ADM 3326 Chapter Notes - Chapter 13: Gfk Entertainment Charts, Complete Control
Document Summary
Larger billboards, known as bulletins, superboards, or spectaculars, are larger displays and have a variety of sizes: smaller backlit displays, known as street-level posters and measuring about 2m by. Reach: with proper placement, a broad base of exposure is possible in a given market, with both day and night presence. Frequency: because purchase cycles for outdoor media are typically for 4-week periods, consumers are usually exposed to the media a number of times. Geographic coverage: outdoor media can be placed along highways, near stores, or on mobile billboards, almost anywhere that the law permits. Creativity for emotional responses: outdoor ads can be very creative. Large print, colors, and other elements attract attention and tend to generate short emotional responses that connect the target audience to the brand. Cost efficiency: outdoor ads usually have a very competitive cpm when compared to other media, the average cpm of outdoor ads is less than that of radio, tv, magazines, and newspapers.
