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Why BRT / LAGBUS Ad Is Cheaper Than Newspaper, TV & Radio Advertisements (MUST READ)

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It is said that “A good
advertisement is one which sells the product without drawing attention to
itself.”
Either way we look at it, BRT / LagBus have come to stay!
Like every form of advertising, advert reach in numbers
should be considered while cost and demographic classification are also key in
advertising.
As a mobile advertisement, you see BRT / LagBus running
different routes in the metropolis. They stop at each designated bus terminal
to drop and lift up passengers respectively. Many get stuck in traffic, some
are chartered for religious or social events, few break down along the route
due to mechanical fault, yet some others run a one-stop route from main
terminal to the final destination. 
The interesting feature about this is that whether you
like whatever is advertised on the bus or not, it has a compelling way of
drawing your attention as well as provoking your thoughts to whatever is being
displayed. It is one aggressive marketing strategy for those hoping to rebrand
businesses, launch new products, force new brands into the sub-consciousness of
the average Lagosian as well as religious organisations planning a convention /
revival programmes etc.
COMMON BRT ROUTES

Although BRT / LagBus initiative is not meant to take over
the entire stretch of Lagos roads, 70 specific routes known to be chaotic and
traffic prone were cut out to meet its purpose. The five major routes include:

·       
CMS
– Ketu
·       
Maryland
– Iyana Ipaja
·       
CMS
– Lekki / Ajah
·       
Maryland
– Ikotun / Igando
·       
Mile
12 – CMS

HOW IS BRT / LAGBUS
ADVERTISEMENT DIFFERENT FROM NEWSPAPER, RADIO AND TELEVISION?

As mentioned earlier, advertising on BRT / LagBus is
relatively cheap and reaches a wide range of people who would ordinarily not
see your advert on TV, radio or newspaper. To clarify that statement, let us
run a comparative analysis of daily rate card of three newspapers (coloured) to
justify that statement.
                                Full Page (N)         Half Page (N)
PUNCH                      620,000                    385,450
THE SUN                   578,000                    342,000
GUARDIAN              619,500                    382,000
From the table above, we can see what an average full page /
half page cost in the dailies. For the record, with the current deplorable
state of the economy and the dwindling reading culture in the country, NO
Nigerian newspaper can claim to sell 100,000 copies in a day. Yet your precious
advert expires in 24 hours unless you book it concurrently.
Let us examine the pros and cons of premium airtime rate for
television and radio.
Premium Rate For Radio
       15’                  30’                  60’
BEAT FM                  6,500             8,500             15,500
BRILA FM                 6,500             9,500             15,000
INSPIRATION          7,085             8,874             13,865
The above rate is only for airtime alone, while every
advertiser is expected to come with his own jingles with voice-overs which production
alone ranges from N50,000 – N250,000 depending on quality, duration of jingles
and negotiation reached. Secondly, for the advert to register into the subconscious
minds of Nigerians, a serious advertiser knows that he needs to promote the
jingles like three to ten times a day. That means multiplying the number of times
by the fixed amount. Do the maths yourself…
Premium Airtime Rate
For Television



                                                  15’                   30’                   45’                   60’
CHANNELS (6am – 3pm)      23,800            29,052            42,000            46,077
NTA (6.00am – 3.00pm)         10,000            18,000            20,000            25,000
As analysed under the radio premium rate, same thing applies
here. Instead of jingles, you are expected to come up with a finished
production (which cost varies, of course) before negotiating for the airtime.
Just as explained in the former, for the advert to register into the subconscious
minds of potential audience, advertisers know they need to promote the ad more
than three times in a day. This also means multiplying the number of times by
the fixed airtime rate.
HOW CHEAP EXACTLY IS BRT
/ LAGBUS ADVERTISEMENT COMPARE TO OTHER CONVENTIONAL ADVERTISEMENT MEDIA?
The cost of running an average advertisement on BRT / LagBus
is pegged at N210,000 a bus per day (at the time of filing this report). What
this connotes is that, regardless of the route, an advertiser is spending just N7,000
on a bus advertisement throughout the entire day. How does that sound?
Additional Benefits
  1. ·     You
    might decide on the number of buses you hope to advertise vis-a-vis different
    route
  1. ·   The
    stress of running after APCON, Lagos State Signage & Advertisement Agency
    (LASAA) and LAMATA will be taken care of at no extra fee.
  2.  

  3. ·  BRT
    / LagBus are great advertising platform that doesn’t require electricity,
    inverter or solar energy to pass its message
  4. ·     Whichever
    side of the divide you are in traffic, you are bound to see the BRT / LagBus
    advertisement
  5. ·       
    BRT
    / LagBus advert messages are clear and neatly branded
  1. ·       
    BRT
    / LagBus has a general maintenance policy of cleaning advert materials on buses
    frequently
  1. ·    Advertising
    on BRT / LagBus gives potential the luxury of maximising a 3-D dimensional
    space on each shuttle. Both sides of the bus measure 365 inches (length) X 54
    inches (height) while the rear (including windscreen) measures 95 inches (length)
    X 58 inches (height).
  1. · All
    advertisements on BRT / LagBus are insured against damages and vandalisation.
    Where such occurs, a replacement is made at no extra cost. Where else can you
    get that?
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However, for an effective advertisement campaign plan, it is
advisable that potential advertisers book for year or minimum of three months due
to the limited number of BRT / LagBus carriages in Lagos.
Secondly, ad materials are produced and installed every
quarter as the cost of producing and installing of a bus is N100,000. Of
course, this cost would be bored by us as mentioned earlier.
Sidney Lanier, American musician and poet said: “If you want
to be found, stand where the seeker seeks!”
If this prospect of advertising on BRT / LagBus in Lagos meets
your demand, don’t hesitate to get in touch with us:
FOLFRAD MEDIA CLASSICS
(Publishers of CityPulse
online & print magazine)
Tel: +234-703-909-1674, +234 8099425352
We encourage companies, NGOs, institutes, schools,
independent agencies and religious bodies to saddle us with the responsibility
of reaching a wide range of audience via a comprehensive BRT / LagBus
advertisement

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Adebayo Folorunsho-Francis is a communicator, Journalist, blogger, business coach and, of course, a prolific writer. He has Dip (Journalism) and B.A. (History & International Relations) from the Lagos State University (LASU). The self-effacing young man has worked for national, regional and local newspapers. He had worked with THISDAY covered community news for ISLAND NEWS and corresponded with P.M. NEWS (evening tabloid). Presently, he is the editor of CITYPULSE MEDIA and senior correspondent of PHARMANEWS, West Africa foremost health and pharmaceutical journal.

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