The Role of Research in the Revitalisation of an Advertising Medium

The Role of Research in the Revitalisation of an Advertising Medium Busside advertising is highly effective, the medium reaching significant numbers of the general population and providing levels of opportunitiestosee or repetitions surpassing those of virtually all other media, at a relatively low cost. Research conducted around five advertisements each different in four cities Leeds, Manchester, Glasgow and NewcastleuponTyne indicates that a minimum campaign weight of 15 per cent is necessary to ensure adequate repetition across all population sectors for an eightweek duration. Bus sides require their own creative treatment, the characteristics of the medium moving display, size limitations and, possibly, bus colour must be considered. No definitive conclusions can be drawn regarding effectiveness of the three different types of busside advertising side, superside and Tshape but advertisers should beware of losing elements presented on the stalk of the T. Buses are effective as a solus medium and as part of a multimedia campaign they can act as reminder advertising, carry emotive messages, link product and retail outlets in the city in which they operate, and they can also brand. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

The Role of Research in the Revitalisation of an Advertising Medium

Marketing Intelligence & Planning, Volume 3 (4): 12 – Apr 1, 1985

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0263-4503
DOI
10.1108/eb045717
Publisher site
See Article on Publisher Site

Abstract

Busside advertising is highly effective, the medium reaching significant numbers of the general population and providing levels of opportunitiestosee or repetitions surpassing those of virtually all other media, at a relatively low cost. Research conducted around five advertisements each different in four cities Leeds, Manchester, Glasgow and NewcastleuponTyne indicates that a minimum campaign weight of 15 per cent is necessary to ensure adequate repetition across all population sectors for an eightweek duration. Bus sides require their own creative treatment, the characteristics of the medium moving display, size limitations and, possibly, bus colour must be considered. No definitive conclusions can be drawn regarding effectiveness of the three different types of busside advertising side, superside and Tshape but advertisers should beware of losing elements presented on the stalk of the T. Buses are effective as a solus medium and as part of a multimedia campaign they can act as reminder advertising, carry emotive messages, link product and retail outlets in the city in which they operate, and they can also brand.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Apr 1, 1985

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