The advantages and disadvantages of alternative advertising

 

Alternative advertising or Street marketing is a type of advertising that seeks means, different from the traditional ones, to give the message or advertise. This type of advertising interprets a different way of reaching the public and positioning the expected message in an impressive medium.

Alternative advertising is born with the need to innovate on the traditional concept of advertising since the same consumer has felt attacked in all its senses by an infinity of advertising messages in traditional media. Alternative advertising uses media such as bathrooms, cars, buses, buildings, supermarket carts, airports or the Internet or Digital Marketing itself, since this is the medium where the different of this type of advertising can be made viral.

Alternative advertising offers several advantages over traditional advertising, among which we find great accessibility, greater reach, frequency, geographic flexibility, demographic flexibility, lower cost, creative flexibility, location and greater impact, becoming almost perfect. But as in everything, we also find its disadvantages which are linked to the fleeting message, environmental influence, audience measurement, control, planning and costs, availability of places and visual contamination.

An illustrative example is that of Publicity in Baños, which has 84% recording according to studies carried out in the USA. The average exposure time to the advertising message varies between one minute (urinary) and 3 (women). change page" or somehow evade the message.