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Outdoor Advertising- Interactive & Appealing Method Of Brand Promotion

Any brand promotion activity which is carried out through outdoor media such as billboards, posters, digital signage’s, electronic kiosks etc comes under outdoor advertising. Outdoor ads provide interactive and appealing brand message ensuring effective brand impression to the TG. It is an interesting fact to acknowledge how an outdoor ad which is visible to customers only when they move outdoors has the capacity to provide persuading brand message. Is it reachability, measurability or impression which provides striking effect on customers through outdoor advertising? The following paragraphs explain how outdoor advertising provides the brand message successfully without any restraint.

Any advertising activity promises good reachability of the brand to its customers. It is the advertisers duty to adhere to this promise. The purpose of an outdoor advertising campaign is to influence the buying behaviour of those customers who are on the move. Through visuals and words, outdoor ads provide the brand message in an enticing manner. The importance of visuals, words, color schemes etc are briefly discussed in the following paragraphs.

Importance of visuals in outdoor ads

Visuals play an important role in any outdoor advertising campaign. Outdoor ads barrage the brand message through attractive visuals.A picture is mute poetry. If the image or picture has the ability to provide the brand message, it is no surprising to discover that outdoor ads can be designed only through visuals. The right image which provides the right brand message can easily fulfill the purpose of the promotion.

Importance of words in outdoor ads

The importance of words in any advertising campaign is not a new topic of discussion. Advertisers hire experts such as copywriters principally to provide the ad copy of a brand. However, the usage of words in outdoor advertising is conditional in nature. The ad copy should be short, crisp and easy to comprehend by the target customers. Confusing brand message should be avoided at any cause in brand advertising whether through outdoor or home based media.

Importance of themes in outdoor ads

An outdoor ad is not restricted to any particular theme or appeal. It has full liberty to adopt or apply any theme which suits the promotion activity of the brand. However, advertisers should tactfully persuade the prospective customers minds and engage their attention through the theme of the ad.

Importance of color scheme & location saturation in outdoor advertising

The ebb and flow of brand message through outdoor media depends upon the usage of color schemes and location saturation to a great extent. Outdoor ads provide flamboyant look to customers (which eventually provide a rich impression of the advertised brand). Besides color, the location where the ad is placed is also equally important. Outdoor ads should be placed at specific sites such as traffic points, roadsides, street corners etc where passers-by can easily view and read the brand message.

How an ideal outdoor ad should be like?

The assets of an outdoor advertising campaign are to provide good reach ability, good impact, good memorability of the promotion activity. Needless to mention that an ideal outdoor ad should be a blend of the right image and the right ad copy, with the right color scheme placed at an easy to view location.

How Advertising acts as the string between brands and customers

The success-metre of a brand is measured according to the advertising efforts which are used for the promotion campaign of the product. In the absence of advertising, it is hard for brands to get noticed by its customers. Linking customers and brands, advertising acts as the string which keeps alive the spirit of brand marketing.

As a brand owner, there are many things you can talk about your brand. Brand literature is provided by every brand owner to define the features and benefits of his brand. However, it is not possible to explain all the benefits and features of the brand in a single advertising activity. Advertisers select the top features and benefits of the brand and present them to the TG as the advertising message. This message is different from the general brand literature (in its style and presentation). Also known as an ad copy, advertisers particularly hire experts such as copywriters to frame this particular brand message for the promotion campaign. Another important aspect of an advertising campaign is the graphical image used for the advertisement. Some advertisers opine that the right image has the capacity to deliver the brand message to the TG. On a general note, image and copy both are important to design a brand message.

Next to copy and graphical image, the medium of advertising also plays an important role in any promotion campaign. A good brand message which is launched through a poor medium is synonymous to a good recipe badly cooked by a bad chef. Media selection should be wisely done so that the ad message reaches the TG with a huge impact.

Advertising can indeed be considered as the string that links customers and brands together. As long as the string is attached, the marketing activities of the brand will render successful results. However, advertisers should not limit their advertising ideas to a single platform so that their brands get maximum exposure amongst the target groups.

Four important steps to launch an ad campaign Any planned activity provides the targeted results. Especially in advertising, proper planning provides effective impact on the customers to whom the advertisement is targeted. In this blog, let us discuss four significant steps which are required to launch an ad campaign.

Media plan

Media planning is the most important step of an advertising campaign. Media planning involves studying the significances of a particular media vehicle, choosing the right media which is most relevant for advertising the brand, studying the probable impact of the media vehicle on the target groups etc. A team of marketing professional is required to study the importance of the various media vehicles of advertising.

Media selection

Media selection follows up as the second step after media plan. As mentioned above, a market survey is required to select the right media vehicle to launch the campaign. The medium of advertising should be able to deliver the brand communication effectively without any flaw. Some advertisers launch a single ad campaign through multiple media. Though extra budget and manpower are required, launching an ad campaign through multiple media provides more impact on the target groups.