1. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 11-1 Outdoor Advertising Outdoor advertising offers significant variety:  Posters  Backlit Posters  Superboards (Spectaculars)  Mall Posters

2. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 11-2 Outdoor Advertising Other alternatives include:  Electronic Signage  Street Level Advertising  Transit Shelters  Wall Banners and Murals

3. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 11-3 Out-of-Home Advantages 1.Reach and Frequency 2.Geographic Flexibility 3.Size and Quality of Message 4.Compatibility with Other Media

4. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 11-4 Out-of-Home Disadvantages 1.Creative Limitations 2.Lack of Target Selectivity 3.Costs 4.Lack of Prestige

5. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 11-5 Buying Outdoor Space Space is quoted on a 4-week basis. Minimum purchase of 12-weeks apply to some forms of outdoor. Space is purchased on the basis of GRPs (e.g., 100 GRPs = the equivalent of 100% market coverage). With outdoor you reach the same people frequently.

6. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 11-6 Transit Advertising Transit options include:  Interior Cards Overhead Cards Door Cards  Exterior Cards  Superbuses and Murals  Station Posters and Backlits

7. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 11-7 Innovative Transit Ad Concepts Numerous innovative concepts are being tested.  Stair Risers  Ceiling and Floor Decals  Station Domination

8. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 11-8 Advantages of Transit 1.Continuous Exposure 2.Reach and Frequency 3.Market Coverage

9. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 11-9 Disadvantages of Transit 1.Lack of Target Selectivity 2.Media Environment 3.Creative Limitations

10. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 11-10 Unique Forms of Advertising Advertising can reach consumers in unique and unexpected ways: Airport Display Ads Bar, Restaurant and Hotel Ads Washrooms Benches

11. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 11-11 Unique Forms of Advertising Other innovative alternatives include:  Elevator Advertising  Arena and Stadium Advertising  Supermarket and Other Retail Advertising  Taxicabs  Theatre Screens

12. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 11-12 Point-of-Purchase Advertising at point-of-purchase is designed to: 1.Build traffic 2.Advertise the brand 3.Encourage impulse buying 70% of brand decisions are made in the store!

13. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 11-13 Point-of-Purchase Advertising Store Signs Display Shippers Display Cards Ad Pads and Shelf Ads Grocery Carts Floor Ads Vending Machines

14. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 11-14 Point-of-Purchase Advantages 1.Impulse Buying 2.Message Reinforcement 3.Receptiveness 4.Last Chance (Deciding Factor) 5.Merchandise Tie-ins

15. Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 11-15 Point-of-Purchase Disadvantages 1.Clutter 2.Placement 3.Waste