Support Media 13 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights...
-
Upload
kari-haselwood -
Category
Documents
-
view
213 -
download
0
Transcript of Support Media 13 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights...
Support MediaSupport Media
13
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
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.
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.
Support Media
Alternative Media
Alternative Media
Nonmeasured Media
Nonmeasured Media
Nontraditional Media
Nontraditional Media
Support media are also referred to as:Support media are also referred to as:
Examples of Traditional Support Media
Promotional ProductsPromotional Products
Yellow PagesYellow Pages
Wall MuralsWall Murals
BillboardsBillboards
KiosksKiosks
PostersPosters
Out-of-Home Advertising Media
Ad Expenditures by Product Category
Top 10 Outdoor Advertising Categories
1. Miscellaneous services and amusements
2. Insurance and real estate
3. Communications
4. Public transportation, hotels, resorts
5. Media and advertising
6. Retail
7. Restaurants
8. Financial
9. Automotive dealers and services
10. Automotive accessories and equipment
1. Miscellaneous services and amusements
2. Insurance and real estate
3. Communications
4. Public transportation, hotels, resorts
5. Media and advertising
6. Retail
7. Restaurants
8. Financial
9. Automotive dealers and services
10. Automotive accessories and equipment
Outdoor Advertising Goes 3-D
Characteristics of Outdoor Advertising
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, and motion can lead to impactSize, shape, lighting, and motion can lead to impactImpactImpact
Can reach a variety of audiences very quicklyCan reach a variety of audiences very quicklyReachReach
Alternative Out-of-Home Media
Blimp
Blimp Sky BannerSky Banner Sky WritingSky Writing
Aerial AdvertisingAerial Advertising
VansVansTrucksTrucks TrailersTrailers
Mobile BillboardsMobile Billboards
VideoVideoSignsSigns KiosksKiosks
In-Store MediaIn-Store Media
Blimps Carry Messages High and Wide
Mobile Billboards
Trucks Become Billboards on Wheels
In-Store Media
Test Your Knowledge
Which of the following pieces of federal legislation had the greatest impact on outdoor advertising?
A) Fair Packaging and Labeling Act (1966)
B) Wheeler-Lea Act (1938)
C) Highway Beautification Act of 1965
D) National Environmental Policy Act (1969)
E) Consumer Product Safety Act (1972)
Out-of-Home Advertising Faces/Vehicles
Transit Advertising
TerminalPosters
TerminalPosters
StationPostersStationPosters
PlatformPosters
PlatformPosters
OutsidePostersOutsidePosters
InsideCardsInsideCards
The FBI Uses Outdoor to Recruit
Miscellaneous Outdoor Media Include Car Tops
Posters Gain Attention in Terminals
Pros of Outdoor Advertising
CreativityCreativity
Wide local coverageWide local coverage
High frequencyHigh frequency
Geographic flexibilityGeographic flexibility
Creation of awarenessCreation of awareness
EfficiencyEfficiency
Sales effectivenessSales effectiveness
Production capabilityProduction capability
TimelinessTimeliness
Cons of Outdoor Advertising
Limited message capability
Limited message capability
High costHigh costWaste coverageWaste coverage
WearoutWearout
Measurement problemsMeasurement problems
Image problemsImage problems
Transit Advertising
ExposureExposure
FrequencyFrequency
Advantages
ReachReach
Mood of the AudienceMood of the Audience
DisadvantagesDisadvantages
Measurement in Out-of-Home Media
Competitive Media ReportsCompetitive Media Reports
Simmons Market Research Bureau
Simmons Market Research Bureau
Point of Purchase Advertising InstitutePoint of Purchase
Advertising Institute
OAAAOAAA
Traffic Audit BureauTraffic Audit Bureau
ScarboroughScarborough
APTAAPTA
SourcesSources
Test Your Knowledge
Which of the following is an example of an out-of-home advertising medium?
A) A billboard on the top of a taxi
B) An ad placed inside a bus shelter
C) Banners pulled by airplanes
D) An ad on a park bench
E) All of the above
Promotional Products Marketing
The advertising or promotional medium or method that uses promotional products, such as ad specialties,
premiums, business gifts, awards, prizes, or commemoratives.
The advertising or promotional medium or method that uses promotional products, such as ad specialties,
premiums, business gifts, awards, prizes, or commemoratives.
Promotional Products Marketing
1. Wearable items 2. Writing instruments3. Calendars 4. Desk accessories5. Bags 6. Drinkware
Pros and Cons of Promotional Products
SaturationSaturation
Poor imagePoor image
Lead TimeLead Time
Disadvantages
SelectivitySelectivity
FlexibilityFlexibility
FrequencyFrequency
EconomyEconomy
GoodwillGoodwill
AugmentationAugmentation
Advantages
High recallHigh recall
Measurement of Promotional Products
55% kept over a year55% kept over a year
52.1% had improved impressions52.1% had improved impressions
73% use once a week73% use once a week
52% conducted business w/advertiser52% conducted business w/advertiser
76% recalled the advertisers name76% recalled the advertisers name
33% still had the item on them33% still had the item on them
71% received promotional product in last 12 months71% received promotional product in last 12 months
536 travelers through DFW airport
Forms of Yellow Pages
Internet Yellow Pages
Internet Yellow Pages
Other ServicesOther
ServicesSpecialized directories
Specialized directories
Pros and Cons of Yellow Pages
TimelinessTimeliness
Market FragmentationMarket Fragmentation
Lead TimesLead Times
Lack of CreativityLack of Creativity
Size RequirementsSize Requirements
Wide AvailabilityWide Availability
Action OrientedAction Oriented
Low CostLow Cost
FrequencyFrequency
Non-IntrusivenessNon-Intrusiveness
Advantages Disadvantages
ClutterClutter
Advertising in Movie Theaters
High ExposureHigh Exposure
Audience MoodAudience Mood
Cost (Maybe)Cost (Maybe)
Good RecallGood Recall
Lack of ClutterLack of Clutter
ProximityProximity
SegmentationSegmentation
Advantages
IrritationIrritation
Disadvantages
Cost (Maybe)Cost (Maybe)
In-Flight Advertising
MagazinesMagazines CatalogsCatalogs
VideosVideosRadioRadio
In-Flight Advertising
A Desirable AudienceA Desirable Audience
A Captured AudienceA Captured Audience
Low Relative CostLow Relative Cost
Segmentation Possibilities
Segmentation Possibilities
Advantages
Limited Availability of Medium
Limited Availability of Medium
High Potential for Irritation
High Potential for Irritation
Potential for Rapid Wearout
Potential for Rapid Wearout
Lack of Audience Attention
Lack of Audience Attention
Disadvantages
In-Flight Video Drives Viewers to a Web Site
*Click outside of the video screen to advance to the next slide
In-Flight Magazines Enjoy a Captive Audience
Nontraditional Support Media
Advertainment Advertainment
Product Placements
Product Placements
Content Sponsorship
Content Sponsorship
Product Integration
Product IntegrationOthersOthers
Ad-Supported VOD
Ad-Supported VOD
Branded Entertainment
Branded Entertainment
Branded Entertainment
High ExposureHigh Exposure
High FrequencyHigh Frequency
Media SupportMedia Support
Source AssociationSource Association
Low Cost/High RecallLow Cost/High Recall
TargetingTargeting
Bypass RegulationsBypass Regulations
Advantages
Viewer AcceptanceViewer Acceptance
Time of ExposureTime of Exposure
Lack of ControlLack of Control
High Absolute CostHigh Absolute Cost
Limited AppealLimited Appeal
Public ReactionsPublic Reactions
CompetitionCompetition
Disadvantages
ClutterClutter
Negative PlacementsNegative Placements
007 Movie Tie-In Product Placement
*Click outside of the video screen to advance to the next slide
Measurement in Branded Entertainment
Nielson Media ResearchNielson Media Research
IAG ResearchIAG Research
Deutsch/iTVXDeutsch/iTVX
Brand AdvisersBrand Advisers
ServicesServices
Guerrilla Marketing
Miscellaneous Other Media
Parking lot ads
Parking lot ads
Bathroom ads
Bathroom ads
Place-based media
Place-based mediaOthersOthers
Videogame ads
Videogame ads
Miscellaneous Alternative Media
Awareness and Attention
Awareness and Attention
Cost EfficienciesCost Efficiencies
TargetingTargeting
Advantages
IrritationIrritation
WearoutWearout
Disadvantages