Chap13 Support Media

1. Support Media Support Media
13
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2. Support Media
Various other media used to deliver Various other media used to deliver
marketing communications and to marketing communications and to
promote products and services promote products and services
. .
Includes: Includes:
¾Out-of-home media
¾Billboards, transit ads, in-store media
¾Promotional Products (Specialty advertising)
¾Yellow Pages Advertising
¾Advertising in Movie Theaters and Videos
¾Product Placements in Television and Movies
¾In-flight advertising
¾Other

3. Outdoor Advertising
Three Major Forms: Three Major Forms:
¾¾Posters Posters ––used for shorter time periods used for shorter time periods
ƒ30-sheet (standard and bleed) 12 ft. x 25 ft.
ƒ8- sheet (junior poster) 5 feet x 11 feet
¾¾Painted bulletins Painted bulletins ––largest and most prominent largest and most prominent
ƒmeasure 14 ft x 48 but can be larger
ƒcan be permanent or rotary
¾¾Spectaculars Spectaculars ––large unique displays, usually large unique displays, usually
electronic and use movement, color, graphics electronic and use movement, color, graphics

4. Outdoor Advertising Advantages ƒWide Local Coverage
ƒBroad base of day and night local exposure
ƒFrequency
ƒHigh exposure for frequently purchased goods
ƒGeographic Flexibility
ƒCan be placed on highways, near stores, etc.
ƒCreativity
ƒUse of color, size, shape, and movement
ƒCreation of awareness
ƒUse of short, high-impact messages
ƒEfficiency
ƒCPM very competitive with other media
ƒEffectiveness
ƒCan often lead directly to sale of the goods
ƒProduction Capability
ƒTechnology has reduced production times

5. Outdoor is Creative

6. Outdoor Advertising Disadvantages
ƒWasted coverage
ƒThe market isn’t geographically concentrated
ƒLimited message capability
ƒLimited reading speed and exposure time
ƒWearout
ƒHigh frequency may lead to quick wearout
ƒHigh cost
ƒDue to reduced availability and cost creep
ƒMeasurement Problems
ƒFrequency and reach are hard to ascertain
ƒImage Problems
ƒAdverse publicity, regulation degrade image

7. Buying Outdoor Advertising
Outdoor advertising purchased on basis of: gross ratings pointsor showing ¾One ratings point = 1 percent of market’s population ¾Usually purchased in increments of 25, 50, 100 ¾100 showing or GRPs means that message will
appear on as many panels as needed to provide daily exposure equivalent to total size of the market

8. Other Out-of-Home Media
¾Aerial Advertising
ƒSky Banners ƒSky Writing ƒBlimps
¾Mobile Billboards
ƒTrucks ƒVans ƒTrailers
¾In-Store Media
ƒSigns/Banners/Displays ƒVideo displays ƒKiosks

9. General Motors uses mobile advertising

10. Other Outdoor Media
¾Parking meters ¾ATM displays ¾Trash cans ¾Ski lift poles ¾Car top signs ¾Sidewalk signs ¾Garden plantings ¾Wall drawings

11. Types of Transit Advertising
¾Inside Cards
ƒPlaced above seats ƒIn luggage areas
¾Outside Posters
ƒOn the sides, backs, roofs ƒOn busses, taxis, trains, etc.
¾Station, Platform, Terminal Posters
ƒFloor displays ƒIsland showcases ƒElectric signs, posters

12. Transit Advertising Advantages ¾Exposure
ƒCaptive audience with little else to do
¾Frequency
ƒEspecially high with daily commuters
¾Timeliness
ƒExposure coincides with shopping trips
¾Selectivity
ƒGeographically selective for local ads
¾Economy
ƒLow absolute and relative cost

13. Transit Advertising Disadvantages
¾Image Factors
ƒImage in minds of public and advertisers is poor
¾Reach
ƒUnable to reach those who don’t use transit
¾Waste Coverage
ƒMany who aren’t potential customers are exposed
¾Copy and Creative Limitations
ƒFormat strictly limits copy and creative options
¾Mood of the Audience
ƒTransit situation may engender bad feelings

14. Promotional Products Marketing
Promotional products marketing Promotional products marketingis the
advertising or promotional medium or
method that uses promotional products,
such as ad specialties, premiums,
business gifts, awards, prizes or
commemoratives.

15. Specialty Advertising Defined
A medium of advertising, sales promotion, and
motivational communications employing
imprinted, useful, or decorative products called
advertising specialties, a subset of promotional
products.
¾Unlike premiums, with which they are
sometimes confused, these articles are
always distributed free: Recipients don’t
have to earn the specialty by making a
purchase or contribution.

16. Ad specialty items come in many forms
Source: Courtesy Californ ia Milk Processor Board.

17. Promotional Products Advantages
¾Selectivity
ƒControlled distribution to target prospects only
¾Flexibility
ƒEndless variety of forms provides versatility
¾Frequency
ƒLong retention means constant exposure
¾Economy
ƒMany inexpensive items available in large quantity
¾Goodwill
ƒOnly medium generating goodwill in receiver
¾Augmentation
ƒOften used to supplement other promotional media

18. Promotional Products Disadvantages
¾¾Image Image
ƒSome items may cheapen the image
of advertiser ¾¾Saturation Saturation
ƒSome items are overused, some audiences saturated
¾¾Lead Time Lead Time
ƒTime required to develop a promotional product message is longer than for most other media

19. Forms of Yellow Pages
¾Specialized Directories
ƒTargeted to special audiences
ƒ(Hispanics, Women, Blacks, Christians)
¾Audiotex
ƒ“Talking” Yellow Pages
¾Interactive
ƒConsumer search data bases
¾Internet Directories
ƒNational, regional and local listings
¾Other Services
ƒCoupons, inserts, samples

20. Yellow Page Advertising Advantages
¾Wide Availability
¾Action Oriented
¾Low Cost
¾Frequency
¾Non-Intrusiveness
Disadvantages
¾Market Fragmentation
¾Timeliness
¾Lack of Creativity
¾Lead Times
¾Clutter

21. Movie Theater Advertising
Advantages –High Exposure
– Audience Mood
– Cost (Maybe)
–Good Recall
– Lack of Clutter
– Proximity
– Segmentation
Disadvantages • Irritation •Cost
• Consumer Backlash

22. Product Placements
Showing the product or service or
advertisement for it as part of a
movie or television program

23. Product Placements in Movies and Television Programs
Advantages Advantages
ƒHigh exposure
ƒHigh frequency
ƒMedia support
ƒSource association
ƒEconomy
ƒHigh recall
ƒBypass regulations
ƒViewer acceptance
Disadvantages Disadvantages
ƒHigh absolute cost
ƒTime of exposure
ƒLimited appeal
ƒLack of control
ƒPublic reactions
ƒCompetition
ƒNegative placements

24. BMW is a Frequent User of Product
Placements

25. In-Flight TV Commercials Advantages
• A Desirable Audience
• A Captive Audience
• Low Relative Cost
• Segmentation
Possibilities
Disadvantages
•High Potential for
Irritation
•Limited Availability of
Medium
•Lack of Audience
Attention
•Potential for Rapid
Wearout