By Anne M. Cronin
Supplying an in depth account of up to date open air advertisements and its courting with city house, this e-book examines what the outside ads tells us in regards to the advertisement construction of city area, what practices show approximately modern capitalism, and the way advertisements and billboard constructions interface with areas of the town
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Additional info for Advertising, Commercial Spaces and the Urban
Outdoor advertising companies must first persuade potential clients that advertising is the best way to spend their marketing budget. Then they must compete with other outdoor companies by claiming that they own the best-placed sites and deploy the most efficient measuring and targeting strategies. But although the validity and reliability of these research practices and resulting data are viewed even within the industry as suspect, they function efficiently as an industry currency. They play a key role in producing and maintaining commercial relationships between media owners, media agencies and clients.
This initiative was designed to formulate and stabilise the field of advertising relationships, but it constitutes a finely balanced dynamic in which the stabilisation of the field of the market is set in a productive tension with the drive for internal competition. g. 7 One practitioner describes this dynamic: Proprietary thinking, proprietary tools, proprietary insight from industry systems that exist, that’s important because it creates individuality and point of difference and it’s what generates business and why you are more successful or less successful than your competitors.
Odih and Knights (2000: 79) have argued that marketing knowledges have ‘an unproblematic allegiance to positivist methods within an empiricist epistemology’ and that, It is axiomatic to this form of epistemology that ‘time’ and ‘space’ should be ascribed the characteristics of abstract, quantifiable, singular units ... ‘Time’ and ‘space’ are conceptualised as existing externally to the individual, in fixed rationally co-ordinated spheres. (Odih and Knights 2000: 79) While this view may be represent academic marketing discourses, this description jars with what I observed of the outdoor advertising industry’s calculative knowledge practices.