Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 13 - George E. Belch, Michael A. Belch

Chapter 13 - Support media. The main goals of this chapter are: To examine the role of support media in the IMC program, to recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program, to develop an understanding of the advantages and disadvantages of support media, to know how audiences for support media are measured.

Chapter 13 Support  Media

communications and to promote products and 

services

 Role

 Reach target audience that primary media may not  have effectively reached

 Reinforce or support primary media messages

Section of Formats Comprise Outdoor Advertising Today

 Increase in the number of: 

 Women in the work force

 Vehicles on the road

 Ability to remain innovative through technology

 Video advertising networks

 Digital billboards

 Ambient advertising

 Outdoor advertising incorporating use of airplanes  pulling banners, skywriting, and blimps

 Not expensive and reaches specific target markets

advertisements and are mobile

 Costs depend on the area and the mobile board 

company’s fees

 In­store ads

 Aisle displays

 Store leaflets

 Shopping cart signage 

 In­store TV

 Placed above the seats and luggage area inside 

public transport vehicles

 Appear on the sides, backs, and/or roofs of buses, 

taxis, trains, and subway and trolley cars

Wide coverage of local markets

Frequency and Geographic flexibility

Creativity

Ability to create awareness

Efficiency and effectiveness

Production capabilities

Timeliness

Waste coverage

Limited message capabilities

Wearout

Cost

Measurement problems

Image problems

Transit Advertising

Advantages

• Exposure

• Frequency

• Cost

Disadvantages

• Reach

• Mood of the audience

Promotional Products Marketing

Advantages

 Selectivity

 Flexibility

 Frequency

 Cost

 Goodwill

 High recall

 Supplementing other media

Disadvantages

 Image

 Saturation

 Lead time

 Reach

Marketing

ongoing audience measurement system

 Promotional products have a positive impact on 

brand image

 Brand impressions and purchase intent improves by  adding promotional products to integrated media 

mix 

directories

medium

 Directional medium: Ads do not create awareness 

or demand for products or services but provide the  location

Movie Theater Advertising Advantages

 Exposure

 Emotional attachment

 Cost

 Attention

 Clutter

 Proximity

 Segmentation

 Integration

Disadvantages

 Irritation

 Cost

to entertain users while advertising products 

 Advergames: Online games that are designed to 

promote products

Branded Entertainment Advantages

 Exposure

 Frequency

 Support for other media

 Source association

 Cost

 Recall

 Bypassing regulations

 Acceptance and targeting

Disadvantages

 High absolute cost

 Time of exposure

 Limited appeal

 Lack of control

 Public reaction

 Competition

 Negative placements

 Clutter

 Stealth

 Street

 Buzz

 Ambush

 Viral marketing

Videogame ads

Parking lot ads

Gas station pump ads

Place-based media

Others