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Our relationship with outdoor ads may seem empty and deadly, but the reason why they start to tempt us is   the glory of Platonian idealism , which is a world of metamorphism and harmony, takes its splendor from heaven.   Outdoor advertising leads us to the belief that there is an unseen reality in the back and a stronger reality than our everyday reality; in the open air, the ad pass falls to the need to be reborn with reality; His fascinating message surely reflects the fantasy , the imagination, the hope of living in a world free from the repression of truth and guilt. Another logic, which is freed from mimetic competition, manages this back side, the logic of dreams and desires. But this posture is also an intervention in everyday life. Only children, insane and poets can make other shares of this influence . It is not enough to look at the city from the top to see the effect of this winding. Outdoor ads are a transport location. It is not only words that are filled up at the station, but also the chaotic state of the city. They will decide where we will remove this photographic garment that passes over the streets where visual language is constantly flowing . The bare reality of the two bilboons emulating each other is the basis of the everyday dialectic relationship of the target audience . There is reflection on the basis of man's ability to form his own reality. Whether or not personality appears in the face of advertisements is not a problem of posture, but a problem of survival . Post- modernity has now created its own individual and has also created a living space for it. In outdoor advertisements, only the vanity of two signs facing each other explains the arrogance. Sürekli Arrogance “only constantly watching him and watching the disguise constantly. The two signs facing each other affect each other despite the distance between them and try to dissolve in themselves. Its domination can only distort the discriminatory, oppressive view of the target audience. But sometimes this look makes them oddly free. This state of mind has nothing to do with being small or big. While the alarming oddity in outdoor advertising brings us closer to him or her. This is also the basis of outdoor advertising and basically the attack on advertising. The victory of these victories is only due to the power of the advertisement. Those who know this is silent because most of the time they know the ad. The basis of this silence is the high sociality of advertising .

 

 

 

Outdoor advertising is a mirror of cities. The illusion they face creates our bond with our reality. You can't act there as a person. All readings are ”individual dir, sociological. The orientation of reading from the individual to the person is broken by outdoor advertisements. Indicators reflected from advertising, the foundation established, will establish the basis of the relationship   determine. The contradiction between restaurant sign and restaurant sign; parallel to the contradiction between the hotel and the motel. The analogy of readings is the contradiction of modernity and post- modernism . Outdoor advertising is where the civilization is. In the middle of the steppe, the big metal pole that you give your back leads you to civilization. Poured cement, bolts , anodizing paint is the way that brings you closer to the city and the crowds.

 

 

 

Today, cities are not surrounded by outdoor advertisements, but are surrounded by windings. As we leave the center of the cities, the megaboards ring , which is growing in a wave of waves , allows us to focus on our center. For the urban, this focus represents everything that has worked to this day. His work, school, child's nursery and his wife's hairdresser always reach these indicators. The person who makes the displacement through these indicators also marks his daily flow accordingly. Here, the will is not in the choice of reading. When the person moves through the river where the signposts to pass through the judge decides not to himself. The dungeon here is either an advertiser or a state. While the sign of the state is prescriptive, imperious, incriminating; the advertiser's sign is inviting , provocative, seductive. That is why, while the Turks are shooting bullets on the road signs, they pour paint into the swimsuit ads in the city. There is no difference between turning left and right turning from the sign to the urban man, where there will be no more than one street.

 

 

 

Outdoor advertisements determine the character of the city at night. He treats everyone equal. The plurality of neon lights illuminate entertainment, the multiplicity of megaboards , the illuminated signs industry and technology. Once you enter a city, they decide where to go. You do not have the chance to resist because; they are the night guards of the cities. The streets without signs intimidate the person; you want to reach the main street. Light is civilization and security.   When the city's yellow lights go out, only one billboard remains between the remaining deposits. Yellow, red, white lights turn on the neon green that invites you to experience yourself. Reflex If you don't want to get lost in the provocative sexuel lust of the magentas, you should drive to the main streets. It is the world of white people, rulers. Bright and rich white billboards that illuminate; presents fashion, trends and technology in front of you. Signs that shrink as the main boulevards go to the back neighborhoods and ghettos turn into food discount bilboons .

 

This is the state of advertising discourse has been transformed into existing mania.

 

 

 

ADVANTAGES OF OPEN ADVERTISING  

 

1. Availability and Frequency:   The most important feature of outdoor advertising is that it can easily reach large audiences almost everywhere, so there is little chance of being rejected. Ads automatically present themselves to audiences. People don't have to pay a price for these ads. This feature of outdoor advertising makes it easy for the advertised products to be permanently placed in mind by means of which they are advertised; so that connotations are created to address the needs that are not directly in mind.

 

 

 

2. Low Cost:   In terms of the cost of delivering advertisements to the target audiences, outdoor advertising is the most advantageous medium. For example, an ad with a cost of $ 100 is delivered to an estimated 40 newspaper readers, 243 TV viewers, 305 radio listeners and 1136 outdoor advertisements.

 

 

 

3. Creativity:   Located in convenient locations will reach the target audience of outdoor advertising; the advertiser for this ad; The creative dimension that it will add with colors and shapes will help the advertisement to reach the desired goals easily. Thanks to the wide selection of dimensions, all kinds of messages can be given by outdoor signs. Extensive range of product lines, national local campaigns, consolidation of product identity is an advantage offered by the wide range of outdoor options.

 

 

 

4. Easy Placement to Different Locations :   In different places, the roadside with can be easily placed ads in different sizes, mountains, high hills, outdoor advertising can be placed on the bridge almost exteriors will provide advantages in reaching the target audience in a complementary accessory look.

 

 

 

5. Flexibility:   Outdoor advertising is very flexible in terms of expense and content. According to the advertising budget of many different types of outdoor advertising, in any size, you can buy or rent in any number you want.

 

 

 

6. Scope:   It is only possible to cover the market with the whole or more of the target audience in a day, but by outdoor advertising. According to one survey, 100 signage in a 30-day period, 9 out of every 10 people in the average market is hit. During this time, the ad message reaches up to 31 times the number of possible recipients.

 

 

 

7. Reinforcement:   Unlike yesterday's newspaper or TV advertising phenomenon, outdoor advertising remains in the minds of people all day long, making it easier for potential buyers to reminder and sell products. The dimensions of the ads provide an unobtrusive consolidation.  

 

 

 

DISADVANTAGES OF OPEN ADVERTISING  

 

 

 

1. Creativity Limited and Low Interest:   In outdoor advertising, there may be a loss of interest due to a moment of sight, a sudden appearance of advertising, and a short effect. Many icons, images, etc. in the ad. Less than 10 seconds and loses its effect.

 

 

 

2. Image Pollution: It is preferred that outdoor advertisements are in places where people are intense because of the high probability of being seen; this has resulted in excessive concentration of ads in certain regions. The concentration of ads in certain areas, regions, decreased the selectivity in the perception and decreased interest. In order to avoid such low levels of demand, advertising companies have turned to new areas and caused image pollution to be reversed.

 

 

 

3. Variable Costs:   New techniques developed in outdoor advertising and their application, the use of high-tech advertising tools along with new trends increased advertising costs. For example, the current price of a mobile TV is around $ 1 million.

 

 

 

4. Change in Market Segments :   Considering that the markets are divided into small segments in their own right today , outdoor advertisements are directed towards mass targets rather than these segments .

 

 

 

5. Difficulty of Measurement and Evaluation:   Areas where it is most difficult is to make measurements in outdoor advertising channels. The most important reason for this is that the target audience is mobile. As for television or newspaper, a certain point cannot be given attention for a certain period of time.

 

 

 

MEDIA PLANNING OF OUTDOOR ADS

 

In terms of planning and execution, the outdoor advertising media has some similarities and differences with other advertising media. Most importantly, outdoor advertising media planning is a secondary tool used when planning an ad. Outdoor advertising planning;

 

Marketing strategies should be fully defined,

 

Target audience should be well defined,

 

The project budget should be fully calculated.  

 

1. The messages to be given must be clear and open:   When outdoor advertising is implemented correctly, the effect is a great advertising tool. The messages to be given should be short and concise and must be of direct quality. It should be remembered that it is a reminder tool. It should be able to meet the expectations of people who are expected to receive the message of the ad at first sight.

 

 

 

2. Target Market should be determined well:   It should be noted that outdoor advertising has a complementary effect to other advertising tools; therefore, the structure of the target market and the market must be well assimilated.

 

 

 

3. The draft should be prepared carefully:   Before the creation of the message to be given, the environment in which the message is to be presented should be prepared carefully to introduce the product in a striking manner. Writing letters to be used, size, colors, simplicity of the funds, such as the color of the criteria should be taken into consideration harmony with each other and avoid conflicts.  

 

In an effective outdoor advertising;

 

• Short text

 

• Stunning and harmonious colors,

 

• Short words,

 

• Lean background,

 

• Legible text,

 

• Product identification,

 

• Great engaging illustrations are the elements that must be found in the first place.

 

 

 

Kemal ÇİFÇİ

 

Brand Consultant
April 2010 Oveçler-Ankara-Turkey