Marketing tactic of putting up advertising posters
Fly posters advertising
Strawbs
,
Budgie
,
George Melly
, and other acts in
Maidenhead
, 1976.
Flyposted posters in
Manchester
,
England
, 2007
A fake lost-person poster advertising the second annual
Treefort Music Fest
in
Boise, Idaho
, 2013
Flyposting
(also known as
bill posting
) is a
guerrilla marketing
tactic where advertising
posters
are put up. In the
United States
, these posters are also commonly referred to as
wheatpaste posters
because
wheatpaste
is often used to adhere the posters. Posters are adhered to construction site
barricades
, building
facades
and in alleyways.
Advertisement posters
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The posters used are typically made of a lightweight paper and printed using
flexography
, digital printing and
screen printing
. Modern printing techniques enable the posters to feature full-colour designs, halftones, and photographs, making them popular for advertising concerts, political messages, commercial advertisements and special events. An increasing number of posters do not advertise anything at all and instead feature artwork, inspirational or positive messages, and religious messages.
[
citation needed
]
It is an advertising tactic mostly used by small businesses promoting concerts and
political activist
groups, but there have been occasions where international companies
subcontracted
local advertising agencies for flyposting jobs in order not to get caught in illegal behavior, as a form of
guerrilla marketing
. In 2004,
Sony Music
and
BMG
were threatened with
anti-social behaviour orders
by
Camden Borough Council
for illegal flyposting.
[1]
Legislation
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In many countries, it is illegal to place such posters on
private property
without the consent of the property owner, or to post on
public property
without a sign permit from the local government. Some areas, however, have public
bulletin boards
where notices may be posted.
[2]
In an effort to discourage illegal flyposting, surfaces at risk of it are sometimes permanently signed
Post No Bills
(US),
No Flyposting
(UK), or in France
Defense d'afficher - loi du 29 juillet 1881
, referring to a
law
.
[
citation needed
]
While flyposting is commonplace, it is often viewed as a nuisance by
landlords
and they can take
civil action
to protect their
property rights
. A particularly noteworthy incident of this type occurred in
Boston, Massachusetts
. In the case of the
2007 Boston Mooninite panic
, advertisers had placed electronic signboards without notifying local authorities, prompting a costly reaction by the
Boston Police Department
bomb squad when the signs were mistaken for bombs.
[3]
Web banner
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With the rise of the
World Wide Web
, much of advertising has been shifted online. Some
advertising agencies
have drawn similarities between flyposting and certain types of
adware
, which are more invasive to
consumers
.
[4]
See also
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References
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