Academic journal article Management : Journal of Contemporary Management Issues

Practitioners' View of the Role of Ooh Advertising Media in Imc Campaigns */Pogled Profesionalnog Marketera Na Ulogu Vanjskih Medija U Integriranim Marketinskim Kampanjama

Academic journal article Management : Journal of Contemporary Management Issues

Practitioners' View of the Role of Ooh Advertising Media in Imc Campaigns */Pogled Profesionalnog Marketera Na Ulogu Vanjskih Medija U Integriranim Marketinskim Kampanjama

Article excerpt

1.INTRODUCTION

Traditional advertising has become too familiar and frequently annoying to consumers (Gambetti, 2010); consequently, researchers' interest has recently begun moving towards alternative media (Biraghi et al., 2015; Lehmann & Shemwell, 2011, Maniu & Zahari, 2014; Saucet & Cova, 2015). A crucial issue for marketers is to select the best combination of media from the large, diverse, alternative communication options that are available to support their brands (Voorveld, Neijens & Smit, 2010). Consequently, marketers must also understand what the various alternatives have to offer, and what role they could play to optimise their integrated marketing communication (IMC) campaigns (Keller, 2010). The focus of this paper will be on the role of out-of-home (OOH) advertising media in IMC programs.

One medium that has not only weathered the communications storm but continues to play a central role in IMC campaigns is OOH advertising media (Muller, 2013). Until recently, the OOH advertising media landscape consisted primarily of outdoor advertising or billboards reaching vehicular traffic (Biraghi et al., 2015). These days, this has expanded to include a number of platforms, such as transit advertising, street-and-retail furniture advertising and alternative OOH advertising. Collectively, these platforms are known as OOH advertising media (Roux & van der Waldt, 2014).

An accurate estimation of the total amount spent on OOH advertising media is hard to determine, due to the industry's diversity and wide range of options (Muller, 2013). The estimated global expenditure was US$30.4 billion in 2012; and this is projected to grow at a faster pace than traditional advertising - to reach an estimated US$38 billion in 2017 (McKinsey, 2013). The global average OOH expenditure spent on advertisements represents a mere 6.6% of the total advertising media investment. However, this share varies significantly across countries - because of the high reported expenditure of markets, such as Mexico (9.5%); France (11.4%); China (11%); Singapore (13.75); Russia (16%); Taiwan (20.3%) and Nigeria (30.6%) (Group M in Muller, 2013).

Several academic sources list the key strengths and potential limitations of OOH advertising in comparison to other media (Belch & Belch, 2014; Bhargava & Donthu, 1999; Donthu, Cherian & Bhargava, 1993; Van Meurs & Aristoff, 2009; Roux & van der Waldt, 2014; Veloutsou & O'Donnell, 2005; Wilson & Till, 2008, Wilson & Till, 2011). None of these sources address media planning considerations or how it could effectively be applied in an IMC campaign. Some international authors have examined the response of consumers to a specific OOH advertising media platform such as outdoor advertising (Donthu, Cherian & Bhargava, 1993; Bhargava & Donthu, 1999, Wilson & Till, 2011; Van Meurs & Aristoff, 2009); transit advertising media (Veloutsou & O'Donnell, 2005; Wilson & Till, 2008; Roux, 2015), and more recently, digital and alternative OOH advertising (Alamanos et al., 2015; Maniu & Zaharie, 2014). Still, these studies are rather limited in scope because they are based on surveys with consumers rather than obtaining practical advice and insight from specialists with extensive experience in the field of the planning and the integration of OOH advertising media across brands and industries in an emerging context.

In the light of the identified insufficiency the purpose of this article is to explore the role of OOH advertising media in IMC programs. Insights, based on a literature review and in-depth-interviews with highly experienced OOH advertising media specialists, will be used as a basis to propose what roles this medium could play in enhancing IMC campaigns. Consequently, this article is intended to help advertisers to envisage the role of OOH advertising in their IMC campaigns and to understand how to apply it effectively to achieve marketing communication objectives on cognitive, affective as well as behavioural levels. …

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