Before you read a short article on outdoor advertising, match the following
words with their definitions and translations. Follow the example.
1. goal (n)
2. surround (v)
3. segment (n)
4. due to
5. hoarding (n)
6. prime time (adj.)
7. display (v)
8. building awareness
9. innovative (adj.)
Listen and repeat.
Read the article and answer the questions that follow.
The goal of an effective marketing campaign is to
surround the customer with your messages. With the right mix, your
target audience reads your ad in the morning paper, sees your billboard
while driving to work, and hears your radio ad on the way home. Outdoor
or ‘out-of-home’ media provide all the options necessary to help
complete a successful advertising campaign.
Advertising hoardings (called billboards in North America), taxis,
buses, trains and stations, newspaper kiosks, airports, aerial
advertising and ‘street furniture’ (bus shelters, public toilets etc.)
are just some examples of outdoor advertising which is now worth almost
$20 billion a year. Although it accounts for only 8% of total spending,
outdoor advertising is one of the fastest growing segments of the
advertising market, as more and more companies are ‘taking it outside’.
TV and newspaper/magazine advertising is dropping in popularity due to
high costs. In Spain, a 30-second prime time TV ad screened in the
evening can cost as much as 100,000 euros. An advertisement displayed on
a bus shelter in the city centre would probably be around 150 euros for
There has also been incredible technological advancements in outdoor
advertisements. Digital hoardings that behave like electronic screens
offer companies the possibility of moving images and even sound.
Smartboards using LED displays can change the message easily and
frequently. The advertising industry also plan to use GPS as ‘people
trackers’ to let companies know how many viewers, or potential
customers, are exposed to the screens.
advertising works best when it's used to communicate a single message,
so it's the perfect medium for building awareness for your store,
product, service or brand. Brief customer exposure and limited text
space dictate the use of a single compelling visual along with a
headline, slogan or logo. The outdoor ads for Absolut Vodka and Calvin
Klein underwear, for example, are effective, yet use hardly any text.
While it's best to keep outdoor advertising simple, some bus shelters
and poster ads in restaurant toilets, have a "captive" audience that's
more likely to spend time with longer texts.
With a 25% increase in Europe and nearly 8% in the US last year, the
fastest growing segment of the outdoor advertising market is street
furniture. With innovative ideas, such as barking dogs to advertise
Disney’s 101 Dalmatians film, and Smirnoff vodka’s ‘moving spider’, many
people in the advertising industry are waiting to see which direction
the outdoor advertising will take.
Complete the following table with words from the article.
What do the following numbers refer to in the text?
Brands provide multiple sensory stimuli to enhance customer
recognition. For example, a brand can be visually recognizable from
its packaging, logo, shape, etc.
Customers who are frequent and enthusiastic buyers of a particular
brand often become brand loyal. Developing brand loyalty
among customers is the ultimate reward for successful marketers
these customers are far less likely to be persuaded to change to other
brands compared to non-loyal customers.
Well-developed and promoted brands make product positioning efforts
that establish a successful brand can extend the brand by adding new
products under the same “family” brand. Such branding may allow
companies to introduce new products more easily because the brand is
already recognized in the market.
Newspapers: Are one of the traditional advertising mediums used by
Newspapers allow you to reach a large number of people in a particular geographic
area. You have the flexibility in deciding the ad size and placement
within the newspaper
Magazines: Are a more focused, although more expensive,
alternative to newspaper advertising. Magazines allow for better targeting of audience, as
you can choose magazine publications that are aimed to your specific
audience or whose editorial content specializes in topics of interest
to your audience.
Radio: Is a universal medium enjoyed by many people during the day, at home, at work, and even in the car.
Television: Permits you to reach large numbers of people on a
national or regional level in a short period of time. Television offers the ability to
your message with sight, sound and motion.
Direct Mail: Is a marketing technique in which the seller sends
marketing messages directly to the buyer. Your advertising message is
targeted to those most likely to buy your product or service.
Marketing messages can be personalized which helps to increase the
possibilities of a positive
Specialty Advertising: This kind of advertising uses imprinted, useful, or decorative products such as key chains, computer mouse
mats, mugs, hats, T-shirts etc. These
articles are distributed for free.