Effectiveness of billboard advertising on commuting routes and consumer recall

Marketing Case Study

Try to remember the billboards on your commute to work or school. How many do you think there are? Explain why you remembered any of them. Next time you are on that route, note how many billboards there actually are. Are they effective?

Of the many billboards passed on the way to work and school every day, the most noticeable are those that promise low-cost health insurance and healthcare. These billboards are the most effective as they are very colorful and full of energy with smiling kids, big families and everyone just the picture of health. These billboards stand out because of their generous white space surrounding models who are hired due to the healthy complexions, athletic physiques and incredibly perfect teeth. That is what most amazes me about the healthcare billboards; the models all have perfect smiles and complexions as they promote Blue Cross Blue Shield, Anthem and others. These billboards are so distinct and differentiated than the other 58 billboards I counted; they stand out even at night and in cloudy weather due to their lighting and color. What is troubling about these billboards however are the promises that are implied by using such striking models promoting healthcare services. The ethicacy of promoting healthcare using models and techniques that exaggerate benefits or over-promise what is actually delivered often lead to American Medical Association (AMA) complaints and fines if repeated over time (Fortenberry, McGoldrick, French, 2010). The second-most memorable billboards are of auto dealers, a few of which have taken to having actual autos along the top of the billboard and real-time animation of cars and lights across the front of the electronic board. Nearly very billboard as Facebook and website addresses as well, with many including their Twitter account listings too (Wright, Khanfar, Harrington, Kizer, 2010).

Part 2 -- What if an electronics store is targeting young adult males for a new car radio speaker technology. What sort of images in a radio script do you think would encourage a sale? What kind of characters would you prefer and where would the action take place? How would you include the new technology? What sound effects might get their attention?

For an electronics store targeting young adult males for a new car speaker technology, the imagery needs to show how passionately this age group believes in freedom, independence and defining their own destinies. This is an age where they are most concerned about being independent to the point of being defiant and appearing confident, especially around peers and teenage girls. Imagery conveyed in radio advertising needs to resonate first at a very emotional level and then proceed into defining the unique value proposition of a product or service (Miller, Marks, 1997). The imagery needs to be of a group of friends on a road trip or a fun night out on the town with a few girls involved who are also laughing and have a good time. There also needs to be a healthy dose of humor in the advertising as well to make it memorable and resonate with audiences (Duncan, Nelson, 1985). The characters need to be musicians who know bands extremely well. The dialogue needs to focus of how the car speaker technology sounds just like the concert they just came from with their girlfriends. Plugging in their own CD, they joke that is sounds like they are playing right in the car. The radio spot needs to be full of humor and fun, as this will make it memorable (Duncan, Nelson, 1985). The technology itself isn't important as the experience it provides the young musicians as they enjoy their own music and their friends too. Overall the radio spot needs to exude energy, enthusiasm and fun to be effective.