Outside
Publicity
We continuously
see publicity outside when we are in the street. You can find publicity
on billboards, telephone cabins, buses, bus stops and they can be
illuminated and presented in different ways.
Outside
publicity represents an important part of a company's advertising
expense. For example, tobacco companies use this means frequently
because in Spain the law prohibits tobacco adverts on the television.
This type
of publicity works well for certain objectives for example to get
clients to go to a certain petrol station or nearby shop. Local shopping
centres can put up outside publicity around their shops so that people
know exactly where it is. Small companies or shops can communicate
with their local market through this type of advertising.
A good
billboard advert usually follows a series of principals:
The number
of words that you can use in a poster is very reduced.
In the majority of billboards the title should not be longer than
8 words. The title has to be especially short. It is essential to
use a clear type face and colours that make reading the letters
easy.
Impacting
. It has to attract attention. It is essential that the passer-by
which is half asleep on the bus takes note of the advert.
Visual.
The message should explain itself in impacting images. Without the
catchy image it will make us forget the brand and the message.
Memorable.
We want people to remember the message. If the client remembers
the impacting image but forgets the brand and the message we are
not succeeding in the aim of the communication.
Adapting
to the context. You have to
bear in mind, when you are making a billboard, the size that it
is going to be and how it will actually be seen. It is different
seeing a billboard on a computer screen than seeing a billboard
of many metres in a precise location. An interesting idea is to
personalize the billboard according to the area where it is going
to be put up. It sometimes gives a good result when mentioning the
geographic location or the name of a local distributor.
The majority
of successful posters are normally very simple. They are big ideas
that are communicated in a simple, quick and direct way. It is usually
important to provide an easily read and understandable message. Through
a simple visual you should be able to communicate a quick and simple
message. These are fundamental for the success of a billboard.
Outside
publicity allows companies, especially small ones, to directly address
consumers in a particular area with an offer or specific message.
The adverts that estate agents put up usually inform people about
the advantages of a certain area to live. For example, informing a
consumer that living in a certain housing block allows you to be nearer
your job "Buying your house here means you will almost be there".
