Post on 22-Dec-2015
Alternative Media
Alternative Media
Nonmeasured Media
Nonmeasured Media
Nontraditional Media
Nontraditional Media
Alternative Media
Alternative Media
Non-measured
Media
Non-measured
Media
Support Media
Support Media Are Also Referred to As:Support Media Are
Also Referred to As:
The Role of Support Media
To reach those people in the target audience that primary media (TV, print, etc.) may not have reached and to reinforce, or support their messages.
To reach those people in the target audience that primary media (TV, print, etc.) may not have reached and to reinforce, or support their messages.
Outdoor AdvertisingOutdoor Advertising
Aerial AdvertisingAerial Advertising
Mobile BillboardsMobile Billboards
In-store MediaIn-store Media
Promotional ProductsPromotional Products
Yellow PagesYellow PagesYellow PagesYellow Pages
Promotional ProductsPromotional Products
In-store MediaIn-store Media
Mobile BillboardsMobile Billboards
Aerial AdvertisingAerial Advertising
Outdoor AdvertisingOutdoor Advertising
Examples of Support Media
Other MediaOther Media
Support Media
Support Media
A Creative Approach to Support Media- Outdoor Billboard
Billboards!!! – Enjoy the highest gross billings and the largest percentage of the market
Many Options Available to Reach Specific GroupsMany Options Available to Reach Specific GroupsFlexibilityFlexibility
Potential for High Frequency of Impressions Potential for High Frequency of Impressions FrequencyFrequency
Low Cost Per Exposure Depending on Medium UsedLow Cost Per Exposure Depending on Medium UsedCostCost
Size, Shape, Lighting, Motion, and Special Impressions May Lead to ImpactSize, Shape, Lighting, Motion, and Special Impressions May Lead to ImpactImpactImpact
Low Cost Per Exposure Depending on Medium UsedLow Cost Per Exposure Depending on Medium UsedCostCost
Many Options Available to Reach Specific GroupsMany Options Available to Reach Specific GroupsFlexibilityFlexibility
Potential for High Frequency of Impressions Potential for High Frequency of Impressions FrequencyFrequency
Can Reach a Variety of Audiences Very QuicklyCan Reach a Variety of Audiences Very QuicklyReachReach Can Reach a Variety of Audiences Very QuicklyCan Reach a Variety of Audiences Very QuicklyReachReach
Characteristics of Outdoor Advertising
CreativityCreativityCreativityCreativity
Outdoor Advertising Pros & Cons
Limited Message Capability
Limited Message Capability
High CostHigh Cost
Wasted CoverageWasted Coverage
WearoutWearout
Measurement ProblemsMeasurement Problems
Wide Local CoverageWide Local Coverage
High FrequencyHigh Frequency
Geographic FlexibilityGeographic Flexibility
Creation of AwarenessCreation of Awareness
EfficiencyEfficiency
Sales EffectivenessSales Effectiveness
Image ProblemsImage Problems
AdvantagesAdvantages DisadvantagesDisadvantages
Production CapabilityProduction Capability
Limited Message Capability
Limited Message Capability
High CostHigh Cost
Wasted CoverageWasted Coverage
WearoutWearout
Measurement ProblemsMeasurement Problems
Wide Local CoverageWide Local Coverage
High FrequencyHigh Frequency
Geographic FlexibilityGeographic Flexibility
Creation of AwarenessCreation of Awareness
EfficiencyEfficiency
Sales EffectivenessSales Effectiveness
Production CapabilityProduction Capability
Best serves the awareness objectives!!!
BlimpsBlimpsSky BannersSky Banners Sky WritingSky Writing
Other Out-of-Home MediaAerial AdvertisingAerial Advertising
VansVansTrucksTrucks TrailersTrailers
Mobile BillboardsMobile Billboards
VideoVideoSignsSigns KiosksKiosks
In-Store MediaIn-Store Media
BlimpsBlimpsSky BannersSky Banners Sky WritingSky Writing
VansVansTrucksTrucks TrailersTrailers
VideoVideoSignsSigns
Many Marketers Find Aerial Ads Effective
Aerial advertising is generally used in large metropolitan areas or where there are large gatherings of people such as beaches, outdoor concerts, and sporting events
http://www.aerial-media.com/
Trucks Become Billboards on Wheels
+American Trucking Association estimates that a truck traveling 60,000 miles a year can create nearly 10 million viewer impressions
Gasoline Pumps
Gasoline PumpsGasoline Pumps
Gasoline Pumps
WallDrawings
WallDrawings
Car TopSigns
Car TopSigns
Ski LiftPoles
Ski LiftPoles
TrashCans
TrashCans
ATMDisplays
ATMDisplays
ParkingMeters
ParkingMeters
SidewalkSigns
SidewalkSigns
ParkingMeters
ParkingMeters
ATMDisplays
ATMDisplays
TrashCans
TrashCans
Ski LiftPoles
Ski LiftPoles
Car TopSigns
Car TopSigns
WallDrawings
WallDrawings
Other Miscellaneous Outdoor Media
MediaOptionsMedia
Options
PlatformPosters
PlatformPosters
TerminalPosters
TerminalPosters
OutsidePostersOutsidePosters
InsideCardsInsideCards
StationPostersStationPosters
OutsidePostersOutsidePosters
TerminalPosters
TerminalPosters
PlatformPosters
PlatformPosters
StationPostersStationPosters
Transit Advertising Mediafloor displays, island showcases, electronic signs, and other forms of advertising that appear in transit facilities
placed above the seats and luggage areas of buses or trains
may appear on the sides, backs, and/or roofs of buses, taxis, trains, an subway and trolley cars
Transit Advertising Pros & Cons
ReachReach
Image FactorsImage Factors
Copy LimitationsCopy Limitations
Waste CoverageWaste Coverage
Creative Limitations Creative Limitations
ExposureExposure
FrequencyFrequency
TimelinessTimeliness
SelectivitySelectivity
EconomyEconomy
Mood of the AudienceMood of the Audience
AdvantagesAdvantages DisadvantagesDisadvantages
ReachReach
Image FactorsImage Factors
Copy LimitationsCopy Limitations
Waste CoverageWaste Coverage
Creative Limitations Creative Limitations
ExposureExposure
FrequencyFrequency
TimelinessTimeliness
SelectivitySelectivity
EconomyEconomy
Promotional Products Marketing
A medium of advertising, sales promotion, and motivational communications employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products.
A medium of advertising, sales promotion, and motivational communications employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products.
SaturationSaturation
Poor ImagePoor Image
Lead TimeLead Time
SelectivitySelectivity
FlexibilityFlexibility
FrequencyFrequency
EconomyEconomy
GoodwillGoodwill
AugmentationAugmentation
SaturationSaturation
Poor ImagePoor Image
AugmentationAugmentation
GoodwillGoodwill
EconomyEconomy
FrequencyFrequency
FlexibilityFlexibility
SelectivitySelectivity
Promotional Products Pros & Cons
AdvantagesAdvantages DisadvantagesDisadvantages
Product Placements
• Including the product or service, an advertisement for the same or mentioning its name in a movie or TV show.
• May also take place in other media such as videogames, books, etc.
• Including the product or service, an advertisement for the same or mentioning its name in a movie or TV show.
• May also take place in other media such as videogames, books, etc.
http://www.brandchannel.com/brandcameo_films.asp#134
Product Placements in Movies and TV
Time of ExposureTime of Exposure
Lack of ControlLack of Control
High Absolute CostHigh Absolute Cost
Limited AppealLimited Appeal
Public ReactionsPublic Reactions
High ExposureHigh Exposure
High FrequencyHigh Frequency
Media SupportMedia Support
Source AssociationSource Association
EconomyEconomy
High RecallHigh Recall
Bypass RegulationsBypass Regulations
CompetitionCompetition
AdvantagesAdvantages DisadvantagesDisadvantages
Viewer AcceptanceViewer Acceptance
Negative PlacementsNegative Placements
Time of ExposureTime of Exposure
Lack of ControlLack of Control
High Absolute CostHigh Absolute Cost
Limited AppealLimited Appeal
Public ReactionsPublic Reactions
High ExposureHigh Exposure
High FrequencyHigh Frequency
Media SupportMedia Support
Source AssociationSource Association
EconomyEconomy
High RecallHigh Recall
Bypass RegulationsBypass Regulations
CompetitionCompetition
Viewer AcceptanceViewer Acceptance
MagazinesMagazines CatalogsCatalogs
VideosVideosVideosVideos
CatalogsCatalogsMagazinesMagazines
Types of In-flight Advertising
RadioRadio
An Extra Incentive to Buy
An Extra Incentive to Buy
A Tool to Speed up Sales
A Tool to Speed up Sales
An Extra Incentive to Buy
An Extra Incentive to Buy
A Tool to Speed up Sales
A Tool to Speed up Sales
Targeted to Different Parties
Targeted to Different Parties
Sales Promotion
“A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.”
“A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.”
SamplesSamples
CouponsCoupons
PremiumsPremiums
Contests/sweepstakesContests/sweepstakes
Refunds/rebatesRefunds/rebates
Bonus PacksBonus Packs
Price-off DealsPrice-off Deals
Frequency ProgramsFrequency Programs
Cooperative AdvertisingCooperative Advertising
Trade AllowancesTrade Allowances
Training ProgramsTraining Programs
Contests, Dealer IncentivesContests, Dealer Incentives
Point-of-purchase DisplaysPoint-of-purchase Displays
Trade ShowsTrade Shows
Sales Promotion VehiclesConsumer-OrientedConsumer-Oriented Trade-OrientedTrade-Oriented
Event MarketingEvent Marketing
SamplesSamples
CouponsCoupons
PremiumsPremiums
Contests/sweepstakesContests/sweepstakes
Refunds/rebatesRefunds/rebates
Bonus PacksBonus Packs
Price-off DealsPrice-off Deals
Frequency ProgramsFrequency Programs
Trade AllowancesTrade Allowances
Training ProgramsTraining Programs
Contests, Dealer IncentivesContests, Dealer Incentives
Point-of-purchase DisplaysPoint-of-purchase Displays
Trade ShowsTrade Shows
Event MarketingEvent Marketing
Growing Power of RetailersGrowing Power of Retailers
Declining Brand LoyaltyDeclining Brand Loyalty
Increased Promotional SensitivityIncreased Promotional Sensitivity
Brand ProliferationBrand Proliferation
Fragmentation of Consumer MarketsFragmentation of Consumer Markets
Short-Term Focus of MarketersShort-Term Focus of Marketers
Increased AccountabilityIncreased Accountability
CompetitionCompetition
ClutterClutter
CompetitionCompetition
Increased AccountabilityIncreased Accountability
Short-Term Focus of MarketersShort-Term Focus of Marketers
Fragmentation of Consumer MarketsFragmentation of Consumer Markets
Brand ProliferationBrand Proliferation
Increased Promotional SensitivityIncreased Promotional Sensitivity
Declining Brand LoyaltyDeclining Brand Loyalty
Growing Power of RetailersGrowing Power of Retailers
Reasons for Increase in Sales Promotion
ReasonsReasons
Communicate Distinctive Brand
Attributes
Communicate Distinctive Brand
AttributesBuild Long-term
Brand PreferenceBuild Long-term
Brand PreferenceDevelop and
Reinforce Brand Identity
Develop and Reinforce Brand
Identity
“Frequency” Programs
Encourage Repeat Purchase
“Frequency” Programs
Encourage Repeat Purchase
“Frequency” Programs Encourage
Patronage Loyalty
“Frequency” Programs Encourage
Patronage Loyalty
“Frequency” Programs Encourage
Patronage Loyalty
“Frequency” Programs Encourage
Patronage Loyalty
“Frequency” Programs
Encourage Repeat Purchase
“Frequency” Programs
Encourage Repeat Purchase
Build Long-term Brand PreferenceBuild Long-term
Brand PreferenceDevelop and
Reinforce Brand Identity
Develop and Reinforce Brand
Identity
Communicate Distinctive Brand
Attributes
Communicate Distinctive Brand
Attributes
Consumer Franchise-Building (CFB) Promotions
CFB Promotional Objectives
CFB Promotional Objectives
CFB Techniques and Practices
CFB Techniques and Practices
May Improve One-on-one
Communications
May Improve One-on-one
Communications
Accelerate the Purchase Decision
Process
Accelerate the Purchase Decision
Process
Do Not Identify Unique Brand
Features
Do Not Identify Unique Brand
Features
Generate an Immediate Sales
Increase
Generate an Immediate Sales
Increase
Do Not Contribute to Brand Identity or
Image
Do Not Contribute to Brand Identity or
Image
Do Not Identify Unique Brand
Features
Do Not Identify Unique Brand
Features
Generate an Immediate Sales
Increase
Generate an Immediate Sales
Increase
Accelerate the Purchase Decision
Process
Accelerate the Purchase Decision
Process
Nonfranchise-Building (non-FB) Promotions
Non-FB Promotional Objectives
Non-FB Promotional Objectives
Non-FB Promotions . . .Non-FB Promotions . . .
Price-off DealsPrice-off Deals Rebates or Refunds
Rebates or RefundsBonus PacksBonus Packs
Trade Promotions Benefits May Not Reach Customers
Trade Promotions Benefits May Not Reach Customers
If They Do, They May Lead Only to Price Reductions
If They Do, They May Lead Only to Price Reductions
If They Do, They May Lead Only to Price Reductions
If They Do, They May Lead Only to Price Reductions
Trade Promotions Benefits May Not Reach Customers
Trade Promotions Benefits May Not Reach Customers
Rebates or Refunds
Rebates or RefundsBonus PacksBonus PacksPrice-off DealsPrice-off Deals
Nonfranchise-Building (non-FB) Promotions
Non-FB Promotions May Include . . .
Non-FB Promotions May Include . . .
Non-FB Promotions Shortcomings
Non-FB Promotions Shortcomings
Customers May “Buy Price” Rather Than Brand Equity
Customers May “Buy Price” Rather Than Brand Equity
The Products Are of Relatively Low Unit Value,
So Samples Don’t Cost Much
The Products Are of Relatively Low Unit Value,
So Samples Don’t Cost Much
The Products Are Divisible and Can
Be Broken Into Small Sizes That Can Reflect the
Products Features and Benefits
The Products Are Divisible and Can
Be Broken Into Small Sizes That Can Reflect the
Products Features and Benefits
The Purchase Cycle Is
Relatively Short So the
Consumer Can Purchase in a
Relatively Short Time Period
The Purchase Cycle Is
Relatively Short So the
Consumer Can Purchase in a
Relatively Short Time Period
The Products Are of Relatively Low Unit Value,
So Samples Don’t Cost Much
The Products Are of Relatively Low Unit Value,
So Samples Don’t Cost Much
The Products Are Divisible and Can
Be Broken Into Small Sizes That Can Reflect the
Products Features and Benefits
The Products Are Divisible and Can
Be Broken Into Small Sizes That Can Reflect the
Products Features and Benefits
Sampling
Sampling Works Best When
Sampling Works Best When
Contests and Sweepstakes
Contest: a promotion where consumers compete for prizes or money on the basis of skills or ability. Winners are determined by judging entries or ascertaining which entry comes closes to some predetermined criteria
Contest: a promotion where consumers compete for prizes or money on the basis of skills or ability. Winners are determined by judging entries or ascertaining which entry comes closes to some predetermined criteria
Sweepstakes/games: a promotion where winners are determined purely by chance and cannot require a proof of purchase as a condition for entry. Winners are chosen by random selection from a pool of entries or generation of a number to match those held by game entrants.
Sweepstakes/games: a promotion where winners are determined purely by chance and cannot require a proof of purchase as a condition for entry. Winners are chosen by random selection from a pool of entries or generation of a number to match those held by game entrants.
Trade ShowsTrade ShowsTrade ShowsTrade Shows
Contests and Incentives
Contests and Incentives
Contests and Incentives
Contests and Incentives
Trade AllowancesTrade Allowances
Point-of-Purchase Displays
Point-of-Purchase Displays
Sales Training Programs
Sales Training Programs
Cooperative Advertising
Cooperative Advertising
Trade-Oriented Promotions
Buying Allowances
Buying Allowances
Promotional Allowances
Promotional Allowances
Slotting Allowances
Slotting Allowances
Buying Allowances
Buying Allowances
Promotional Allowances
Promotional Allowances
Trade AllowancesTrade Allowances
Point-of-Purchase Displays
Point-of-Purchase Displays
Sales Training Programs
Sales Training Programs Slotting
AllowancesSlotting
Allowances
Types of cooperative advertising
Cooperative
Advertising
Cooperative
Advertising
VerticalCooperativeAdvertising
Ingredient-Sponsored
Coop Advertising
Horizontal Cooperate Advertising
Ingredient-Sponsored
Coop Advertising
Horizontal Cooperate Advertising
Chapter 19Chapter 19Chapter 19Chapter 19
Measuring the Effectiveness of the Promotional Program
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Reasons for and Against Measuring Effectiveness
Reasons to MeasureReasons to Measure Reasons Reasons NotNot to Measure to Measure
Problems With ResearchProblems With Research
Creative ObjectionsCreative Objections
Cost of MeasurementCost of Measurement
Disagreement About What to Test
Disagreement About What to Test
Avoid Costly MistakesAvoid Costly Mistakes
Evaluate StrategiesEvaluate Strategies
Increase Efficiency of Advertising in GeneralIncrease Efficiency of Advertising in General
Determine If Objectives Are Achieved
Determine If Objectives Are Achieved
Problems With ResearchProblems With Research
Cost of MeasurementCost of Measurement
Disagreement About What to Test
Disagreement About What to Test
Avoid Costly MistakesAvoid Costly Mistakes
Evaluate StrategiesEvaluate Strategies
Increase Efficiency of Advertising in GeneralIncrease Efficiency of Advertising in General
Determine If Objectives Are Achieved
Determine If Objectives Are Achieved
Where to test• Laboratory tests• Field tests
Where to test• Laboratory tests• Field tests
When to test• Pretesting• Posttesting
When to test• Pretesting• Posttesting
Where to test• Laboratory tests• Field tests
Where to test• Laboratory tests• Field tests
When to test• Pretesting• Posttesting
When to test• Pretesting• Posttesting
What to test• Source factors• Message variables • Media strategies• Budget decisions
What to test• Source factors• Message variables • Media strategies• Budget decisions
How to test• Testing guidelines• Appropriate tests
How to test• Testing guidelines• Appropriate tests
What to test• Source factors• Message variables • Media strategies• Budget decisions
What to test• Source factors• Message variables • Media strategies• Budget decisions
Measuring Advertising Effectiveness
On-air TestsOn-air Tests
Dummy Ad VehiclesDummy Ad VehiclesConsumer JuriesConsumer Juries
Portfolio TestsPortfolio Tests
Physiological MeasuresPhysiological Measures
Theater TestsTheater Tests
Rough TestsRough Tests
Concept TestsConcept Tests
Reliability TestsReliability Tests
Comprehension and Reaction Tests
Comprehension and Reaction Tests
Pretesting MethodsLaboratoryLaboratory FieldField
Dummy Ad VehiclesDummy Ad VehiclesConsumer JuriesConsumer Juries
Portfolio TestsPortfolio Tests
Physiological MeasuresPhysiological Measures
Theater TestsTheater Tests
Rough TestsRough Tests
Concept TestsConcept Tests
Reliability TestsReliability Tests
Comprehension and Reaction Tests
Comprehension and Reaction Tests
High control but low generalizability
Recall TestsRecall Tests
Inquiry TestsInquiry Tests
Association Measures
Association Measures
Single-Source Systems
Single-Source Systems
Tracking Studies
Tracking Studies
Recognition Tests
Recognition Tests
Recognition Tests
Recognition Tests
Inquiry TestsInquiry Tests
Single-Source Systems
Single-Source Systems
Association Measures
Association Measures
Recall TestsRecall Tests
Field Posttesting Methods
MethodsMethods
3.Finished Art or Commercial Testing
3.Finished Art or Commercial Testing
3.Finished Art or Commercial Testing
3.Finished Art or Commercial Testing
1.Concept Testing1.Concept Testing
2.Rough Testing2.Rough Testing
4.Market Testing (Post-testing)
4.Market Testing (Post-testing)
2.Rough Testing2.Rough Testing
1.Concept Testing1.Concept Testing
The Testing Process
Occurs at Various Stages
Occurs at Various Stages
Theater TestsTheater Tests
•Measures changes in product preferences
•May also measure . . .•Interest in and reaction to
the commercial•Reaction from an
adjective checklist•Recall of various aspects
included•Interest in the brand
presented•Continuous (frame-by-
frame) reactions
•Measures changes in product preferences
•May also measure . . .•Interest in and reaction to
the commercial•Reaction from an
adjective checklist•Recall of various aspects
included•Interest in the brand
presented•Continuous (frame-by-
frame) reactions
On-Air TestsOn-Air Tests
•Insertion in TV programs in specific markets
•Limitations are imposed by “day-after recall”
•Physiological Measures
•Insertion in TV programs in specific markets
•Limitations are imposed by “day-after recall”
•Physiological Measures
Theater TestsTheater Tests
Pretesting Finished Broadcast Ads
Recall TestsRecall Tests
Inquiry TestsInquiry Tests Recognition Tests
Recognition Tests
Tracking StudiesTracking Studies Recall TestsRecall Tests
Recognition Tests
Recognition TestsInquiry TestsInquiry Tests
Market Testing Print Ads
TestingTesting
Starch-Scored reflect.com Magazine Ad
+
Noted score– the percentage of readers who remember seeing the adSeen-associated score—the percentage who remember seeing or reading any part of the ad identifying the product or brandRead most score—the percentage of readers who report reading at least half of the copy portion of the ad.
The Reflect.com ad did well in the first of these two categories, but not as well (10%) in the read most categories.
Starch-Scored Nature’s Accents Ad
+
Natures Accents did well on the noted and advertiser associated measures, particularly in respect to the Reflect.com ad shown in the previous slide