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10-1 Copyright © 2009 Pearson Education Canada CHAPTER 10 Out-of-Home Media
10-2 Copyright © 2009 Pearson Education Canada 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
10-3 Copyright © 2009 Pearson Education Canada Out-of-Home Media Out-of-Home media includes various forms of outdoor advertising, transit advertising, and in-store and point-of- purchase (at-retail) advertising.
10-4 Copyright © 2009 Pearson Education Canada Out-of-Home Media The factors contributing to outdoor advertising’s popularity are: Specialization and fragmentation in other media, especially radio and TV which has led to more outdoor Shift in thinking behind media buying. Media buyers are paying attention to when and why consumers come into contact with messages. New technologies have transformed outdoor into a dynamic and interactive medium
10-5 Copyright © 2009 Pearson Education Canada Outdoor Media Research The Canadian Outdoor Measurement Bureau (COMB) is responsible for compiling reliable data and information about outdoor advertising. COMB audits the circulations based on municipal and provincial traffic counts
10-6 Copyright © 2009 Pearson Education Canada Out-of-Home Media Out-of-home media includes various forms of: Outdoor advertising Transit advertising Point-of-purchase (at-retail) advertising
10-7 Copyright © 2009 Pearson Education Canada Posters (billboards) Backlit Posters (backlits) Superboards (Spectaculars) Mall Posters Transit Shelters Outdoor advertising offers significant variety: Digital Signs Full-Motion Video Displays Street-Level Advertising Wall Banners and Murals Outdoor Advertising
10-8 Copyright © 2009 Pearson Education Canada Target Reach & Frequency Targeting Flexibility Size & Quality of Message Media Compatibility Creating Product Awareness Cost Content Flexibility Creative Limitations Lack of Target-Market Selectivity Costs Lack of Prestige Unobtrusive Medium AdvantagesDisadvantages Advantages & Disadvantages of Outdoor Advertising
10-9 Copyright © 2009 Pearson Education Canada 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 GRPs (e.g., 100 GRPs = the equivalent of 100% market coverage). With outdoor you reach the same people frequently. Buying Outdoor Media Space
10-10 Copyright © 2009 Pearson Education Canada Creativity in Outdoor Turn to page 323 in your textbook describe the ad; discuss the effectiveness of this outdoor ad.
10-11 Copyright © 2009 Pearson Education Canada Transit options include: Interior Cards Door Cards Exterior Bus Posters Superbuses and Murals Station Posters and Backlits Subway-Onestop Network Transit Advertising
10-12 Copyright © 2009 Pearson Education Canada Continuous Exposure & Creativity Reach and Frequency Flexibility Market Coverage Cost Lack of Target-Market Selectivity Media Environment Creative Limitations Advantages Disadvantages Advantages & Disadvantages of Transit Advertising
10-13 Copyright © 2009 Pearson Education Canada Numerous innovative concepts are being tested. Stair Risers Ceiling and Floor Decals Station Domination Innovative Transit Ad Concepts
10-14 Copyright © 2009 Pearson Education Canada Buying Transit Advertising Rates are affected by: Number of markets covered The length of showing Desired weight level in any given market (GRP) The size of the space required Sold on the basis of a 4-week minimum and is available on a market-by-market basis.
10-15 Copyright © 2009 Pearson Education Canada Advertising can reach consumers in unique and unexpected ways: Airport Display Advertising Washrooms Advertising Elevator Advertising Mobile Signage Continued… Other Forms of Out-of-Home Advertising
10-16 Copyright © 2009 Pearson Education Canada Other Forms of Out-of-Home Advertising (cont.) Other innovative alternatives include: Food Court Video Screens Sports and Arena Advertising Cinema Advertising Wild Postings
10-17 Copyright © 2009 Pearson Education Canada 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! Point-of-Purchase Advertising (At-Retail)
10-18 Copyright © 2009 Pearson Education Canada Video Displays Exterior Signs Modular Display Racks Display Shippers Display Cards Vending Machines Grocery Carts Shelf Ads Floor Ads (Ad-tiles) Point-of-Purchase Advertising
10-19 Copyright © 2009 Pearson Education Canada Impulse Purchasing Message Reinforcement Message Receptiveness Last Chance (Deciding Factor) in Sale Merchandise Tie-ins Placement Clutter Waste Advantages Disadvantages Advantages & Disadvantages of P-O-P Advertising
Advantages of TV Advertising
Support Media 13 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Strengths and Weaknesses of Each Medium
UNIT 6.1 Advertising Media
Copyright © 2012 Pearson Canada Inc. Chapter 10 Out-of-Home Media 10-1.
Copyright © 2012 Pearson Canada Inc. Part 4 Communicating the Message 7-1.
© 2004 The McGraw-Hill Companies, Inc. All rights reserved. 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:
Copyright © 2012 Pearson Canada Inc. Chapter 8 Print Media: Newspapers and Magazines 8-1.
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© 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.
Muhammad Waqas Print and Out-of-Home Media Lecture 19.
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Advertising includes: the name of a product or service how that product or service could benefit the consumer. Advertiser: wants to send out a message.
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