Chapter 13 Support Media Support Media Are

Chapter 13 Support Media

Support Media Are Also Referred to As: Alternative Media Nonmeasured Media Nontraditional Media

The Role of Support Media To reach those people in the target audience that primary media (TV, print, etc. ) may not have reached and to reinforce, or support their messages.

Examples of Support Media Outdoor Advertising Aerial Advertising Mobile Billboards Support Media In-store Media Promotional Products Yellow Pages Other Media

A Creative Approach to Support Media. Outdoor Billboards!!! – Enjoy the highest gross billings and the largest percentage of the market

Characteristics of Outdoor Advertising Reach Can Reach a Variety of Audiences Very Quickly Frequency Potential for High Frequency of Impressions Flexibility Many Options Available to Reach Specific Groups Cost Impact Low Cost Per Exposure Depending on Medium Used Size, Shape, Lighting, Motion, and Special Impressions May Lead to Impact

Outdoor Advertising Pros & Cons Advantages Disadvantages Wide Local Coverage Wasted Coverage High Frequency Limited Message Capability Geographic Flexibility Wearout Creativity High Cost Creation of Awareness Measurement Problems Efficiency Image Problems Sales Effectiveness Best serves the awareness objectives!!! Production Capability

Other Out-of-Home Media Aerial Advertising Sky Banners Blimps Sky Writing Mobile Billboards Trucks Vans Trailers In-Store Media Signs Video Kiosks

Blimps Carry the Message High and Wide

Inflatables’ Color and Size Get Attention +

Buildings Become Billboards

Many Marketers Find Aerial Ads Effective Aerial advertising is generally used in large metropolitan areas or where there are large gatherings of people such as beaches, outdoor concerts, and sporting events http: //www. aerial-media. com/

Trucks Become Billboards on Wheels + American Trucking Association estimates that a truck traveling 60, 000 miles a year can create nearly 10 million viewer impressions

Other Miscellaneous Outdoor Media Wall Drawings Sidewalk Signs Parking Meters Car Top Signs Ski Lift Poles Media Options ATM Displays Gasoline Pumps Trash Cans

Miscellaneous Outdoor Media Include Car. Tops +

o http: //www. keyad. com/ o http: //www. altterrain. com/ o http: //www. zezan. com/guerillamarketing. html

Transit Advertising Media Platform Posters floor displays, island showcases, electronic signs, and other forms of advertising that appear in transit facilities Station Posters Terminal Posters placed above the seats and luggage areas of buses or trains Inside Cards may appear on the sides, backs, and/or roofs of buses, taxis, trains, an subway and trolley cars Outside Posters

City Buses Often Sport Colorful Posters +

Terminal Posters Gain Attention +

Transit Advertising Pros & Cons Advantages Disadvantages Exposure Image Factors Frequency Reach Timeliness Waste Coverage Selectivity Copy Limitations Economy Creative Limitations Mood of the Audience

Promotional Products Marketing A medium of advertising, sales promotion, and motivational communications employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products.

“Got Milk” Promotional Products +

Promotional Products Pros & Cons Advantages Disadvantages Selectivity Poor Image Flexibility Saturation Frequency Lead Time Economy Goodwill Augmentation

Product Placements • Including the product or service, an advertisement for the same or mentioning its name in a movie or TV show. • May also take place in other media such as videogames, books, etc. http: //www. brandchannel. com/brandcameo_films. asp#134

Product Placements in Movies and TV Advantages Disadvantages High Exposure High Absolute Cost High Frequency Time of Exposure Media Support Limited Appeal Source Association Lack of Control Economy Public Reactions High Recall Competition Bypass Regulations Negative Placements Viewer Acceptance

007 Movie Tie-In Product Placement

Types of In-flight Advertising Magazines Catalogs Radio Videos

Chapter 16 Sales Promotion

Sales Promotion “A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale. ” An Extra Incentive to Buy A Tool to Speed up Sales Targeted to Different Parties

Sales Promotion Vehicles Consumer-Oriented Trade-Oriented Samples Contests, Dealer Incentives Coupons Trade Allowances Premiums Point-of-purchase Displays Contests/sweepstakes Training Programs Refunds/rebates Trade Shows Bonus Packs Cooperative Advertising Price-off Deals Frequency Programs Event Marketing

Reasons for Increase in Sales Promotion Growing Power of Retailers Reasons Declining Brand Loyalty Increased Promotional Sensitivity Brand Proliferation Fragmentation of Consumer Markets Short-Term Focus of Marketers Increased Accountability Competition Clutter

Consumer Franchise-Building (CFB) Promotions CFB Promotional Objectives Communicate Distinctive Brand Attributes Develop and Reinforce Brand Identity Build Long-term Brand Preference CFB Techniques and Practices “Frequency” Programs Encourage Repeat Purchase “Frequency” Programs Encourage Patronage Loyalty May Improve Oneon-one Communications

Nonfranchise-Building (non-FB) Promotions Non-FB Promotional Objectives Accelerate the Purchase Decision Process Generate an Immediate Sales Increase Non-FB Promotions. . . Do Not Identify Unique Brand Features Do Not Contribute to Brand Identity or Image

Nonfranchise-Building (non-FB) Promotions Non-FB Promotions May Include. . . Price-off Deals Bonus Packs Rebates or Refunds Non-FB Promotions Shortcomings Trade Promotions Benefits May Not Reach Customers If They Do, They May Lead Only to Price Reductions Customers May “Buy Price” Rather Than Brand Equity

Sampling Works Best When The Products Are of Relatively Low Unit Value, So Samples Don’t Cost Much The Products Are Divisible and Can Be Broken Into Small Sizes That Can Reflect the Products Features and Benefits The Purchase Cycle Is Relatively Short So the Consumer Can Purchase in a Relatively Short Time Period

Contests and Sweepstakes Contest: a promotion where consumers compete for prizes or money on the basis of skills or ability. Winners are determined by judging entries or ascertaining which entry comes closes to some predetermined criteria Sweepstakes/games: a promotion where winners are determined purely by chance and cannot require a proof of purchase as a condition for entry. Winners are chosen by random selection from a pool of entries or generation of a number to match those held by game entrants.

Trade-Oriented Promotions Contests and Incentives Trade Allowances Buying Allowances Point-of-Purchase Displays Promotional Allowances Sales Training Programs Trade Shows Cooperative Advertising Slotting Allowances

Types of cooperative advertising Horizontal Cooperate Advertising Ingredient. Sponsored Coop Advertising Cooperative Advertising Vertical Cooperative Advertising

Chapter 19 Measuring the Effectiveness of the Promotional Program © 2003 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Reasons for and Against Measuring Effectiveness Reasons to Measure Reasons Not to Measure Avoid Costly Mistakes Cost of Measurement Evaluate Strategies Problems With Research Increase Efficiency of Advertising in General Disagreement About What to Test Determine If Objectives Are Achieved Creative Objections

Measuring Advertising Effectiveness What to test • • Source factors Message variables Media strategies Budget decisions How to test • Testing guidelines • Appropriate tests Where to test • Laboratory tests • Field tests When to test • Pretesting • Posttesting

Pretesting Methods Laboratory Field Consumer Juries Dummy Ad Vehicles Portfolio Tests On-air Tests Physiological Measures Theater Tests Rough Tests Concept Tests Reliability Tests Comprehension and Reaction Tests High control but low generalizability

Field Posttesting Methods Recall Tests Tracking Studies Association Measures Methods Recognition Tests Single-Source Systems Inquiry Tests

The Testing Process 1. Concept Testing 2. Rough Testing Occurs at Various Stages 3. Finished Art or Commercial Testing 4. Market Testing (Posttesting)

Pretesting Finished Broadcast Ads Theater Tests On-Air Tests • Measures changes in product preferences • Insertion in TV programs in specific markets • May also measure. . . • Interest in and reaction to the commercial • Reaction from an adjective checklist • Recall of various aspects included • Interest in the brand presented • Continuous (frame-byframe) reactions • Limitations are imposed by “day-after recall” • Physiological Measures

Market Testing Print Ads Inquiry Tests Recognition Tests Testing Tracking Studies Recall Tests

Starch-Scored reflect. com Noted score– the percentage of Magazine Ad readers who remember seeing the ad Seen-associated score—the percentage who remember seeing or reading any part of the ad identifying the product or brand Read most score—the percentage of readers who report reading at least half of the copy portion of the ad. + The Reflect. com ad did well in the first of these two categories, but not as well (10%) in the read most categories.

Starch-Scored Nature’s Accents Ad Natures Accents did well on the noted and advertiser associated measures, particularly in respect to the Reflect. com ad shown in the previous slide +

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