CHAPTER 1

Outdoor advertising can trace its lineage back to the earliest civilizations

thousands of year ago, the Egyptians employed a tall stone obelisk to publicize

laws and treaties. While formats have certainty changed and as advertising

ideas have evolved, outdoor is still here. Early stages of 1450,johennes

Gutenberg invented moveable type printing and advertising in the modern

sense was launched in the form of the handbill when the lithographic process

was perfected in 1796, the illustrated poster became a reality.

Gradually measures were taken to ensure exposure of a message for a

fixed period of time. In 1990’s the digital technology transformed the industry

hand painted boards are replaced by computer –painted outdoor advertising

formats .outdoor companies offer an increasingly diverse selection of

advertising formats including bus shelters, transit and kiosks ,airport

advertising wall displays and taxi tops. Outdoor advertising is bound to grow

with the extension in the network of the national and state highways, an

increase in the number of the suburbs, and the greater mobility of the people.

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Some of the personalities associated with advertising achieved great

milestones namely -

Rosser Reeves-the most influential theoretician of how advertising works,

invented the of “unique selling proposition “ USP.

Leo Burnett-declared that agencies revolved around the men with the pencils

or the copywriters.

David Ogiley - attempted to reconcile the two great schools of advertising hard

sell and soft sell .he also set down specific rules for making ads like including

brand name in the headline, avoiding and superlatives.

In recent times the outdoor advertisement is becoming more popular as

consumers seem to spend a lot of their time outdoors.

MEDIA EXPENDITURE MIX

YEAR 2001 YEAR 2002

MEDIA
Rs. Mln. (%) Rs. Mln. (%)
PRESS 44000 53 45760 53
TV 32000 39 33280 38
OUTDOOR 6400 8 7500 9
TOTAL 824000 86540 100

The Indian outdoor industry is undergoing tremendous changes in term

of structuring and business style coupled with heavy expenditure.

TRENDS

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 Flexibility in its role it is ideal for strategic tactical or ambient

communication.

 A medium that beats the radar eye.

 24 by 7 visibility 365 days a year.

 It doesn’t interfere in customer’s life but brings value to the customer’s

dead time.

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1.2 OBJECTIVES OF STUDY-

The researcher has conducted this study considering the 11 metro cities

of India .The study was made to understand the total spends made by

company for a particular brand and and to find out the most active market for

outdoor advertisements.

Primary objectives-

 To study on AD CAMPAIGNS as relevant marketing mix for outdoor

Advt. Agencies

 A detail study on the working structure of outdoor advertising agency

Secondary objectives-

To study the various factors which influence the outdoor ad campaigns:

 To study the total ad spends made on different cities .

 To study the various types outdoor vehicles

 To study the duration of ad campaign

 To study the various vehicles used for outdoor ad campaigns in different

cities

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1.3 SCOPE OF THE STUDY-

 The study is done on outdoor ad campaigns, as a Product in the

Marketing Mix of advt.agencies and restricted to outdoor ad campaigns

of biscuits & mobile phone services, for a limited period of Jan’03 to

Mar’03

 Area considered for study is ad campaigns done on all-india basis.

 ad campaigns are studied with reference to ONLY the usage of various

types of outdoor vehicles used ,different clients, different agencies.etc.,

 The study covers the aspects on the working structure of outdoor

agency with reference to the execution of outdoor advertisement

campaigns, only.

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1.4 METHODOLOGY OF THE STUDY

Outdoor advertising primarily relates to these important aspects-

Planning and buying, Site visibility, Ad spends, Outdoor vehicles.

The study was mainly conducted on budgeting and the outdoor vehicles

used for ad campaigns. The various methods adopted to collect the data and

information are selected by seeing the suitability with objectives.

Primary data

 Survey method

Factual survey

Information surveys

Opinion surveys

Attitude survey

 Personal interview survey

 Mail survey

 Telephone survey

Secondary data

 Internal sources

 External sources

 Magazines/journals

 Books

 Internet

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 The method applied for collecting the data and information was the

survey method by adopting the questionnaire method .here I used the

electronic Mail questionnaire.

Mail questionnaire - In this method, a questionnaire is send along with a

covering letter explaining the purpose of the study, a request is also made to

send back the answered questionnaire.

Secondary data was collected by using different resources, such as.

 Internal sources

 External sources

 Magazines/journals

 Books

 Internet

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1.5 LIMITATIONS OF THE STUDY

 The study does not cover the comparative effectiveness of ad-

campaigns as Product in the Marketing mix.

 Time provided is the major constraint

 The cost factor impeded the study

 The study cannot be considered as representative of the whole India

although we have taken into consideration of data of 11major

metropolitan cities.

 Conducting a field study and gathering information on ad campaigns of

other agencies and also collecting information such as impact of outdoor

advertisement on the sales of various biscuits and mobile services are

beyond scope of the study.

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 Chapter 2

COMPANY PROFILE

PORTLAND was born in 1976,since than it has been growing. In today’s

date its weight accounts to annual billings which exceed £150m and the height

is increasing from Western and Eastern Europe, Latin America, Asia and South

East Asia.

Portland complement of 200 multilingual staff are consummate in

specialized outdoor planning and buying task skills and Portland is actively

buying in 40 plus countries, on behalf of a wide range of advertisers and

agencies.

The reputation has been built on high quality, added value service,

transparency and innovation.

In India Portland outdoor advertising private ltd was born in October

1998 spreaded over whole India with main 5 branches with main head office at

Mumbai. The Bangalore branch covers the whole Karnataka, kerla, coimbatore

(upcountry Tamil Nadu). The various departments of Bangalore branch are

marketing, opertions, and commercial.

The company deals in all forms of outdoor media, from roadside

billboards to airport signage, from bus, train and taxi advertising to neon signs,

from spectaculars to sports perimeter signage and ambient media.

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 Portland are global leaders in planning and computer technology,

research and administration through their proprietorial PKWorld, TARGET,

PASE and PSVW systems. Optimising outdoor advertising budgets for there

clients by increasing planning and buying effectiveness is the bedrock of there

business. Better quality and price relativity, effectiveness, accountability and

control are the added value results.

The lead position that the Portland holds in outdoor advertising world is

exclusive because of the following………

Portland Site Valuation (PSV)

Portland's individual panel evaluation system is a qualitative measure of

every roadside 6 sheet and large format poster site. Collecting total visibility

characteristics for each panel, PSV uniquely complements the outdoor

industry's quantitative audience delivery system POSTAR, and provides

Portland's clients an exclusive insight unavailable elsewhere in outdoor market

place.

Portland's Optimum Planning System (POPS)

Combining data from POSTAR, MMS, the Census, Portland's Price

Forecaster and Portland's mapping system (Target), this facility enables there

clients to interrogate Portland's planning systems to ensure optimum levels of

coverage can be achieved for any given area and any given budget.

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Poster sizes

The usual poster configurations allow for multiples of

60" x 40" or "4 sheet" to make up the finished poster. (Careful design can mean

that the actual printing can be omitted from some sheets or limited to one or

two colours). The majority of posters are printed in 4 colours therefore each

sheet requires 4 projected films and plates, (one for each of the 4 colours), to

produce the finished section.

Imperial Metric
4 sheet 60" x 40" 1524mm x 1016mm 1 section 4 prints
6 sheet 70" x 47.2" 1800mm x 1200mm 1.5 section 6 prints
12 sheet 602 x 120" 1524mm x 3048mm 3 section 12 prints
16 sheet 120" x 80" 3048mm x 2032mm 4 section 16 prints
32 sheet 120" x 160" 3048mm x 4064mm 8 section 32 prints
48 sheet 120" x 240" 3048mm x 6096mm 12 section 48 prints
64 sheet 120" x 320" 3048mm x 8128mm 16 section 64 prints
Supersite 120" x 360" 3048mm x 12192mm 18 section 72 prints

Poster specifications

These guidelines cover 4 sheets, 6 sheets, 48 sheets, 64 sheets and 96

sheets. Depending on the quality of the paper, posters can stretch a minimum

of 6 inches on 48 sheets, 8 inches on 64 sheets and 12 inches on 96 sheets

when wet rolled. As a result, these measurements should be taken into account

and logos and copy should not be placed too close to the right hand side and

bottom on the poster. Dimensions are as follows:

96 sheet print area

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10 feet (depth) x 40 feet (width)

Sections: Posters should be printed in individual sheets measuring: 60 inches

(depth) x 40 inches (width)

- 24 sections required

64 sheet print area

10 feet (depth) x 26 feet 8 inches (width)

Sections: Posters should be printed in individual sheets measuring: 60 inches

(depth) x 40 inches (width)

- 16 sections required

48 sheet print area

10 feet (depth) x 20 feet (width)

Sections: Posters should be printed in individual sheets measuring: 60 inches

(depth) x 40 inches (width)

- 12 sections required

6 sheet print area

5 feet 9 inches (depth) x 3 feet 10 inches (width)

4 sheet print area

4 feet 10 inches (depth) x 3 feet 2 inches (width)

Portland's Market Monitor (PMM)

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 Exclusively available to Portland' clients, PMM provides an overview of

future availability across all major outdoor formats. By combining availability

with PSV, PMM looks at volume and quality by campaign period and is

analyzed against market averages with 'safe' parameters by format.

ENVISAGE

s
Envisage offers the facility for pre-testing outdoor designs at any stage

in their development from rough to finished artwork.

Any size or format can be superimposed onto a street scene of real

billboards, transit or airport signage in order to test whether the creative

treatment will work in its intended environment.

The design is warped into the perspective of the photographic image in

a matter of seconds, and hard copies can be printed for group research

purposes.

Site Audits

This is a service available to all International Airport clients, providing up

to date analysis of sites as well as other valuable information such as Airport

overviews, passenger demographics and competitive data.

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Client selection

At the same time Portland does a critical analysis before finalizing client

regarding there reputation in market and financial creditability. Portland has

gained good number of clients.

Supplier selection

In case of suppliers they consider the factors such as service

creditability and site availability .

Clients that Bangalore branch handling are

ITC

PEPSI

WIPRO

SPICE TELECOM

PROCEDURE FOR LAUNCHING A OUTDOOR AD CAMPAIGN

The working structure of an outdoor agency regarding the execution of

outdoor ad campaign.

SITE-site is location where the outdoor vehicle is displayed for the outdoor

ad campaign.

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SITE

 APPROCHING -Client approaches the agency and specifies his

intensions for the outdoor advertisement and the allotment of the

budget for outdoor advertisement

 PLANNING AND PROPOSING -Agency plans and proposes regarding

the site, outdoor vehicles suitable for the clients product considering the

clients intensions and the budget allotted.

 INSPECTION- The proposed sites are inspected by the agency person

and the client

 SELECTION-The final site selection is made by considering the

outdoor advertisement strategy, budget, target customer, availability of

site.

 AVAILBILITY-the agency approaches the supplier for seeking the

availability of the selected proposed sites.

 BLOCKING- The selected available sites are blocked according to the

duration of the campaign.

 APPROVAL-The selected available sites are finally approved by the

client.

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  PREPARATION –The site is prepared by Vinyl production/painting,

vinyl mounting on outdoor vehicle considering all specifications

regarding the logo, colour, and design- as mentioned in the look book.

 COST-The site cost is the combination of estimate order drawn by the

agency considering the site rentals, production charges, agency

commissions, electricity charges, service tax, etc.

 LAUNCH OF OUTDOOR AD CAMPAIGN-The outdoor ad campaign is

finally launched as per the launching date fixed by the client.

 MONITORING-Day today monitoring is done by the agency to check

the condition of the site.

Portland how it is different……….

- the main strengths of Portland that it holds and makes it different from others

are its-

Research

Portland Site Valuation Worldwide, PSVW, is in place in all the markets

where Portland has a presence.

Taking account of pedestrian and vehicular weight or counts past

outdoor sites, as well as visibility and panel characteristics, PSVW is

complementary to available industry research (e.g. POSTAR in the UK), and

vital where no outdoor research exists at all.

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 All sites in each market are graded, scored and photographed with the

constituent detail accessible via every Portland office. Each office has a

Research Services Manager and teams of inspectors who are responsible for

ongoing updates on a daily basis.

For Best Practice and a uniform approach, the project is led globally by

portland International Research Director based in Poland.

Pre and post awareness, effectiveness and omnibus type studies are

also undertaken by our growing research resource, as well as co-ordination of

industry research alternatives and Portland’s Design Testing System

ENVISAGE.

Planning and buying

Portland’s administrative software PKWorld and computer planning

technology TARGET buying have been developed and enhanced over the past

7 years.

PKWorld is a multi-lingual system which stores, analyses and allows

access to huge amounts of data, vital to making correct buying decisions.

Individual panel data is easily accessed including PSVW scores, proximity

data, pricing and availability.

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 Portland TARGET mapping system, utilizing G.I.S. technology, feeds off

the huge database of PKWorld and provides pinpoint accuracy of site

positioning and distribution, coupled with imaging in the form of photographs

and videos.

International strengths

As Portland enter the 21st century, Portland continues to grow its

business internationally. New Portland offices are continually being added to an

already active operation spanning 5 regions and 30 cities.

The cornerstone of Portland global philosophy is to achieve better value

outdoor campaigns for our clients by imposing disciplines similar to those

which have stood the test of time in the UK market.

Portland have a dedicated resource offering planning and buying

expertise in the specialized area of global airport advertising. Portland airport

mapping MAP-AIR and site evaluation system PASE are complimentary to

TARGET and PSVW, and also link into our PKWorld administrative software.

This consistency and global application of Portland systems is well

proven, from the UK to Indonesia and from Moscow to Caracas.

Portland business ethos is founded on Best Practice, added value,

innovation and transparency

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Planning and buying

Portland approach to planning is innovative, dynamic and effective.

Portland believes in "bespoke" solutions rather than "off the peg" answers to

satisfy their clients’ advertising objectives.

As well as Portland proprietary planning technology, Portland utilize all

existing industry planning tools, such as POSTAR (UK) or T.A.B. (USA).

Whether Portland are working through an advertising agency, a media

dependent or independent, or for clients on a direct basis, Portland work most

efficiently when Portland are involved at the very earliest planning stage.

Portland buying methodology parallels the tone set by Portland planning

procedures, and our philosophy is to deal with the whole market in order to

secure the best sites possible for our clients.

The Portland buying resources in all markets comprise detailed local

knowledge of individual regions as well as a strong central team in the

Regional Head Offices; all linked by computer and to other Portland offices.

Portland Buying track record is second to none, and is easily measured

using industry research yardsticks, industry market rate comparisons and

quality assessments through PSVW.

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Mapping

TARGET, Portland’s global mapping system for roadside sites and

PASE, our global airport mapping system are the most advanced outdoor

planning tools available in today’s market. Both systems bring pinpoint

accuracy to outdoor planning and afford the flow of fast, accurate information

whatever the requirements of the brief. Unlike inferior systems, both TARGET

and PASE form part of an integrated administrative system (PKWorld), which

matches individual panel data to precise geographical positioning.

Using the same site codings as the contractors allows us on-line access

to site availability.

Information relating to sales data, retail outlets, distribution and geo-

demographic product usage via MOSAIC and TGI profiles is also available for

individual panels.

Based upon the same theory, MAP-AIR covers the world’s major

international airports.

Detailed plans of each terminal are stored in our database and can be

toured on screen with access to exact locations, photographs and competitive

data.

Both land-side and air-side outdoor facilities at airports are covered by

Portland Airport Site Evaluation.

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PSVW and PASE

Portland research tools are designed to provide quantitative and

qualitative assessments of all poster panels in Portland markets, and in many

other countries as well.

Well over 1 million poster panels have already been graded, and are

being constantly updated. As well as traffic weights, PSVW evaluates each

panel’s visibility, angle, direction, illumination, height from the ground and many

other panel characteristics. PASE operates in parallel to PSVW for the

assessment of airport signage. All airport locations are evaluated to reflect

passenger flow, and varied according to a wide range of panel characteristics,

to deliver individual panel scores.

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 CHAPTER 3

THEROTICAL BACKGROUND

3.1 EVOLUTION OF OUTDOOR ADVERTISING

Outdoor advertising is the oldest form of advertising. The use of science

in advertising dates back to the days of ancient Rome and Greece. During this

era, science were used to mark the location of mercantile establishments.

Traders in those days used science outside their buildings and along the routes

as a means of mass communication. Today’s outdoor media of advertising are

nothing but refinement of the ancient method of delivering a message to a

large group of people. The modern outdoor media include outdoor advertising

in several forms such as posters, billboards, hoardings, non-standardized signs

, such as road side signs , highway advertising and transit advertising , placed

on public and private transit vehicles ,and at rail bus and rail terminals.

3.2 TODAY ‘S OUTDOOR

It might seem like such good fortune was a result of a timely juxtaposition of

the planets, but truth be told, much had been going on behind the scenes with

outdoor advertising these past ten years. Collectively, the developments have

coalesced to forge a brave new industry that makes offers which can’t seem to

be refuse, even in these difficult times.

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Chang’s over the last ten years in outdoor industry are as fallows :

1. Outdoor offers a treasure trove of choices that suit every target, every

geography, and every strategy. Billboards still reign but today outdoor

offers a portfolio of settings and frames that are custom built for every

imaginable need a marketer might have. What began as posters on

roadways has grown to include street furniture and transit and an

increasing array of alternative choices that bring outdoor to a more

intimate level, allowing it to offer both broad and targeted reach. The

diversity and variety provides a marketer creative expression that knows

no limits and a geographic dispersion that offers both deep and wide

market coverage.

2. Outdoor today is a vital element in every well-conceived plan. The top

brands using outdoor are a veritable blue chip list of advertisers: AT&T,

American Express, IBM, Procter & Gamble, to name just a few… brands

that know about wise investments, brands that have choices a-plenty to

market their products. The interest has been steady and growing and

with good reason. Outdoor offers outstanding value for the dollar and a

myriad of ways to ratchet up exposure. Whether matched with other

media to extend reach or used extensively on its own to saturate a

market, outdoor is a can’t miss, can’t be beat winner. Its ubiquitous

presence insures that when a consumer is ready to purchase, the brand

is top of mind.

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3. Outdoor's category mix is well balanced. Back in 1979, 39% of outdoor

faces were covered with tobacco advertising and another 19% with

alcoholic beverages. While tobacco use gradually declined over the

years, as recently as 1998, it still was ranked #1 with 9% of total

spending. All that changed, however, when a voluntary ban on outdoor

use was put into effect in April ’99. Today, outdoor is used by virtually

every type of business and with no one category dominating.

Entertainment & Amusements, Media, Retail, Travel and Consumer

Goods are among the top categories.

4. Qualitative studies abound. Ten years ago, it seemed that the outdoor

industry didn’t have a lot of convincing examples to prove that the

medium worked. But in recent years, the research worlds has begun to

examine the value of outdoor with a keen eye. Both Arbitron and Nielsen

have spent extensive resources in the last few years to validate the

medium with plans in-place for an outdoor ratings service.

5. Quantitative data is in ready supply. Today outdoor has many forms of

measurement available to confirm its performance in the marketplace.

The Traffic Audit Bureau has automated its data collection process and

expanded its auditing capabilities to include numerous alternative

formats. Over the past two years, Scarborough has added new

questions to the outdoor segment of its survey, enabling data collection

to be richer and expanding it coverage of outdoor to 264 markets.

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6. The quality of creative output is superb. As hard as this is to imagine,

ten years ago, many bulletins were still hand-painted, and vinyl was just

beginning to come into vogue as the material of choice. I remember it

well – the difficulty matching design and color on ad copy from market to

market. Today the advances in computer imaging and reproduction

make even photographic renditions absolutely breathtaking regardless

of size. Such advances have not only allowed greater durability but also

entire new forms of outdoor to emerge: wallscapes, wrapped buildings,

the conversion of construction sites into marketing events.

7. Technology has enabled virtually anything imaginable. The wonders out

there go far beyond an oversized pretty picture. A medium that began as

a simple two dimensional sign can now talk to you (via short wave radio

links), download data into your Palm Pilot (through a patented Street

Beam device), connect you to the internet (via supped up taxi tops), and

change as you pass by (through motion detectors). Add this to old-

fashioned LED boards and the ‘no holds barred’ street theater of Times

Square and, well, you get the picture.

8. Accountability is state of the art. Unease seemed to accompany many

national outdoor buys in years past, making it an action only for the

brave and trusting. A lot is changing here as well. From the comfort of

your ergonomically designed computer station, it is possible to visit your

campaign with 360-degree images in real time. Wondering what’s going

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 on the other 23 hours you can’t be watching your computer screen? Bar

coding is emerging to record time, copy, and location. Remote lighting

can insure lights are on (and off) when they need to be but also alerts

the poster the minute a bulb blows. Not there yet? Use video imaging of

your creative to assess its effectiveness in the marketplace before you

produce the copy. Clearly, there is no shortage of emerging solutions

that address both pre and post aspects of outdoor media placement.

9. Outdoor is easier to buy. As already illustrated, there is a myriad of

systems and services that make outdoor much more accessible than it’s

ever been. The internet has been a huge boom toward this end. Who’s

who, for example. In recent years, SRDS collaborated with the OAAA to

launch an on line version of its popular Out of Home Source Guide. Sort

by company, geography or outdoor type and there you have it: contact

info, data, and hot links. In addition, the industry has undergone

considerable consolidation in the past five years with the top two

companies, Viacom Outdoor and Clear Channel Outdoor, being multi-

media and multinational as well. This bodes well for buyer and seller

alike.

10. Outdoor is - more than ever before - the last mass medium. As outdoor

was deep into its ten-year personal improvement program, it smartly

remained true to its core values. Outdoor always has been and always

will be pure and unadulterated advertising. Not an editorial delivery

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 device, not an addendum to defray the expense of something else.

Outdoor IS the message, and as such will always be the last mass

medium, a sure fire way to get noticed, to draw attention, ultimately to

sell… which is, after all, outdoor’s raison d’etre. So as long as there are

widgets in search of a buyer, outdoor will be out there, out-doing

everything else!

In 2002, advertisers spent $5.2 billion on outdoor advertising, remaining

relatively flat, up to 0.8% compared to 2001.

The definition of outdoor has changed dramatically as the industry has

developed new outdoor media formats in response to the needs of advertisers.

Today, outdoor means billboards; but it also means street furniture and transit

advertising…as well as other alternative formats.

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3.3 VEHICLES OF OUTDOORS ADVERTISING

There are different vehicles used for outdoor advertising, which are

used to make outdoor advertising more effective, maximising utility in terms of

space and available resources for making the ad noticeable to greater number

of population.

The various vehicles used in outdoor advertising are as mentioned below

BILLBOARDS-LIT,NON LIT,FRONT LIT,BACK LIT,MOBILE BILBOARD

BUS-SHELTERS

BULLETINS

POSTER PANELS

GANGTRY ADVERTISING

TRANSIT ADVERTISING

MOBILE ADVERTISING

REVOVLING DISPLAY

UTILITY ADVERTISING

KIOSKS

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BILLBOARD:

Outdoor advertising is mostly billboard or poster advertising. The first use of

this advertising was in promoting theatrical programs. The playbill was pasted

outside the theater, so that passersby could see it. This was done to promote

attendance at this theatrical performances, and was no doubt a primitive form

of advertising; but is in existence even today. The bills were pasted on walls,

fences or on boards around the town. The word billboard has its origin in the

play bill pasted outside the theater. After automobiles came in and the road

network become increasingly extensive, the outdoor poster at the roadside

became a useful medium for advertising. The word poster is used to convey an

advertising message and it is poster on a structured built for that purpose. The

origin posture was the sheet of paper, 28 / 41 inches. Several such “one-sheet”

could be combined to make larger posters to fit different frames. The most

popular size is a 24-sheet poster. This is the size of a structure for which 24

individual sheets of the above – mentioned size are required to fill the board.

Now, with the modern printing press, bigger size sheets can be printed. The

same space can now be filled, say, with only 10 sheets; but we still call this

size a 24-sheet poster. A 24-sheet poster has a copy area, which is 104 inches

high and 234 inches long. A 30 sheet poster has also acquired a wide

acceptance now- a- days providing a copy area of 115 /259 inches.

The bigger posters, called bleed posters, of size 125/272 inches have

also gained popularity. Poster panels may be illuminated or regular (non-

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illuminated). When night traffic is dense in metropolitan areas, there is a need

for illuminating the posters.

Painted boards constitute another major outdoor advertising. Instead of

printing on sheets of paper, the message is painted on metal sheet. This is very

important, particularly when the billboard is exposed to rains, and is likely to get

spoiled soon. Of the outdoor boards, which have a longer life span, the painted

poster is the most acceptable.

MOBILE BILLBOARD- Located chiefly in commercial and industrial areas on

primary and secondary arterial roads. It is viewed principally by persons in

automobiles and delivers exposure to both residents and to commuter traffic,

with some pedestrian exposure. When used for full market coverage format to

achieve high level of reach and frequency. Packaged buys can also be tailored

for specific marketing goals: e.g., supermarket coverage, ethnic targeting,

focus on certain demographic areas.

BUS-SHELTERS

Bus shelter displays offer uncluttered showcases for advertising, mounted

(usually two per shelter) in glass, backlit frames. They provide 24-hour visibility

to both vehicular and pedestrian traffic at high circulation locations, usually

along main roadways in metropolitan markets. Primary Uses Used to reach

urban audiences for both national and local advertisers. Can be purchased and

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rotated throughout markets or selected by location to reach specific target

groups. Magazine-quality reproduction makes them effective for multiple uses,

including point-of-purchase, directional, residential coverage, or ethnic

exposure. Often sold in conjunction with other forms of outdoor.

Poster Panels

Located chiefly in commercial and industrial areas on primary and secondary

arterial roads. It is viewed principally by persons in automobiles and delivers

exposure to both residents and to commuter traffic, with some pedestrian

exposure. When used for full market coverage format to achieve high level of

reach and frequency. Packaged buys can also be tailored for specific

marketing goals: e.g., supermarket coverage, ethnic targeting, focus on certain

demographic areas.

Bulletins

Bulletins are the largest, most impactful standard-size form of outdoor media.

Located primarily on major highways, expressways or principal arterials, they

command high-density consumer exposure (mostly to vehicular traffic).

Bulletins afford great visibility due not only to their size, but because they allow

creative "customizing" through extensions and embellishments.

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TRANSIT ADVERTISING:

Transit advertising is generally included in outdoor media, though it a

major medium in its own right. The basic reason for its inclusion in outdoor

advertising is the similarity of the function and method of operation. It is also a

mass medium. Transit advertising in India is popular and has grown to a

respectable level compared to outdoor advertising. It is mainly advertising on

the transport system, such as metropolitan city, bus transport, suburban rail

system, and advertisement placed on the railway stations, bus stand and air

terminals. The transit advertising operator places and maintains the transit ads

on the vehicles for which the advertiser contracts. The printer advertisements

are themselves are supplied and paid for by the advertisers.

The history of transit advertising dates back to the time when in the

united states, hand bills were suspended from the ceiling of the transit of transit

vehicles by strings and hooks and fastened to interior walls. As early as in

1850, such ads were displayed on the outside of the streets car. Since than

there has been a gradual increase and improvement in the quantity and quality

of the transact advertisement; but, at present this consist a very negligible

proportion of the total advertise stations. Besides this a large numbers of

business man and traders who make frequent visit to railway stations, parcel

officers and goods sheds, and 17 lack railway employees are exposed to such

advertising.

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 The rate structure for such locations varies on the basis on the period of

the display, the size of the display, the class or category of station, and

premium locations. There are bulk contract on advertising on more than one

railway. Transport buses and trams, to offer an effective medium of mass

communication fairly large percent of urban as well as rural population use

buses. But the services are extensive and trade an industrial centers. State –

road transport provides a variety advertising locations on buses and at bus

terminals, such as the back and side roof panels on city and mofussil buses

inside front panels in city and mofussil buses, painted advertisement on the

premises of bus stand, paper posters and illuminated hoardings on such

premises. Even the space on the reverse side on the passenger’s tickets of the

railways as well as the road transport is sold for advertising.

Neon Signs :

This form of publicity uses tubes filled with inert gases like neon, which

start glowing when an electric current passes through them. Obviously, this

form of publicity is useful only in the evening and at night, and because this is

an electricity – consuming device, it becomes costlier. When neons go out of

order, they give an awkward impression, and therefore , constant maintenance

is necessary.

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Sandwich Boards or Tall Man Advertising :

A man hangs two posters on his sides, and he is virtually sandwiched

between them. The sandwich man immediately attracts attention because

there is something strange and unusual about him. To add to the unusual sight,

advertisers select a tall man for the boards, and these men put on clownish

clothes or marks, and are a strange sight which, however, is attractive enough

for passers by. Formerly, Cavendar cigarettes used to make such men walk

along the roads in the mofussil areas in Maharashtra.

Sky Advertising, Sky – Writing or Sky Balloons :

This is advertising in space. Generally speaking, big painted balloons

with an advertising message on them are released into the air. The balloons

are gas filled and so float in the air. They are colourful and carry either a

mascot, monogram, an illustration or brief message. Being unusual, they

attract attention. Aeroplanes can be used for sky advertising. The tail of the

aircraft bears the ad message. Smoke advertising with the help of aeroplanes

was used by the marketers of Pears Soap.

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3.4 ADVANTAGES AND LIMITATIONS OF OUTDOOR ADVERTISING

The advantages and limitations of outdoor media: -

The following are the advantages of outdoor media:

(1) The out door offers long life.

(2) It offers geographic selectivity. Billboards give us the flexibility to vary the ad

message to suit a particular segment of the market.

(3) The advertiser can incorporate the names and address of his local dealers

or agents at the bottom of the poster. These dealers imprint strips, are

called snipes.

(4) The outdoor offers impact. Shoppers are exposed to last minute reminders

by the outdoor advertising when they are driving down to the stores or a

shopping center. Out door displays are in large size and in bright color, and

have a provocative message –all of which make a good impact on

prospective customers.

Against these advantages, outdoor advertising has the following limitations:

(1) Since the copy of billboard ads must be brief, it places a limitation on

getting the message across to the prospect in enough words. This brevity

has made outdoor advertising merely supplementary advertising. The print

or broadcasting media are mainly relied upon to deliver longer messages.

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(2) Outdoor advertising is non-selective in the sense that the audience who get

the exposure are people of all ages, sexes, educational and socio-

economic levels. There is no selectivity of a particular type of audience.

(3) Outdoor advertising, when employed on a national basis, is relatively

expensive.

The outdoor advertising industry is mainly a local business operation.

Several individual firms run by single businessman, own posters and painted

display locations in cities, towns, and on roadsides, which sell those individual

locations for outdoor advertising to advertisers. Normally, the sale of location is

for a certain period of days or weeks or months. There are also large firms

owing a large number of locations. Selvel and advertiser are some of the

names that are popular in outdoor location selling business. There are few

chains of firms, operating in this business.

With regard to the location of the outdoor advertising, let this point be

stated clearly that its value is only in its location. In order to be effective the

angle of the billboard from the road, and such other aspects as help in gaining

better attention of the motorist, are important. There are many variables, which

make a location good for a poster or a painted display.

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Some of these are:

 The value of a location for outdoor advertising depends primarily on the

visibility of the site. The greater the visibility, the better the location.

 The length of approach. The longer the panel is visible, the more effective is

the location, other things being equal.

 The angle of the panel. A good location is always at such an angle to the

road as to ensure that the outdoor ad is closer to head- on while you

approach it. The worst location is one parallel to the traffic.

 The speed of travel. In the locations where the speed of travel is slower, the

opportunity to see and read outdoor ads is greater. At a curve or a diversion

on the highways are at blind turns, the speed of traffic is necessarily slower,

and outdoors, suitably located in such sites, is ideal.

There are certain criteria for the measurement of the individual

locations. Ratings are formed for them, or total circulation figures are formed

for each location. “Space position value” is yet another technique for measuring

the effectiveness of each locations. Several studies have shown that outdoor

advertising offers high level of both reach and frequency. Outdoor reach is like

coverage, because it only measures exposure to the media. The term

coverage refers to the number and percent of the people who pass and are

exposed to a given billboard during a pre-determined period. The circulation of

the outdoor advertising is something is different from newspaper or magazine

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circulation, for while a news paper or a magazine sells the total circulation for

advertising in the publications, outdoor operator sell circulation- effective

circulation, that is the total amount of traffic passing their poster in such a way

that the messages can be seen by potential audience.

Outdoor advertising is suited for impulse goods, which are intensively

distributed and bought by consumers on the basis of their brand names. Large-

scale cigarette advertising and advertising of other products is done through

the outdoor media because the audiences is often exposed to such displays

while it passes by them when driving. Outdoor advertising is also a popular

medium for advertising products related to automobiles such as tyres,

batteries, sparkplugs, etc.,

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3.5 SUPPLIER PRODUCTS AND SERVICES IN OUTDOOR ADS

 Supplier Products and Services

Barcoding Flexible Vinyl Paper

Business Services Geo Coding Paste

Changeable Messages Graphics Safety Equipment

Computer Painting Lighting Silk Screen Printing

Electronic Printing Lithograph Printing Software Systems

Electronic Signage Marketing Services Structure Enhancements

Equipment Paint & Coatings Vegetation Services

SFabrication Panels Wireless Communications

Doddappa Appa Institute for M.B.A Gulbarga

3.6 REASONS FOR GROWING OUTDOOR

Reasons for Using Outdoor

Successful
 A persuasive endorsement of the effectiveness of Outdoor comes from the

continued growth in advertising revenue.

 In 1998, 83% of the UK’s Top 200 Advertisers used Outdoor and by 2002

this had increased to 93%.

 Since 1998, Outdoor's revenue has grown by 23%.

 In 2002 revenue just topped the £690m level.

 Importantly, for the first time, in 2002 Outdoor's share of display advertising

revenue went to just over 8%.

Unavoidable
 Everyone who leaves the house is exposed to Outdoor advertising.

 Unlike any other medium, you don't have to "turn it on", "tune in", "dial it up"

or "turn over the page" to see it.

 It's just there. . . and it's free.

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Consumer Friendly
 It sits easily with what consumers are doing when they're out and about.

 Outdoor is engaging and impactful, whilst other media can be unwarranted

and unwanted.

 Research from the Advertising Standards Authority (ASA) shows the public

has a very positive attitude towards Outdoor. It is seen as colourful and

informative and a vehicle for introducing humour and fun to our lives.

However the report shows that the public is not as receptive to other media.

It highlights the fact that if consumers are hostile to how certain advertising

intrudes on their life then the final result can be very negative.

Growing
 People are out and about more, especially the younger more affluent
groups.

 More people are seeing Outdoor advertisements.

Accountable
 Roadside, and soon London Underground and buses, is measured by

POSTAR, one of the world's leading audience measurement tools. Click on

POSTAR to access more information.

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Diverse

 The range of available opportunities is vast - from huge high impact

banners, special builds and large format roadside billboards right through to

advertising opportunities at stations, in trains, bus shelters, on taxis, buses,

in leisure centres, on plasma screens and postcards, and in shopping malls

and supermarkets.

 Consumers can be reached as soon as they step out of their home right to

the very point of purchase.

Improving
 Constantly investing to improve the quality of the plant.

 Raising the overall standard (e.g. illumination) increases the audience

delivery.

Adaptable
 As a flexible communication tool it is without equal.

 With television audiences continuing to fragment under the onslaught of the

new digital services, advertisers are increasingly using Outdoor to reach

mass audiences quickly.

 Equally so, it can be used very effectively to target specific audience groups

in discreet geographic locations.

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Innovative
 The Outdoor industry is constantly introducing fresh ideas. In addition to

introducing new formats it is eager to involve itself with new technology. Be

it digital, SMS, LED, sound or even intriguing smells - if it helps our

customers talk to their customers in new and exciting ways then we'll be

there.

Creativity

 The first thing that any advertising has to do is to get itself noticed.

 But to get noticed, the message first has to be visible.

 Here are some basic guidelines to help produce an effective poster.

 One of the key considerations is how long the target audience will have to

view the advertisement.

 If you plan to use sites where people are on the move (e.g. roadside) they

may only have seconds to absorb your message. Try and keep the

advertisement simple, use clear images and as few words as possible.

 However, where reasonable "dwell time" is likely (e.g. rail and underground

platform sites), more complex images and more words can be used.

 Use of branding is vitally important for effective impact.

 Humour or wordplay can increase impact by creating a high level of

involvement.

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 Choice of colour is important. Try using colours that contrast so that copy to

be viewed from a distance.

 Inclusion of a company logo can result in improved recognition especially

when the icon is used across other media. Therefore, if a company logo is

going to be used always make sure it is clearly visible.

 Recent developments in technology mean there are now many more

opportunities to display outstanding work.

 There has never been a more exciting time to be using the Outdoor

medium.

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3.7 EFFECTIVE OUTDOOR SIZES
4 Sheet

12 Sheet

16 Sheet

32 Sheet

48 Sheet

64 Sheet

Doddappa Appa Institute for M.B.A Gulbarga

 96 Sheet

6 Sheet

Doddappa Appa Institute for M.B.A Gulbarga

 Chapter 4

ANALYSIS & INTERPRETATION OF DATA

Market Information On Outdoor Ad Campaigns Of

Biscuits

 The highest AD SPENDS are at western region followed by southern. The

campaigns duration was highest in western region followed by eastern

region

 The number of BILLBOARDS are highest in the eastern and southern

region, followed by western region

 The highest AD SPENDS were in the northern and eastern region followed

by southern.

 The DURATION of campaign-months indicate that there are 3 repeat

campaigns at Mumbai, chennai & calcutta.

 The number of BUS SHELTERS are highest in northern region followed by

southern region only in southern region the MOBILE advertising were used.

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 Market Information On Outdoor Ad Campaigns Of
Mobile phone services

 The AD- SPENDS for north and south are on the higher side as compared

to east and western regions.

 The highest number of BILLBOARDS are in the eastern region followed by

western region.

 The highest number of BUS SHELTERS are in the northern region followed

by southern region.

 Only in Southern Region (bangalore) AUTO TOPS were used.

 The usage of KIOSKS was only in northern region ad-campaigns

 The highest spends on mobile ad campaigns were in western and northern

region.

 The highest number of billboards are in the western region followed by

southern region.

 The highest number of Bus-shelters are at western region followed by

southern region

 The highest number of gantries are at mumbai and ahmedabad.

 The highest number of kiosks are in mumbai and ahmedabad.

Doddappa Appa Institute for M.B.A Gulbarga

 CHAPTER 5

5.1 FINDINGS

FINDINGS- BISCUITS AD-CAMPAIGNS:-

 The ad campaings run at Mumbai are mainly through agency

 The longest DURATION of ad campaigns at Mumbai and Calcutta indicates

the repeat ad campaigns for Britannia and Parle.

 Even though the number of billboards were highest in southern and eastern

region but the spends were highest at western region which shows that the

billboards are expensive in Mumbai compared to Chennai and Kolcatta

 The highest AD SPENDS on billboards are at Delhi done directly which is

much easier, as there are strict regulations for billboards display.

 The highest number of billboards are at Delhi done through agency which is

much easier rather than going directly when Delhi is under strict regulations

for billboards display.

 The popularity of bus-shelters is highest in Delhi as there is ban on

billboards.

 The popularity of the mobile advertisement at Banglore proves to be the

asia's fastest growing city. Also the mobile advt. are very cost-effective in

south than in other Regions.

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FINDINGS-MOBILE PHONES

 The data indicate that the duration of the campaign of 23 weeks-campaign

for south is much more than for any other Region, this itself the main

reason for huge ad-spends.But in north though the weeks-campaign was

much less, it appears the huge costs of the Bus-shelters & Kiosks, have

contributed for the huge ad-spends.

 The highest number of billboards are at Pune and Kolcutta which shows the

popularity of billboards in those locations. At the same time the non-

existence of any billboards at Delhi is due to the ban on billboards by the

government.

 The Geographical area covered by long Roads as well the existence of

many Bus-stands in Delhi, have made the ad-spends on Bus shelters much

more than any other location.

 The highest usage of auto tops was in Bangalore is the maximum due to

wide spread auto-hire nature of the people and the existence of vast auto-

population in Bangalore.

 The usage of kiosks in Delhi and Ahmedabad depends again upon the

allotted budget for those locations.

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 The highest ad spends in Western region (Mumbai, Ahmedabad, Indore),

indicate the popularity of Outdoor ad-business by Direct business, instead

of thro’ agencies.

 The highest number of billboards are at Mumbai, Ahemdabad, Pune which

indicates that billboards are more cost effective when done directly

 Bus-shelters are more popular in Mumbai and Ahemdabad in direct

business as compared to agency because in west it is a volume business

with much lesser margin for agency.

 The popularity of direct business gantry is the highest in Mumbai and

Ahemdabad whereas gantry business is handled only by agency which is

not so in Mumbai and Ahmedabad .

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5.3 RECOMMENDATIONS:

Biscuits ad-campaigns:-

 Vehicles such as billboards, bus-shelters, gantrys, kiosks, mobiles etc.,used

in ad-campaigns reflect the positioning of ad-campaigns as products of

marketing mix, which varies from market to market.

 The leading ad-campaigns in this sector, namely Parle and Britania indicate

that the Regional preferences of the vehicles used varies from location to

location.

 The non-presence of agency business in vehicles other than Billboards,

indicate that either the Agency could not match the price offered by the

volume business handled by specialist Direct business people of the

respective trade in other ad-campaign vehicles.

 There is huge market to be tapped by agency business, in utilising the other

vehicles of campaign used in such ad campaigns.

Mobile Phones ad-campaigns:-

The volume of outdoor ad-spends by clients thro’ agencies as compared to

ad-spends by clients directly is not very high as is supposed to be, in view of

the existence of so many agencies.This could be due to..

 Huge ‘agency mark-ups’ by outdoor agencies, added to the clients ad-

spends.

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 The volume business handled by specialist direct business people of the

respective trade, makes them to do huge volume and pass on the benefits

of volume business to clients, resulting in huge ad-spends savings.

 There is no fixed formulae to be applied in the composition of ad-vehicles

used, for across the country, in carrying-out the ad-campaigns.

Doddappa Appa Institute for M.B.A Gulbarga

 5.2 CONCLUSION

Outdoor Ad campaigns are playing a pivotal role in bringing tremendous

awareness among the customers about the product and acting as one of the

effective reminder call for the customers during their purchase.

Company’s are using different outdoor vehicles for making the campaign

effective and running the campaigns for different duration’s and also

considering the cost factor by doing the outdoor Ad campaign either directly or

through outdoor ad agency.

Doddappa Appa Institute for M.B.A Gulbarga

 BIBLIOGRAPHY

REFEENCES:

Advertising (Principles and Practices)

- S. A. Chunawala

- K. C. Sethia

Marketing Research

- Harper W.Boyd,Jr.

- Ralph Westfall.

- Stanley F.Stasch

Marketing Research

- Dr.Varma and Agarwal

WHAT’S IN A BRAND;

- John Philip Jones

PRINT MEDIA

News papers Magazines

Economic times OUTDOOR TODAY
Business line BUSINESS WORLD

WEBSITES INFORMATION:

www.portland.com

www.indiainfoline.com

www.oaaa.org.com

Doddappa Appa Institute for M.B.A Gulbarga

 ANNEXURE

Doddappa Appa Institute for M.B.A Gulbarga

 Questionnaire

1) Are there any outdoor ad compaigns done on Biscuits during Jan. 2003

to March 2003

Yes No

2) If Yes

What are the various brands that where advertised in outdoor in Ad

campaigns.
- Specify

3) What is the region covered for the outdoor Ad campaign.

- Specify

4) How many months was the ad campaign done

- Specify

5) What are the total spends made

- In Rs.

6) What are the various outdoor vehicles used for Ad campaign.

7) What are the qty. Of Outdoor Ad vehicles used.

8) Whether the Outdor Ad Campaign was done by

a) Direct

b) Agency

9) If the campaign is done by Agency than specify.

Doddappa Appa Institute for M.B.A Gulbarga

Doddappa Appa Institute for M.B.A Gulbarga