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4Moodle Topic

Question 1

Outdoor advertising which is also termed as out-of –home media is a media category that has some of the most unique and creative media innovations. This kind of advertising mainly focus on marketing on the consumers while they are on the go in most public places. These kinds of adverts comprise of the bus shelter posters, billboards, signboards and transit posters just to mention a few of them (Kotler et al., 2013). In this regard the outdoor ad that I choose relates to the issues of road safety and the image of the ad is as shown below

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A common from literature is that adverts mainly persuade people and help them in the decision making process (Kerr et al., 2012). In regard to this ad, it is likely to caution and persuade people to always belt up so as to evade the fateful consequences if an accident happens and mostly when they are in all no seats safer than the other. By viewing the ad people will always have it in mind and always make a decision to belt up. Another common view relates to the position of the advert. The fact that advert is positioned in places where people are likely to pass by they will may not ignore the ads since it is visible. Other views adverts as source of visual pollution but what may seem to be a visual pollution to some is seen as being a vibrant part of the city by others (McChesney, 2008).

Question 2

There exist a number of common guidelines from literature in relation to the effectiveness of outdoor ads. A major guideline relates to the aspects that less is more. Based in this the advertisers need to consider if their message is communicated effectively and clearly with a short period of time (Kerr et al., 2012). Adverts need to be around seven to ten words or less and the chosen ad seems to apply this notion the most effective manner since it has used seven words only. Another guideline relates to the use of creative hints this entails the use of images together with the words so as to attract the audience and create a lasting impression (Fill, Hughes & De Francesco, 2013). The chosen ad has made use of words together with a creative image that can attract a great number of audiences.

Another major guideline relates to the rule of colors. Based on these, advertisers need to use the color system which has a high contract in value and hue (Cramer, 2014). This is based on the notion that contrasting colors tend to work best when they are viewed from a distant place. For example, advertisers need to use light colors in the dark ones or the dark colors in the light ones and at the same time the colors need to contrast with the surrounding where the billboards will be places for example with the buildings, sky or the trees. In this regard, the advertiser have made of good selection of the colors to use in the ad and the colors chosen seems to be contrasting well with the surrounding area that is the building near it and with the sky thus making the billboard more attractive and creating a lasting impression in the mind of the targeted audience.


Cramer, T. (2014). The rise of content marketing. E-content, 37 (3), 6-10.

Fill, C., Hughes, G., & De Francesco, S. (2013). Advertising Strategy, creativity and media. London, UK: Pearson.

Kerr, Gayle; et al. (2012). Buy, boycott or blog. European Journal of Marketing
46 (3/4): 387–405.

Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2013). Marketing. NSW, Australia: Pearson Australia.

McChesney, R. (2008). The Political Economy of Media: Enduring Issues, Emerging Dilemmas. New York: Monthly Review Press.