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Media Comparisons
As a broad example of media cost comparisons, outdoor delivers:
Approximately 3.3 times as many prospect impressions per dollar than
radio.
More than 3 times as many prospect impressions per dollar than
television.
More than 6.6 times as many prospect impressions per dollar than
newspapers.
More than 5.5 times as many prospect impressions per dollar than
magazines.
And 10.3 times more impressions than the cost of direct mail.
SOURCE: Shimmer Outdoors Marketing
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Shimmer Outdoors Works...
Key variables are listed below to illustrate why outdoor can generate
high awareness levels among primary audiences.
TOTAL REACH - Outdoor is the most universal of all
advertising media,
exposed to virtually everyone who goes out of the house to work, shop
or
play. Outdoor provides broad, fast market reach.
HIGH FREQUENCY - Extremely high. Because of its
continuous presence,
outdoor is capable of producing frequency levels unmatched by any other
medium.
CONSTANT EXPOSURE AND REPETITION - Seven days a
week, 30 days a month,
outdoor delivers your message over and over.
FLEXIBILITY - You can replace your outdoor
advertising in locations
reaching everyone coming into or leaving your specific market area. You
can pinpoint your prime marketing areas exactly.
LOW COST PER THOUSAND - No other advertising medium
reaches as many
people, as often.
IMPACT - Outdoor advertising's large physical
characteristics create
greater visual impact on your audience. Outdoor is big, bold and
colorful.
THE LAST WORD - Outdoor advertising is the final
reminder of your
product or service; it's the point of sell before the point-of-sale.
Outdoor advertising bridges the gap between the in-home message and the
out-of-home purchase. And the advantage of the "last word" is never
more
evident than when it comes to last-minute, impulse buying.
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