Corporate Communication — The New Kid on the Block?
Abstract:Outdoor advertising is enjoying a renaissance. The oldest medium is in demand. A passing fashion? Perhaps. The advertising business is notoriously fickle. There have been such love affairs before. This time, however, the situation is different — for three main reasons. First, the medium looks better. Poster sites are well maintained, well lit, part of street furniture, providing — in concert with local authorities — urban amenities such as local information, shelters, toilets. Second, today's technology allows the advertiser to change his message almost instantly to relate to the immediate environment. For example, a bank can adapt a national campaign to the locality directing consumers to the location; a store can feature a special one day offer; the same site can advertise confectionery during the day and a beer at night. Immediacy, long thought the exclusive property of live broadcasting, is now an outdoor selling point. The third reason is only just beginning to dawn on advertisers — fragmentation. The abundance of new video channels aided by increasing digitalization; the acceleration of new magazine titles, aided by sophisticated printing technology, permitting even customized issues; and the growing influence of the Internet … all are leading advertisers to regards outdoor, the poster, as the last true mass medium.Corporate Reputation Review (1999) 2, 279–283; doi:10.1057/palgrave.crr.1540085
Document Type: Research Article
Publication date: 1999-07-01