Support MediaSupport Media

Support MediaVarious other media used to deliver marketing communications and to promote products and services... Outdoor Advertising Advantagesƒ Wide Local Coverage ƒ Broad base of da

Support Media

13

McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Support Media

Various other media used to deliver

marketing communications and to

promote products and services Includes:

¾ Out-of-home media

¾ Billboards, transit ads, in-store media

¾ Promotional Products (Specialty advertising)

¾ Yellow Pages Advertising

¾ Advertising in Movie Theaters and Videos

¾ Product Placements in Television and Movies

¾ In-flight advertising

¾ Other

Outdoor Advertising

Three Major Forms:

¾Posters – used for shorter time periods

ƒ 30-sheet (standard and bleed) 12 ft x 25 ft.

ƒ 8- sheet (junior poster) 5 feet x 11 feet

¾Painted bulletins – largest and most prominent

ƒ measure 14 ft x 48 but can be larger

ƒ can be permanent or rotary

¾Spectaculars – large unique displays, usually electronic and use movement, color, graphics

Outdoor Advertising Advantages

ƒ Wide Local Coverage

ƒ Broad base of day and night local exposure

Outdoor is Creative

Outdoor Advertising Disadvantages

ƒ Wasted coverage

ƒ The market isn’t geographically concentrated

ƒ Limited message capability

ƒ Limited reading speed and exposure time

Buying Outdoor Advertising

Outdoor advertising purchased on basis of:

gross ratings points or showing

¾ One ratings point = 1 percent of market’s population

¾ Usually purchased in increments of 25, 50, 100

¾ 100 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

Other Out-of-Home Media

General Motors uses mobile advertising

Other Outdoor Media

¾ Parking meters

¾ ATM displays

¾ Trash cans

¾ Ski lift poles

¾ Car top signs

¾ Sidewalk signs

¾ Garden plantings

¾ Wall drawings

Types of Transit Advertising

¾ Inside Cards

ƒ Placed above seats

ƒ In luggage areas

¾ Outside Posters

ƒ On the sides, backs, roofs

ƒ On busses, taxis, trains, etc

¾ Station, Platform, Terminal Posters

ƒ Floor displays

ƒ Island showcases

ƒ Electric signs, posters

Transit Advertising Advantages

Transit Advertising Disadvantages

ƒ Many who aren’t potential customers are exposed

¾Copy and Creative Limitations

ƒ Format strictly limits copy and creative options

¾Mood of the Audience

ƒ Transit situation may engender bad feelings

Promotional Products Marketing

Promotional products marketing

Promotional products marketing is the

advertising or promotional medium or method that uses promotional products,

such as ad specialties, premiums, business gifts, awards, prizes or

commemoratives.

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

¾ Unlike 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

Ad specialty items come in many forms

Source: Courtesy California Milk Processor Board.

Promotional Products Advantages

Promotional Products Disadvantages

Forms of Yellow Pages

¾ Specialized Directories

ƒ Targeted to special audiences

ƒ (Hispanics, Women, Blacks, Christians)

Yellow Page Advertising

Movie Theater Advertising

Product Placements

Showing the product or service or advertisement for it as part of a movie or television program

BMW is a Frequent User of Product Placements

• Lack of Audience Attention

• Potential for Rapid Wearout