Banners and signs appeared a long time ago and since then began to develop rapidly. Since the 18th century, outdoor advertising has been playing a huge role in marketing. This paper explores the impact of banners and signs, and focuses on the functions of outdoor advertising in the modern world.
First, banners, signs, and the other kinds of outdoor advertising represent the system of marketing communication. It is a complex of different tools, the main aim of which is to establish a connection between the company-manufacturer of the goods and the buyer. Various types of advertising affect marketing differently. For example, 16% of the influence is taken up by the media, 10% by direct marketing (brochures and flyers), and 12% by outdoor advertising. The purpose of outdoor advertising, which makes it so important for marketing, is to bring goods from the companies to the buyer. Advertising covers a wide audience. For this reason, the modern-day outdoor advertising industry remains stronger than ever before, and the largest cities around the world are increasing the number of outdoor advertising, including video screens.
Bright Las Vegas is a capital of neon banners and unique outdoor advertising in general. It is also a great example when an outdoor advertising is implemented in the architecture of the whole city. A number of blinding signs is so huge that Las Vegas can be seen from the outer space. The unique “Neon Museum” with banners of the 1930s is located in Las Vegas as well. Thus, it is hard to imagine this place without all the signs and custom vinyl banners that are already a part of the architecture of the City of Las Vegas (Lichtenthal, Yadav, & Donthu, 2004).
In conclusion, banners and signs take an important place in modern marketing. Extended functions of outdoor advertising give an opportunity to create the connection between the company and the buyer. Besides, it has an impact on the architecture of the city and even represents the architecture of whole town itself.