You notice their name
enough times on the item to build top of the mind awareness, so when you need a restaurant, for instance, you think
of their name first.
You appreciate the
goodwill of the company giving you the item and eventually return the favor by giving them some business.
My business associate suggested that I use outdoor advertising. We don't have many billboards in our community,
so why should I consider outdoor advertising?
When people think of outdoor
advertising, they usually think of the colorful billboards along our streets and highways. Included in the
outdoor classification, however, are benches, posters, signs, and transit advertising (the advertising on buses,
subways, taxicabs, and trains). They all share similar advertising rules and methods. Outdoor advertising
reaches its audience as an element of the environment. Unlike newspaper, radio, or TV, it doesn't need to be
invited into the home, and it doesn't provide entertainment to sustain its audience. Here are some reasons why
businesses use outdoor advertising:
Since it is in the
public domain, outdoor advertising assuredly reaches its audience. People can't switch it off or throw it out.
People are exposed to it whether they like it or not. In this sense, outdoor advertising truly has a captured
Its messages work on the
advertising principle of frequency. Since most messages stay in the same place for a period of a month or more,
people who drive by or walk past see the same message a number of times.
Particular locations can
be acquired for certain purposes. A billboard located a block in front of your business can direct people to your
showroom, or you can reach rural areas efficiently by placing it billboard in each small town.
Outdoor advertising is
an excellent adjunct to other types of advertising you are doing. In fact, it is most effective when coupled with