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Author: Valerie Beall
McLean, VA (August 7,
2003) - Advertisements are everywhere and often rub consumers
the wrong way. Advertisers push us to the limit when they invade
our email, fax machines and worst of all, interrupt us at dinner
with telemarketing calls. Narrow target advertising is turning
consumers off because it is obvious to the consumer they are
the target. So, how and where does a business advertise their
products and services without alienating potential customers?
They choose a "soft target" environment, where the general public
is located in great numbers and are willing participants.
Truckside Advertising has always been an effective means of
reaching consumers without invading their personal space. It’s
been around since the
early 1900’s; however the ADS
were then owned by the company who owned the truck. Today, the
demand for more outdoor advertising options has contributed
to the creation of third party advertising on local delivery
and long-haul trucks. The broker sells the ad space on the trucks
to an advertiser who wants higher visibility outdoors.
Rod Harris, CEO of TRUCK ADS®, an international truck advertising
media firm, located in Washington, D.C., defines truckside advertising
as soft target advertising. “It is non-invasive
advertising. Consumers are not forced to view truck advertising,
as is often the case with radio or TV. Truckside ADS target
consumers in a soft advertising environment and consumers don't
think of it as in your face advertising. The consumer in this
circumstance is a willing target.”
Truckside ADS offer a clear advantage over stationary billboards.
They are mobile and target people in cities and neighborhoods
where the people are. They don't invade personal space, they
invite attention with colorful graphics and “on point”
messages. They catch your eye, deliver their message and then
move on. A truckside AD is soft advertising and leaves behind
a positive message without pressure or confrontation.
Truckside advertising is not going to replace traditional media
such as television, radio and print. However, there is a good
chance it will replace static billboards in jurisdictions that
are tired of seeing big billboards mar their landscapes. Fragmentation
in all media has added to the increased value and opportunities
available in truckside advertising. The effectiveness and affordability
of truckside advertising has a growing appeal to both small
and large well-established companies. It provides the most “bang
for the buck” and can target more consumers and deliver more
ADS in a non-invasive manner than almost any other form of advertising.
Truckside advertising has been around since the beginning of
truck manufacturing, and yet it is the new guy on the block
in terms of being able to target consumers outdoors. It is leading
the way in soft advertising.
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