【优质】SignageandPoint-of-PurchaseCommunications.ppt

Signage and Point-of- Purchase Communications On-Premise Business Signage On-premise Business Signs Provide new customers with their first knowledge of the company and first impression of the company Considered the most cost-effective and efficient form of communication available to retail businesses Importance of Signage Legible, conspicuously placed signage, easily discernable and understood by the public is essential to the survival of many businesses Types of On-Premise Signs Free-Standing (Unattached) Signs Monument signs Pole signs A-frame (sandwich-board) signs Portable signs Inflatable signs Building-Mounted (Attached) Signs Projecting signs Wall signs Roof signs Banners Murals Canopy and awning signs The ABCs of On-Premise Signs Out-of-Home (Off-Premise) Advertising Out-of-Home (OOH) Advertising Is the oldest form of advertising Is seen by consumers while they in transit to a destination or away from home Is regarded as of major importance but supplementary to other forms of advertising Has many delivery modes: Billboards, bus shelters, street furniture, shopping-mall displays, transit vehicles, skywriting, blimps Forms of Billboard Ads (cont’d) Buying Billboard Advertising Plants Are companies that own the billboards on which outdoor advertising space is purchased Showing Is the percentage of the population exposed to an advertiser’s messages quoted in increments of 25: #25 = 25% of population exposed Gross Rating Points (GRPs) Represent the percentage and frequency of an audience an advertising vehicle is reaching One outdoor GRP = 1% of the population Billboard Advertising’s Strengths and Limitations Strengths Board reach and high frequency Geographic flexibility Low cost per thousand Substantial brand identification Opportune purchase reminder Limitations Nonselectivity Short exposure time Difficult to measure audience size and characteristics Environmental concerns Measuring Billboard Audience Size andCharacteristics Typical Media Buying Decision Fac