A CONSTRUCTIVE AND RESPONSIBLE APPROACH TOWARDS „OUT-OF-HOME“ MEDIA
A CONSTRUCTIVE AND RESPONSIBLE APPROACH TOWARDS „OUT-OF-HOME“ MEDIA
Author(s): Martin Köteleš, Alena KusáSubject(s): Social Sciences, Psychology, Communication studies, Sociology of the arts, business, education, Marketing / Advertising, ICT Information and Communications Technologies, Business Ethics, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: external media;outdoor advertising;movable advertising;indoor advertising;contrast;colour;extent of information
Summary/Abstract: The paper deals with the topic of external offline media which are referred to as „Out Of Home“ media – also known under the abbreviation OOH. It briefly defines the key areas of OOH nowadays and explains particular approaches to be applied when creating visual advertising. The conclusion focuses on our new view of the approach towards these media so as an advertiser has a simple key how to use particular advertising space in the most effective way. Its main target is to enhance communication effectivity for target audience. The paper also highlights some of the main mistakes the promoters often make and recommend the approaches how to avoid them.
Journal: Megatrendy a médiá
- Issue Year: 3/2016
- Issue No: 1
- Page Range: 301-313
- Page Count: 13
- Language: English