In order to promote your product to the masses, there are many marketing moves. All of them are united under the name "advertising". This marketing element, in turn, has many varieties. Among them stand out: advertising in the media, hidden advertising, outdoor advertising and many others. The last element includes a billboard type. This is a fairly popular marketing ploy in Europe. In our country, he is only gaining his popularity.
Billboard as an element of the organization's marketing policy
Outdoor advertising is a very effective method of product promotion. First of all, this type of marketing policy allows you to increase the number of potential consumers: after all, there are a lot of people who pay attention to bright posters and posters. Outdoor advertising began its development in Russia not so long ago. A very "young" direction is the billboard - this is a huge shield, consisting of a support and a frame. The latter, in turn, is a rectangle, which is sheathed with plywood, steel platesor other material. At the same time, the surface of the frame is covered with special compounds that protect it from atmospheric precipitation and other natural phenomena. If you put an advertising poster on this board, it turns into a billboard. This is one of the most common types of outdoor advertising in the West. In principle, this advantage is easily explained. After all, if the shield is installed in the right place, it will be seen by representatives of all social groups: from students and schoolchildren to businessmen and politicians. That is why billboard advertising is very effective if your company's product is aimed at mass consumption.
Origin and development
If we turn to history, the very first such shields appeared in ancient Egypt. Huge frames with canvas stretched over them were used for informational purposes. With their help, people learned about theatrical and circus performances, about the work of visiting merchants, about escaped criminals and the reward for their capture, and so on. Advertising billboards came to Russia from the United States of America. There, businessmen attracted the attention of buyers by placing various bills on billboards and boards. This is where their name came from - billboard.
Soviet billboards
It is noteworthy that the first billboards appeared on the territory of the CIS during the existence of the USSR. However, at that time they were called completely differently. Billboards - that was the name of the first huge elements of outdoor advertising. The reason for this isnext. In the early 90s, when large billboards with advertising posters first appeared on the streets of the USSR, Big Boards provided the main market share for this type of service. As an advertisement for her organization, she placed a small sign with the name of her firm on each billboard. In this way, the further spread of the name "bigboard" happened.
Shield differentiation
A huge number of various subspecies includes such a type of outdoor advertising as a billboard. These are not only billboards that differ in size - they are also differentiated by the number of sides, shape, design, etc. The considered element of outdoor advertising can be an installed frame with one, two, three or even four priority planes. Depending on how the sides are located in relation to each other, triangular, V-shaped and other shields are distinguished.
Design also matters a lot. Depending on this attribute, two types of billboards can be distinguished:
1. Non-separable - those that represent the unity of the support and the frame of the shield;2. Constructors, or "transformers". They consist of several parts and are a fairly mobile design. Installing this type of billboard takes less time and effort. It is noteworthy that this type is very common for large shields.
And, of course, the size. There are many billboards that differ from each other in width and length. In the territory of the CIS countries, the most widespreadreceived billboards measuring 3 meters wide and 6 meters long. In Europe and America, you can find billboards whose surface area is 108 square meters.
Priority installation directions
Gradually, billboards began to be installed on roadsides. This was due to the constant increase in the number of vehicles moving between settlements. The speed of cars grew, and so that passengers and drivers could see outdoor advertising, billboards began to increase in size.
Yes, and now the placement of billboards is carried out on busy highways, highways of international importance, suburban and ring roads. As a rule, the more traffic passes through this highway, the more effective advertising.
Significant details in the installation of outdoor advertising elements
There are some nuances in placing billboards. For example, on highways and one-way streets, a two-way billboard, as a rule, is not installed. For the advertiser, the front surface, directed at the driver and passengers, is important and a priority. In this case, a one-sided billboard is installed.
Inside the city, often instead of billboards with support, they use posters pasted or stretched on the walls of buildings. It is noteworthy that sometimes such elements of outdoor advertising become an excellent accessory that dilutes the gray streets of the city.
