| A | B |
|---|
| High Frequency (B) | Ad dollars’ effectiveness is extended as selling message is viewed with greater credibility & retained for a longer period of time. |
| Awareness (B) | Advertisers get a quicker return on their advertising investment. |
| Constant Presence (B) | Advertisers do not miss any opportunities to sell a customer or for a customer to buy. |
| Cost Efficiency (B) | Advertisers get more exposure for their ad dollars or the same exposure for fewer ad dollars. |
| Timeliness (B) | Facilitates impulse buying by being the “last word” in the consumer buying cycle. |
| High Reach (B) | More selling opportunities are created for the advertiser because more people are exposed to the selling message. |
| Dominance (B) | Advertiser’s selling message will be seen by standing out. |
| Localization (B) | Advertisers save money by minimizing wasted exposure & targeting more qualified prospects. |
| Flexibility (B) | Customized programs that allow advertisers to solve more marketing problems and/or achieve marketing objectives more quickly. |
| Mass Medium (B) | Advertiser’s selling opportunities to specific customers are not limited, as they may be with other media. |
| Recall (B) | Extends the memorability of other media & expands the impact of mixed media expenditures. |
| OOH Medium (B) | Advertiser’s message is delivered to a more susceptible & convenient consumer. As time spent away from home increases, this feature becomes even more important. |
| Service (B) | Advertiser saves administrative time and money while also receiving maximum benefits from the out of home campaign. |
| High Frequency (F) | Repeated consumer exposure to advertiser’s selling message. |
| Awareness (F) | Immediate market exposure of an advertiser’s selling message. |
| Constant Presence (F) | Exposes consumers continuously, day in & day out. |
| Cost Efficiency (F) | Local market’s lowest cost per 1000 exposures & lowest cost per Gross Rating Point. |
| Timeliness (F) | Placement of an advertiser’s message while consumer is active in the marketplace and prepared to buy. |
| High Reach (F) | Exposing a high percentage of the market target group to an advertiser’s message. |
| Dominance (F) | Exclusivity of message, large size (300-700 square feet) & dynamic colors. |
| Localization (F) | Placement of advertising message geographically and/or demographically. |
| Flexibility (F) | Different weights, duration & product types. |
| Mass Medium (F) | Reach all ethnic, income & demographic groups within the geography of a local market. |
| Recall (F) | Supplements and/or complements other media. |
| OOH Medium (F) | Exposes consumers while they are away from their homes & and in the marketplace. |
| Service (F) | Providing timely & effective implementation of an advertiser’s out of home campaign, as well as superior pre and post sale support. |
