External advertisement / Advertisement

» Economics » Advertisement » Topics begins with E » External advertisement

Page modified: Friday, June 23, 2006 20:59:56

Under external advertisement different advertising forms are summarized, with which the advertising medium is in the public area (also Out OF Home Media called).

Poster advertising

The oldest form of the external advertisement is the poster advertising. Beside the classical advertising pillar in large cities for the fifties large surface posters were established in particular. With modern variants of the poster advertising the poster is from the rear lit up. The viewer can hardly extract himself from posters, within few fractions of a second works the advertising message, all the same whether one would like to notice her or not.

Formats of the poster advertising

For the poster advertising in Germany a number of poster formats developed as standard. These are based on the well-known DIN elbow formats, whereby as computation basis of the DIN-A-1-Bogen one consults. Poster formats are indicated as multiple of this format.

For different media different formats developed. On the conventional advertising pillar, also general column mentioned (the columns, on which several advertising customers are attached next to each other), posters in sizes 1/1, 2/1, 4/1, 6/1 and 8/1 can be accommodated. Another form of the advertising pillar pasting is the so-called complete column, here recruits in each case a customer per column. Here the standard poster sizes are with 6/1 and 8/1, see isolated one in addition, 4/1 and 12/1-Plakate, just as so-called Rundumklebungen, where a partitioning in Eintel is not to be recognized no more, but the entire column a motive represents. In town center the Light poster range is possible excluding a 4/1 elbow, since these posters are put out adhesive but only, therefore the standardisation here was necessary. On large surfaces and mega+ Lights usually 18/1 elbow, whereby on large surface boards isolated also smaller posters in the size are to be seen 1/1, usually in the "chessboard sample" are then stuck, i.e., always alternating a customer poster and an elbow rubbish and/or Auskleidepapier.In Austria are used and in Switzerland find partially deviating formats use.

Large posters

In Germany at most common medium of the poster advertising the large surface advertising board, also Billboard is mentioned, with a poster format of 18/1 elbow (also: 9m - medium), which corresponds to width of 3,56 m and a height of 2,52 m. In Austria that is 16/1 bending (3.36 m x 2.38 m) as well as the 24/1 Bogenformat (5.04 m x 2.38 m) in the employment. Due to the far spreading the large surface board is suitable as medium for country wide Werbekampagnen.

Large surface advertisement and special forms

Advertising media for the large surface are offered in different designs. Beside free standing and blackboards from wood, aluminum or plastic, in ever stronger measure lit up surfaces and behind-shone showcases ("town center Light board/MegaLight" are). The attention of the viewers is reached also in other kinds. By movement and/or subject change, approximately by means of prism plants or role alternating systems. Whole "screens" (LED walls and such a thing) are usually only in high-frequented places, since the high investment and operating cost are only so justified. Projections at house walls work naturally only during the night hours and/or in (half) public interiors such as subway railway stations or other waiting hall situations (stations, airports, etc.). Smaller screens are attached in public means of transport or taxis. And because advertisement with "current pictures" additional, often editorial expenditure is not meant this range sometimes ranked among the classical external advertisement.

''' Riesenposter/BlowUP's ''': In contrast to it well observable scaffolds and out-building walls (also fire walls) with appropriate person frequency in any case rank among the external advertisement. The houseowner is in the smallest cases also the marking out of such surfaces. One calls these advertising surfaces with 80 to 1,000 or 2,000 square meter giant poster or BlowUP's.

There is the also following special form: For instance in Austria also "straw ball" or "Strohtristen "advertisements arises along motorways and motorways. Farmers wanted to use so in the meantime up-piled up straw balls commercially. At present (2005) one can speak of an inflation of the which entails a reduction of the effect and thus the selling price (per m of an individual advertising medium. A causal reversal takes place. Scaffolds and Strohtristen are set up, because on it advertisement is to be made and in reverse. The medium continues to lose by uncontrolled growths and Penetranz at acceptance. Population parts speak of a destruction of the optical environment. The policy tried to it to react and sketches legal restrictions.

Shop window advertisement

By the shop window advertisement restaurants present themselves outward. Here both a responding organization of the products in the display and an advertising-effective organization of the window areas plays a role. These are usually marked with Firmenlogos, advertising slogan and further design elements. In rare cases a shop window is in particular valuable by its situation in high frequency places so that it is rented on for advertising purposes third over external advertising agencies. On glued on window hole foils is the advertising subject to see from the outside (at night it must be lit!). From the inside the perforated foil is to be only seen and offers a 55%-igen looks through, which in practice at day is hardly perceptible.

Vehicle advertisement

During the vehicle advertisement similarly to the organization of the window areas of a shop window advertisement the firm vehicles of an enterprise will provide with appropriate inscriptions. External advertising companies marked additionally surfaces out at vehicles, its travel routes foreseeable are (public means of transport, taxi, rented car with reduced operational area, transport LKWs with fixed delivery routes") because with it the target group to be to some extent determined can (means of transport advertisement). A subspecies is the advertisement on cars - here private cars are provided with advertisement. A further form is the mounting of advertising postcards on parking passenger car.

G-value and TKP

''' The G-value ''' is developed in the external advertisement the characteristic number for the attention values with means of publicity, by the GRP market study. Are evaluated bspw. Diverson degree, duration of the contact contacts, lighting, view obstacles, setting up angles of the advertising medium to traffic etc. (S. also: Frequency Atlas).

Since the G-value in the context of the project G-Wert2 to that extent changed over 2003 that for the determination of the passage frequency in co-operation of the FAW with the Fraunhofer company and GRP "a frequency Atlas for Germany was compiled ", that represents in the future the frequency basis for the system and which video procedure replaces. The three-division of the traffic streams remained here likewise like the internal logic of the system (S. also: Frequency Atlas).

The G-value is not under any circumstances to confound with the thousand-contact price (TKP). The TKP is only the attempt (and in practice used method), to compare cost use calculations of a publicity campaign within the external advertising range with those one in other media (print, TV, radio, etc.) set advertising activity. Thereby however in each case those Sujet independent and qualitatively not evaluated contact opportunity to come (with this or that advertisement into contact) is set to the costs necessary for it into a relationship.