Transcript Chapter 1
Support Media The Role of Support Media To reach those people in the target audience that primary media (TV, print, etc.) may not have reached or to reinforce primary media’s messages. Support Media Support media are also referred to as: Alternative Media Nonmeasured Out-of-Home Media Nontraditional Media Examples of Traditional Support Media Outdoor Advertising Aerial Advertising Traditional Support Media Mobile Billboards In-store Media Promotional Products Yellow Pages Signage Outdoor Advertising Can Break the Two Dimension Barrier Blimps Carry the Message High and Wide Trucks Become Billboards on Wheels Car-Tops Grab Pedestrian and Passenger Attention Outdoor Media Options Wall Drawings Sidewalk Signs Parking Meters Car Top Signs Ski Lift Poles Media Options ATM Displays Gasoline Pumps Trash Cans Transit Advertising Media Platform Posters Station Posters Terminal Posters Inside Cards Outside Posters Terminal Posters Entertain Bored Commuters Shelter Advertising: Street Furniture Ad Spending on Out-of-Home Media • Billboards (66% of ad dollars) – Bulletins, spectaculars, murals, posters, etc. • Street furniture (7% of ad dollars) – Bicycles, benches, kiosks, etc. • Transit (11% of ad dollars) – Airports, buses, taxis, etc. • Alternative media (16% of ad dollars) – Cinema, stadiums, place-based ads, etc. Advantages of Outdoor Advertising Reach Can reach a variety of audiences very quickly (think blimps) Frequency Potential forHigh highfrequency frequency of Potential for of impressions (think commuters and billboards) impressions Flexibility Many options available to reach specific groups Cost Low cost per exposure depending on medium used Impact Size, shape, lighting, motion, and special impressions may boost impact Outdoor Advertising Disadvantages Disadvantages Limited message capability Wearout Measurement problems Image problems: Visual Pollution Timeliness/Lead Time Production Capability Measuring Traffic Levels The Traffic Audit Bureau for Media Measurement (TAB) measures traffic for the outdoor industry. Growth of Out-of-Home Advertising • More than 40 types of out-of-home media • Why the growth? – – – – – – – Increasingly mobile population More traffic Lower CPMs ($2-$10 per M) Media fragmentation Direct Response Capabilities Point of Purchase Capabilities Advertiser diversification Top Outdoor Advertisers Buying Outdoor • Billboard/Poster advertising purchased on the basis of GRPs • Audience for outdoor is known as the daily effective circulation (DEC) • GRPs normally bought in units of 50 or 100 Promotional Products Marketing Ad specialties, premiums, business gifts, prizes, or commemoratives. Example: Pens with logo on them Promotional Products Pros & Cons Advantages Disadvantages Highly Selectivity targeted Poor image Many Flexibility Options Saturation Frequency Lead Time Lower Economy Cost Limited Message Potential Goodwill High recall Augmentation of Primary Augmentation Media Forms of Yellow Pages Internet Yellow Pages Specialized directories Community Yellow Pages Yellow Pages Advantages Disadvantages Wide (Free) Availability Wide Availability Market Fragmentation Action Oriented Timeliness Low Cost Lack of Creative Options Lack of Creativity Frequency Lead Times Non-Intrusiveness Clutter Size Limitations Advertising in Movie Theatres Advantages Disadvantages High High Reach/Exposure Exposure Irritation Audience Mood Cost (Maybe) Good Recall Movie Failure Lack of Clutter Proximity to shopping Good Segmentation Captive Audience Types of In-Flight Advertising Magazines Catalogs Radio Videos In-Flight Magazines Target “Movers & Shakers” Branded Entertainment Product Placements Product Integration Others Branded Entertainment Ad-Supported VOD Advertainment Content Sponsorship Product Placement Examples Cast Away The Devil Wears Prada 007 Movie Tie-In Product Placement *Click outside of the video screen to advance to the next slide Branded Entertainment Advantages Disadvantages High High Potential Exposure Reach High Absolute Cost Celebrity High Frequency Effects TimeExposure of Exposure Short Time Passive Sales Message Media Support Lack of Control Source Association Negative Placements High RecallRecall Economy/High Bypass Regulations Viewer Acceptance Targeted / Selective Targeting Low Frequency