As I was cracking on with my poster campaign for the D&AD Student Awards brief, my tutor gave me a handout intending to help me on the general topic of poster advertising.
I found it quite useful so I’m going to post it here so others can benefit from it as well.
Advantages of poster advertising
- Posters can be produced in various sizes and shapes, which offers the creative team a greater variety of creative opportunities.
- Posters can be three-dimensional, which also opens up new creative possibilities.
- The audience passing the site may read the message again and again on a daily basis.
- Sites can be bought close to the point of purchase.
- Posters are an effective way of building awareness of the brand over time.
Disadvantages of poster advertising
- Some sites can be vandalized or posters sprayed with graffiti.
- Posting can be unreliable (e.g. time-sensitive posters may not be posted in time).
- Site rental can be expensive.
- It’s difficult to reach a national audience through posters, especially when compared with other media such as national press and consumer magazines.
- Prime locations can be tied up in long-term contracts, giving you limited availability.
Creating a more effective poster
- Your poster must be memorable and convey the message effectively.
- It must be visible above the street clutter.
- Remember the passer-by only has a few seconds to register the message before switching off, so your poster needs to stand out from its surroundings – it needs to be eye-catching.
- Keep the visual simple – the iPod poster imagery is a classic example. Consider using a single image.
- Don’t write a headline with more than seven or eight words.
- Make the type as legible as possible.
- Cut out clutter in your layout. If you manage with just a headline, great.
- Make the branding strong. This applies to all media; the advertisement should evoke the brand – which doesn’t just mean a big logo.