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Create Better Outdoor Advertising

By Harry Tan Subscribe to RSS | February 22nd 2012 | Views:
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There are so many barriers to great advertising such as failure to test the advertisement, failure to measure the advertisement’s effectiveness, failure to invest enough time in making the advertisement, failure to think different, failure to come up with original campaigns, failure to come up with the right strategy, failure to research on the consumers, and failure to invest enough money for advertising efforts. With so many things keeping advertisers from creating successful outdoor advertising or out of home advertising campaigns, how can the advertiser and their Advertising Agency work together to make advertisements more effective?

First of all, the advertiser must come up with a great strategy for their brand based on actual research. The advertiser must carefully define the role of advertising in their marketing plan and set precise communication objectives for outdoor advertising. The strategy and other possible alternatives should be identified and tested thoroughly so that there won’t be any need to make further changes in the middle of the process. It’s also important to test the creative idea among members of the targeted audience so that they will be able to provide a reliable feedback that could help the advertiser and the advertising agency to make the necessary changes. When the right advertisement is used for a long time, advertisers would be able to maximize the effectiveness of their advertising message.

One useful tip is to test the outdoor advertising at an early stage in the creative process so that it can be tweaked and fine- tuned before spending a lot of money on its final production. Testing the final output would also give the advertiser an extra assurance that the advertisement is working. As advertisers test outdoor advertising at every execution, they will be able to find out what works and what doesn’t. This will help advertisers develop their own norms. Remember that the goal of testing out of home advertising is to gain knowledge of whether certain advertising testing scores will translate into actual sales increases or leads to Successful Advertising Campaigns.

Make sure that all factors are considered when making an out of home advertising campaign. Say for example, you consider Outdoor Advertising Banners. The ad must not only be persuasive, but it also needs to register the brand name among consumers. It would also have to make sure that the audience will be able to notice the ad immediately. It should be able to increase short- term purchase interest among consumers and make sure that the quality of the brand’s reputation will not be damaged. The advertiser and their advertising agency must maintain the continuous improvement of the outdoor advertising which means it will require constant maintenance and supervision. Make sure that the advertisement sticks to the strategy and goal of the brand. Identify elements or ideas that are essential to outdoor advertising effectiveness and then make sure that those elements or ideas are consistently communicated throughout all the outdoor advertising campaigns.

Harry Tan - About Author:
SMRTMedia, leader in Advertising and Marketingprovides Successful Advertising Campaignsat an affordable rate thus making them as one of the Best Advertising Agencies in Singapore.

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