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EXTERIOR ADVERTISING
Particularly characteristic of an urban
setting, this mode of communication
is directed at a public on the move. It
is an efficient and profitable medium—
thousands of people can be reached
at a low cost—and has a strong impact
due to its great visibility and wide cov-
erage. It consists essentially of bill-
boards, luminous vertical panels on
sidewalks, banners, illuminated signs,
banderoles, and placements on public
transport. This method of communi-
cation, which started out being used
by big consumer brands, has become
an ornament of urban architecture
(especially for companies such as
Calvin Klein, DKNY, and Armani).
The synergy between the press and
exterior advertising allows for appro-
priate communication of the strate-
gies of different product lines. Thus,
while haute couture and prêt-à-porter
construct an image in the press that
consumers aspire to, accessories and
perfumes guarantee the democratiza-
tion of the brand through exterior
advertising.
COMMUNICATION
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