CX 3 Outdoor Marketing Environment CX 3 Tier 2 Webinar Training April 4, 2012.

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CX 3 Outdoor Marketing Environment CX 3 Tier 2 Webinar Training April 4, 2012

Purpose: To evaluate the marketing of healthy and unhealthy cues on outdoor advertising for food, beverages, and physical activity around schools, parks and playgrounds.

Outdoor Marketing Documents 1.Instructions 2.Survey tool plus outdoor advertising examples 3.Training PowerPoint

1000 feet radius of middle/high schools, parks and playgrounds Buffer using GIS 1000 feet = approximately 2 blocks Limit outdoor survey to same areas covered mobile vending survey (1000 feet for outdoor, 500 feet mobile vending) Fill out one survey tool for each school, park, playground Take pictures! Outdoor Marketing Environment Instructions

Record outdoor ads for food, beverages, restaurants, physical activity, sporting equipment –Limited only to food, beverages… –NOT ads for real estate, cell phones, furniture, etc. Record type/size Record product/ad (1 through 6) Remember: Complete 1 survey instrument for each school, park or playground. Total all ads & put at the bottom of survey Outdoor Marketing Environment Instructions (cont.)

Type/Size: 1 Large Billboard Product/Ad: 7 Unhealthy beverage item Note: This size billboard usually by freeways and large highways In notes column, write soda Messages and Products in Marketing

Type/Size: 2 Medium Billboard Product/Ad: 4 Unhealthy food items (even though for fast food restaurant, image of food is displayed) Note: Even though there is fruit parfait with yogurt and granola, the predominant foods in the ad are burgers and fries (2/3) Note: Medium billboards usually by roads and can be on top of buildings

Type/Size: 2 Medium Billboard Product/Ad: 4 Unhealthy food items (even though for fast food restaurant, image of food is displayed)

Messages and Products in Marketing Type/Size: 2 Medium Billboard Product/Ad: 3 Healthy food items

Messages and Products in Marketing Type/Size: 2 Medium Billboard Product/Ad: 7 Unhealthy beverage item Record beverage type in Notes column

Messages and Products in Marketing Example of cross-promotion Type/Size: 3 Small Billboard Product/Ad: 7 Unhealthy beverage item

Messages and Products in Marketing Type/Size: 3 Small billboards Top - Product/Ad is for: 3 Healthy Food Item/Message Bottom -Product/Ad: 1 Fast food restaurant (even though image of food is displayed, fast food restaurant is predominant message)

Messages and Products in Marketing Type/Size: 4 Transit Ad Product/Ad: 4 Unhealthy food items

Messages and Products in Marketing Type/Size: 4 Transit Ad (Bus shelter) Product/Ad: 3 Healthy food items

Other Transit Examples… but these are not of food or beverages. Just ignore, dont record. Bus shelter transit Subway ads

Messages and Products in Marketing A board that flips!! Record each side as individual types and messages Type/Size: 5 Sandwich board ad 1- Product/Ad is for: 4 Unhealthy food item (prime rib sandwich) 2- Product/Ad is for: 3 Healthy food item (salad)

Messages and Products in Marketing Type/Size: 6 Electronic Billboard Product/Ad: 7 Unhealthy beverage item Record beer in Notes column

Messages and Products in Marketing Type/Size: 7 Mobile billboard Product/Ad: 4 (even though for other restaurant, image of food is displayed/dominant)

CX 3 Outdoor Marketing Environment Reminders Calculate totals at bottom –Q7 Total # ads recorded –Q8 Total ads visible from school/park –Q9 Total # ads for each type/size –Q10 Total ads healthy –Q11 Total ads unhealthy or FF restaurant Remember - Fill out disposition –(Page 1, Q6) Review for accuracy!