Poster: A poster is a sheet of paper pasted on a wood or card or metal board depicting the advertising message. It is the single largest form of outdoor media accounting for 75% of this media. The size of the board is standardized as 12’ x 3” high by 24’ x 6” long and on these boards the posters are pasted.
Factors to be considered in successful poster advertising
Consumer psychology, visualization and command over language.
Attractive and catchy slogans.
Attractive letters and colour combination.
Alluring, brief, simple, clear and convincing messages. (ABCCS)
Selection of site
Place where people wait and precede – traffic signals, hotels, parks, cross roads, bus terminals etc.
Based on Gross Rating Points (GRP), i.e., the number of impression opportunities expressed in terms of percent of the total population of a specific market per day.
Painted display Painted displays are the painted bulletins and wall paintings. A painted bulletin is a metal sheet of rectangular shape of a standard size of 14’x48’ erected at heights which commands the visibility from a distance. It is a larger and elaborate form of outdoor advertising. Painted bulletins are illuminated for the night traffic. Three dimensional structures are common to keep the messages moving with moving population.
Electrical Signs More popularly known as spectacular signs, non-standardized and large permanent signs that makes use of elaborate light and action effects. It attracts a number of passersby particularly during night time. They are built of steel beams, metal and plastic sheets, using bright and flash lights, animation movies and neon signs. The rentals are for a period of 5 – 10 years.
Travelling Displays This is also referred as transit advertising. All types of advertising signs or displays used on trains, buses, cars, autos etc and the terminals from which they come are under this category. There are 3 types of travelling displays.
Car Cards: Placed inside the vehicles of standard sizes of 11” x 14”, / 21” x 28”, / 47” x 56”, 63” x 84”.
Outside displays: Signs posted or painted on the outside of the vehicles.
Station posters: Placed in and outside of the terminals.
Sky writing he message is spread in the sky, where a pilot takes his plane to a height of 12,000 – 14,000 feet to write the message by smoke. The message is visible from a distance of 50 to 60 km. Huge investment is involved, but the message is spread for a short duration.
Sandwich men Sandwich men are the men hired by the advertiser to spread their advertisement messages on the busy streets. They are called as sandwich men because they are sandwiched between posters both back and front. This may also be called as tall men advertisement, but a dwarf may also be hired. They wear funny dresses, shout slogans, sing the messages etc.
Participants