types of outdoor promoton.

For my campaign, I need to choose the best form of promotion to attract my TA.

Types of outdoor promotion include:

6 Sheets, (adshels)

Adshels are the ideal way to reach consumers close to the point of purchase.
They can be used to create campaigns and to build brand awareness. Campaigns using adshels can be highly targethed due to the coverage of adshels across the UK.

Billboards

48 Sheets

48 sheets are highly distributed and make highly visable adverts. They are present in almost every region across the UK and can be located in specific locations to be apparatnt to the required target audience.
They can also be used in conjuncton with adshels to create campaigns.

96 Sheets

The 96 Sheet is the largest standard billboard size providing impact on a national scale.  Located in cities and on major arterial routes they reach thousands of consumers every day and can raise brand profile overnight.
They are used to launch brands, build a brand frame or maintain market share.
96 sheets are usually positoned in cty centre areas where the population is greater than 100,000, therefore they are viewed by thousands of people everyday.
They create a huge impact and are perfect for launching natonal campaigns and providing instant stature.
Again, adshels can be used in conjunction to maximise a campaign.

Special division

Creating imapct on a massive scale!
Normally positioned in and around lare citiies such as London.
special divisions include ad's such as;


Banners- for maximum exposure.

Golden squares- positioned in exclusive urban locations to attract consumers with high disposable incomes.

Backlit 96's- normally one-offs that create a high visual impact.


Special divisions are speciality ads can give a highly creative visual impact to targeted consumers. They are used to;

• -target affluent consumers
• -build brand stature and
• -complement other outdoor campaigns.

Digital

Allows advertisers to showcase their brand to consumers using the latest technology in order to take targeting to a new level. Can include large digital roadside screens in outdoor, and digital screens in shopping malls.

Other types of outdoor ads include;

 phoneboxes

 taxis

 buses


























All of which can be used in highly targeted campaigns to meet selected audiences.

who buys Burberry?

A report from mintel on designer/upmarket clothing, published March 2010, states that 12% of the adult population buy the majority of their clothes from upmarket retailers. A quarter of that figure buy from high end designers, sch as Burberry.
The report also states that 'There could be an opportunity for designers to encourage more upmarket high street shoppers to trade up to designer ranges (perhaps for a special occasion or a treat) particularly through their less expensive diffusion ranges. There is also much scope for the upmarket high street retailers to attract more mid-market shoppers for similar reasons'

The table shows that the majority of buyers are male, and that the highest selling clothing line is casualwear, closely followed by jeans and formal wear.

The highest purchasing age group is 16-24 then this decreases as age groups increase.

This is interesting as it shows the 'trend following' age group are still the highest buyers, dispte Burberry being at a higher prce point that fast fashion hihstreet stores such as Topshop and H&M.

The also shows that the highest buyers are AB consumers, whom are at the wealthier end of the market, normally in a management profession. However when you look at the highest purchacing age group, this is quite young. Therefore there is potential for 'trendy' formalwear as the table shows that the buyers in this type of profession requiring these clothes are ndeed young trend followers.

Also, While the affluent ABs are most likely buyers (28%), the aspirational C2s are also a key group (22%), especially buying designer casualwear and jeans

 I feel that this table indicates that a trend focused, informal advertising campaign that shows formal wear and tailoring being worn as, or with casuals, using key pieces such as blazers, could be effective for Burberry, especiall with C1 females.