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O U T D O O R A D V E R T I S I N G The Brand Communication Medium
Marketers’ recognition of the increasing importance of brands as perhaps the firm’s most important strategic asset requires a fundamental rethinking of conventional business and marketing strategies. Not only must this re-thinking apply to brand management, but equally as well to brand communication strategies. Successfully managing brands today requires a creative portfolio of relevant media strategies that extends well beyond the “safe bets” of previous generations of advertisers. Today, generating awareness and enhancing an existing image are merely the price of entry to compete in a given market. Today’s consumers are yesterday’s Generation Xers complete with short attention spans and the ubiquitous “been-there-done-that” attitude. Spontaneity reigns supreme in leisure activities, music, entertainment and receipt of information. Memory is relative. Something computers have; so, “Why do I need it they ask?” It is against this backdrop of a profound cultural and technology-driven shift in communicating that the media of the 21st century are evaluated and that the future of outdoor advertising is presented.
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