Wednesday, July 3, 2013
Cord Jefferson looks at the aftermath of Sao Paulo's 2006 decision to ban every billboard, poster, and bus advertisment in the city:
Five years later, have all the businesses in São Paulo gone under? Hardly. In fact, most citizens and some advertising entities report being quite pleased with the now billboard-less city. A survey this year found that a 70 percent of residents say the Clean City Law has been "beneficial." "São Paulo’s a very vertical city," Vinicius Galvao, a journalist, said in an interview with NPR. "
Where businesses are concerned, it turns out some advertisers are actually thankful for the ban, as it's forced them to reevaluate and improve. [...] Anna Freitag, the marketing manager for Hewlett-Packard Brazil, said her company had never considered how inefficient billboards and the like were until they were illegal. "A billboard is media on the road," she told the FT. "In rational purchases it means less effectiveness... as people are involved in so many things that it makes it difficult to execute the call to action."