Page 197 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 11: Unconventional Promotional Media

Printing technology has made rapid strides and posters of almost any size can be printed, but Notes
hand-painted boards are still high in demand as they can stand severe weather conditions in
exposed areas longer than printed sheets of paper. Advertisers have the option of changing their
copy more than once a year at their own expense.
There are only a few who sell outdoor location nationwide. Selvel and Advertiser are two well-
known names of this industry. Other agencies in this field are Aren, Solus, MP Publicity, Sinefine,
and Asian, etc. Selvel offers more than 20,000 hoardings nationwide and nearly 75% of these are
permanent. In India, the outdoor advertising businesses are mainly local in nature. These
individual firms operate in a limited area, each one of them owning a limited number of posters
and painted display locations in different cities, towns, and the roadsides. The rates are based on
contracted time, such as weeks, months, or year and vary between 5,000 to upwards of
200,000.

Example: The Aren bridge site at Chowpatty in Mumbai is probably the most expensive.
Outdoor advertising boards must be located in busy places where they are clearly visible to
passers by. In America, Traffic Audit Bureau (TAB) developed useful techniques for measuring
the space position value or the visibility value of individual locations. Several traffic counts at
a location are made, and assuming that a portion of passing traffic is unlikely to see the specific
posters, an allowance is made. For non-illuminated posters, the traffic count is multiplied by
0.45 and for illuminated posters by 0.65. The audience for an outdoor showing is referred as
Daily Effective Circulation (DEC).

Example: If the traffic-count in 24 hours is 50,000, then the DEC can be determined by
using the following formula:

For non-illuminated posters: DEC= 50,000 × .45 = 22,500
For illuminated posters: DEC= 50,000 × .65 = 32,500
Earlier, while discussing television we have mentioned that one GRP is equal to 1% of the
population. Outdoor showings or GRPs are purchased in units, such as 50 or 100 and measure the
duplicated audience reached by a poster allotment (the term allotment refers to the number of
posters in a market). A 50 GRP (One GRP = 1% of population) in a market would mean that the
daily exposure to an outdoor advertising message would be equal to 50% of the adult population
in a market.
A 50 GRP showing in a city with 600,000 would mean 300,000 exposures daily. Depending on the
daily effective circulation (DEC) and the population of a city, the number of poster allotment
would vary. The same 50 GRP buy in a market of 4 million would mean a DEC of 2 million and
may require 60 or 100 posters.
The overall visibility of a site is influenced by a number of factors, including weather conditions.
The more important ones are:
1. Duration of Visibility: Most of us would have seen boards placed on a high-rise ground
and the road is curving. The panel generally remains visible to passers by for a longer
duration in fair clear weather conditions. Such locations are considered as more effective.

2. Speed: If the traffic passes the location at a slower speed, there is greater opportunity to see
and read the ad message. The traffic speed is slower uphill and on the curves in the road.
3. Panel Angle: If the panel angle is such that it faces the oncoming traffic, it is a better site.

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