As you have learned in this chapter, out-of-home advertising and communication have been a mainstay in consumers’ lives for quite some time. The outdoor advertising industry certainly makes up the largest portion of such advertising.
Although often overlooked in advertising and media decision making, outdoor advertising can have a powerful effect as a supplemental medium to broader print or broadcast campaigns. To find out more about this side of the advertising business, visit five of the Web sites for the outdoor advertising organizations listed below and answer the questions that follow.
■ Burkhart Advertising: www.burkhartadv.com
■ CBS Outdoor: www.cbsoutdoor.com
■ Clear Channel Outdoor: www.clearchanneloutdoor.com
■ Edwards Outdoor: www.edwards1.com
■ Gallop & Gallop Advertising: www.gallop.ca
■ Kinetic: www.kineticww.com
■ Lamar Outdoor Advertising: www.lamar.com
■ Outdoor Advertising Association of America, Inc.
(OAAA): www.oaaa.org
■ SignCraft magazine: www.signcraft.com
■ SignIndustry.com: www.signindustry.com
■ Steen Outdoor Systems: www.steen.com
■ Wilkins Media Company: www.wilkins-media.com
a. What organization sponsors the site? Who is the intended audience(s)?
b. What is the purpose of the site? Does it succeed? Why?
c. What services (if any) does the organization provide advertisers?
d. How important do you believe this organization is to outdoor advertising today and in the future? Why?