The New Mantra For Recall
Out-of-Home advertising was never this fashionable a term in India; and it’s rocking further Billboards! Billboards! Billboards! Ever wondered why Mumbai has so many of them and Delhi almost none? Don’t fret; we’ll give the dope on the deal. The Supreme Court had banned billboard advertising in Delhi in 1997; but the rule might just change with the Supreme Court, after a period of ten years, appointing a two-member committee last month to review the past decision and to submit a new draft regulatory code for allowing billboards in Delhi! Code or no code, the fact is that billboards have since time immemorial been a snappy way to communicate the marketing concept to the consumer; allowing him the choice of consumption (that is, he can choose whether to see the billboard or not). Thriving on this tool is the new concept of Out-of- Home (OoH) media, which comprises not only billboards and hoardings, but also newsstands, buses, airport, malls, taxis et al. This industry in India has a whopping compounded annual growth rate of 14% (ICMR estimates) and there are various reasons for this.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
Out-of-Home advertising was never this fashionable a term in India; and it’s rocking further Billboards! Billboards! Billboards! Ever wondered why Mumbai has so many of them and Delhi almost none? Don’t fret; we’ll give the dope on the deal. The Supreme Court had banned billboard advertising in Delhi in 1997; but the rule might just change with the Supreme Court, after a period of ten years, appointing a two-member committee last month to review the past decision and to submit a new draft regulatory code for allowing billboards in Delhi! Code or no code, the fact is that billboards have since time immemorial been a snappy way to communicate the marketing concept to the consumer; allowing him the choice of consumption (that is, he can choose whether to see the billboard or not). Thriving on this tool is the new concept of Out-of- Home (OoH) media, which comprises not only billboards and hoardings, but also newsstands, buses, airport, malls, taxis et al. This industry in India has a whopping compounded annual growth rate of 14% (ICMR estimates) and there are various reasons for this.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
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