Foreign Advertising History

Outdoor advertising is one of the most traditional and popular channels for advertising in Russia, as in other countries of the world. In Russian publications, it is often referred to as " outdoor " . This term refers to advertising outside the premises, outside buildings, on the street, under the open sky.

Evaluation of external advertising as a channel for advertising

Benefits	Insufficient
Broad coverage	Failure to conduct short-term advertising campaigns
Frequency and flexibility in posting	Reducing the quality of images under the influence of atmospheric events
Relatively low value of one contact	Continuous monitoring of advertising structures
Longitudinal exposure	Durability and complexity of the procedure for design permits for external advertising
A large number of promotional contacts	Only a small amount of information is available due to short time of customer contact with advertising
Clear identification of the geographical boundaries of advertising	Relative value of manufacture and lease

Specialities of external advertising

External (external) advertising - graphical, textual or other advertising information that is located on special temporary and/or fixed structures located on the open terrain, as well as on the outside surfaces of buildings, structures, elements of street equipment, over or on the streets and roads. Outdoor advertising also includes advertisements placed inside stores/supermarkets - POS (point of sale). Outdoor advertising is a type of LP-reclama.

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