Re: Cross-promotion/billbaords

[Mark Shneyder <bostonradio@yahoo.com>]

- ---Abyss5X5@aol.com wrote:
>
> 
> Why would a business that spends so much time, effort, and $$
telling its
> clients that radio is the best method of advertising then go out and
spend
> hundreds of thousands of dollars on billboards?   Billboards--a
advertising
> medium with no ratings, meters, or devices to indicate the reach and
frequency
> of its message.

Billboards,  as a medium, are less fragmented than  radio  or
magazines or TV. It's definitely most economical,cost-effective
in-your-face way
for an advertiser to reach the broadest audience. Cost Per Thousand
for an average
billboard is somewhere around $3. If you compare it to radio or TV :
for a 
30-second radio spot during drive-time, it's usually around $5-6. 
And, for a 60-second Tv spot in prime-time it's usually between
$15-$20(more 
during sweeps or special events).
 
> Does anyone believe billboards work?

$2 billion-a-year business. Make your own conclusion :)
location is the most critical aspect for a good billboard campaign.
Most billboards tend to be positioned on the right hand-side of the
road/street/highway. This
is where motorists' eyes often gaze(aka "right-hand read" in advertising
talk). But there are plenty of boards on the left side too.(Chances
are you'll spend less time focusing your attention on billboards
on the left-handside than on the right).

- -M
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