Mobile Advertising Essay Research Paper IntroductionOutdoor Advertising

Mobile Advertising Essay, Research Paper

Introduction

Outdoor Advertising has proved through the years to be an efficient tool for clients and Agencies in their marketing plans and strategies. As advertising expenditures increase from year to year, outdoor advertising is in turn increasing its market share. International budgets are interested in this media, considered of high impact worldwide.

Where do people spend most of their time. Most countries throughout the world have traffic problems, which lead them to enhance new techniques in order to get the message through to the consumer. Many and different approaches has been used by companies to infect the consumer with the product advertised. Lebanon has been proven to have one of the busiest streets, due to the increase in the number of automobiles traveling the streets, which lead to the more frequent unbearable traffic jams, and so, mobile advertising. Lebanon at this point adopted .Mobile Affiche..

History

Mobile Affiche is originally a French company, established by two brothers, in 1993. The company at first started with a very small number of trucks. Mobile Affiche turned to be a success, it was able to increase its. inventory and so increasing the company size. In a few years later Mobile Affiche was able to expand enough to go international. Establishing many branches through out the globe, including Kuwait. Kuwait is the first Arab country where this kind of advertising is used, the efficiency to advertise to the public was observed by researchers in Kuwait, and through all other countries that also opened branches of Mobile Affiche in their areas. The branch in Lebanon was launched September 2000, located in Sabtieh, Ferdaws street.

Management

The Main Branch in Lebanon has a very simple yet effective administration, enabling a harmonized, well-coordinated and controlled atmosphere where the work is split among the employees to reach maximum effectiveness. The office is sub-divided into different groups in order to accomplish the degree of professionalism at which Mobile Affiche is. To reach up for the accepted standards dealt upon with Main Office in France, Mobile Affiche Lebanon had to organize all procedures done by its. employees to keep work running smoothly.

Mobile Affiche Lebanon holds the amount of 30 (thirty) drivers, each driver assigned to some different location from the other. The route where every driver is assigned has primary and secondary objectives. The main aim (primary) is to pass through certain checkpoints. These check points are defined by the distribution of population throughout the country. Whereas, the secondary objective is to locate where coincidental gathering of population while traveling through its course. The driver takes this decision, .the driver at this point must enjoy the feeling of belongingness to the firm, Mobile Affiche., elaborated Talal Itani, Operation Manager. The routes are studied by a group of supervisors, they study road maps, new complexes and infrastructures that are to open soon, and any group activity that will be held, attended by a large number of individuals.

The office also holds a secretary to coordinate appointments for future, potential, current, and past customers and linking them with management to enrich the public with as much product advertisements as possible. Also, a personal faculty that is responsible of truck maintenance and any mechanical failures that might occur. This faculty includes one driver; the driver is used for any mechanical failures taking place on the road.

Finally, decision makers; the company embraces one accountant keeping account of all financial statements and estimating the year.s budget. Then comes, Mr. Talal Itani, Operation Manager, according to Mr Itani he foresees the company.s future, with better equipment, more professional staff, and the use of technology. .Technology.not only to satisfy our consumers satisfaction, and influencing the public, but also to insure a better run organization. On top of the hierarchy, the General Manager, he.s the person in charge of all the business. day to day activities. He also has the last word in everything to be done to enhance the firm.s future activities.

Facts & Figures

Mobile Affiche offers the consumer an infinite amount of places to view their advertisements, the Mobile Affiche truck can travel all day and cover 180 km, depending traffic pressures. Doing so, the ad is exposed to the public at different locations thus viewing it to different viewers.

According to Mr. Itani, a survey has been done and it has been noticed that mobile advertising, unlike any other has a large impact on the society, here are some of the results from the survey carried out in March, 2001:

General Demographics:

.80.6% of trailer graphics viewers are between the ages of 25-54.

.88.6% of viewers have 1-3 children.

Rolling Graphics Make a Big Impact:

.96% of viewers indicated that trailer ads create more impact than billboards.

.98% of viewers felt that the ad on a trailer created a positive image for the advertiser.

.61.7% of viewers have 2-3 people in the vehicle when noticing trailer graphics.

.72% of vehicle passengers notice trailer advertisements.

An over-the-road Mobile Affiche provides:

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