McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary media
16-2 Chapter Overview Factors advertisers consider when evaluating out-of-home, exhibitive, and supplementary media
16-3 Chapter Objectives Discuss the pros & cons of outdoor advertising Detail transit ad options Discuss the importance of exhibitive media in a marketing mix Explain how to measure outdoor media exposure Describe the types of standard outdoor advertising structures Identify influences on the cost of transit and other out-of-home media Explain issues advertisers face when changing packaging Identify various types of supplementary media
16-4 Usage of Out-of-Home Media
16-5 Out-of-Home Media Mountain Dew was able to get people to interact with their billboard
16-6 Outdoor Advertising Business 3,000 Plants Find suitable locations Lease/buy the property Acquire permits Erect structures Contract w/advertisers Work with creatives Post or paint bulletins 390,000 Outdoor Ad Structures Maintenance
16-7 Types of Outdoor Advertising Standardized Outdoor Advertising Bulletin Structures 8-Sheet Posters 30-Sheet Posters Spectaculars
16-8 Types of Outdoor Advertising Using surroundings to accent an ad
16-9 Buying Outdoor Advertising 100 showing = 100 gross rating points daily 1 rating point = 1% of the market population 100 gross points = reaching 88.1% of the adults in a market over a 30-day period
16-10 Location, Location, Location Billboard locations in Baton Rouge
16-11 Outdoor Advertising Technology Global positioning systems Sophisticated software Digitized video Barcodes Computerized painting LEDs Holograms Interactive kiosks
16-12 Regulation of Outdoor Ads Highway Beautification Act (1965) Scenic Highway Construction ban (1991) State Regulation and Bans
16-13 Transit Advertising Subway poster advertises that it “Doesn’t hurt at all” Terminal Posters Transit Shelters Inside/Outside Cards & Posters Transit Ad Types
16-14 Buying Transit Advertising Full (100) Showing: 1 ad in each vehicle in the system Special Transit Buys Basic Bus Take Ones Bus-o-Rama Signs Total Bus/ Bus Wrap Brand Trains Immersive Advertising
16-15 Other Out-of-Home Media Trucks Electronic Signs Parking Meters Public Phones Postage stamps
16-16 Pros & Cons of Transit Ads The Pros Long exposure Repetitive value Eagerly read messages Low cost Creative flexibility Need satisfying Environmentally sensitive
16-17 Pros & Cons of Transit Ads The Cons Status Crowded environment Selectivity Clutter Location Creative restrictions
16-18 Exhibitive Media Packaging can make or break the deal for a consumer Product Tradeshow booths Exhibits
16-19 Functions of Packaging Protection Preservation Information Promotion
16-20 Package Design Factors Stand-out Appeal Verbal & non-verbal communication Prestige or Desired Image Especially important for non- rational products Perfume/cosmetics Sports accessories Confections Luxury products
16-21 Packaging Production Phases Concept Input Manufacturers Intermediaries Consumer Advocates Governmental Agencies Graphic artists Label producers Die cutters Production Warehousers Consumers Packaging Engineers
16-22 Packaging Design High-resolution printing Intricate folding and die cutting Exact folding and fitting Avoid
16-23 Exhibitive Media Trade Show Booths and Exhibits Planning People Promotion Productivity Budgeting
16-24 Exhibitive Media How customers learn about trade shows
16-25 Exhibitive Media How long will customers wait for a sales rep at a trade-show booth?
16-26 Specialty Advertising Coffee mugs Ballpoint pens Key chains Watches T-shirts Not the same as a Premium
16-27 Directories & Yellow Pages Published by… Phone companies Trade associations Industrial groups Others They serve as… Locators Buying guides Mailing lists Target marketing
16-28 Directories & Yellow Pages Increased reach when used in conjunction with other media or a ride-along program
16-29 Emerging Media DVDs Cinema advertising Product placement ATMs
16-30 Emerging Media Digital media has brought a lot of new opportunities – Digital Jukebox