Support Media 13 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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