Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Chapter 13 Support Media

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Support Media  Uses a variety of non traditional channels to deliver communications and to promote products and services  Role  Reach target audience that primary media may not have effectively reached  Reinforce or support primary media messages 2

Figure Out-of-Home Media: A Diverse Cross Section of Formats Comprise Outdoor Advertising Today Source: Reprinted with permission of Outdoor Advertising Association of America, Inc 3

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Outdoor Advertising  Factors contributing to its success  Increase in the number of:  Women in the work force  Vehicles on the road  Ability to remain innovative through technology  Digital out-of-home media  Video advertising networks  Digital billboards  Ambient advertising 4

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Alternative Out-of-Home Media  Aerial advertising  Outdoor advertising incorporating use of airplanes pulling banners, skywriting, and blimps  Not expensive and reaches specific target markets  Mobile billboards: Devices that carry advertisements and are mobile  Costs depend on the area and the mobile board company’s fees 5

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. In-Store Media  Reach shoppers at the place where they buy  Include:  In-store ads  Aisle displays  Store leaflets  Shopping cart signage  In-store TV 6

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Types of Transit Advertising  Inside cards  Placed above the seats and luggage area inside public transport vehicles  Outside posters  Appear on the sides, backs, and/or roofs of buses, taxis, trains, and subway and trolley cars  Station, platform, and terminal posters 7

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Advantages of Outdoor Advertising Wide coverage of local marketsFrequency and Geographic flexibilityCreativityAbility to create awarenessEfficiency and effectivenessProduction capabilitiesTimeliness 8

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Disadvantages of Outdoor Advertising Waste coverageLimited message capabilitiesWearoutCostMeasurement problemsImage problems 9

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Advantages and Disadvantages of Transit Advertising Advantages Exposure Frequency Cost Disadvantages Reach Mood of the audience 10

Advantages and Disadvantages of Promotional Products Marketing Advantages  Selectivity  Flexibility  Frequency  Cost  Goodwill  High recall  Supplementing other media Disadvantages  Image  Saturation  Lead time  Reach 11 Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

Measurement in Promotional Products Marketing  Specialty advertising does not have an established ongoing audience measurement system  Studies show that:  Promotional products have a positive impact on brand image  Brand impressions and purchase intent improves by adding promotional products to integrated media mix 12

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Yellow Pages Advertising  Is declining due to increased preference for online directories  Yellow Pages are referred to as a directional medium  Directional medium: Ads do not create awareness or demand for products or services but provide the location 13

Advantages and Disadvantages of Movie Theater Advertising Advantages  Exposure  Emotional attachment  Cost  Attention  Clutter  Proximity  Segmentation  Integration Disadvantages  Irritation  Cost 14 Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

Methods of Branded Entertainment  Advertainment: Creation of audio-visual content to entertain users while advertising products  Advergames: Online games that are designed to promote products  Content sponsorship  Ad-supported video on demand (VOD)  Others 15

Advantages and Disadvantages of Branded Entertainment Advantages  Exposure  Frequency  Support for other media  Source association  Cost  Recall  Bypassing regulations  Acceptance and targeting Disadvantages  High absolute cost  Time of exposure  Limited appeal  Lack of control  Public reaction  Competition  Negative placements  Clutter 16 Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

Guerrilla Marketing  Nontraditional method of marketing  Known as:  Stealth  Street  Buzz  Ambush  Viral marketing 17

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Miscellaneous Other Media Videogame adsParking lot adsGas station pump adsPlace-based mediaOthers 18