Analysis of Outdoor Media

Media Type: Outdoor



  • High repeat exposure to advert hence long life
  • Relatively low cost
  • Low levels of competition, in terms of advertising clutter
  • It offers geographic selectivity. The marketer can vary the ad message according to the particular segment of the market.


  • Little audience selectivity / targeting possible
  • Static media, not suitable for product demonstrations
  • Difficult to monitor effectiveness
  • Potential for damage, via weather and graffiti
  • 5.Outdoor advertising when employed on a national basis proves to be expensive.


All of the above media share one common characteristic, and as a result one common weakness, in that they are one-way communication, not requiring the audience to respond and thus not motivating the audience to pay attention in the same way required of two-way communication.


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