Posters for all people

Unfortunately, we all saw this

Unfortunately, we all saw this

Posters are perhaps one of the most public forms of advertising. You can buy individual poster sites or whole packages matched exactly to your target group, from mothers shopping at superstores to hip city dwellers foraging for fashion – but also even B2B audiences making their way from the airport to the trade fair.

So when you’re planning the M for media part of the 5 Ms of advertising (mission, money, media, message, measurement) you may feel tempted to see posters as a quick way to hit lots of potential customers. This is, of course, assuming you’ve made sure the message on this large area is in keeping with the mission.

The problem is, you may well hit your target but at the same time you can end up hitting lots of other people who are completely off target.

This German campaign has been promoting posters to potential advertisers with a striking sequence of images to communicate just how high-profile posters are: “Outdoor advertising hits everyone”.

A wannabe Banksy graffiti artist from Darmstadt obviously knows the media market well. He or she has expressed what many marketing exec is thinking when they look at their media impact report: posters hit everyone … unfortunately.

Alex Woodruff

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