Why is it important to continue to invest hard-earned money in advertising? Often, when businesses experience slow sales and/or other financial concerns, they look to their advertising budget as one of the first areas in which to make cuts. But advertising is a business' most important link to the consumer - and savvy marketers actually will intensify their advertising efforts when they need to increase sales or meet other critical financial objectives.

1. Advertising Creates Store Traffic

Continuous store traffic is the first step toward increasing sales and expanding your base of shoppers. The more people who come into the store, the more opportunities you have to make sales. A National Retail Federation survey found that for every 100 items shoppers plan to buy, they make 30 unanticipated purchases.

2. Advertising Attracts New Costumers

Your market changes constantly. Newcomers to your area mean new customers to reach. People earn more money, which means changes in lifestyles and buying habits. The shopper who wouldn't consider your business a few years ago may be a prime customer now.

3. Advertising Encourages Repeat Business

Shoppers don't have the store loyalty they once did. Shoppers have mobility and freedom of choice. You must advertise to keep pace with your competition. The National Retail Federation states: "Mobility and non loyalty are rampant. Stores must promote to get former customers to return and to seek new ones."

4. Advertising Generates Continuous Business

Your doors are open. Employees are on the payroll. Even the slowest days produce sales. As long as you're in business, you've got overhead to meet and new people to reach. Advertising can generate traffic now...and in the future.

5. Advertising is an Investment in Success

Advertising gives you a long-term advantage over competitors who cut back or cancel advertising. A survey of more than 3,000 companies found that advertisers who maintained or expanded advertising over a five-year period saw their sales increase an average of 100 percent, and companies that cut advertising grew at a less than half the rate of those who advertised steadily.

6. Advertising Keeps You in the Competitive Race

There are only so many customers in the market ready to buy at any one time. You have to advertise to keep regular customers and to counterbalance the advertising of your competition. You must advertise to keep or expand your market share or you will lose to more aggressive competitors.

7. Advertising Keeps Your Business Top-of-Mind

With Shoppers Many people postpone buying decisions. They often go from store to store comparing prices, quality and service. Advertising must reach them steadily through the entire decision-making process. Your name must be fresh in their minds when they decide to buy.

8. Advertising Gives Your Business a Successful Image

In a competitive market, rumors and bad news travel fast. Nothing sets the record straight faster than advertising; it tells your customers and competitors that your doors are open and you're ready for business. Vigorous and positive advertising can bring shoppers into the marketplace, regardless of the economy.

9. Advertising Maintains Morale

Positive advertising boosts morale. It gives your staff strong, additional support. When advertising or promotion is suddenly cut or cancelled, salespeople and employees may become alarmed or demoralized. They may start false rumors in the honest belief that your business is in trouble.

10. Advertising Brings in Big Bucks for Your Business

Advertising works. Businesses that succeed are usually strong, steady advertisers. Look around. You'll find the most aggressive and consistent advertisers are almost invariably the most successful. Join their ranks by advertising and watch your business grow!

OUTDOOR WORKS 10 Reasons Why

Preliminary results from the new Arbitron National In-Car study have been released, and the findings hold a particular significance for outdoor advertising. Arbitron interviewed 1,505 Arbitron diary holders for the study. Some of the findings include an increase in the amount of time consumers spend in their cars and on the road. Outdoor advertising was found to impact these consumers when they are ready to make purchases, confirming the importance of recency planning in targeting consumers.

Americans spend 15 hours in a car each week

Compared to just a year ago, 39% of respondents are spending more time in their cars (37% reported they are spending the same amount of time). Overall, the study found that people are averaging 15 hours per week in the car. One surprising outcome was that time spent in cars during the weekday (two hours and twelve minutes) is on par with weekend days (a little over two hours). With all of this extra time in their vehicles, Americans are covering a lot of ground - an average of about 306 miles per week per consumer.

24-hour illumination increases audience impact by 16%

An analysis of in-car audiences indicates advertisers add both reach and exposure if billboards are illuminated all night long. Nationally, 36.2 million Americans are reached in-car from 11p.m. through 6 a.m. across the entire week. The 11 p.m. to 6 a.m. time period adds 16% to in-car audience impressions.

In-car buying decisions

The importance of recency planning is reinforced in the findings. Two out of five in-car consumers make the decision to shop at the last minute, while they are in the car. The rest make their decisions earlier in the day. The table below indicates the types of stores most frequently shopped after work.

Outdoor gets results

As consumers spend more time in their cars, outdoor advertising yields greater results for advertisers. Forty-nine percent of the total US population notice directional billboards. As for immediate results, 29% of consumers say they have visited a store within a week of seeing a billboard advertising a sale or special offer that motivated them to visit a certain store.


Bulletins (or billboards) are the largest and among the most impactful standard-sized OOH media formats. Located primarily on major roads, they attract high-density consumer exposure (mostly to vehicular traffic, but often to pedestrians). Bulletins afford heightened visibility due not only to their size, but also because they allow creative “customizing” through extensions and embellishments.

Digital billboards offer static messages that rotate every few seconds with typically six to eight advertisers sharing the same location. Ad messages change every six to eight seconds.

Digital billboards offer static messages that rotate every few seconds with typically six to eight advertisers sharing the same location. Ad messages change every six to eight seconds.

Overall Size

The standard total copy area for posters is 5' x 11' (60" x 32")

Junior posters are located mainly in urban neighborhoods and on smaller roads. They are viewed by automobile traffic and pedestrians. Positioned just above eye level, they are either free-standing units or mounted on the sides of buildings. In some markets, select panels are mounted vertically.

Overall Size

The standard total copy area for posters is 5' x 11' (60" x 32")

Wall murals are advertisements painted directly on building surfaces or printed on pressure-sensitive vinyl and attached to walls. Not all walls accommodate vinyl. Wall murals accommodate a wide variety of unusual creative sizes and shapes and have high exposure and visibility to vehicular and pedestrian traffic. Located on major freeways and highways, on commuter and tourist routes, and in downtown business districts, wall murals are custom-designed for long-term exposure.

© OAAG 2006 - 2019 Outdoor Advertising Association of Georgia, Inc.