Mobile outdoor advertisements in Hong Kong

The six major media options, which help run advertisements, are: television, radio, newspapers, magazines, Internet and outdoor. Customers are well familiar with the first five, though the sixth one differs from a television program, a radio show, a newspaper, a magazine or a website. Outdoor advertisements are usually out there, waiting for a consumer to come along.

Customers are well familiar with such forms of advertising as television, radio, newspapers, magazines and Internet. However, what is mobile outdoor advertising? Mobile outdoor is a kind of alternative outdoor advertising. The term 'mobile outdoor' includes a lot of different options.

Some survey results from the TGI Argentina study, conducted by IBOPE, are very interesting. Ten thousand two hundred and forty four persons, aged twelve and seventy five, were interviewed about their exposures to various types of outdoor media options (including flyers, non-illuminated ads on sidewalks, traffic lights, non-illuminated wall banners, sidewalks, placards on the exterior side of buses, public telephones, illuminated and non-illuminated ads on buildings and many others) that they had been exposed to during the past seven days across Argentina during the year of 2004.

Illuminated; non-illuminated; subway; traffic; point of purchase; and other means are those properties, according to which the general classification is done for the TGI Argentina. This may seem convenient and understandable, though it is not necessarily involved into the relationship with an advertising campaign. Thus, what to choose?

John R. Rossiter and Peter J. Danaher offer the following dichotomy in their book Advanced Media Planning:
1.Stationary outdoor and poster media. Here a prospect and an ad are stationary relative to each other, which allows a longer advertising message;
2.Mobile outdoor and poster media. Here a prospect is passing an ad as with highway billboards, or an ad is passing a prospect as with bus exterior posters. It allows only short advertising messages.

This division offers some directions as for the choice of outdoor media. Here the objective of the advertising campaign is considered: brand awareness, brand recall, brand attitudes, short-term and long-term brand purchases.

Nevertheless, an article in the East Week has somewhat shattered this confidence. It posted a photo of Tin Shui Wai. This is a Hong Kong satellite town, which has such problems as unemployment, domestic violence, single parenthood, wayward youths, etc. Numerous bicycles with all manners of advertising placards on them have been noticed parked along sidewalks. They showed various advertisements, such as services in termite extermination, income tax filing, house painting, fixing consumer electronic items, tutoring and others. People put such bicycles, hoping to earn some extra money.

Why bicycles? The thing is that the Hong Kong law forbids putting advertisements on walls of buildings. If you do so, the advertisement will be immediately removed and you may even be prosecuted for defacing private or public property. A bicycle is private property. It means that its owner is entitled to hang a placard on it. Trucks with painted signs on them are considered to be a kind of outdoor advertising, so why cannot bicycles? Hence, some entrepreneurs look for unused bicycles and put their advertisements on them. Nobody knows who the bicycle's owner is, as it has been abandoned.

The next that is coming to your mind is the following question: is it a stationary outdoor media or a mobile outdoor media? These bicycles do not go anywhere; thus, they should be perhaps considered a stationary outdoor media. Or probably, we should think about using the term ''stationary mobile outdoor media'?


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