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Transcript of McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter...
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 16Using out-of-home,
exhibitive, and supplementary media
16-2
Chapter Overview
Factors advertisers consider when evaluating out-of-home, exhibitive,
and supplementary media
16-3
Chapter ObjectivesDiscuss the pros &
cons of outdoor advertising
Detail transit ad options
Discuss the importance of exhibitive media in a
marketing mix
Explain how to measure outdoor media
exposure
Describe the types of standard outdoor
advertising structures
Identify influences on the cost of transit and
other out-of-home media
Explain issues advertisers face when changing packaging
Identify various types of supplementary media
16-4
Usage of Out-of-Home Media
16-5
Out-of-Home Media
Mountain Mountain Dew was Dew was
able to get able to get people to people to
interact with interact with their their
billboardbillboard
16-6
Outdoor Advertising Business
3,000 Plants
Find suitable locations
Lease/buy the property
Acquire permits
Erect structures
Contract w/advertisers
Work with creatives
Post or paint bulletins
390,000 Outdoor Ad Structures
Maintenance
16-7
Types of Outdoor Advertising
Standardized Outdoor Advertising
BulletinStructures
8-SheetPosters
30-SheetPosters
Spectaculars
16-8
Types of Outdoor Advertising
Using surroundings to accent an ad
16-9
Buying Outdoor Advertising
100 showing = 100 gross rating points daily
1 rating point = 1% of the market population
100 gross points = reaching 88.1% of the adults in a market over a 30-day period
16-10
Location, Location, Location
Billboard locations in Baton Rouge
16-11
Outdoor Advertising
Technology
Global positioning systems
Sophisticated software
Digitized video
Barcodes
Computerized painting
LEDs
Holograms
Interactive kiosks
16-12
Regulation of Outdoor Ads
Highway Beautification
Act (1965)
Scenic Highway Construction ban
(1991)
State Regulation and Bans
16-13
Transit Advertising
Subway poster advertises that it
“Doesn’t hurt at all”
Terminal Posters
Transit Shelters
Inside/Outside Cards & Posters
Transit Ad Types
16-14
Buying Transit Advertising
Full (100) Showing:1 ad in each vehicle in the system
Special Transit Buys
BasicBus
TakeOnes
Bus-o-RamaSigns
Total Bus/Bus Wrap
BrandTrains
Immersive Advertising
16-15
Other Out-of-Home Media
Trucks
Electronic Signs
Parking Meters
Public Phones
Postage stamps
16-16
Pros & Cons of Transit Ads
The Pros
Long exposure
Repetitive value
Eagerly read messagesLow cost
Creative flexibility
Need satisfying
Environmentally sensitive
16-17
Pros & Cons of Transit Ads
The Cons
Status
Crowded environment
Selectivity
Clutter
Location
Creative restrictions
16-18
Exhibitive Media
Packaging can make or break the deal for a
consumer
Product
Tradeshow booths
Exhibits
16-19
Functions of Packaging
Protection
Preservation
Information
Promotion
16-20
Package Design Factors
Stand-out Appeal
Verbal & non-verbal communication
Prestige or Desired Image
Especially important for non-rational products
Perfume/cosmetics
Sports accessories
Confections
Luxury products
16-21
Packaging Production Phases
Concept Input
Manufacturers
Intermediaries
Consumer Advocates
Governmental Agencies
Graphic artists
Label producers
Die cutters
Production
Warehousers
Consumers Packaging Engineers
16-22
Packaging Design
High-resolution printing
Intricate folding and die cutting
Exact folding and fitting
Avoid
16-23
Exhibitive Media
Trade Show Booths and Exhibits
Planning
People
Promotion
Productivity
Budgeting
16-24
Exhibitive Media
How customers learn about
trade shows
16-25
Exhibitive Media
How long will customers wait for a
sales rep at a trade-show
booth?
16-26
Specialty Advertising
Coffee mugs
Ballpoint pens
Key chains
Watches
T-shirts
Not the same as a Premium
16-27
Directories & Yellow Pages
Published by…
Phone companies
Trade associations
Industrial groups
Others
They serve as…
Locators
Buying guides
Mailing lists
Target marketing
16-28
Directories & Yellow Pages
Increased reach when used in
conjunction with other media or
a ride-along program
16-29
Emerging Media
DVDs
Cinema advertising
Product placement
ATMs
16-30
Emerging Media
Digital media has brought a lot of new
opportunities – Digital Jukebox