Out-of-Home Advertising: Utilities Find Outdoor Right on Target

Among communications companies and utilities, out-of-home advertising had the largest percentage increase of any media category -- up 35% between 1985 and 1986 -- even though it represents the smallest measured media category in their media mix. Outdoor advertising's advantages include low cost...

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Bibliographic Details
Published in:Advertising age 1987-06, Vol.58 (24), p.S10
Main Author: Edel, Richard
Format: Article
Language:English
Subjects:
Advertising
Advertising campaigns
Energy consumption
Manycompanies
Outdoor advertising
Telephone companies
Utilities
Online Access:Get full text
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Summary:Among communications companies and utilities, out-of-home advertising had the largest percentage increase of any media category -- up 35% between 1985 and 1986 -- even though it represents the smallest measured media category in their media mix. Outdoor advertising's advantages include low cost, ability to reach working women, and targeting ability. Outdoor advertising is now being used as part of an integrated advertising strategy, particularly in local markets, to generate top-of-mind awareness. For example, BellSouth is using outdoor advertising to create brand awareness for its Yellow Pages directories to combat new competition from independent publishers. San Diego Gas & Electric intends to use outdoor ads as part of an integrated campaign to publicize an anticipated name and logo change. The utility previously used outdoor ads successfully as part of a campaign to reduce peak-hour energy consumption. Outdoor is also a popular media choice in the emerging cellular phone service category because the ads reach potential customers in their cars.
ISSN:0001-8899
1557-7414