Chapter 12 Out-of-Home Advertising Kleppner s Advertising Procedure 18

Chapter 12 Out-of-Home Advertising Kleppner’s Advertising Procedure, 18 e Lane * King * Reichart Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -

Learning Objectives • Understand the basic marketing strategy of out • • of-home advertising. Describe the legislative environment of outdoor advertising. Identify various types of out-of-home media. Explain how outdoor advertising is bought and sold. Describe measurement of the outdoor audience. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -2

Pros of Out-of-Home Advertising • Advertising exposure to entire geographic • • market High frequency Low cost per exposure Excellent supplemental media Good for reminder messages Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -3

Cons of Out-of-Home Advertising • Unable to communicate detailed messages • Copy limited to 7 -10 words • Viewed as a visual pollutant Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -4

The Outdoor Industry The Outdoor Advertising Association of America (OAAA) is the primary trade and lobbying organization. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -5

The Outdoor Industry The Traffic Audit Bureau for Media Measurement (TAB) measures traffic for the outdoor industry. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -6

Growth of Out-of-Home Advertising • More than 40 types of out-of-home media • Why? – Increasingly mobile population – Cost of out-of-home advertising – Media fragmentation – Advertiser diversification Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -7

Exhibit 12. 1 Categories of Out-of-Home Advertising Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -8

Types of Out-of-Home Media • Billboards – Bulletins, spectaculars, murals, posters, etc. • Street furniture – Bicycles, benches, kiosks, etc. • Transit – Airports, buses, taxis, etc. • Alternative media – Cinema, stadiums, place-based ads, etc. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -9

Heavy Product Users of Outdoor Advertising • Local services and • Public transportation, amusements hotels, resorts • Media and • Restaurants advertising • Communications • Retail • Automotive • Insurance/real estate Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -10

Exhibit 12. 3 Top Outdoor Advertisers Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -11

Advantages of Out-of-Home Buys • Quickly builds awareness • Maintains and reinforces brand identity • Creates continuity by extending advertising • • themes beyond traditional media Offers localized approach for national campaigns High adaptability for messages and brands Provides point-of-purchase reminder Enhances direct-response offers Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -12

Exhibit 12. 4 Enhancing Direct Response Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -13

Changes in Out-of-Home Industry Consolidation of ownership Research Better creative opportunities Terminology Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -14

Federal and State Controls of Out-of. Home Advertising • Billboards allowed in commercial/ industrial areas • Billboard controls apply to Federal-Aid Primaries (FAPs), routes noted by state DOTs to be of significant service value • States that do not comply with guidelines are subject to a reduction in highway allocations • No new signs may be erected along scenic byways Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -15

The Outdoor Advertising Plan • • • Clearly state objectives Define the target market Specify measurable goals Coordinate the buy Inspect postbuy (ride the boards) Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -16

Forms of Outdoor Advertising Poster panels Eight-sheet posters Painted bulletins Spectaculars Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -17

Exhibit 12. 8 Standardized Posters and Bulletins Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -18

Exhibit 12. 10 Outdoor Design Some color combinations are more effective Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -19

Buying Outdoor • Poster advertising purchased on the basis of GRPs • Audience for outdoor is known as the daily effective circulation (DEC) • GRPs normally bought in units of 50 or 100 • Allotment is the number of posters used in an individual buy Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -20

Exhibit 12. 12 Transit Advertising Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -21

Exhibit 12. 18 Shelter Advertising: Street Furniture Advertising Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -22

For Discussion • Why is a diversity of product categories important to the outdoor industry? • What are the primary uses of outdoor for most advertisers? • Why has transit advertising grown in recent years? Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12 -23