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Copyright © 2012 Pearson Canada Inc. Chapter 10 Out-of-Home Media 10-1
Copyright © 2012 Pearson Canada Inc. Learning Objectives Differentiate between the various forms of out- of-home media advertising Explain the advantages and disadvantages of the key types of out-of-home media Describe the factors considered in, and procedures used for, buying the various forms of out-of-home media 10-2
Copyright © 2012 Pearson Canada Inc. Out-of-Home Media Out-of-Home media includes various forms of outdoor advertising, transit advertising, in-store and point-of-purchase advertising. Spending on out-of-home advertising amounts to $416 million annually in Canada and that it is a growing segment of the advertising industry 10-3
Copyright © 2012 Pearson Canada Inc. Out-of-Home Media Factors contributing to out-of-home advertising’s popularity are: Specialization and fragmentation in other media, especially radio and TV Media buyers are paying more attention to when / why consumers come into contact with messages. New technologies have transformed out of home ads into a dynamic and even entertaining medium 10-4
Copyright © 2012 Pearson Canada Inc. Outdoor Media Research The Canadian Outdoor Measurement Bureau (COMB) compiles data and information about outdoor advertising. COMB audits the circulations based on municipal and provincial traffic counts 10-5
Copyright © 2012 Pearson Canada Inc. Outdoor Advertising Outdoor advertising offers significant variety: Posters (billboards) Backlit Posters (backlits) Superboards (Spectaculars) Mall Posters Transit Shelters Digital Signs Full-Motion Video Displays Street-Level Advertising Wall Banners and Murals 10-6
Copyright © 2012 Pearson Canada Inc.
Advantages of Outdoor Advertising Wide Reach & High Frequency Some Targetability Size & Quality of Message Can reinforce other media 10-7 Creating Product Awareness Cost efficient on CPM basis Content Flexibility (digital displays)
Copyright © 2012 Pearson Canada Inc. Disadvantages of Outdoor Advertising Creative Limitations Limited Target-Market Selectivity Absolute cost – production and space Lack of Prestige Unobtrusive Medium – low engagement 10-8
Copyright © 2012 Pearson Canada Inc. Buying Outdoor Media Space Space is quoted on a 4-week basis. Minimum purchase of 12 weeks apply to some forms of outdoor. Space is purchased on the basis of Gross Rating Points (e.g., 100 GRPs = the equivalent of 100% market coverage). This is different from broadcast media GRPs 10-9
Copyright © 2012 Pearson Canada Inc. Transit Advertising Transit options include: Interior Cards Exterior bus posters Vinyl transit wraps Station Posters and Backlits Subway-Onestop Network Station domination 10-11
Copyright © 2012 Pearson Canada Inc. Advantages of Transit Advertising Continuous Exposure (indoor) Wide Reach and High Frequency Flexibility of content / placement Broad Market Coverage Relatively low cost 10-12
Copyright © 2012 Pearson Canada Inc. Disadvantages of Transit Advertising Lack of Target-Market Selectivity Unpretentious Media Environment Creative Limitations 10-13
Copyright © 2012 Pearson Canada Inc. Innovative Transit Ad Concepts Numerous innovative concepts continue to be explored, including: Stair Risers Ceiling and Floor Decals “Movies” made up of pictures in a subway tunnel 10-14
Copyright © 2012 Pearson Canada Inc. Buying Transit Advertising Rates are affected by: Number of markets covered The length of showing Desired GRP level in any given market (GRP) The size of the space required Space usually sold on the basis of a 4- week minimum and is available on a market-by-market basis. 10-15
Copyright © 2012 Pearson Canada Inc. Other Forms of Out-of- Home Advertising Advertising can reach consumers in unique and unexpected ways: Airport Display Advertising Washrooms Advertising Elevator Advertising Mobile Signage Continued… 10-16
Copyright © 2012 Pearson Canada Inc. Other Forms of Out-of- Home Advertising (cont.) Other innovative alternatives include: Sports and Arena Advertising Cinema Advertising Wild Postings 10-17
Copyright © 2012 Pearson Canada Inc. Point of Purchase Advertising Advertising at point-of-purchase is designed to: Build traffic Advertise a product Encourage impulse buying 74% of brand decisions are made in the store! 10-18
Copyright © 2012 Pearson Canada Inc. Point-of-Purchase Advertising Video Displays Exterior Signs Display Shippers Display Cards Vending Machines Grocery Carts Shelf Ads Floor Ads (Ad-tiles) 10-19
Copyright © 2012 Pearson Canada Inc. Pros and Cons of P-O-P Advertising Advantages Impulse Purchasing Message Reinforcement Message Receptiveness Last Chance (Deciding Factor) in Sale Merchandise Tie-ins Disadvantages Placement Clutter Waste Dependent on channel cooperation 10-20
Electronic Media: Television and Radio
Support Media 13 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
UNIT 6.1 Advertising Media
© 2006 Pearson Education Canada Inc. 7.1 Canadian Advertising in Action Chapter 7 Media Planning Essentials.
Media Strategy & Planning Chapters 14 & 15 with Duane Weaver.
Copyright © 2012 Pearson Canada Inc. Part 4 Communicating the Message 7-1.
© 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
Media Planning and Strategy © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.
Peggy Simcic Brønn1 Chapter 15 The media. Peggy Simcic Brønn2 Considerations zCosts: yAbsolute: costs of time and space purchased in medium yRelative:
Media Planning and Strategy 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Copyright © 2012 Pearson Canada Inc. Chapter 8 Print Media: Newspapers and Magazines 8-1.
Part 3: Effective Advertising Media Chapter 9
CHAPTER 7 Media Selection in Advertising. What’s Happening? News Story:
© 2006 Pearson Education Canada Inc Canadian Advertising in Action Chapter 10 Out-of-Home Media.
Support Media 13 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
© 2006 Pearson Education Canada Inc Canadian Advertising in Action Chapter 12 Internet Communications.
Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Outdoor Advertising Outdoor advertising offers significant.
10-1 Copyright © 2009 Pearson Education Canada CHAPTER 10 Out-of-Home Media.
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