Transcript Chapter13
13 Support Media McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. The Role of Support Media To reach those people in the target audience that primary media (TV, print, etc.) may not have effectively reached and to reinforce, or support, their messages. Support Media Support media are also referred to as: Alternative Media Nonmeasured Media Nontraditional Media Examples of Traditional Support Media Billboards Promotional Products Kiosks Yellow Pages Posters Wall Murals Out-of-Home Advertising Media Ad Expenditures by Product Category Top 10 Outdoor Advertising Categories 1. Miscellaneous services and amusements 2. Insurance and real estate 3. Communications 4. Public transportation, hotels, resorts 5. Media and advertising 6. Retail 7. Restaurants 8. Financial 9. Automotive dealers and services 10. Automotive accessories and equipment Outdoor Advertising Goes 3-D Characteristics of Outdoor Advertising Reach Frequency Flexibility Cost Impact Can reach a variety of audiences very quickly Potential for high frequency of impressions Many options available to reach specific groups Low cost per exposure, depending on medium used Size, shape, lighting, and motion can lead to impact Alternative Out-of-Home Media Aerial Advertising Sky Banner Blimp Sky Writing Mobile Billboards Trucks Vans Trailers In-Store Media Signs Video Kiosks Blimps Carry Messages High and Wide Mobile Billboards Trucks Become Billboards on Wheels In-Store Media Test Your Knowledge Which of the following pieces of federal legislation had the greatest impact on outdoor advertising? A) Fair Packaging and Labeling Act (1966) B) Wheeler-Lea Act (1938) C) Highway Beautification Act of 1965 D) National Environmental Policy Act (1969) E) Consumer Product Safety Act (1972) Out-of-Home Advertising Faces/Vehicles Transit Advertising Station Posters Inside Cards Platform Posters Terminal Posters Outside Posters The FBI Uses Outdoor to Recruit Miscellaneous Outdoor Media Include Car Tops Posters Gain Attention in Terminals Pros of Outdoor Advertising Wide local coverage Creation of awareness High frequency Efficiency Geographic flexibility Sales effectiveness Creativity Production capability Timeliness Cons of Outdoor Advertising Waste coverage High cost Limited message capability Measurement problems Wearout Image problems Transit Advertising Advantages Exposure Frequency Disadvantages Reach Mood of the Audience Measurement in Out-of-Home Media Competitive Media Reports Simmons Market Research Bureau Point of Purchase Advertising Institute Sources OAAA Traffic Audit Bureau Scarborough APTA Test Your Knowledge Which of the following is an example of an out-ofhome advertising medium? A) A billboard on the top of a taxi B) An ad placed inside a bus shelter C) Banners pulled by airplanes D) An ad on a park bench E) All of the above Promotional Products Marketing The advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives. Promotional Products Marketing 1. Wearable items 3. Calendars 5. Bags 2. Writing instruments 4. Desk accessories 6. Drinkware Pros and Cons of Promotional Products Advantages Disadvantages Selectivity Poor image Flexibility Saturation Frequency Lead Time Economy Goodwill High recall Augmentation Measurement of Promotional Products 71% received promotional product in last 12 months 33% still had the item on them 76% recalled the advertisers name 536 travelers through DFW airport 52% conducted business w/advertiser 52.1% had improved impressions 73% use once a week 55% kept over a year Forms of Yellow Pages Specialized directories Internet Yellow Pages Other Services Pros and Cons of Yellow Pages Advantages Disadvantages Wide Availability Market Fragmentation Action Oriented Timeliness Low Cost Lack of Creativity Frequency Lead Times Non-Intrusiveness Clutter Size Requirements Advertising in Movie Theaters Advantages Disadvantages High Exposure Irritation Audience Mood Cost (Maybe) Cost (Maybe) Good Recall Lack of Clutter Proximity Segmentation In-Flight Advertising Magazines Catalogs Radio Videos In-Flight Advertising Advantages Disadvantages A Desirable Audience High Potential for Irritation A Captured Audience Limited Availability of Medium Low Relative Cost Lack of Audience Attention Segmentation Possibilities Potential for Rapid Wearout In-Flight Video Drives Viewers to a Web Site *Click outside of the video screen to advance to the next slide In-Flight Magazines Enjoy a Captive Audience Nontraditional Support Media Product Placements Others Product Integration Branded Entertainment Ad-Supported VOD Advertainment Content Sponsorship Branded Entertainment Advantages Disadvantages High Exposure High Absolute Cost High Frequency Time of Exposure Media Support Limited Appeal Source Association Lack of Control Low Cost/High Recall Public Reactions Bypass Regulations Competition Viewer Acceptance Negative Placements Targeting Clutter 007 Movie Tie-In Product Placement *Click outside of the video screen to advance to the next slide Measurement in Branded Entertainment Nielson Media Research Services IAG Research Deutsch/iTVX Brand Advisers Guerrilla Marketing Miscellaneous Other Media Parking lot ads Videogame ads Others Bathroom ads Place-based media Test Your Knowledge Which of the following is the best example of placebased media? A) Movie ads on popcorn bags B) Televisions in classrooms C) Interactive kiosks D) Internet banners E) Mobile billboards Miscellaneous Alternative Media Advantages Disadvantages Awareness and Attention Irritation Cost Efficiencies Wearout Targeting