Marketing Management, 16th Edition

Place Advertising

Place advertising is a broad category that includes many creative and unexpected forms to grab consumers’ attention where they work, play, and, of course, shop. Popular options include billboards, public spaces, product placement, and point of purchase.

Billboards

Billboards use colorful, digitally produced images, graphics, backlighting, sounds, and movement. Outdoor advertising is often called the “15-second sell” because consumers have a fleeting exposure to the ad and must grasp its message almost instantly. In New York, manhole covers have been reimagined as steaming cups of Folgers coffee; in Belgium, eBay posted “Moved to eBay” stickers on empty storefronts; and in Germany, imaginary workers toiling inside vending machines, ...