1. Presented By:
Karan Sapru

2. IN 1450, Johannes Gutenberg invented movable type
printing and advertising in the modern era was launched in
the form handbill. The lithographic process was perfected in
1796 which gave rise to the illustrated poster.
1925 the poster advertising association and the painted
outdoor advertising association joined to become the
outdoor advertising association of America.

3.  OOH:(Out of Home Advertising) is essentially all
type of advertising that tries to reach the consumer
while he is "outside of the home". Be it while
traveling in the metro to reach office or while taking
a coffee break. OOH is ubiquitous; on or in
bus, taxi, railway station, airport, mall, retail
store, road, club and scores of other touch points.
OOH is everywhere where you are. It is the medium
that reaches active consumers where they are most
available to take notice i.e. out of their homes.

4.  Generally, advertising is a relatively low-cost method of
conveying selling messages to numerous prospective
customers.
 While sometimes advertising alone may succeed in achieving
buyer acceptance, preference, or even demand for the
product, it is seldom solely relied upon.
 Advertising has become increasingly important to
business enterprises –both large and small.

5.  Lower consumer prices then allow these products to
become available to more people. Similarly, the price
of newspapers, professional sports, radio and TV
programmes.
 Advertising has become an important factor in the
campaigns to achieve such societal-oriented
objectives such as the discontinuance of smoking,
family planning, physical fitness, and the elimination
of drug abuse.

6.  Advertising helps to increase mass marketing while
helping the consumer to choose from amongst the
variety of products offered for his selection. In India
advertising as a profession is in its infancy. Because
of this fact, there is a tremendous scope for
development so that it may be productively used for
the benefit of producers, traders, consumers, and the
country’s economy.

7.  Kotler,(1994)- According to a research concentrating on the
advertisers viewpoint, advertisement is an important tool
which companies use to directly persuade buyers and public.
Being a key element in the marketing process, advertisements
face many challenges in reaching the audience.
 Bonnex,(1975)- The existence of the advertisement rooted in
Malaysia dated back to the 1971as claimed by Advertising
agencies fuel the basic needs of company to plan, strategise
and introduce their product in the market in his thesis.

8.  Aaker and Mayers, 1975 As known for decades,
advertisement is one of the main strategies in marketing either
a product or service. It can be defined as “An Advert that does
not create a buying response, or at least produce a desire to
want to know more is not an advert” (Quinn1985).
 Porter (1980). The value chain is a systematic approach in
examining the development of competitive advantage. It was
introduced by one of the pioneer in the ICT and business
industry Potter also explains the sources of cost reduction and
differentiation within a firm. Potter treats every firm as a
collection of activities carried out to develop, strategically
market, deliver and maintain its products or services.

9.  Any advertising done outdoors that publicizes your business's
products and services. Outdoor advertising includes various
types of promotional displays, from highway billboards to
transit posters and arena placement, all geared towards
communicating a message to the public. The message might
be to buy a product, take a trip, vote for a politician, or give to
a charity. It might even be a public service announcement.
According to the Outdoor Advertising Association of America,
Inc. (OAAA), businesses spent $5.8 billion dollars on outdoor
advertising in 2004, a figure expected to rise again in 2005.

10.  The present study has focused on effect of outdoor advertising
on consumer perception and their attitude towards different
products and services. It has been observed through various
researches, that the mode of advertising used like print media
i.e. magazines and newspaper; electronic media i.e. television
and radio; outdoor advertising i.e. billboards, hoardings,
electronic displays plays an important role in determining the
buying behaviour of consumers. Outdoor advertising has been
focused and compared with the other types of media to make
the comparison on the basis of effectiveness. Outdoor media is
developing and taking shape in best marketing promotion
activities.

11.  To study types of advertisements.
 To study effectiveness of advertisements i.e. on
sales, profitability.
 To study the perception of consumers towards the different
modes of advertisement i.e. electronic media, print media and
outdoor media.

12. BILLBOARDS
A panel for the display of advertisements in
public places, such as alongside highways or
on the sides of buildings

14. 2. Back Lit:
An LED backlit lcd display is a flat panel display
which uses “LED TV” to display in it

24.  Research Design : Descriptive
 Data Source : Primary data, Secondary data
 Research Instrument : Questionnaire
 Sample design : Simple random design
 Sample location : Delhi

25. TOTAL- 50
 1. Students: 20
 2. Professionals:20
 3. Household: 10
 Sample location : Delhi

26.  Low level of attention given to public.
 Very low exposure time.
 Problems with the availability of outdoor
advertising spaces.

27.  Primary Data
Questionnaires
One-on-one Interviews
Secondary Data
Company Website

28. THANK YOU
KAS