PhD in Economics, Senior Lecturer at Marketing and Advertising Department
Kyiv National University of Trade and Economics
CLASSIFICATION OF ROTARY OUTDOOR ADVERTISING CAMPAIGN
Background. Psychological features of human attention, oversaturation of cities with advertising constructions, overall growth of the information field, need for minimizing advertising budgets are causing the necessity of finding alternative approaches to planning outdoor advertising companies with the aim of strengthening the effect of advertising.
The aim of the article is selection of distinctive signs of rotational outdoor advertising campaigns and classifying their types.
Materials and methods. The author used the materials of outdoor advertising empirical research and applied the following methods of cognition: dialectical, structurally-logical, theoretical generalizations, induction and deduction.
Results. Rotation is regarded as a multilevel phenomenon that determines the results of outdoor advertising. To group different types of outdoor advertising campaigns the following features have been identified: object rotation (location address, types of media, promotional materials, planes side), the number of rotary objects changes (one or more), the constant number of advertising spaces (invariant quantity, increase, decrease or fluctuation), number of rotations (one or more), variable share of address program (full or partial rotation), the structure of the lessors (constant or variable), program of the advertising campaign (simple, combined or complex).
Conclusion. Audience’s adaption to outdoor advertising causes a cumulative reach rapid slowdown and gradual target contact cost growth. Application of rotary outdoor advertising campaigns leads to expenses minimization and increase of audience reach and contact frequency control.
Keywords: attention, outdoor advertising, rotation, rotary outdoor advertising campaign, address program of outdoor advertising’s locations, advertising materials, advertising places.
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