Transcript 13 Support Media - McGraw Hill Higher Education

13
Support Media
McGraw-Hill/Irwin
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
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.
13-2
Out-of-Home Advertising Media
13-3
In-Store Media
• Typical in-store media
• In-store ads
• Aisle displays
• Store leaflets
• Shopping cart
signage
• In-store TV
13-4
Transit Advertising
Inside Cards
Outside Posters
Station, Platform, Terminal Posters
13-5
Pros of Outdoor Advertising
Wide local coverage
Creation of awareness
High frequency
Efficiency
Geographic flexibility
Sales effectiveness
Creativity
Production capability
Timeliness
13-6
Cons of Outdoor Advertising
Waste coverage
High cost
Limited message ability
Measurement problems
Wearout
Image problems
13-7
Transit Advertising
Advantages
Exposure
Frequency
Disadvantages
Reach
Mood of the Audience
13-8
Pros and Cons of Promotional Products
Advantages
Disadvantages
Selectivity
Poor image
Flexibility
Saturation
Frequency
Lead Time
Cost
Goodwill
High recall
Augmentation
13-9
Measurement of Promotional Products
• 71% of people surveyed had received
a promo product within the last year
• 33.7%... still had the item
• 76%... recalled advertiser’s name
• 52%... improved impression of company
• 73%... used item at least once a week
• 55%... kept it more than a year
13-10
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
Trust
Size Requirements
13-11
Advertising in Movie Theaters
Advantages
Disadvantages
High Exposure
Irritation
Emotional attachment
Cost
Cost
Attention
Lack of Clutter
Proximity
Segmentation
13-12
Nontraditional Support Media
Product
Placements
Others
Product
Integration
Branded
Entertainment
Ad-Supported
VOD
Advertainment
Content
Sponsorship
13-13
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
13-14
Other Media
Parking lot
ads
Videogame
ads
Others
Gas station
pump ads
Place-based
media
13-15