Transcript Chapter16
Chapter 16 Using out-of-home, exhibitive, and supplementary media McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter Overview Factors advertisers consider when evaluating out-of-home, exhibitive, and supplementary media 16-2 Chapter Objectives Discuss the pros & cons of outdoor advertising Explain how to measure outdoor media exposure Describe the types of standard outdoor advertising structures Detail transit ad options Identify influences on the cost of transit and other out-of-home media Discuss the importance of exhibitive media in a marketing mix Explain issues advertisers face when changing packaging Identify various types of supplementary media 16-3 Usage of Out-of-Home Media 16-4 Out-of-Home Media Mountain Dew was able to get people to interact with their billboard 16-5 Outdoor Advertising Business 3,000 Plants Find suitable locations Contract w/advertisers Lease/buy the property Work with creatives Acquire permits Post or paint bulletins Erect structures Maintenance 390,000 Outdoor Ad Structures 16-6 Types of Outdoor Advertising Standardized Outdoor Advertising Bulletin Structures 8-Sheet Posters 30-Sheet Posters Spectaculars 16-7 Types of Outdoor Advertising Using surroundings to accent an ad 16-8 Buying Outdoor Advertising 100 showing = 100 gross rating points daily 1 rating point = 1% of the market population 100 gross points = reaching 88.1% of the adults in a market over a 30-day period 16-9 Location, Location, Location Billboard locations in Baton Rouge 16-10 Outdoor Advertising Technology Global positioning systems Sophisticated software Digitized video Barcodes Computerized painting LEDs Holograms Interactive kiosks 16-11 Regulation of Outdoor Ads Highway Beautification Act (1965) Scenic Highway Construction ban (1991) State Regulation and Bans 16-12 Transit Advertising Subway poster advertises that it “Doesn’t hurt at all” Transit Ad Types Transit Shelters Terminal Posters Inside/Outside Cards & Posters 16-13 Buying Transit Advertising Full (100) Showing: 1 ad in each vehicle in the system Special Transit Buys Basic Bus Take Ones Bus-o-Rama Signs Total Bus/ Bus Wrap Brand Trains Immersive Advertising 16-14 Other Out-of-Home Media Postage stamps Trucks Electronic Signs Parking Meters Public Phones 16-15 Pros & Cons of Transit Ads The Pros Long exposure Creative flexibility Repetitive value Need satisfying Eagerly read messages Low cost Environmentally sensitive 16-16 Pros & Cons of Transit Ads The Cons Status Clutter Crowded environment Location Selectivity Creative restrictions 16-17 Exhibitive Media Packaging can make or break the deal for a consumer Product Tradeshow booths Exhibits 16-18 Functions of Packaging Protection Preservation Information Promotion 16-19 Package Design Factors Stand-out Appeal Verbal & non-verbal communication Especially important for nonrational products Perfume/cosmetics Sports accessories Prestige or Desired Image Confections Luxury products 16-20 Packaging Production Phases Concept Input Production Consumers Packaging Engineers Manufacturers Graphic artists Intermediaries Label producers Consumer Advocates Die cutters Governmental Agencies Warehousers 16-21 Packaging Design Avoid High-resolution printing Intricate folding and die cutting Exact folding and fitting 16-22 Exhibitive Media Trade Show Booths and Exhibits Planning Budgeting Promotion People Productivity 16-23 Exhibitive Media How customers learn about trade shows 16-24 Exhibitive Media How long will customers wait for a sales rep at a trade-show booth? 16-25 Specialty Advertising Coffee mugs Ballpoint pens Key chains Watches T-shirts Not the same as a Premium 16-26 Directories & Yellow Pages Published by… They serve as… Phone companies Locators Trade associations Buying guides Industrial groups Mailing lists Others Target marketing 16-27 Directories & Yellow Pages Increased reach when used in conjunction with other media or a ride-along program 16-28 Emerging Media DVDs Cinema advertising Product placement ATMs 16-29 Emerging Media Digital media has brought a lot of new opportunities – Digital Jukebox 16-30