Transcript Promotion Management

Chapter 11
Out-of-Home and Support Media
Chapter Objectives
• To recognize the various out-of-home support
media available to the marketer in developing an
IMC program.
• To develop an understanding of the strengths and
limitations of out-of-home and support media.
• To know how audiences for out-of-home and
support media are measured.
Chapter 11 : Out-of-Home and Support Media
Out-of-Home Media
• Out-of-home media
– Pervasive and delivers the advertising messages we
encounter while throughout the town or city and during
day-to-day activities
• Goes beyond the traditional forms of advertising
– Television, print, radio or the at home media
Chapter 11 : Out-of-Home and Support Media
Support Media
• Support media
– Used to reach members of the target audience that the
primary media may not have reached or to reinforce the
message contained in the primary media
• Three categories:
• Promotional products
• Yellow pages
• Product placement
Chapter 11 : Out-of-Home and Support Media
Types of Outdoor Media
• Posters
• Backlit posters
• Bulletins
• Street level posters
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Outdoor Advertising Advantages
• Wide local coverage
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Broad base of day and night local exposure
• Frequency
– High exposure for frequently purchased goods
• Geographic flexibility
– Can be placed on highways, near stores, etc
Chapter 11 : Out-of-Home and Support Media
Outdoor Advertising Advantages
• Creativity
– Use of color, size, shape, and movement
• Creation of awareness
– Use of short, high-impact messages
• Efficiency
– CPM very competitive with other media
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Outdoor Advertising Advantages
• Effectiveness
– Can often lead directly to sale of the goods
• Production capability
– Technology has reduced production times
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Outdoor Advertising Limitations
• Wasted coverage
– The market isn’t geographically concentrated
• Limited message capability
– Limited reading speed and exposure time
• Wearout
– High frequency may lead to quick wearout
Chapter 11 : Out-of-Home and Support Media
Outdoor Advertising Limitations
• High cost
– Due to reduced availability and cost creep
• Measurement problems
– Frequency and reach are hard to ascertain
• Image problems
– Adverse publicity, regulation degrade image
Chapter 11 : Out-of-Home and Support Media
Transit Media
• Transit advertising
– Similar to outdoor
– Targeted at millions of people who are exposed to
commercial transportation facilities
– Including buses, subways, light-rail trains, and
airplanes
Chapter 11 : Out-of-Home and Support Media
Commuter Transit Options
• Interior transit cards
• Interior door cards
• Exterior posters
• Station posters
Chapter 11 : Out-of-Home and Support Media
Transit Advertising Advantages
• Exposure
– Captive audience with little else to do
• Frequency
– Especially high with daily commuters
• Timeliness
– Exposure coincides with shopping trip
Chapter 11 : Out-of-Home and Support Media
Transit Advertising Advantages
• Selectivity
– Geographically selective for local ads
• Economy
– Low absolute and relative cost
Chapter 11 : Out-of-Home and Support Media
Transit Advertising Disadvantages
• Image factors
– Image in minds of public and advertisers is poor
• Reach
– Unable to reach those who don’t use transit
• Waste coverage
– Many who aren’t potential customers are exposed
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Transit Advertising Disadvantages
• Copy and creative limitations
– Format strictly limits copy and creative options
• Mood of the audience
– Transit situation may engender bad feelings
Chapter 11 : Out-of-Home and Support Media
Airline Transit Options
• In-flight-advertising
– Includes magazines published by the airlines
• In-flight-videos and commercials
• In-flight-radio
• Airport displays
Chapter 11 : Out-of-Home and Support Media
In-flight TV Commercials
Disadvantages
Advantages
• A desirable audience • High potential for
irritation
• A captured audience
• Limited availability of
• Low relative cost
medium
• Segmentation
possibilities
• Lack of audience
attention
• Potential for rapid
Wearout
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Strengths of In-flight Advertising
• A desirable audience
– Upscale business and tourist travelers are an attractive
audience for companies targeting these groups
• A captive audience
– Customers are on planes for long periods of time and
cannot leave, and they enjoy in-flight magazines to
read
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Strengths of In-flight Advertising
• Cost- in-flight commercial cost is lower than
business print media
• Segmentation capabilities
– In-flight allows the advertiser to reach specific
demographic groups and travelers to a specific
destination
Chapter 11 : Out-of-Home and Support Media
Limitations of In-flight Advertising
• Irritation
– Belief that ads are intrusive and that airline
commercials add to this
• Limited availability
– Many airlines limit the amount of time allowed for inflight commercials
Chapter 11 : Out-of-Home and Support Media
Limitations of In-flight Advertising
• Lack of attention
– Passengers may decide to tune out ads, or ignore the
commercials
• Wearout
– Risk of passengers being inundated by in-flight
commercials
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Point of Purchase Media
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Wall signs
Displays
Banners
Shelf-signs
Video displays
Kiosks
Coupons
LED boards
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Strengths of Point of Purchase Media
• Target audience
– Purpose is to reach the target audience while making
the purchase decision
• Cost
– Reasonable absolute cost and CPM compared to
media
• Message
– Benefits can be communicated just prior to purchase
Chapter 11 : Out-of-Home and Support Media
Limitations of Point-of-Purchase
Media
• Shopping experience
– Hindered in some manner with too many commercial
messages
• Implementation
– Marketer may be reliant on third party service
providers who may not set up or install the tools
correctly
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Limitations of Point-of-Purchase
Media
• Clutter
– With the competition in both magazines and on
television
• Audience measurement
– Point-of-purchase media lack objective audience
measurement
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Place-Based Media
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Signage and displays in the mall
Backlit posters
Superboards
Electronic message signs
Video displays
Located in places such as movie theatres,
convention centers, hotels, stadiums and arenas
Chapter 11 : Out-of-Home and Support Media
Strengths of Place-Based Media
• Target audience
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Main purpose is to reach a specific target audience or
while they are closer to the purchase decision
• Cost
– Absolute cost and CPM are reasonable compared to
other media
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Strengths of Place-Based Media
• Processing
– Because the target market and place are intertwined,
the message may generate more in-depth cognitive
response or emotional response
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Limitations of Place-Based Media
• Experience
– Placed-based media are exposed to consumers when
they do not expect a message to occur, which can lead
to resentment
• Clutter
– The clutter that consumers feel while watching
television or reading a magazine
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Promotional Products Marketing
The advertising or promotional medium that uses
promotional products, such as ad specialties,
premiums, business gifts, awards, prizes, or
commemoratives
Chapter 11 : Out-of-Home and Support Media
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.
Chapter 11 : Out-of-Home and Support Media
Specialty Advertising Defined
• 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
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Specialty Advertising Advantages
• Selectivity
– Controlled distribution to target prospects only
• Flexibility
– Endless variety of forms provides versatility
• Frequency
– Long retention means constant exposure
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Specialty Advertising Advantages
• Economy
– Many inexpensive items available in large quantity
• Goodwill
– Only medium generating goodwill in receiver
• Augmentation
– Often used to supplement other promotional media
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Specialty Advertising
Disadvantages
• Image
– Some items may cheapen the image of advertiser
• Saturation
– Some items are overused, some audiences saturated
• Lead time
– Time required to develop a promotional product
message is longer than for most other media
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Yellow Page Advertising
Advantages
Disadvantages
• Wide availability
• Market Fragmentation
• Action oriented
• Timeliness
• Low cost
• Lack of Creativity
• Frequency
• Lead Times
• Non-intrusiveness
• Clutter
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Movie and Videotape Ads
Advantages
– High exposure
– Audience mood
– Cost (maybe)
– Good recall
– Lack of clutter
– Proximity
Disadvantages
• Irritation
• Cost (maybe)
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Product Placement in Movies
• A common way to promote a product by showing
the actual product or an ad for it as a part of a
movie or TV show
– Eg) BMW featuring an add in the movie The World is
Not Enough
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Placements
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Advantages
High exposure
High frequency
Media support
Source association
Economy
High recall
Bypass regulations
Viewer acceptance
Disadvantages
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High absolute cost
Time of exposure
Limited appeal
Lack of control
Public reactions
Competition
Negative placements
Chapter 11 : Out-of-Home and Support Media