PERCEPTION OF YOUTH ON OOH ADVERTISING AS SUPPORT MEDIUM

Abstract

Outdoor advertising plays a significant role in reinforcing brand messages among people. OOH advertising acts like a support medium and provides a right media mix to other main stream media in order to get a greater impact. OOH is a very treasured medium and works as a catalyst to other media such as TV, digital, etc. Ones you watch the commercial at home, step out and see the same messaging again it strengthens the communication.it helps in generating high brand recall. Outdoor media encourages more exploration of the brand among the target customers. On an average people spend 70% of their time per day outside home. The best combination for connecting people in today’s world is mobile phones and outdoor advertising. The said combination of Outdoor advertising and Mobile phones has the power to even prompt people for a brand choice shift. Outdoor advertising is a central channel to reach urban population, since it cannot be avoided or jammed in external surroundings. This research is carried with the objective to find the perception of youth on OOH advertising as support medium.Nearly 76 respondents were contacted using convenience sampling technique and their responses were taken using questionnaire method.