Outdoor Works...but Nobody Knows Why

Posters work. You stick up a big poster & people buy stuff. It's that simple

The oldest media is still one of the best

But research doesn't reveal this. Consumers won't admit that they are so stupid that a simple poster is enough to make them pop to the shop & purchase a product. People like to think that they made a rational informed decision. That is why Posters are P&G's greatest weakness.

Products banned from TV understand that Posters are the best at replicating the Big Brand effect of the Black Box. Politicians & Cigarette Companies both use posters. Marlboro has become one of the biggest brands in the World using mainly Outdoor. And Hollywood understands that when they want to get people into Cinemas then posters work for them.

Posters & TV are the strongest combination. One works 24/7 reaching people when they are out of home. TV brings the brand to life with short stories before bedtime. Colgate proved this in the UK & won an IPA award. Strategic planning would suggest radio in the morning & TV at night, plus magazines to give the consumer information about the brand. However we found that posters worked best at getting people to buy more toothpaste.

And of course The Glorious CCCP understood the Power of Posters - see link in the headline