BADM 2030 - Burge Week 5 Winter 2025
Page 1: Overview of Advertising Types
Review Week 4
Print Advertising
Outdoor Advertising
Advertising Deep Dive
Historical Context
Billboards
Transit Advertising
Place-Based Advertising
Pro’s/Con’s
Quiz #2
Group Assignment
Topics
BADM 2030
Page 2: Pre-Study Activity
Engagement Activity: Guess the next three letters in the series GTNTL.
Contextual References: Canada mentions include BANK OF CANADA and images suggesting financial institutions.
Page 3: Sequence Activity
I, T, S: Explanation that this sequence represents the first letter of each word in a sentence.
Page 4: Outdoor Advertising Examples
Samples of outdoor advertising, including notable brands like Chanel that highlight the impact of visual marketing.
Page 5: Definition of Outdoor Advertising
Definition: Outdoor advertising, also known as out-of-home advertising, is aimed at reaching consumers outside their homes.
Page 6: Historical Context of Outdoor Advertising
Outdoor advertising has roots in ancient history, with ad methods chiseled in monuments.
Ancient Egypt Hieroglyphics: early examples designed to inform travelers about laws before entering areas.
Page 7: Significance of 1450
A question posed to indicate key historical moments in advertising.
Page 8: Invention of Movable Type
Significance of 1450: Johannes Gutenberg invented the movable type printing, revolutionizing modern advertising.
Page 9: Significance of 1796
Inquiry about a notable ad development milestone from 1796.
Page 10: Emergence of Illustrated Posters
1796: First widespread illustrated poster advertising emerges via lithography, used in various public places.
Page 11: Large Format Posters
Originating in New York in 1835, the large American poster format began with circus advertisements.
Page 12: Early Billboard Use
External advertising became standard on street railways, enhancing visibility for advertisements.
Page 13: First Leasing of Billboards
An early record of billboard leasing practices, showing the growth of outdoor advertising.
Page 14: Car Invention Impact
Increase in billboard popularity associated with the automobile boom, promoting local businesses and hospitality.
Page 15: Travel and Roadside Advertising
Advertisers capitalized on road travel, creating ads highlighting attractions and hospitality to entice motorists.
Page 16: Billboard Size and Visibility
Billboards grew in size to accommodate fast-moving vehicles. Legislative actions from the 1960s sought to manage billboard proliferation.
Page 17: Digital Transformation of Billboards
Transition from hand-painted to digital advertising starting in the 1990s, enabling smart, interactive billboards.
Page 18: Emerging Technologies in Advertising
Bluetooth and Digital Signage: Technologies applied in outdoor advertising enhance consumer engagement directly via smartphones.
Page 19: Innovations in Outdoor Advertising
Advances include 3D elements, building wraps, and interactive advertising targeting consumer engagement.
Page 20: Historical Milestones of Outdoor Advertising
Key advancements presented: Digital Technology, The Automobile, The Printing Press, Lithography, Hieroglyphics.
Page 21: Outdoor Advertising Insights
Data from the Outdoor Advertising Association of North America shows consumer spending habits: Canadians spend significant time outside.
The expenditure of $521 million on out-of-home advertising in Canada noted as minimal compared to internet ad spending.
Page 22: Varieties of Outdoor Advertising
Different types of outdoor options enumerated:
Billboards
Transit advertising
Place-based options
Digital formats
Interior spaces (e.g., restaurants and bars)
Mobile advertising
Page 23: Billboard Digital Advertising
Digital billboards are expensive and strategically placed in high-traffic areas to maximize visibility.
Page 24: Classic Billboard Characteristics
Classic billboards are large and meant for long-lasting display of advertisements, albeit rare in hand-painted form.
Page 25: Three-Dimensional and Scented Billboards
Three-dimensional billboards enhance product visibility, and scented boards are niche and focus primarily on restaurant branding.
Page 26: Effective Billboard Messages
Discusses the clarity and brevity needed for effective messaging in billboard ads to ensure consumer engagement.
Page 27: Additional Billboard Examples
Reinforces the need for clarity and impact in billboard design through both textual and visual elements.
Page 28: Common Billboard Mistakes
Highlights mistakes in billboard design that lead to poor audience reception and ineffective messaging.
Page 29: Importance of Brevity
Emphasizes the average viewing time of billboards (3.5 seconds) necessitating concise messaging.
Page 30: McDonald’s Billboard Example
Displays successful elements of a McDonald’s billboard ad that include a catchy headline and visually appealing products.
Page 31: Rule of Three in Design
A guideline that successful billboards should contain three clear elements to guide the viewer’s eye.
Page 32: Event Advertisement Example
Showcases poor ad design leading to confusion instead of clarity, indicating what not to replicate.
Page 33: Attention-Grabbing Elements
Analyzes elements of a billboard ad that fail to deliver necessary information clearly to the target audience.
Page 34: Importance of Placement
Discusses strategic placement of billboards to maximize impact and relevance to the audience.
Page 35: Geographic Coverage Factors
Bilboards can be placed nearly anywhere legally, allowing reach for local, regional, and national markets.
Page 36: Flexibility and Scheduling of Outdoor Ads
Digital tech allows for quick turnaround; advertisements can be scheduled monthly depending on availability.
Page 37: Assessing Reach of Billboard Advertising
Broad exposure is achievable with effective placement for day and night visibility; purchase cycles typically happen monthly.
Page 38: Cost Effectiveness of Billboards
CPM Comparison: Competitive costs compared to TV and print media, making it an attractive advertising option.
Page 39: Emotional Connections through Outdoor Ads
The intrusiveness of outdoor ads can provoke strong emotional responses, contributing to brand recognition.
Page 40: Challenges of Outdoor Advertising
Target Audience Issues: Difficulty in targeting specific groups; broad exposure leads to wastage.
Clutter and consumer fatigue acknowledged as ongoing challenges for effectiveness.
Page 41: Overview of Transit Advertising
Targeting mass transportation facilities: buses, taxis, trains, etc., as part of outdoor advertising strategies.
Page 42: Transit Vehicle Advertising
Examples of advertisements seen on moving vehicles to capture public attention during transit.
Page 43: Transit Shelters
Various advertising placements in transit shelters highlight engagement in high-traffic areas.
Page 44: Interior Transit Advertising
Showcases ads in transit locations where people await transport, offering an immersive experience.
Page 45: Station Posters
Examples of promotional campaigns via station posters aiming for engagement based on location.
Page 46: Pros of Transit Advertising
Discusses reach and frequency benefits attributed to a significant and routine audience interacting with ads.
Page 47: Cons of Transit Advertising
Challenges in targeting specific audiences, visual clutter, and short message engagement observed.
Page 48: Place-Based Advertising Overview
Targets audiences in specific locations, conveying messages tailored to leisure activities and social spaces.
Page 49: Place-Based Advertising Options
Examples of advertising environments include malls, sports arenas, and restaurants, reflecting consumer habits.
Page 50: Creative Place-Based Campaigns
Innovative ads targeting consumers within specific situational contexts, thereby enhancing engagement potentials.
Page 51: Audience Awareness in Place-Based Advertising
Data reflecting audience demographics and awareness levels within various advertising spaces.
Page 52: Key Players in Place-Based Advertising
Newad and Jim Pattison as leading companies in place-based advertising markets with substantial reach and digital strategies.
Page 53: Target Audience Effectiveness
Place-based advertising has the opportunity for on-the-spot consumer engagement with immediate relevance to their needs.
Page 54: Advantages of Place-Based Advertising
More targeted than broader media, typically leads to improved cognitive and emotional responses from consumers.
Page 55: Drawbacks of Place-Based Advertising
Considers geographic limitations, cluttering of messages, and short processing times as obstacles in effectiveness.