pithy.

The Bombay Municipality has used this medium effectively for social education

campaigns like Save Water and Clean Bombay Green Bombay.

Business organizations too have gone in for expensive ad campaigns using the poster

medium. The drawback of this Outdoor medium is that posters can easily be defaced

or torn off; moreover, they are only seen at glance, and rarely read fully.

Mostly posters remain in position for a period of time say several weeks. We,

therefore, say that they enjoy 24-hour exposure and long life. The fact is that audience

gets only a fraction of a second to view the advertisement. But this is compensated by

repetition of viewing. The repetition is ideal for sinking the name or registering a

slogan or sales point or pack design in the mind of the audience. The task of the

poster is though simple but is an insistent one.



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Posters communicate with a large number of people at the same time . Coverage

could be according to our choice. It is a real mass medium. It gives exposure to one

and all. They may be on their way to office, work, play, shop and so on. Its message

delivery is dependent upon the passer-by traffic. It acts as an impulse-trigger.

NEON SIGNS

They are attractive form of advertising mainly for the cities, which have a

nightlife, eg. In a city like Mumbai neon

signs are an important medium as the

nightlife is very busy. These electronic

signs use computerized lighting systems

that are eye catching and effective. Such

bulletins are more expensive than posters

and attract greater attention. The cost of producing and maintaining such electronic

displays is enormous, and therefore can be used only by big advertisers.

Globally, Neons have proved to be more effective more than any other form of onsite

advertising. No other light source can match its brilliance and intensity, which is

specific and does not spread. Typically, a neon sign with 5 tall letters can be read

approximately 200 ft away or across a 4-lane highway. It is estimated that in India,neon constitutes 15 percent of the total electric sign sales, with a growth rate of 10

percent. It comes to 5 percent of the total money spent on outdoor advertising.

Television programmes are also not far behind to make use of the bright illumination

of neons. The popular Movers & Shakers show on Sony TV has its logo in neon in

the backdrop.



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If you are in the business of selling, the first thing you need to work on is your sign.

Without it your chances of getting noticed fall dramatically. You may have the best

merchandise, the finest store, but if you cant attract customers, you will soon be

shutting down.

Thats really the baseline for the sign business around the world. Today, the choices

are huge-digital prints, backlits, frontlits, acrylic, vinyl and neons. Except for the last

one, all the rest are static signs. The neon, in contrast, is a living sign which winks

and blinks invitingly at customers. A neon has an almost mesmerizing effect-often

you cannot take your eyes off it waiting for its colours to change or gain new designs.

During the middle of the 20th century, neon signs turned North Americas roadside

into a luminous wonderland. The most compelling signs were figural: imaginative,

cartoon drawings in light. Most Indian shopkeepers agree that a neon attracts more

customers. Sometimes it becomes a question of not wanting to be the only shop on

the street, which doesnt have a neon!

Today neons are also pitched against a giant and thriving digital printing industry,

with new techniques and improved effects.

The options in neon are many, it all depends on the creativity of the sign maker.

The simplest is the Skeletal Neon, which is really just the neon tubing, which looks as

though the sign has been written in running hand. This is very fashionable in

developed markets where the skill of the sign maker and the materials used are of the

highest quality.

Then there is the single line tubing, which runs on acrylic cutouts. This doubles as a

day sign, and neon sign makers contend that it makes the letters look bigger. The

reverse also works acrylic letters with neon behind them, which gives a backlit

effect.



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The most expensive is the concentric circles or parallel lines neons, which have a

flasher inside. What you get are ever-changing lines, and each line needs a

transformer, so it becomes expensive.

Surprisingly, the technology behind neon sign making has not changed much over the

last half century. Its the same gases neon and argon that are still being used. They

have remained the same from the time they were invented. Neons, are a saturated

science there is very little new stuff that can be done with. The procedure has

remained the same for the last few decades. High maintenance and higher electricity

bills are the two biggest fears, which put off potential buyers

STREET FURNITURE

The Increasing Prestige Of Street Furniture

Street furniture advertising is versatile. It can effectively target population segments

or be used to reach a broad-based marketplace. Formats range from simple to

interactive, locations vary from dense urban centers to suburban roadways.

Because many street furniture displays are located near shopping and commerce

centers, these outdoor products provide a last reminder for consumers just moments

before a potential purchase decision is made. For this reason, street furniture

advertising is ideal for generating high awareness and brand recognition near a point-

of-purchase.

Various Types of Street Furniture:-

Station and shelter posters: Mostly station posters are used for film advertising.

They are also effectively used for local advertising by retailers, coaching classes,

opticians and even astrology; construction companies and estate brokers.



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Advertising on bus shelters is now gaining popularity as it easily grabs attention of

the passerby & of the people waiting for the bus.

ATM advertising : When there is no interaction, the monitor

carries an ad of the bank or the portfolio of a product.

Zip phones: After dialing the number while the call is on, the ad

keeps on flashing on the screen.

TRANSIT ADVERTISING

Reaching Consumers On The Go With Transit

Displays that reach people traveling - by plane, train or automobile, bus or cab,

and on foot, transit products offer extremely targeted outdoor messaging

solutions designed to reach target consumers, whether moving or being moved.

In fact, given the nature of transit

products, they are visible at all hours,

with particular strength during rush

hour. Take your pick of the product

pack - mix and match. Combining

transit products can make a

tremendous impact improving: reach,frequency and overall impact in one cohesive media package.

Transit Advertising or advertisements on wheels occupies a major segment of

Outdoor Advertising all over the world. It is a very effective medium for showcasing

product related advertisements as well as public service messages.



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Do you want to revolutionize how you reach potential customers, and maximize your

advertising investment? If so, transit advertising is the solution. Here's why:

You can't zap it. You can't ignore it. Transit advertising can't be turned off like

television, tuned out like radio, or discarded like newspaper and magazines. Instead, it

puts your message at eye-level in front of thousands of consumers - all day, every day

- and it demands attention. What's more, it's not cluttered up with dozens of

competing messages in the same space, like other commercial media. Transit

advertising costs less than television, radio, newspaper or billboards.

Transit vehicles go where people go: where they live, work, shop and play. And

wherever those vehicles travel, advertising goes with them. They travel through busy

downtown areas and are essential to reach major educational institutions, healthcare

centers, financial centers and entertainment venues. They give you coverage in

upscale suburban communities, major malls and retail centers. You can reach the key

drive-time audience of pedestrian and vehicular traffic, as transit routes cover nearly

all major streets and highways. Transit ads stimulate immediate recognition of who

you are, what you have to offer and where to find you. The larger-than-life impact

makes your business appear larger than life, too, and builds exceptional recall when

people are seeking your product or service. Transit ads complement and reinforce

your overall advertising program. All kinds of businesses have discovered the

benefits of transit advertising, like increased name recognition and top-of-mind

awareness. It's a proven and powerful vehicle for reaching potential customers - again

and again. Transit gets results!

Benefits Of Transit Advertising:

Greater Reach and frequency.

Reaching a Captive Audience.

Creates top-of-mind awareness.

Building Long-Term Name Recognition.

Reaching People All Day...Every Day.



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Fits into virtually any advertising campaign.

Inexpensive.

Various Types of Transit Advertising

Interior cards or car cards: Buses and subways usually have overhead and wall

mountings for advertising. Local trains also have advertising space on their walls.

These are especially useful when catering for a specific target groups such as women.

Unlike the posters which cannot be read at length commuters in trains have ample of

time to reach the ad; and therefore a longer ad can also be used.

Exterior posters: Buses also have display ads on the outside space. BEST buses rentout the entire bus that can be attractively painted with the ad message.

In city like Bombay where local trains operate these entire trains are also painted with

a particular ad.

Bus ticket: Innovative media planners also use bus tickets to advertise their products.

They are less expensive and have a higher possibility of being read by commuters

through the message is obviously very brief.

Air balloons: Balloon advertising is a novel way of promoting products customized

to a product shape, which could be anything from cars to cans upto 50 feet high. as

they are cheaper than hoardings & could be used anywhere.

Wall painting: It is mainly used in rural areas where other advertising cannot reach

and it one of the cheap method also. It is even found in cities but to a very small.

Mobile Display Vehicles: This new concept of MDV is certainly more effective in

this field than any other means because it attracts almost every commuters/passerby

when it moves on roads whereas the earlier ideas of hoarding was stationery and only

limited people could see them. Moreover, the Mobile Vehicles can also be designed



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as per the specifications given by over valued customers as per their requirements.

Apart from this the MDV is also very effective for Road Shows, which attracts people

now a days.

A New Twist Is Alternative Outdoor Media

Beyond billboards, a whole new field of advertising formats has emerged to impact

consumers head-on during the course of daily activities. Originally developed to

bridge gaps in urban centers, the alternative outdoor products have today grown into a

sophisticated and viable billion-dollar business. The beauty of these ad forms is the

targeting they provide, and their synergy within micro markets.

Alternative outdoor media provides the impact of outdoors 'power of presence' with

the intimate messaging of print media. Alternative outdoor media can cover a market

far and wide or provide synergies with locations strategically placed around a town.

Use one specific form of alternative outdoor or go "hog wild" with multiple

executions. However it's done, alternative outdoor media is a cost efficient means to

promote a big brand with "round the clock presence" on a local level.

Thus, Outdoor advertising has come a long way from its humble beginnings as a

roadside poster. Not an afterthought to fund editorial content, outdoor advertising is

pure and unfettered - a proud beacon, beautifully rendering a product's benefits and

whereabouts. Outdoor offers a treasure trove of choices that suit every target, every

geography, and every strategy. Today outdoor offers a portfolio of settings and

frames that are custom built for every imaginable need a marketer might have. The



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diversity and variety provides a marketer creative expression that knows no limits and

a geographic dispersion that offers both deep and wide market coverage.

4.6

Pros & Cons of Outdoor Advertising

THE PROS:-

Accessibility : Outdoor carries the message 24 hours per day and cannot be

fast-forwarded, put aside, zapped, or turned off.

Reach : For the same dollars, outdoor delivers a reach of 86.4 percent

compared with spot TV (76.5 percent), radio (72.3 percent), and newspaper

(72.2 percent) for the same target audience in the same city. The audience is

mostly young, educated, affluent, and mobile an attractive target to many

national advertisers.

Frequency : Nine out of 10 people reached with a 100 GRP showing receive

an average of 29 impressions each over a 30-day period.

Geographic flexibility : Outdoor advertisers can place their advertising

where they want it nationally, regionally, or locally in more than 9,000

markets across North America.

Demographic flexibility : Messages can be concentrated in areas frequented

or traversed by young people, upper-income people, or people of specific

ethnic backgrounds. With computerization, its possible to characterize outdoor

audiences by age, sex, income, and lifestyle down to the block level.



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Cost : Outdoor offers the lowest cost per exposure of any major advertising

medium. Rates vary depending on market size and intensity, but the GRP

system makes cost comparisons possible from market to market.

Impact : Because advertisers can build up GRPs very fast., outdoor is ideal

medium for those with a short, simple, and dogmatic message.

Creative flexibility : Outdoor offers a large display and the spectacular

features of lights, animations, and brilliant color. New fiberoptics, giant video

screens, and backlit display technologies offer more creative options.

Location : Outdoor can target consumers by activity, reaching shoppers on

their way to the store, businesspeople on their way to work, or travelers on

their way to the airport, thereby influencing shoppers just before they make a

purchase decision.

THE CONS

Fleeting Message : Customers pass quickly, so outdoor advertising must

intrude to be effective. The design and copy must tell a story briefly and

crisply, and the words must sell.

Environmental influence : Outdoor messages are influenced by their

environment. Placement in a run-down area can detract from a products

image.

Audience measurement : Audience demographics are difficult to

measure. Not every passerby sees or reads the ad, so some media buyers

distrust reach estimates.

Control : Unlike print and broadcast ads, its hard to physically inspect

each outdoor poster panel.

Availability of locations : Oudoor is so popular that demand now exceedsupply.

Visual pollution : Some people object to outdoor advertising as visual

pollution. They have a negative reaction to advertisers who use it.



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4.7 Outdoor v/s Other Media

There are some basic differences between outdoor advertising and advertising in

other media. Though we have highlighted some of them in the foregoing paragraphs,

outdoor advertising is literally out of door, i.e., it is out of the home or place of

business. Some authors have used the term out-of-home to distinguish this medium

from the rest of the media. They have indicated that out-of-home media include

outdoor posters, painted bulletins, hoardings, neon signs, etc. whatever may be the

slight difference in the inter

Final Project Report OOH

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