Description:
Walking on the streets of Berlin you will be sure to find advertisements placed on garbage cans. These aren’t just normal garbage cans; they are placed hanging mid waist on a pole or lamp post. On the garbage can there are always an advertisement placed only in the front and in the center. The garbage cans are small, so there is not much space to put the advertisement anywhere else. This particular garbage can has black with white lettering. I have seen ones that are orange with black lettering.
Why I selected it:
Outdoor advertising is a great advertising medium, reaching the locals and tourists of Berlin. It targets anyone who uses the garbage can because it is placed in a strategic location. It is a very innovative idea, because a lot of people use the garbage to throw something out. No matter what there is no way of avoiding it. If you walk over to garbage can, you can’t help but read what it says. Also, the garbage can being mid waist makes it easier to read. It is appealing to the eye, catching your attention, making you focus eyes on the text. In the States this idea is never displayed on garbage cans. Advertisers believe that is it putting their image at a lower level or downgrading. When you associate anything with garbage, you think: smelly, gross, and dirty. These are other reasons why advertisers in the U.S would not advertise on a garbage can. In Germany, it is not seen as bad representation of a company or brand. It is reflected as a creative idea to catch target audiences around the city.
Analysis:
Marketing concepts always include the integration of the marketing and communication ideas so they can reach their target audiences. On these outdoor advertisements it is important to have the right concepts, planning, and development. These applications are what make the idea work. When coming up with the idea, they had to do their research with the target audience and figure out if it would target the ones they want. The only negative aspect about advertising on garbage cans is that when people use something as common as the garbage, the ads will gradually become ignored; however, on a positive note, even if ignored your mind always recognizes it, sticking in your head becoming a subconscious. The reason why it would be a subconscious thing is because every ad of each company or brand is the same, making it very recognizable everywhere you go.
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