Some Insights on Vehicle Wrap Advertising
Vehicle wrap advertising, or simply wrap advertising, is a marketing technique that utilises transport facilities into a mobile billboard. Cars, vans, trains and buses are fully or partially wrapped in an advert or livery by painting their body or wrapping it with large vinyl sheets or decals. Decals are more preferred because they are relatively easier to remove, thus more affordable to replace whenever necessary.
The popularity of wrap advertising, particularly decals, led to the creation of specialised vinyl wraps that have air channels to prevent bubbles. Many wraps also have microscopic glass beads that allow the sheets to be lifted and reapplied as needed during the wrapping process. In addition, decals can be made to cover car windows, excluding of course the front ones. Movable panels of a vehicle like fuel tank cover, trunk openings and car doors are covered in smaller pieces.
Issues involving wrap advertising mainly revolve around the reduction of visibility. Wraps can reduce driver's and passenger's visibility during travel. In many cases, laws are imposed to restrict the amount and type of surface to be covered in order to prevent accidents. In other cases, wrapped vehicles are totally banned from entering a certain city or town. Plus, peeled and inferior wraps can make a vehicle unsightly.
For every marketer, it is important to determine the effectiveness of using wrap advertising. Through research, however, experts found that the advertising scheme generates 97 percent recall rate or sensitivity, the proportion of actual positives. Also, 96 percent of respondents thought that wrap advertising is more effective than other forms of outdoor advertising. Other studies show that wrap advertising proved to be positively noticeable and notable for the audience.
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