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

By Roux, A. T. | Management : Journal of Contemporary Management Issues, December 2016 | Go to article overview

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


Roux, A. T., Management : Journal of Contemporary Management Issues


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. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

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

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.