Like any other marketing option, alternative out-of-home advertising can be tricky. It can work for some advertisers better than others, and there are numerous options to any goal or budget. These
range from posters in college campus laundry rooms and major health clubs to ads on hospitality carts that cruise golf courses. Such place-based advertising opportunities allow marketers to reach
prospects wherever they happen to be and when they're in a receptive frame of mind. In this article, marketing expert Kim T. Gordon, author of Maximum Marketing, Minimum Dollars: The Top 50 Ways to
Grow Your Small Business, presents five questions (and answers) that companies need to ask themselves before considering whether to utilize place-based advertising as a marketing tool. They include:
1. Does the location draw your best prospects? 2. Does the ad appear in the right context? 3. Can your place-based ad influence a purchase?
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