How to define the effect of outdoor advertising? Is there any comparative data
Author:Gu Yu Time:2021-09-30 13:30 Browse(779)
Outdoor advertising is an ancient form of advertising, Zhengzhou bus, waiting booth advertising ((million three hundred ninety-eight thousand long 167)) thousands of years ago with the emergence of various commercial shop signs, lanterns and flags can be said to be the original form of outdoor advertising. In recent years, with the development of science and technology, the forms of outdoor advertising have been constantly innovated and developed. Columns, billboards on the roof, bus stops, waiting booths, outdoor walls, neon lights, banners, airships, balloons, inflatable arches, LED electronic displays and so on emerge in an endless stream. The flexible and diverse outdoor advertisement with novel forms has become the focus of China's advertising industry/
Outdoor advertising is an ancient form of advertising, Zhengzhou bus, waiting booth advertising ((million three hundred ninety-eight thousand long 167)) thousands of years ago with the emergence of various commercial shop signboards, lanterns and flags can be said to be the original form of outdoor advertising.

How to define the effect of outdoor advertising? Is there any comparative data

in recent years.
with the development of science and technology, outdoor advertising forms continue to innovate and develop Bus stop signs, waiting booths, outdoor walls, neon lights, banners, airships, balloons, inflatable arches, LED electronic displays, and so on, emerge in endlessly.
flexible, diverse and novel forms of outdoor advertising.
with increasing market share in the media, it has become China's advertising industry's successor to the TV industry The third largest advertising media after online advertising.

so.
is it that all outdoor advertising media have good returns as long as they are launched? In fact, this is far from the case. We still need to pay attention to many problems in outdoor advertising, such as laws and regulations, urban environment and other factors.
If outdoor advertising can grasp the appropriate strategy.
grasp the appropriate fire, Then, it is not so far away to realize the efficient use of outdoor advertising media.
it can be considered from the following aspects:
understand and abide by local policies and regulations.
when pre selecting the cities and regions to be launched, it is necessary to carefully study the regulations on the release of outdoor advertising in cities and even regions, It's better to know how the approval department handles similar cases and where the final approval authority lies.
because outdoor advertising brings not only commercial effects but also public effects that may affect the whole city or even a wider range.
therefore, the concept and attitude of relevant management departments are often very important.
for some types of creative outdoor advertising without precedent This is especially true of advertising.
this is true of advertising
Analyze and avoid the interference of advertising environment
just as too much radio advertising has blocked the transmission of advertising information.
too dense outdoor advertising may also make the audience form a "advertising blind area" in vision and memory.
therefore, in addition to analyzing the survey data of people flow, traffic flow and surrounding environment before choosing the delivery area,
it is more necessary to have in-depth experience, The advertising environment of the location is investigated.

the interference of advertising environment sometimes appears in another form.
in some areas,
the overall advertising environment is good, but for the same category, In particular, the product advertising which constitutes the competitive relationship is relatively intensive.
whether the advertiser chooses this area for outdoor advertising at this time will depend on the needs of the overall advertising strategy.
if the advertiser adopts an active expansion advertising strategy.
then he may choose to launch a larger outdoor advertising campaign in this area, and surpass his competitors in terms of quantity, specification, creativity or production; On the contrary, if the advertiser chooses a more conservative advertising strategy, such as looking for other market gaps to avoid positive competition, he can completely give up the region and look for a good place.

the advertising strategy should serve the overall advertising
outdoor advertising is part of the overall advertising campaign and media delivery.
at the same time, outdoor advertising is a part of the overall advertising campaign and media delivery, The irreplaceable feature of outdoor advertising is that it can often reach the audience that other media can't reach.
therefore, it can be decided whether the outdoor advertising purchase is in the form of individual or network according to the needs of the overall advertising campaign.

as mentioned above.
if the purpose of advertising campaign is to establish or strengthen the brand image, it often chooses to have a large number of people, broad vision, high visibility, high-quality advertising Outdoor advertising is put in the commercial areas or tourist areas with great influence.
because of the high value of these regional media.
the media in these areas are expensiveAs a result, it is usually impossible to buy a large number of products.
large billboards, neon lights or single columns should also be the main types of products to be purchased.
in this kind of outdoor delivery process,
it should be aimed at the general target groups, The pursuit is not the promotion of short-term sales, but the gradual appreciation of the intrinsic value of the brand.

if the purpose of advertising communication is only the promotion of short-term sales.
then we must use the network of outdoor media to go deep into the target audience's consumption and life space.
buses, bus shelters, gas stations, hospitals, pharmacies, shopping malls, shopping malls, shopping malls, shopping malls, shopping malls, shopping malls, shopping malls, shopping malls, shopping malls, shopping malls, shopping malls Gymnasiums and even a series of restaurants with accurate positioning have such advantages.
their common characteristics are: in terms of a single media individual, it is usually easy to be ignored.
Advertising radiation is small; But once the network is formed, it will cover a wide range of areas, with a large number of well-defined target audiences, It has the foundation of producing good advertising effect.

combine the brand concept to release innovation boldly
because one of the two major functions of outdoor media is to establish and strengthen the brand image.
therefore, the combination of the brand concept and the appropriate form of outdoor media vehicle is an important factor to determine the extent to which the advertising effect can achieve the advertising goal.

traditional outdoor media (light box, neon light, light box, etc.) One of the biggest advantages of outdoor advertising is that it is advertising itself.
the audience's access to media is equal to the audience's access to advertising information.

If outdoor advertising can combine more things that play an important role in people's daily life.
such as bus shelters, 24-hour convenience stores, mass transportation, mobile phones, etc, And according to the concept to be conveyed by the brand itself, the brand concept may be materialized by the media with the same concept connotation, which makes the advertising communication more affinity,It is easier for the audience to understand and accept, so as to achieve more ideal outdoor advertising communication effect.
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