According to Lichtenthal, “Outdoor advertising includes all forms of advertising that provide exposure out-of-doors. These forms may be pictured, written or spoken, but the most prevalent forms of outdoor advertising are billboards, street furniture, transit and alternative forms” (Lichtenthal, 2011). Currently, billboards are the most prevalent and widely used form of outdoor advertising. The use of billboards as well can be categorized into several groups namely; eighty sheets posters, thirty sheets posters, squared wrapped posters, etc. despite all these categories, the paper will focus on billboards in general. Technological advancement has been the primary reason that has made billboards one of the popular advertising techniques (Taylor, Franke & Bang, 2006). For instance, the use of technology has created the use of billboards that resemble giant television screens. The picture below is an example of a billboard used for advertising purposes. This outdoor advert- billboard was retrieved from the public health sector. It is meant to celebrate one hundred and twenty five years of successful and healthy nation. Apart from the celebration purpose of it, it is meant to inform the public the need to ensure that they engage in healthy personal practices that leads to a healthy nation.
(Osborne & Coleman, 2008)
There are several reasons for the increased use of billboards to advertise products and services. One of the most significant reasons is that most of the consumers are mobile, they move out of home every day. Therefore, it is imperative to location a billboard in a place where several people pass through in the course of their movement. As a result, several potential clients will be in a position to look at the advert and possible get attracted to buy. The second reason is that billboards deliver impressions to several people at relatively lower costs as compared to other forms of advertising. The low costs enable the company to make more profits and increase their sales. Thirdly, this is one of the most innovative for of advertising especially the spectacular billboards that use giant screens and incorporates sound (Gulmez & Kitapci, 2010).
Furthermore, different guidelines defer from a region to another that controls the use of billboards in advertising. One of the most significant guidelines is that billboards should not advertise products or services related to tobacco, sexually explicit material, and firearms. Secondly, the revenues generated from billboard advertising shall be used in primarily in support of construction and maintenance of the transit facility. As well, each erection should be authorized or approved by the specific plans of the city. Another imperative guideline applicable in some parts of the world is that nobody should be in a position to engage in outdoor business or use a billboard without an authorized license for the same. The license issued should be renewed once the stipulated expiry period ends (Osborne & Coleman, 2008).
Similarly, some core characteristics must be considered when installing billboards. One of the most significant components is the geographical concentration of the customers. Research reveals that business buyers are usually located nearby. Thus, it is crucial to position billboards relatively in such strategic positions. The second imperative characteristic is the business customer as a group of people. In this, we mean that the potential targets of customers are usually located a group. Therefore, the billboard message should be consistent and relevant to the group from the location.
In conclusion, billboard as a mechanism of advertising is instrumental in the success of a business organization. However, all the users of these billboards should adhere to the stipulated guidelines. For instance, they should operate with authorized or approved license that is periodically renewed. As well, the revenue generated from such adverts should be used purposely to improve construction and maintenance of the transit facility. As such, this will be instrumental in increasing the number of customers, leading to increased sales and profitability.
Gulmez, M., Karaca, S., & Kitapci, O. (2010). The Effects of Outdoor Advertisements on Consumers: A Case Study. Studies in Business and Economics, 5(2), 70-88.
Lichtenthal, J. D., Yadav, V., & Donthu, N. (2006). Outdoor Advertising for Business Markets. Industrial Marketing Management, 35(2), 236-247.
Osborne, A. C., & Coleman, R. (2008). Outdoor Advertising Recall: A Comparison of Newer Technology and Traditional Billboards. Journal of Current Issues & Research in Advertising, 30(1), 13-30.
Taylor, C. R., Franke, G. R., & Bang, H. K. (2006). Use and Effectiveness of Billboards: Perspectives from Selective-Perception Theory and Retail-Gravity Models. Journal of Advertising, 35(4), 21-34.