Support Media

Support Media

• Out-of-home media
  • Billboards, transit ads, in-store media
• Promotional Products (Specialty advertising)
• Yellow Pages Advertising
• Advertising in Movie Theaters and Videos
• Product Placements in Television and Movies
• In-flight advertising
• Other

Outdoor Advertising

• Posters – used for shorter time periods
  • 30-sheet (standard and bleed) 12 ft. x 25 ft.
  • 8- sheet (junior poster) 5 feet x 11 feet
• Painted bulletins – largest and most prominent
  • measure 14 ft x 48 but can be larger
  • can be permanent or rotary
• Spectaculars – large unique displays, usually electronic and use movement, color, graphics

Outdoor Advertising Advantages

• Wide Local Coverage
  • Broad base of day and night local exposure
• Frequency
  • High exposure for frequently purchased goods
• Geographic Flexibility
  • Can be placed on highways, near stores, etc.
• Creativity
  • Use of color, size, shape, and movement
• Creation of awareness
  • Use of short, high-impact messages
• Efficiency
  • CPM very competitive with other media
• Effectiveness
  • Can often lead directly to sale of the goods
• Production Capability
  • Technology has reduced production times

Outdoor is Creative



Outdoor Advertising Disadvantages



Buying Outdoor Advertising

Outdoor advertising purchased on basis of: gross ratings points or showing

• One ratings point = 1 percent of market's population
• Usually purchased in increments of 25, 50, 100
• 100 showing or GRPs means that message will appear on as many panels as needed to provide daily exposure equivalent to total size of the market

Other Out-of-Home Media

• Aerial Advertising
  • Sky Banners
  • Sky Writing
  • Blimps
• Mobile Billboards
  • Trucks
  • Vans
  • Trailers
• In-Store Media
  • Signs/Banners/Displays
  • Video displays
  • Kiosks

General Motors uses mobile advertising

Other Outdoor Media

• Parking meters
• ATM displays
• Trash cans
• Ski lift poles
• Car top signs
• Sidewalk signs
• Garden plantings
• Wall drawings

Types of Transit Advertising

• Inside Cards
  • Placed above seats
  • In luggage areas
• Outside Posters
  • On the sides, backs, roofs
  • On busses, taxis, trains, etc.
• Station, Platform, Terminal Posters
  • Floor displays
  • Island showcases
  • Electric signs, posters

Transit Advertising Advantages

• Exposure
  • Captive audience with little else to do
• Frequency
  • Especially high with daily commuters
• Timeliness
  • Exposure coincides with shopping trips
• Selectivity
  • Geographically selective for local ads
• Economy
  • Low absolute and relative cost

Transit Advertising Disadvantages

Promotional Products Marketing

Specialty Advertising Defined

Ad specialty items come in many forms

Promotional Products Advantages

• Selectivity
  • Controlled distribution to target prospects only
• Flexibility
  • Endless variety of forms provides versatility
• Frequency
  • Long retention means constant exposure
• Economy
  • Many inexpensive items available in large quantity
• Goodwill
  • Only medium generating goodwill in receiver
• Augmentation
  • Often used to supplement other promotional media

Promotional Products Disadvantages

• Image
• Some items may cheapen the image of advertiser
• Saturation
  • Some items are overused, some audiences saturated
• Lead Time
  • Time required to develop a promotional product message is longer than for most other media

Forms of Yellow Pages

• Specialized Directories
  • Targeted to special audiences
    • (Hispanics, Women, Blacks, Christians)
• Audiotex
  • “Talking” Yellow Pages
• Interactive
  • Consumer search data bases
• Internet Directories
  • National, regional and local listings
• Other Services
  • Coupons, inserts, samples

Yellow Page Advertising

Movie Theater Advertising

Product Placements

Product Placements in Movies and Television Programs

BMW is a Frequent User of Product Placements

In-Flight TV Commercials