Application of the “Probably Saw” Concept for the Planning of Exterior Advertising Tools

Antonio Miranda
Portland Outdoor, Mexico


Specialized Service for the Planning of Exterior Advertisements

Public advertising represents about 8% of the total publicity investment in Latin America. About two years ago in many other markets, exterior advertising figured as the category of alternative media of publicity together with below-the-line activities, on-the-spot-publicity, internet and cinemas. However, the tendency of the control publicity centers to respond to a marketing aim through the viewpoint of integral publicity tools enabled the intensive investigation of exterior advertising.

Exterior advertising may function as a complement of any other media of publicity, like television, radio, magazines, Internet, among others, fulfilling visual functions, increasing the reach of campaigns integrated in other tools, responding to different targets of publicity such as brand announcements or awareness of election candidates.