external advertising
External advertising, also known as out-of-home (OOH) advertising, refers to any form of advertising that reaches consumers while they are outside their homes. This category includes traditional OOH formats like billboards and transit ads, broadcast media such as radio and television, promotional items like swag, and print media like newspaper and magazine ads. Here are the key aspects and examples of external advertising:
1. Billboards
Traditional Billboards: Large, static displays typically found along highways, roads, and in high-traffic areas.
Digital Billboards: Electronic displays that can show multiple advertisements in rotation and often feature dynamic, changing content.
2. Transit Advertising
Bus Ads: Advertisements placed on the sides, backs, or interiors of buses.
Subway Ads: Ads located inside subway cars, on platforms, or at entrances.
Taxi Ads: Placards or digital screens on top of or inside taxis.
Airport Ads: Displays in terminals, on jet bridges, or in baggage claim areas.
3. Street Furniture
Bus Shelters: Ads placed on the sides of bus stop shelters.
Kiosks: Freestanding units in high-traffic areas that often feature maps or information alongside advertisements.
Benches: Advertisements on public seating, typically in parks or along busy streets.
4. Digital OOH (DOOH)
Digital Screens: Found in various locations such as shopping malls, sports arenas, and city centers. These screens can show video, animations, and interactive content.
Interactive Kiosks: Touchscreen devices placed in public areas that allow users to interact with the advertisement.
5. Point of Sale (POS) Displays
In-Store Displays: Stands, posters, or digital screens placed near checkout counters to promote products or special offers.
Window Displays: Ads placed in the windows of stores to attract passersby.
6. Event and Experiential Advertising
Event Sponsorships: Branding and advertisements displayed at events such as sports games, concerts, festivals, and trade shows.
Pop-Up Shops and Activations: Temporary retail spaces or experiential setups that engage consumers directly.
7. Guerilla Marketing
Unconventional Ads: Creative and often unexpected advertisements placed in unique locations to catch attention, such as sidewalk chalk art, street stickers, or flash mobs.
8. Radio Advertising
Spot Ads: Short commercials aired during breaks in programming. They can vary in length, typically 15, 30, or 60 seconds.
Sponsorships: Businesses sponsor specific programs or segments, gaining brand mentions and credibility.
Live Reads: The radio host reads the advertisement live, which can add a personal touch and increase listener trust.
9. Television Advertising
Commercials: Short ads broadcast during breaks in TV programming. These are highly impactful but can be expensive.
Product Placement: Integrating products into the content of TV shows and movies to subtly advertise.
Sponsorships: Brands sponsor entire shows or specific segments, often gaining significant exposure.
10. Promotional Items (Swag)
Branded Merchandise: Items like t-shirts, hats, mugs, pens, and bags that feature a company's logo and are given away at events, in stores, or as part of a marketing campaign.
Custom Giveaways: Unique and useful items tailored to the target audience, such as tech gadgets, reusable water bottles, or office supplies.
Event Swag Bags: Collections of branded items handed out at events, conferences, or trade shows to increase brand visibility and create positive associations.
11. Print Media Advertising
Newspaper Ads: Print advertisements in daily or weekly newspapers, which can include display ads, classified ads, and inserts.
Magazine Ads: Advertisements in monthly or quarterly magazines, which can target specific niches or interests.
Brochures and Flyers: Printed materials distributed in public places, mailed to homes, or handed out at events.
Direct Mail: Personalized advertising materials sent directly to consumers' mailboxes, including postcards, catalogs, and promotional letters.
Advantages of External Advertising
High Visibility: Reaches a large audience, especially in high-traffic areas.
Constant Exposure: Provides continuous exposure to consumers as they go about their daily activities.
Geographic Targeting: Allows advertisers to target specific locations and demographics effectively.
Brand Awareness: Helps build brand recognition and recall through repeated exposure.
Challenges of External Advertising
Limited Engagement: Often a one-way communication channel with limited ability to engage directly with consumers.
Measurement: Can be difficult to measure the effectiveness and return on investment (ROI) accurately.
Cost: High-traffic locations and premium placements can be expensive.
Best Practices
Simplicity: Keep the message clear and concise. Viewers often have only a few seconds to absorb the information.
Bold Design: Use strong visuals and high contrast to grab attention.
Strategic Placement: Choose locations based on the target audience's habits and movements.
Call to Action: Include a clear call to action, whether it's visiting a website, using a hashtag, or calling a phone number.
External advertising, encompassing OOH formats, broadcast media, promotional items, and print media, is a powerful tool for reaching a broad audience and reinforcing brand messages. By carefully planning and executing these campaigns, businesses can significantly enhance their visibility and impact in the market
PRINT MEDIA
newspaper ads
ads in industry-related magazines/literature/journals
programs
swag
DIGITAL MEDIA
radio spots
PSAs
sponsored social media content
TV commercial
web ad spots
FRAME for content creation
sponsored Google search
Special projects CLA pages (show off your credentials)
EVENTS
tabling and booths (fair)
volunteerism for credit (ex: special thanks to Music Dept for ushering for the FSO this one day...)
community involvement (wear your swag- shirts, beanie, etc)