Chapter 11 Out-of-Home and Support Media. Chapter 11 : Out-of-Home and Support Media Chapter...

Chapter 11

Out-of-Home and Support Media

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.


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


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


Types of Outdoor Media

• Posters

• Backlit posters

• Bulletins

• Street level posters


Outdoor Advertising Advantages

• Wide local coverage– 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



• Creativity– Use of color, size, shape, and movement

• Creation of awareness– Use of short, high-impact messages

• Efficiency– CPM very competitive with other media



• Effectiveness– Can often lead directly to sale of the goods

• Production capability– Technology has reduced production times


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


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


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


Commuter Transit Options

• Interior transit cards

• Interior door cards

• Exterior posters

• Station posters


Transit Advertising Advantages

• Exposure– Captive audience with little else to do

• Frequency– Especially high with daily commuters

• Timeliness– Exposure coincides with shopping trip


Transit Advertising Advantages

• Selectivity– Geographically selective for local ads

• Economy– Low absolute and relative cost


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


Transit Advertising Disadvantages

• Copy and creative limitations– Format strictly limits copy and creative options

• Mood of the audience– Transit situation may engender bad feelings


Airline Transit Options

• In-flight-advertising– Includes magazines published by the airlines

• In-flight-videos and commercials• In-flight-radio• Airport displays


In-flight TV Commercials

Advantages

• A desirable audience

• A captured audience

• Low relative cost

• Segmentation possibilities

Disadvantages

• High potential for irritation

• Limited availability of medium

• Lack of audience attention

• Potential for rapid Wearout


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


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


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 in-

flight commercials


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


Point of Purchase Media

• Wall signs• Displays• Banners• Shelf-signs• Video displays• Kiosks• Coupons• LED boards


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


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


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


Place-Based Media

• 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


Strengths of Place-Based Media

• Target audience

– 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


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


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


Promotional Products Marketing

The advertising or promotional medium that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives


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.


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


Specialty Advertising Advantages

• Selectivity– Controlled distribution to target prospects only

• Flexibility– Endless variety of forms provides versatility

• Frequency– Long retention means constant exposure


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


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


Yellow Page Advertising

Advantages

• Wide availability

• Action oriented

• Low cost

• Frequency

• Non-intrusiveness

Disadvantages

• Market Fragmentation

• Timeliness

• Lack of Creativity

• Lead Times

• Clutter


Movie and Videotape Ads

Advantages– High exposure– Audience mood– Cost (maybe)– Good recall– Lack of clutter– Proximity

Disadvantages• Irritation• Cost (maybe)


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 The World is Not EnoughNot Enough


Placements

Advantages• High exposure• High frequency• Media support• Source association• Economy• High recall• Bypass regulations• Viewer acceptance

Disadvantages

• High absolute cost• Time of exposure• Limited appeal• Lack of control• Public reactions• Competition• Negative placements

Chapter 11 Out-of-Home and Support Media. Chapter 11 : Out-of-Home and Support Media Chapter...

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