Out-of-Home, Direct Mail, and Specialty Advertising Chapter 14 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Out-of-Home, Direct Mail, and Specialty Advertising

Chapter 14

McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Learning Objectives

• LO1: Discuss the various types of outdoor advertising and its pros and cons.

• LO2: Describe how outdoor advertising is purchased.

• LO3: Discuss the various types of transit advertising and its pros and cons.

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Learning Objectives

• LO4: Discuss the various types of direct mail and its pros and cons.

• LO5: Describe the basic components of direct mail advertising.

• LO6: Explain the value of advertising specialities

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Out-of-Home Media

• Out-of-Home Media– Billboards– Cinema– Transit– Street Furniture– Alternative

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Pros and Cons of Outdoor Advertising

• Pros– Accessibility– Reach– Frequency– Geographic Flexibility– Demographic Flexibility– Cost– Impact– Creative Flexibility– Location

• Cons– Fleeting Message– Environmental Influence– Audience Measurement– Control– Planning and Costs– Availability of Locations– Visual Pollution

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Outdoor Advertising

• Types of the Outdoor Advertising– Bulletins– 20-sheet poster panels– eight-sheet posters– nonstandard spectacular

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Outdoor Advertising

• Buying Outdoor Advertising– 100 Showing• 100 GRPs daily• theoretical

– can be measured using historical DEC or the newer EOI methods

– Location is key for effective outdoor advertising

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Outdoor Advertising

• Regulation of Outdoor Advertising– Highway Beautification Act

of 1965 on federally subsidized roads

– Today, many people say they like billboards

– Some states prohibit outdoor advertising altogether

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Transit Advertising

• Types of Transit Advertising– Transit Shelters– station, platform, and terminal posters– inside cars and outside posters on buses– taxi exteriors

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Transit Advertising

• Buying Transit Advertising– unit of purchase is a showing.– a full showing (100 showing) means that one card

will be in each vehicle in the system.– can also purchase half or quarter showings.

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Transit Advertising

• Special inside buys– basic bus: all inside space on a group of buses.– take-ones: reply cards or coupons that a

passenger can take

• Special outside buys– bus-o-rama signs are full-color backlit ads running

the length of the bus– total bus means the entire bus

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Other Out-Of-Home Media

• Cinema Advertising– advertising before a movie starts

• ATMs– on receipts or the display

• Mobile Billboards– trucks that carry a billboard

• Digital Signage– Electronic signs, some that can be interactive

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Direct Mail Advertising

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Pros and Cons of Direct Mail Advertising

• Pros– Selectivity– Intensive Coverage – Extensive Reach– Flexibility– Control– Personal Impact– Exclusiveness– Response– Testability

• Cons– High Cost per Exposure– Delivery Problems– Lack of content support– Selectivity Problems– Negative Attitudes– Environmental Concerns– Anti-spam laws

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Specialty Advertising

• Advertising Specialty– promotional product imprinted

with advertisers name or message• t-shirts, caps, footwear, writing instruments, bags, calendars,

drinkware, etc

• Business-to-Business specialties– gift recipients tend to feel

obliged to return the favor

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