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INTRODUCTION
Out-of-home (OOH) advertising media – in its original and ancient form of some type of message displayed outdoors to communicate a message to the broad public – is the oldest mass medium and can be traced back in history to a few thousand years BC. Wall or rock painting for commercial advertising is one of the oldest forms of ancient outdoor messages; and it can still be found to this day in many parts of Asia, Africa and South America. This tradition of painting walls or rocks with commercial messages can be traced to Indian rock art paintings that date back to 4000 BC (Bathia in Surhone & Timpledon, 2010:5).
Outdoor messages in the form of inscriptions on Egyptians monuments or papyrus with political and commercial messages comprise another form in the long history of this medium. Outdoor messages on papyrus of lost and found goods were common ractice in ancient civilisations; and such messages may still be seen on display in the Louvre on papyrus dated to 146 BC – with a message offering a reward for two escaped slaves from Alexandria. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. There were also proclamations on tablets on walls in ancient Greece and Rome, as well as signs with symbols – such as a goat for dairy products – or a bush for a tavern in Greece (Bernstein, 2005:12).
Alternative forms of early OOH advertising in Europe also include royal and government decrees announced by town criers during the second half of the 12th century, promotional handbills during the second half of the 15th century, and early versions of theatrical posters in the late 17th century (Brioschi in Gambetti, 2010:17). Not surprisingly, the OOH advertising media have changed and developed over time; and the shapes and formats of this medium have continued to evolve even more during the past century. Until relatively recently, the OOH advertising media have consisted primarily of outdoor advertising or billboards; but these have expanded to currently include some alternative OOH advertising media platforms, such as transit advertising media (Duncan, 2005:376; Lane, King & Reichert, 2011:359; Moriarty, Mitchell & Wells, 2012:367; O’Guinn, Allen & Semenik, 2000:507; Shimp, 2010:585, Sissors & Baron, 2010:263:267; Yeshin, 2006:238) and street and retail furniture advertising media (Shimp, 2010:586).
Even more recently various other options have also been introduced to include a variety of digital- and ambient OOH advertising media such as advertising messages displayed on goods used or displayed in public places, blue-tooth posters, touchscreen interactive panels and unconventional promotional initiatives that involve people or employ urban guerrilla techniques (Gambetti, 2010:34; Shimp, 2010:580; Moriarty et al., 2012:365).
The implication for marketers is that OOH advertising media is no longer restricted to outdoor advertising alone – in the roadside environment aimed at broad-based vehicular traffic – but has now expanded to several other environments, which allow for a far more targeted reach of a variety of target markets – comprising commuters, pedestrians, shoppers and other hard-to-reach targets, where they are engaged in specialised activities.
CHAPTER 1: OVERVIEW AND STUDY BACKGROUND
1.1. INTRODUCTION
1.2. PROBLEM STATEMENT
1.2.1 Research aim
1.3. THE IMPORTANCE AND BENEFITS OF THE STUDY
1.4. THE SCOPE OF THE RESEARCH
1.5. DEFINITIONS OF KEY TERMS
1.6. RESEARCH METHODOLOGY
1.7. STRUCTURE OF THE CHAPTERS
CHAPTER 2: INTEGRATED MARKETING COMMUNICATION
2.1. INTRODUCTION
2.2. MARKETING
2.2.1 The marketing mix elements
2.3. MARKETING COMMUNICATION
2.3.1 The marketing communication mix
2.4. INTEGRATED-MARKETING COMMUNICATION
2.4.1 Defining the disciplin
2.4.2 Key principles of IMC applicable to OOH advertising
media planning
2.4.3 IMC implementation from different perspecves
2.4.4 Media synergy
2.5. CONCLUSION
CHAPTER 3: MEDIA PLANNING AS PART OF AN OVERALL IMC
STRATEGY
3.1 INTRODUCTION
3.2 THE SOUTH AFRICAN MEDIA LANDSCAPE
3.3 PHASE 1 OF THE MEDIA PLAN: THE ALIGNMENT WITH THE OVERALL
IMC AND ADVERTISING PLAN
3.3.1 Market analysis
3.3.2 Marketing communication objectives
3.3.3 The message strategy
3.4 PHASE 2 OF THE MEDIA PLAN: PLANNING AND STRATEGY
3.4.1 Target audience analysis and research
3.4.2 Media objectives
3.4.3 Media mix selection
3.4.4 Media scheduling and budgeting
3.5 PHASE 3 OF THE MEDIA PLAN: EVALUATION AND FOLLOW-UP
3.5.1 Developmental research
3.5.2 Post-testing research
3.6 CONCLUSIO
CHAPTER 4: A GLOBAL AND SOUTH AFRICAN PERSPECTIVE ON
OUT-OF-HOME ADVERTISING MEDIA
4.1 INTRODUCTION
4.2 THE DEVELOPMENT AND GROWTH OF OOH ADVERTISING MEDIA
4.2.1 Conceptualisation of OOH advertising media
4.3 CLASSIFICATION OF OOH ADVERTISING MEDIA IN SOUTH AFRICA
4.3.1 Outdoor advertising as an OOH advertising media platform
4.3.2 Transit advertising as an OOH advertising media platform
4.3.3 Street and retail furniture advertising as an OOH advertising media platform
4.3.4 Alternative OOH advertising as an OOH advertising media platform
4.4 RESEARCH ON OOH ADVERTISING MEDIA
4.4.1 Research on outdoor advertising
4.4.2 Research on transit advertising
4.4.3 Research on street and retail furniture advertising
4.4.4 Research on alternative OOH advertising media
4.5 CONCLUSION
CHAPTER 5: RESEARCH DESIGN AND METHODS
CHAPTER 6: QUALITATIVE INSIGHTS FROM IN-DEPTH
INTERVIEWS WITH OOH ADVERTISING MEDIA SPECIALISTS
CHAPTER 7: DISCUSSION AND CONCLUSIONS
Appendix A: The interview guide for in-depth interviews with OOH advertising media specialists
Appendix B: Informed consent form
Appendix C: Occurrence of themes per participant within the theoretical constructs
