O
Offers advertising, 22-23, 25 development of, 22 -23 direct mail, 87, 99 invitation, 73 -74 legal considerations, 22, 80 telemarketing, 186 Outbound teleservicing, 184-186. See also
Telemarketing/teleservicing Out-of-home advertising, 139-154 aerial/inflatable, 147-149
airport, 149
bench displays, 146
billboard copy, 144
billboard costs, 142-143
billboard formats, 144
billboard printing, 145
budgeting, 139, 140-141
bus displays, 145 -146
constructing your own, 141
evaluation, 139, 143
event marketing, 151
floor graphics, 151
food court, 149
high school/college, 150
in-flight, 149
in media mix, 139-140
as medium, 140
mobile billboards, 145
movie, concert, theater, 151 -152
painted walls, 151
place-based media, 140
planning and buying, 140
shopping mall, 149
sports, leisure facilities, 150
suppliers and cost, 140-141, 142, 143
traditional outdoor media, 140
zoning restrictions, 141
Overprinting, 32
Ownership art, 125
disk/film for printing, 294 mailing lists, 85 photography, 125
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