The way google ad words and facebook provide targeted advertising on the internet, are there services which provide targeted advertising outdoors too i.e physical world?
Do companies look at targeted outdoor advertising? What kind of companies look for it?
The companies with most to gain from outdoor advertising are physical stores, restaurants, etc. -- places where people do spontaneously go but whose primary difficulty is literally getting people in the door. A billboard or other kind of display can alert drivers (for instance) to a new place to stop in at. Signs tend to be remembered in a local context as well -- where it was seen ... where you were on your way to ... -- which helps remind people where the business is when they decide to look in later on.
The same applies to upcoming events, festivals, etc., which benefit from being remembered in the context of a locale.
Freeway billboards are notoriously low-converting. Yet they can be effective as well. By way of example, I saw one the other day beside the freeway for tattoo removal. It was an excellent ad -- very effective in raising the topic. Unfortunately, I have no tattoos to remove; so it was wasted on me. Worse still, they were pitching a forgettable name / URL. So even if I had a tattoo to remove and were now determined to pay for the service, I'd now end up going to Google -- where, the odds are, I'd find a different local company. Essentially, the company behind the billboard was advertising their niche (including their competitors) and not themselves.
In the marketing world, numerous techniques, including both traditional and non-traditional media, are used to attract and retain consumers. The purpose of this study was to identify the effectiveness of the case company’s advertising methods, namely, outdoor advertising and internet advertising, and then justify outdoor advertising as the most effective marketing method in the company. The study was implemented by conducting theoretical research and then analysing the data provided by the case company. The qualitative approach was used to obtain information about the participants’ personal responses or authors’ observations in the field. The results of the study showed that despite the popularity of advertising on the Internet, it was often associated with fraud and should not be considered as reliable as outdoor advertising. Outdoor advertising was identified as a facilitator of acquiring accurate access to data and elongating the advertising period at the same station. In marketing, outdoor advertising plays an integral role in creating awareness of a product and the sales of such goods. In a study conducted by Kotler, Wong, Saunders and Armstrong, the scholars note that outdoor advertising achieves this objective by influencing the decisions, behaviour, preferences and attitudes towards the product through explicit visual expression of the goods. The nature and design of the outdoor advertisement could increase or reduce their appeal to the potential customers, hence the reasons explaining the use of bright colours in painting the products. Moreover, the advertisements of a product using the outdoor method are erected outside using billboards or large posters, flyers, and brochures.
On the other hand, internet advertising is also widely used on smart phones, websites and in the social media. The internet services that Inetcom Company provides include websites, electronic mails, internet bundles, files transfer protocol, and telnet. On these platforms, many people including non-interested customers may in turn become attracted to the products being explicitly advertised or pop-up ads using outdoor and internet advertising, respectively.
Marketing through advertisement, according to Armstrong and Kotler, is important since it enables people to be made aware of new brands of the products a company produces and its benefits. The topic is also important as it helps the authors to evaluate the effectiveness of outdoor advertising compared to internet advertising in the context of the chosen company. However, traditional outdoor advertising still plays an important role in the company’s overall marketing campaign as admitted to us by the company’s marketing manager during a discussion. Berenson, Levine and Krehbiel , the increasingly complicated business world has led to the rise of several advertising platforms to compete with the outdoor method that the case company could as well adopt. The company’s perspective is that it finds this method useful because once an advertisement is imposed on a billboard and erected in a strategic location, many potential customers will have unlimited access to it and conform to its message. As the company continues to provide Internet products and services across the region, there is a similar growing need for information about their services to reach as many potential customers as possible. The issues highlighted above rationalize the choice of the topic and its relevance to the company and in the contemporary complex business world.
In terms of motivation, since Inetcom Company uses outdoor and internet forms of advertising, this thesis mainly evaluates the effectiveness of the outdoor method, hence prompting the company to use outdoor advertising as compared to the other forms of advertising, in this case, internet advertising. From the point of view of the company, the choice of this topic was motivated by the need to justify outdoor advertising as the most effective advertising method used in the company. This would make it possible to validate its continued use in the company compared to internet advertising. The company advertises its products, such as websites, electronic mails, files transfer protocol, and internet bundles, on different platforms which vary significantly.
In addition, the information about the contemporary, yet highly differentiated products of the company, is sometimes lacking in the market, and, thus, most customers are not aware that such products exist. From the viewpoints of the industry/society, the motivation for choosing this topic was to create awareness of the products that the company produces using the most efficient, cost-effective, and reliable advertising method. Noting that the service sector/industry, into which the company falls, continues to undergo changes to provide essential services to customers, there is a similar need to select the best advertising platform to deliver the information about the services to the potential customers . From our viewpoint, the motivation to choose this topic was to evaluate the effectiveness of outdoor advertising as a significant marketing tool in the company compared to the internet advertising method.
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