개최 장소 : 만달레이 베이 호텔 + 라스베가스
연락처 : 담당자 : BRIAN MC NAMARA
안내 웹 사이트 : www.signs.org
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The sign industry can generally be separated into two distinct communications areas: the on-premise sign industry, and the outdoor-advertising industry. The ISA represents the interests of the larger, on-premise sign industry. Typically, an on-premise sign can be classified as one actually on the property of the business it is promoting.
An outdoor advertisement, for the most part, can be considered a billboard. The advertising space is rented out to a neutral firm, which is promoting a product or its business.
The On-Premise Sign Industry
On-premise signs constitute a wide range of different types of displays. On-premise signs can include: neon signs hanging in shop windows or storefronts; fiber-optic systems; pole signs in front of fast-food restaurants or gas stations; electronic message boards; rotating time and temperature displays at banks; awnings; canopies; banners; indoor directional signs; projecting signs carved out of wood; or fleet graphics on trucks and buses. The users of on-premise signs include major franchises, hospitals, airports, stadiums, banks, and family-run stores.
Considering how varied the on-premise sign industry is, it consequently draws on materials manufactured by different industries. Material that goes toward the manufacture and fabrication of on-premise signs involve areas such as the steel and aluminum industries, plastics and petroleum companies, industrial fabric fabricators, electrical component and high-technology firms, and the makers of heavy machinery, to name a few.
On-premise signs are regulated by state and local sign ordinances. Federal protections include the First Amendment (free speech), Fifth Amendment (just compensation), 14th Amendment (equal protection), the Lanham Act (trademark protection), the Highway Beautification Act of 1965, and the Copyright Act of 1976.
For the last 20 years, on-premise sign makers have benefited from corporate franchise and chain takeovers, particularly those who, during the past few years, mass-produced corporate-identification signs.
The origins of the modern on-premise sign industry can be associated with the development of the neon sign. Before that, what is now considered the on-premise sign was a painted sign, with illumination provided by incandescent bulbs. Before neon, there was really no on-premise industry and no particular expertise existed.
According to industry followers, two things happened to change the on-premise trade: non-patents expired, and the introduction of plastic revolutionized the way signs were made.
The Outdoor-Advertising Industry
Different from the on-premise sign industry is the outdoor sector. According to Jim Groh, president of Cleveland-based Brilliant Electric Sign Company, Ltd., 30-sheet posters, totaling 320 square feet, and the painted bulleting, equaling 720 square feet, have dominated outdoor displays today in the United States. Nationwide, they standardize the dimensions of these billboards. Sources cited by Groh suggest 75 percent of the $1 billion to $2 billion spent annually on outdoor advertising in America goes toward these large posters and bulletins, making those who invest in these types of advertising the most significant players.
Canada, in contrast, discourages large outdoor devices, and bus shelters, transit, and park-bench advertising represent the lion's share of the money spent on the outdoor industry there, says Groh. Four U.S. states ban billboards. Additionally, most of these outdoor signs represent contract rights, not real-estate interests.
Overall, the sign industry is an advertising medium, similar to that of television or periodicals or radio. The large outdoor sign or billboard, like other advertising media with potentially vast audiences, sells space based on gross rating pints, frequently determined by a national rating system. This system gives buyers information on reach, telling whom they expose to the billboard material; frequency, which notifies how often we expose someone to billboard goods; and cost-per-thousand exposures, which is the rating system providing the readership numbers.
As one would imagine, to optimize the readership, a standardized sign must be effectively placed, or positioned, for notice or understanding by a driver. In the U.S., the 30-sheet or painted bulletins are usually on the land, so drivers pass them while traveling. Nevertheless, they must also read and see the sign safely. Legislators and regulators depend on specification regulations to ensure sign safety. Typically, billboard codes will specify size, placement, and lighting. Thus, for example, you must likely see illuminated painted bulletins at a uniform level. The outdoor industry is well researched and highly regulated and regimented because of the Highway Beautification Act of 1965, which controls outdoor advertising along interstate highways.