13 Support Media Mc Graw-Hill Irwin Copyright 2009

13 Support Media Mc. Graw-Hill/Irwin Copyright © 2009 by The Mc. Graw-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.

Support Media Support media are also referred to as: Alternative Media Nonmeasured Media Nontraditional Media

Examples of Traditional Support Media Billboards Promotional Products Kiosks Yellow Pages Posters Wall Murals

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

Outdoor Advertising Goes 3 -D

Characteristics of Outdoor Advertising Reach Frequency Flexibility Cost Impact Can reach a variety of audiences very quickly Potential for high frequency of impressions Many options available to reach specific groups Low cost per exposure, depending on medium used Size, shape, lighting, and motion can lead to impact

Alternative Out-of-Home Media Aerial Advertising Sky Banner Blimp Sky Writing Mobile Billboards Trucks Vans Trailers In-Store Media Signs Video Kiosks

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 Station Posters Inside Cards Platform Posters Terminal Posters Outside Posters

The FBI Uses Outdoor to Recruit

Miscellaneous Outdoor Media Include Car Tops

Posters Gain Attention in Terminals

Pros of Outdoor Advertising Wide local coverage Creation of awareness High frequency Efficiency Geographic flexibility Sales effectiveness Creativity Production capability Timeliness

Cons of Outdoor Advertising Waste coverage High cost Limited message capability Measurement problems Wearout Image problems

Transit Advertising Advantages Exposure Frequency Disadvantages Reach Mood of the Audience

Measurement in Out-of-Home Media Competitive Media Reports Simmons Market Research Bureau Point of Purchase Advertising Institute Sources OAAA Traffic Audit Bureau Scarborough APTA

Test Your Knowledge Which of the following is an example of an out-ofhome 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.

Promotional Products Marketing 1. Wearable items 3. Calendars 5. Bags 2. Writing instruments 4. Desk accessories 6. Drinkware

Pros and Cons of Promotional Products Advantages Disadvantages Selectivity Poor image Flexibility Saturation Frequency Lead Time Economy Goodwill High recall Augmentation

Measurement of Promotional Products 71% received promotional product in last 12 months 33% still had the item on them 76% recalled the advertisers name 536 travelers through DFW airport 52% conducted business w/advertiser 52. 1% had improved impressions 73% use once a week 55% kept over a year

Forms of Yellow Pages Specialized directories Internet Yellow Pages Other Services

Pros and Cons of Yellow Pages Advantages Disadvantages Wide Availability Market Fragmentation Action Oriented Timeliness Low Cost Lack of Creativity Frequency Lead Times Non-Intrusiveness Clutter Size Requirements

Advertising in Movie Theaters Advantages Disadvantages High Exposure Irritation Audience Mood Cost (Maybe) Good Recall Lack of Clutter Proximity Segmentation

In-Flight Advertising Magazines Catalogs Radio Videos

In-Flight Advertising Advantages Disadvantages A Desirable Audience High Potential for Irritation A Captured Audience Limited Availability of Medium Low Relative Cost Lack of Audience Attention Segmentation Possibilities Potential for Rapid Wearout

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 Product Placements Others Product Integration Branded Entertainment Ad-Supported VOD Advertainment Content Sponsorship

Branded Entertainment Advantages Disadvantages High Exposure High Absolute Cost High Frequency Time of Exposure Media Support Limited Appeal Source Association Lack of Control Low Cost/High Recall Public Reactions Bypass Regulations Competition Viewer Acceptance Negative Placements Targeting Clutter

007 Movie Tie-In Product Placement *Click outside of the video screen to advance to the next slide

Measurement in Branded Entertainment Nielson Media Research Services IAG Research Deutsch/i. TVX Brand Advisers

Guerrilla Marketing

Miscellaneous Other Media Parking lot ads Videogame ads Others Bathroom ads Place-based media

Miscellaneous Alternative Media Advantages Disadvantages Awareness and Attention Irritation Cost Efficiencies Wearout Targeting