Salvi

MBA 553 Salvi Campaign Scenario 2

The out-of-home guidelines established by ESOMAR defines out-of-home media as “any display on a permanent panel displayed outside the home, but not on panels providing full motion video. It is accepted that this definition excludes new developments in digital display, but this is a fast changing area and has been left for a future revision of the guidelines” (ESOMAR). A more succinct definition is provided by Cambridge dictionaries Online and states, “advertising that people see or hear when they are outside their homes, for examples, on buildings or public transport” (Cambridge). Thanks to the overwhelming use of social media in recent years, out-of-home marketing seems to have taken a backseat in the advertising arena. This should not, however, downplay the usefulness of this type of advertising. Some experts, most notably Mr. Norm Chait, senior vice-president director of out-ofhome advertisement and activation for Publicis’s MediaVest USA, believe that out-of-home advertisement has been on the rise for many years, despite the impact of social media. (Mcilroy). Fueled by the new technologies that are starting to impact the landscape and using digital interfaces to create and explore opportunities for richer dialogue and the ability to connect more with consumers. According to Mr. Chait, the most successful method of out-of-home marketing is “something like a surround strategy, which is really the opposite of doing out-of-home as a one-off. The big win here is when you’re able to impact a specific target throughout multiple points in their day. And that day really starts with understating who the target is – having consumer insights that really get into the mind-set of the consumer” (Mcilroy). The reason I chose the out-of-home marketing scenario is that I feel it provides a more personal approach or touch, if you will, to reaching out to consumers. I work in the IT field and have a lot of experience with websites and the study...