Chapter Thirteen Out-of-Home, Direct-Mail, and Promotional

Products

Arens|Schaefer|Weigold

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Learning Objectives

• Discuss the various types of outdoor advertising and its pros and cons

• Describe how outdoor advertising is purchased

• Discuss the various types of transit advertising and its pros and cons

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Learning Objectives

• Discuss the various types of direct-mail advertising and its pros and cons

• Describe the basic components of direct- mail advertising

• Explain the value of promotional products

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Types of Outdoor Advertising

Bulletins Poster panels

Eight-sheet posters Spectaculars

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Buying Outdoor Advertising

• 100 showing: Basic unit of sale for billboards or posters is 100 gross rating points daily• One rating point equals 1 percent of a

particular market’s population

• Location is key for effective outdoor advertising• Rates vary depending on property

prices, labor costs, and market size

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Technology in Outdoor Advertising

Global positioning systems (GPS)• Give the exact latitude and longitude of particular boards

Digitized videos• Show the actual boards and the environment in which they are located

Computerized painting• Guarantees a high-quality, high-resolution reproduction of a message

Digital billboards• Can be implemented the same day and updated quickly and easily over

the Internet

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Types of Transit Advertising

Transit shelter advertising

Terminal posters

Inside and outside cards and posters

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Buying Transit Advertising

• Unit of purchase is a showing– Showing: Relative number of outdoor

posters used during a contract period, indicating the intensity of market coverage

– Full showing: Unit of purchase where one card will appear in each vehicle in the system

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Buying Transit Advertising

• Space can be purchased as half or quarter showings

• Cost depends on:– Length and saturation of the showing – Size of the space

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Special Inside Buys

• Basic bus: All the inside space on a group of buses, giving the advertiser complete domination

• Take-ones: Pads of business reply cards or coupons affixed to interior advertisements for an extra charge – Allow passengers to request for more

information, send in application blanks, or receive other product benefit

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Special Outside Buys

• Bus-o-rama signs: Bus roof sign– Full-color transparency backlighted by

fluorescent tubes running the length of the bus

• Total bus: Covers the entire exterior of a bus, including the front, rear, sides, and top

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Special Outside Buys

• Brand trains: Advertising program under which all the advertising in and on a train is from a single advertiser

• Immersive advertising: Integration of advertising into the message delivery mechanism in a way that promotes the product and entertains the audience

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Types of Direct Mail Advertising

Dimensional direct mail

E-mailSales letters

Postcards

Business reply mail Folders Brochures Broadsides

Self-mailers Statement stuffers

House organs Catalogs

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Promotional Products

• Useful or decorative articles of merchandise imprinted with a company’s name, logo, or message– Utilized in marketing communications

programs

• Advertising specialties: Promotional products that are distributed free

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Promotional Products

• Premiums: Imprinted promotional items that are given as an incentive for a specific action

• Business-to-business specialties – Structured specialty promotions used

by companies to improve their goodwill standing over competitors