Outdoor Advertising:

“Outdoor advertising, also known as out-of-home advertising, is advertising that reaches

consumers when they are outside their homes. The Outdoor Advertising Association of America
says that’s where consumers spend 70 percent of their time”.

Types of outdoor advertising:

1. Billboard advertisements
2. Street furniture
3. Transit

Outdoor Advertisements for Clothing:

Analysis:
This advertisement is a type of billboard advertisements in the vicinity of Commercial Market,
RWP. Basically, the target audience here is young and enthusiastic people willing to wear western

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and casual dresses. The uses the strategy of hiring young showbiz personalities and models to
attract young people. They segmented the market on the basis of age, income and lifestyle aspects.
After segmenting, they targeted it where the foot-fall of customers is high and there is no other
casual clothing brand close to it. Price range varies from 850-5000 Rupees.

Analysis:
This advertisement is also a type of billboard advertisements located on Murree road adjacent to
Chandni chowk, RWP. This is a very high-rise billboard which can be seen from far away. Here
the target audience are upper middle-class females who are willing to buy stitched and unstitched
cloth which give them a sense of elegance and confidence. They use several types of marketing
strategies: Outdoor, social media, print media and electronic media advertisements by hiring
models and displaying the arrival of collections. They segmented the market on the basis of
income, lifestyle and gender aspects. They displayed such a big advertisement on Chandni chowk
because there are more female clothing brands here and it gives a tough time to other competitors.
Secondly Bonanza outlet is close to the billboard. Price ranges from 1450-15,000 Rupees.

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Analysis:
This advertisement is also a type of billboard advertisements situated in Commercial Market,
RWP. Here again the target audience are middle class females willing to wear eastern dresses.
They mostly use the strategy of outdoor and electronic media advertisements by featuring young
models and attracting females through colorful clothing. They segmented the market very nicely
by displaying a billboard in Commercial market before opening of their new branch. They are
willing to attract customers by releasing their new summer collection and again the foot-fall of
customers is so high. Price is relatively lower as compared to other brands, ranges from 1250 to
10,000 Rupees.

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Analysis:
This advertisement is again a type of billboard advertisements located on Murree road near
Rahmanabad, RWP. Here again the target audience are upper middle-class females who wears
eastern dresses and wait for the summer lawn collections. They use outdoor advertisement strategy
mostly. It’s an emerging brand which catches audience by displaying Pakistani customs and
traditions. They segmented the market on income and gender basis. Secondly targeting the market
of female customers by showing attractive suit on billboard. This advertisement is positioned here
because Murree road is the busiest road of twin cities so it can be seen every time you pass this
road.

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Analysis:
This advertisement is also a type of billboard advertisements located at Moti bazar, RWP. Here
the target audience are children, male and female teenager and adults who want to shop under one
roof. They use both outdoor and electronic media advertisement strategies by showing a family
who buys all their clothing stuff under one roof. They segmented the market on the basis of age,
income, gender, and behavioral basis. This advertisement is targeting a whole family as everyone
can be seen on the billboard. This advertisement is positioned here because it is close to AlJANAT
mall and it can be seen from far away. Its Prices are economical.

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Analysis:
This advertisement is also a type of billboard advertisements located in Commercial Market, RWP.
Here the target audience is upper middle-class females who can afford relatively expensive cloths
and are willing to buy volume 1 of their ‘Festive’ collection. J. usually uses outdoor, electronic
media and social media advertisement techniques by hiring models and TV stars. Segmentation is
done on the basis of gender, income and lifestyle. This advertisement is targeting the female
customers by informing them about the new collection. Positioned here because it is close to J.,
can be seen from far away and foot-fall is very high. Prices are relatively high.

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Analysis:
This advertisement is also a type of billboard advertisements located near Liaquat Bagh, RWP.
Here again the target audience are upper middle-class females who can afford relatively expensive
clothing and were waiting for the ‘Festive’ collection of Alkaram. Alkaram uses technique of
outdoor and electronic media advertisements by launching some new collections to engage as
much audience as possible. Segmentation is done on the basis of niche market, income and gender
basis. Targeted here because this area has many shops of fabric so people who can afford will
definitely see this advertisement. Positioned here because Liaquat Bagh is a very popular place
and people see it every time they come across.

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Analysis:
This advertisement is again a type of billboard advertisements located on Saidpur road, RWP. Here
the target audience are upper middle-class females who are willing to wear top of the line eastern
dresses which gives them satisfaction and confidence. Batik usually uses outdoor advertisement
techniques by showing their elegant and classy collections in advertisements. Segmented on the
basis of gender, income and behavioral basis. Targeted towards modern women who wants to wear
fashionable cloths. Positioned here because Batik’s branch is located on 5th Road infront of
Tehzeeb Bakers.

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Analysis:
This advertisement is a type of street furniture advertisements located in Commercial Market,
RWP. Here the target audience are upper middle-class males who can afford expensive clothing
and wants to look elegant and classy. Uniworth usually uses electronic media and social media
advertisement strategies by giving a gentleman look to models and showing fine quality of clothes.
Segmentation is done on the basis of income, niche market, gender and lifestyle. Targeted towards
teens who can afford expensive casual wearing and also to look classy. Advertisement is positioned
here because Uniworth’s outlet is in the vicinity so as soon as people see this billboard they will
get attracted towards outlet.

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Analysis:
This advertisement is also a type of billboard advertisement located in Saddar, RWP. Here the
target audience are elite class males who wears fine quality fabrics and enjoys to be appreciated
while wearing this brand. Shahsawar uses outdoor and electronic media advertisement strategy to
engage its elite customers and to build a brand loyalty by showing elegance and grace.
Segmentation is done toward niche market and on the basis of income, lifestyle and suiting choices
of elite. Basically, it’s a fabric brand and it is targeted towards the elite class of society as their
fabrics are of supreme quality and expensive. This advertisement is positioned here because they
have a retailer in Rabbi center Murree road.

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Analysis:
It is also a type of billboard advertisements located in F-10 markaz, ISB. Here the target audience
are middle- class male and female children and teenagers. It is an economical brand. They use
outdoor and electronic media advertisements by showing sporty and cheerful teenagers.
Segmentation is done on the basis of behavior, income and lifestyle. Targeting towards the
teenagers and all the family members who wear western clothes. This advertisement is positioned
here because of the area, demographics and due to closeness of outlet.

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Analysis:
This is a type of street furniture advertisements located in E8 Islamabad check post. Here the target
audience is upper middle-class males who enjoys to wear supreme quality fabrics both in western
formal wear and eastern wear. They usually use outdoor advertisement strategy to engage their
customers. Segmentation is done on the basis of income, lifestyle, gender and behavior of
customers because of supremacy of Wazir fabrics. Positioned here because of the well-known area
and a lot of elite class people have residence here.

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