This article tells about the characteristics of outdoor advertising in Kharkov on transport: 1. A variety of locations and sizes. The system of road, rail, sea and air passenger and cargo Transport has a lot of places where you can place posters in different sizes. That is why many advertisers are willing to use it in their advertising campaigns: provincial, metropolitan, national and international (eg, airlines). 2. Selectivity.
Because it means different abundance of opportunities for advertising in different places and on different routes, the advertiser has the opportunity to choose those places that meet the objectives of his campaign. Like the press, where the price of advertising space depends on the page, or to television and radio, where the price of advertising time depends on the hours of the day, the price of advertising on transport depends on active movement. For example, the advertising space at the metro station "Piccadilly Serks" is worth more than a metro station in the suburbs of London. This property advertising on public transport gives advertisers the ability to focus their promotional efforts in some particular area of London or the country. 3.
Transience campaigns. According to Lanny Davis, who has experience with these questions. Advertising on transport provides more opportunities to make short-lived campaign, than outdoor advertising. This makes sense in Particularly in the case of advertising any show, act a few weeks. Transportation is a useful marketing tool for local dealers, auctioneers, for cinemas and theaters, which can weekly change their posters. 4. Mobility. A characteristic feature of buses, trams, trolley buses, taxis and trains is that thanks to the constant change of the passengers inside the vehicle advertising sees a lot of different people, but due to the movement of a vehicle advertising a housing is another very large and diverse audience. This is not something that regular readership of publications. AND even know exactly who sees ads for transport, it is impossible, you can be sure that its within a certain period of time often sees a lot of people. In urban Britain, where 80 percent of the population live in cities and use public transport or see it on a daily basis, this tool provides access to a mass audience and at the same time – the possibility of selective action, which we have already proved for example, the London Underground. Disadvantages To people paid attention to advertising posters in subway stations and railway stations, the posters should be plenty. The same applies to flyers on the walls of the wagons. On the same route, passenger flows at different times may vary, and in the 'rush hour', which account for most of the passengers, and when the cars are full, look to advertising is much more difficult. Prices for advertising area may be granted a modest, but a poster hanging in his empty car or on a deserted platform, there were still too expensive. And the cost of producing the poster did not depend on how many people will see it and whether pay attention to it. However, in central London Underground stations during the day and now all the passengers more and more, and the volume of passenger traffic in the metro range is not as noticeable as in the commuter rail trains road.