Page 199 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 11: Unconventional Promotional Media

Notes
Example: Fevicol billboard and several others placed at the roadside

11.3 Transit Advertising

In some ways, transit advertising is similar to outdoor advertising as it also uses billboards
neon-signs, and electronic messages. Transit advertising is targeted at millions of people who
are exposed to various modes of transportation, such as buses, subways, trains, or air travel. The
printed ads are paid for and provided by the advertiser to the firm managing transit advertising.
It is the responsibility of this firm to place and maintain the ad posters on the vehicles.
The rate structure varies depending on the site, period, and the size of display. Important
railway stations sites, where thousands of passengers pass everyday cost much more than others
with lesser traffic. Advertisers are also offered bulk contract for placing their ads on more
number of railway stations, bus stands and airports, etc.

Of the many variations of transit advertising, the airline ticket holder is a very effective form of
advertising communication. It reaches a very captive audience and keeps the message in front of
the air passenger for as long as the ticket is retained.
There is an extensive public transport system in India because most people cannot afford private
transportation. A very large number of commuters travel everyday to their place of work and
back home. Employees of Indian Railways alone number about more than one-and-a-half million.
A large number of people, including those who come to see off the passengers, visit railway
stations, bus terminals, and airports everyday and are exposed to a variety of ad messages on
posters, neon-signs, and electronic boards etc. Posters also appear on the sides and backs of
buses, commuter trains, trams, and delivery vans. Kiosk ads are affixed on streetlight and
telephone poles. A very large part of ambulatory population is exposed to transit advertising.

11.4 Cinema and Videos

Cinema halls and videotapes are also used to communicate advertising messages. Commercials
are shown before the film and previews, carrying ad messages from both local as well as
national advertisers. Many local advertisers use video rentals to advertise their products.

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