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Chapter 16 Using Out-of-Home, Exhibitive, and Supplementary Media

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1 Chapter 16 Using Out-of-Home, Exhibitive, and Supplementary Media
William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

2 Chapter Overview Factors advertisers consider when evaluating out-of-home, exhibitive, and supplementary media

3 Chapter Objectives Discuss the pros & cons of outdoor advertising
Identify influences on the cost of transit and other out-of-home media Explain how to measure outdoor media exposure Discuss the importance of exhibitive media in a marketing mix Describe the types of standard outdoor advertising structures Explain issues advertisers face when changing packaging Detail transit ad options Identify several types of supplementary media

4 Usage of Out-of-Home Media

5 Why Use Outdoor Advertising?
Communicate a succinct message or image in the local language to a mass audience quickly and frequently at a reasonable cost Mountain Dew was able to get people to interact with their billboard

6 Why Use Outdoor Advertising?
Communicate a succinct message or image in the local language to a mass audience quickly and frequently at a reasonable cost

7 Outdoor Advertising Business
3,000 Plants (Outdoor advertising agencies) 390,000 Outdoor Ad Structures Find suitable locations Lease/buy the property Acquire permits Erect structures Contract w/advertisers Work with creatives Post or paint bulletins Maintenance Responsibilities

8 Types of Outdoor Advertising
Standardized Outdoor Advertising Bulletin Structures 30-Sheet Poster Panels 14’ X 48” 12’ X 25’ Junior Posters Spectaculars 5’ X 11’

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

10 Eyes On Impression Rating System
Takes into account People passing buy Display size Angle to the road Format Street type Distance from road Roadside position Net effect Only ad medium that tracks ad viewers Frequency reduced where reach is negligible 16-10

11 Location, Location, Location
Higher traffic volumes = higher rates Billboard locations in Baton Rouge

12 Outdoor Advertising Technology
Global positioning systems Sophisticated software Digital video Barcodes Computerized painting LEDs Holograms Interactive kiosks 3 - D

13 Regulation of Outdoor Ads
Highway Beautification Act (1965) Scenic Highway Construction ban (1991) State Regulation and Bans

14 Transit Advertising Types and Locations Buses Taxis Subways
Transit Shelters Terminal Posters Inside/outside cards and posters

15 Buying Transit Advertising
Full (100) Showing: 1 ad in each vehicle in the system Special Inside Buys Basic Bus Take Ones Bus-o-Rama Signs Total Bus/ Bus Wrap Brand Trains Immersive Advertising

16 Other Out-of-Home Media
Postage stamps Mobile billboards (trucks) Electronic Signs Parking Meters Public Phones

17 Exhibitive Media Product packaging Trade show booths and exhibits

18 Packaging Considerations

19 Packaging Influences Environmental Government Manufacturing
Frequency of Change

20 Trade Show Booths and Exhibits
Planning Budgeting Promotion People Productivity

21 Trade Show Booths and Exhibits
How consumers learn about trade shows Wait time for a sales rep at a booth

22 Specialty Advertising
Given Free Specialty Product Premium

23 Directories and Yellow Pages
Serve as locators, buying guides, mailing lists Content—”how” to purchase Yellow Pages—fifth largest ad medium Competition pushed user-friendly directories Ride-along program for coupons and samples

24 Emerging Media Cinema advertising Product placement ATMs

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