FEATURES: Outdoor No.2 after TV in China for generating awareness, says survey

<p>Outdoor advertising has grown almost 30 per cent annually in China </p><p>since 1990 and it is now the No.2 medium behind television as the best </p><p>means of generating awareness. </p><p><BR><BR> </p><p>Millward Brown Asia associate director Karen Paterson told delegates of </p><p>the Asian Outdoor Advertising Seminar 2000 in Hong Kong that outdoor </p><p>spend in the country hit RMB5.43 billion last year from RMB4.73 billion </p><p>in 1998 and just RMB611 million in 1990. </p><p><BR><BR> </p><p>She said that Millward Brown's research, conducted on behalf of </p><p>WhiteHorse Adshel, rated television as the best means of generating </p><p>awareness (39 per cent). </p><p><BR><BR> </p><p>No surprises there - however, outdoor came in second place (31 per cent) </p><p>while print was a distant third (19 per cent), Ms Paterson said. </p><p><BR><BR> </p><p>Millward Brown's study, which focused on the three primary cities of </p><p>Guangzhou, Shanghai and Beijing, also found that average levels of </p><p>awareness was generally consistent over time, she added. </p><p><BR><BR> </p><p>In addition, overall levels of recognition appear to be higher compared </p><p>with studies conducted in the UK. </p><p><BR><BR> </p><p>Ms Paterson also said that spend alone was not the most important factor </p><p>in whether an ad was effective in building awareness and </p><p>recognition. </p><p><BR><BR> </p><p>The creative behind the ad should also be carefully thought out and </p><p>there are a number of factors that need to be borne in mind, including </p><p>whether it is eye-catching, relevant, motivating, fun to look at, </p><p>entertaining, informative and easy to understand. </p><p><BR><BR> </p><p>She added that outdoor can benefit from synergy with other media, such </p><p>as TV and print. </p><p><BR><BR> </p><p>Ms Paterson said that outdoor would not work well if: </p><p><BR><BR> </p><p>- Spend is not high enough; </p><p><BR><BR> </p><p>- The intended communication is too complicated; </p><p><BR><BR> </p><p>- The communication is not linked to the brand; and </p><p><BR><BR> </p><p>- The creative idea is too complicated. </p><p><BR><BR> </p><p>Are you going to be there? </p><p><BR><BR> </p><p>Media's inaugural Outdoor Advertising Awards gala presentation will be </p><p>held on August 25 at the Grand Hyatt Ballroom in Hong Kong. Don't miss </p><p>out! Call Ms Kitty Lau at MEDIA, (852) 2135 2515; or email </p><p>askme@media.com.hk. </p><p><BR><BR> </p>