Page 220 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes 4. Efficiency: From a cost point of view, outdoor advertising is the most efficient of all mass
media on a CPM basis.
5. Creativity: By combining colour, art and short copy, outdoor advertising can quickly
generate an association with a particular brand. If a billboard is placed at a busy point,
audiences see the ad again and again. The more frequently the idea is repeated, the more
likely it is to be retained.
Outdoor advertising has certain limitations. The major ones include:
1. Limited Message Capabilities: Outdoor copy must be brief since it is perceived while the
audience is mobile and the exposure time is short. The messages are limited to just a few
words. Lengthy appeals are unlikely to be registered to have any impact.
2. Waste Coverage: Generally the purchase of outdoor results in high levels of wasted coverage
because not everyone driving or walking past a billboard is part of the intended target
audience.
3. Limited Effectiveness: A number of uncontrollable factors may lessen the effectiveness of
outdoor ads, such as trees, structures and traffic signals may distract the audience.
4. Message Wear-out: Because of high frequency of exposures, outdoor advertising can lead
to quick wear-out effect.
5. Public Criticism: Various public interest and environmental groups criticise outdoor
billboards and posters etc. claiming that they are an eyesore, nuisance, and often a cause of
road accidents.

Case Study 'Electrifying' OOH innings for Mumbai Indians

umbai Indians, one the strongest team and the favourites of DLF IPL 2011 has
launched an innovative outdoor campaign in Mumbai. The campaign has been
Mrolled out to reach 'Mumbaikars', asking them to come together to cheer for
their home team. For the execution of the campaign, the company vested its outdoor
advertising duties with Alakh Advertising & Publicity which worked closely with in-
house advertising agency of Mumbai Indians, Vibrant Advertising.
The campaign has been executed in two phases - first, it was a teaser campaign, followed
by the main campaign. The teaser was done for a week with some of the individual
players of the Mumbai Indians team diving, snatching and playing a shot etc. using cut-
outs and 3D technology. This was executed just a day before the world cup final and was
aimed to garner more eyeballs in the wake of India-Sri Lanka Final.
Following that, the main outdoor campaign has been executed where the whole team has
been showcased in the creative using 3D technology. The campaign will continue for a
month.

Commenting on the campaign, Nikhil Dave, director, Vibrant Advertising Pvt. Ltd, said,
"Mumbai is the hub for outdoor advertising. When any brand plans to advertise in Mumbai,
one cannot do without outdoor medium. It is the main and the best medium to communicate
which offers sustainability. And outdoor made more sense as seven of the matches were
scheduled to be played in Mumbai.
Contd...

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