Finding Cinderella’s shoe: Guidelines for the planning of contemporary outdoor advertising media [Summary]

Abstract

The main aim of this study was to explore how experienced media practitioners plan contemporary outdoor advertising in the South African context. In depth interviews were conducted with purposively sampled participants at media agencies responsible for the outdoor advertising campaigns of some large as well as small advertisers in South Africa. The findings revealed three key considerations for effective outdoor advertising campaigns namely the placing of outdoor advertising; creative execution and the potential impact and image the medium. The study provides advertisers with recommendations as how to deliver targeted exposure to specific geographic markets and to capitalise on the potential impact and image associated with advertising on colossal buildings and structures.