Support Media Chapter Thirteen Support Media

Support Media Chapter Thirteen Support Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Role of Support Media
To reach those people in the target audience that primary media (TV, print, etc.) may not have reached and to reinforce, or support, their messages. Relation to text This slide relates to material on p. 414 of the text. Summary Overview The role of support media is to reach those people in the target audience that primary media such as TV or print may not have reached and to reinforce or support the advertising message. Use of this slide This slide can be used to discuss the role of support media in the IMC program. Many advertisers have increased their use of support media and will continue to increase their use as new alternatives are developed. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Support media are also referred to as:
Alternative Media Nonmeasured Media Nontraditional Media Relation to text This slide relates to material on pp. 415 of the text. Summary Overview This slide introduces other types of integrated marketing communication tools called support media. Support media uses a variety of channels to deliver the communication message and are also referred to as, alternative media, nonmeasured media, or nontraditional media. Use of this slide This slide can be used to introduce support media and the role they play in the IMC process. Alternative Media Nonmeasured Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Examples of Traditional Support Media
Outdoor Advertising Outdoor Advertising Aerial Advertising Aerial Advertising Mobile Billboards Mobile Billboards TraditionalSupport Media Relation to text This slide relates to material discussed throughout this chapter. Summary Overview There are various forms traditional support media. Some of the more popular types are: Outdoor advertising Aerial advertising Mobile billboards In-store media Promotional products Yellow pages Other media Use of this slide This slide can be used to introduce the various forms of support media. More detailed discussion of each type will follow. In-store Media In-store Media Promotional Products Promotional Products Yellow Pages Yellow Pages Other Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Out-of-Home Media – A Diverse Cross-Section of Formats
Relation to text This slide relates to material on pp and Figure 13-1 of the text. Summary Overview As this slide shows, billboards are no longer limited to standard sizes and two dimensions; 3-D forms and extensions are now used to attract attention. Digital outdoor media have also contributed to the success. Digital messages on billboards, transit signs, and in lobbies have allowed more advertisers to participate as messages can be changed quickly and often. In addition, it allows outdoor advertising to appear in places previously unavailable, and in a timely fashion. Use of this slide This slide can be used to prompt students do recall where they have been exposed to either signboards or electronic billboards at sports stadiums, in supermarkets, in the campus bookstore and dining halls, in shopping malls, on the freeways, or on the sides of buildings. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Top 10 Outdoor Advertising Categories
Local services and amusements Media and advertising Public transportation, hotels, and resorts Retail Insurance and real estate Financial Automotive dealers and services Restaurant Automotive, auto access, and equipment Telecommunications Relation to text This slide relates to material on pp and Figure 13-3 of the text. Summary Overview This slide lists the top 10 outdoor advertising categories, which shows that outdoor continues to be used by a broad client base, ad demonstration of its continued acceptance in the industry. Use of this slide This slide can be used to discuss how billboard advertising has changed over the years and why it is a medium that continues to be successful despite the small percentage of advertising expenditure devoted to this medium, and despite its critics. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Outdoor Advertising Goes Beyond Two Dimensions
Relation to text This slide relates to material on pp and Exhibit 13-1 of the text. Summary Overview This slide shows an example of a creative outdoor billboard for Caldari Meat Sauce that goes beyond two dimensions. Outdoor advertising has become increasingly creative and many companies use clever images such as this to get people’s attention. Use of this slide This slide can be used to provide an example of outdoor advertising and how marketers have become very creative in the use of the medium. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Characteristics Of Outdoor Advertising
Can reach a variety of audiences very quickly Reach Can reach a variety of audiences very quickly Reach Potential for High frequency of impressions Frequency Potential for high frequency of impressions Frequency Relation to text This slide relates to material on pp of the text. Summary Overview Outdoor advertising is one of the more pervasive communication forms, particularly in urban or suburban setting. This slide summarizes the characteristics of outdoor advertising which include: Reach – can reach many people quickly Frequency – potential for many impressions Flexibility – many options are available Cost – low cost per exposure Impact – size, shape, and lighting may lead to impact Use of this slide This slide can be use to introduce the characteristics of outdoor advertising. As citizens have been active in trying to beautify their communities, outdoor advertising has become more and more controversial. Nonetheless, it continues to experience growth because of its effectiveness as a way to reach people and communicate a message. Many options available to reach specific groups Flexibility Many options available to reach specific groups Flexibility Low cost per exposure depending on medium used Cost Low cost per exposure depending on medium used Cost Size, shape, lighting, motion, and special impressions may lead to impact Impact © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Other Out-of-Home Media
Aerial Advertising Sky Banners Sky Writing Blimps Sky Banners Blimps Sky Writing Mobile Billboards Trucks Relation to text This slide relates to material on pp of the text. Summary Overview This slide shows the various forms of out-of-home media. These include: Aerial advertising Sky banners, blimps, sky writing Mobile billboards Trucks, vans, trailers In-store media Signs, videos, kiosks Use of this slide This slide can be used to introduce the various forms of out-of-home media. The first two categories are really additional forms of outdoor advertising while the last category covers the $17 billion spent each year to promote products in retail environments. Trailers Vans Trucks Vans Trailers In-Store Media Signs Kiosks Video Signs Video © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Sky Banner and Sky Writing

Blimps Carry the Message High and Wide
Relation to text This slide relates to material on pp and Exhibit 13-3 of the text. Summary Overview This slide show an example of aerial advertising as Sanyo is using a blimp to promote the company. Blimps generally fly over areas with large gatherings of consumers such as beaches and sporting events. Use of this slide This slide can be used to show an example of aerial advertising. Generally these media are not that expensive in absolute terms and can be useful for reaching specific target audiences and generating awareness of the company. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Other Miscellaneous Outdoor Media
Wall Drawings Wall Drawings Car Top Signs Car Top Signs Sidewalk Signs Ski Lift Poles Ski Lift Poles Media Options Relation to text This slide relates to material on p. 419 and exhibit 13-5 of the text. Summary Overview This slide shows examples of other types of outdoor media. These include wall drawings, car top signs, messages on ski lift poles, gasoline pumps, trashcans, ATM displays, parking meters and signs on sidewalks. Use of this slide This slide can be used to discuss the numerous examples of other outdoor media. Marketers are looking for every conceivable place where they can place an advertising message that will reach consumers. Many of these can be effective and affordable to both small and large companies. Parking Meters Parking Meters Gasoline Pumps Gasoline Pumps ATM Displays Trash Cans ATM Displays Trash Cans © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Examples of Kiosks

Trucks Become Billboards on Wheels
Relation to text This slide relates to material on pp and Exhibit 13-5 of the text. Summary Overview This slide shows an example of a truck being used as a mobile billboard. Mobile billboards can be effective and affordable to both small and large companies. The American Trucking Association estimates that a truck traveling 60,000 miles a year can create nearly 10 million viewer impressions. Use of slide This slide can be used to show an example of a mobile billboard. Trucking companies can generate revenue by putting messages on their vehicles and trucks can also be an effective way to deliver messages to the public. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Transit Advertising Media
Platform Posters Platform Posters Station Posters Station Posters Terminal Posters Terminal Posters Relation to text This slide relates to material on pp of the text. Summary Overview Another form of outdoor advertising is transit advertising which is targeted to the millions of people who are exposed to commercial transportation facilities including buses, taxis, commuter trains, trolleys, airplanes, and subways. The different types of transit advertising are: Station, platform, and terminal posters – floor displays, island showcases, electronic signs, and other forms of advertising that appear in transit facilities Inside cards – placed above the seats and luggage areas of buses or trains Outside posters – may appear on the sides, backs, and/or roofs of buses, taxis, trains, an subway and trolley cars Use of this slide This slide can be used to discuss transit advertising and the various forms this medium can take. Transit ads can be a very effective way to generate awareness and reach consumers in urban areas. Inside Cards Outside Posters Outside Posters © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Miscellaneous Outdoor Media Include Car-Tops
Relation to text This slide relates to material on pp and Exhibit 13-7 of the text. Summary Overview This slide shows an example of how advertising messages can be placed on the top of taxi cabs. Car top advertising is one of the many forms of outdoor advertising and can be an effective way to reach people in metropolitan areas. Use of this slide This slide can be used to discuss how advertising messages placed on the top of taxi cabs can be effective and affordable way for companies to deliver an advertising message. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Terminal Posters Gain Attention
Relation to text This slide relates to material on pp and Exhibit 13-8 of the text. Summary Overview This slide shows an example of an advertisement on a subway wall, which is a type of terminal poster. This particular ad is for the HBO series, “Six Feet Under.” Use of this slide This slide can be used to show an example of another form of outdoor advertising, which is posters on subway walls. This form of advertising can be an effective way to deliver an advertising message and reach commuters. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Outdoor Advertising Pros & Cons
Advantages Disadvantages Wide local coverage Wide local coverage Waste coverage Waste coverage High frequency High frequency Limited message capability Limited message capability Geographic flexibility Geographic flexibility Wearout Wearout Relation to text This slide relates to material on pp of the text. Summary Overview This slide summarizes the pros and cons of using outdoor advertising. These are: Advantages Wide local coverage High frequency Geographic flexibility Creativity Creation of awareness Efficiency Sales effectiveness Production capability Timeliness Disadvantages Waste coverage Limited messages Wearout High cost Measurement problems Image problems Use of this slide This slide can be used to discuss the pros and cons of using outdoor advertising. Outdoor advertising has both advantages and disadvantages as an advertising medium. Some of these problems can be avoided with other forms of out-of-home advertising. Creativity Creativity High cost High cost Creation of awareness Creation of awareness Measurement problems Measurement problems Efficiency Efficiency Image problems Sales effectiveness Sales effectiveness Production capability Production capability Timeliness Timeliness Production Capability © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Transit Advertising Pros & Cons
Advantages Disadvantages Exposure Exposure Reach Reach Relation to text This slide relates to material on p. 423 of the text. Summary Overview This slide summarizes the advantages and disadvantages of using transit advertising. Advantages Exposure – long length of exposure because of ride times Frequency – commuters and riders can be exposed regularly Disadvantages Reach – does not always reach the right target consumer Mood of audience – mass transit can be crowded and hurried Use of this slide This slide can be used to discuss the advantages and disadvantages of transit advertising. Transit advertising can be an effective medium, but its strengths and weaknesses must be understood to use it properly. Frequency Frequency Mood of the Audience © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Promotional Products Marketing
The advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives. Relation to text This slide relates to material on p. 424 of the text. Summary Overview This slide describes promotional products marketing. Promotional products marketing can be described as both an advertising and sales promotion medium. There are thousands of specialty items in promotional products marketing including such things as pens, mugs, key rings, calendars, T-shirts, and matchbooks. Use of this slide This slide can be used to introduce promotional products marketing. Specialty items are used for many promotional reasons such as a thank you for patronage, keeping the name of company in front of the customer, and introducing new products, or services. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Promotional Products Pros & Cons
Advantages Disadvantages Selectivity Selectivity Poor image Poor image Flexibility Flexibility Saturation Saturation Frequency Frequency Lead Time Relation to text This slide relates to material on pp of the text. Summary Overview This slide summarizes the advantages and disadvantages of using promotional products marketing. Advantages Selectivity – distributed directly to the targeted customer Flexibility – a variety of specialty items are available Frequency – designed for retention which results in repeat exposures Economy – most items are affordable Goodwill – free gifts make consumer feel good Augmentation – supplement other media Disadvantages Poor image – can cheapen brand/company image with cheap giveaway Saturation – many organizations use this medium Lead time – can take time to have large numbers of items produced Use of this slide This slide can be used to discuss the advantages and disadvantages of using promotional products. This medium is the fastest growing of all advertising or sales promotion media and can be a very effective tool as a supplement to traditional media. Economy Economy Goodwill Goodwill High recall High recall Augmentation Augmentation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Measurement of Promotional Products
71% received promotional product in last 12 months 536 travelers through DFW airport 33% still had the item on them 76% recalled the advertisers name Relation to text This slide relates to material on pp of the text. Summary Overview This slide shows the results of a 2004 study of 536 travelers through DFW airport conducted in an attempt to determine the impact of promotional products marketing. Use of this slide This slide can be used to discuss that specialty advertising has no established ongoing audience measurement system. 52% conducted business w/the advertiser 52.1% had improved impressions 73% use once a week 55% kept over a year © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Forms of Yellow Pages Internet Yellow Pages Internet Yellow Pages
Specialized directories Specialized directories Other Services Relation to text This slide relates to material on p. 427 of the text, which discusses Yellow Pages Advertising. Summary Overview An overlooked, but popular medium for local and national advertisers is the Yellow Pages. Listed below are the several forms of this medium Specialized directories – targeted at select markets such as ethnic or religious groups Internet Yellow Pages – 1.5 billion references in 2004 Other services – refers to additional items that are distributed with the Yellow Pages such as coupons and freestanding inserts Use of this slide This slide can be used to introduce the Yellow Pages as an advertising medium. Local advertisers make up the bulk of advertisers in this medium, but national advertisers will use the Yellow Pages as well. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Yellow Pages Advantages Disadvantages Wide Availability Wide Availability Market Fragmentation Market Fragmentation Action Oriented Action Oriented Timeliness Timeliness Relation to text This slide relates to material on pp of the text. Summary Overview This slide shows the advantages and disadvantages of using the Yellow Pages. They include: Advantages Wide availability Action oriented Low cost Frequency Non-intrusive Disadvantages Market fragmentation Timeliness Lack of credibility Lead times Clutter Size requirements Use of this slide This slide can be used to discuss the various advantages and disadvantages of the Yellow Pages as an advertising medium. Publishers of Yellow Pages often promote them as the final link in the purchase cycle since customers use them when they are ready to make a purchase. Low Cost Low Cost Lack of Creativity Lack of Creativity Frequency Frequency Lead Times Lead Times Non-Intrusiveness Non-Intrusiveness Clutter Clutter Size Requirements © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advertising in Movie Theatres
Advantages Disadvantages High Exposure High Exposure Irritation Irritation Audience Mood Audience Mood Cost (Maybe) Cost (Maybe) Cost (Maybe) Relation to the text This slide relates to material on pp Summary Overview Many movie theaters are now showing commercials shown before the feature film and previews. This slide discusses the advantages and disadvantages of showing ads in movie theaters. Advantages High exposure – over a billion people go to movies every year Audience mood – good moods can carry over to the product Cost – low in absolute and cost per exposure Good recall – high percentage of recall compared to TV Lack of clutter – theaters limit the number of ads Proximity – theaters are close to shopping malls where many products are purchased Disadvantages Irritation – people do not want to see ads in movie theaters Cost – CPM’s tend to be higher than in other media Use of this slide This slide can be used to discuss the advantages and disadvantages of using movie theater advertising. While only two disadvantages of theater advertising is mentioned, the irritation aspect is a strong one. Many people who have paid to see a movie perceive advertising as an intrusion. Advertisers should thus be cautious in their use of this medium. Good Recall Good Recall Lack of Clutter Lack of Clutter Proximity Proximity Segmentation Segmentation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

007 Movie Tie-In Product Placement
Relation to text This slide relates to the material on pp which discusses product placements. Summary Overview This slide contains a commercial for the BMW Z3 roadster which shows how the company extended the use of product placements into a television commercial, thus increasing the value achieved through each medium. MGM/United Artists created special scenes in the James Bond movie GoldenEye to feature BMW’s Z3 roadster when it was being introduced. Use of this slide The commercial shown in this slide can be used as the basis for a discussion of the value of product placements in movies and television shows. BMW paid large sums of money to have its cars featured in several of the James Bond action movies and build full scale promotional campaign around these movie tie-ins. *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Types of In-Flight Advertising
Magazines Magazines Catalogs Catalogs Relation to text This slide relates to material on pp of the text. Summary Overview Another rapidly growing medium is in-flight advertising. In-flight advertising includes the following forms: Magazines Catalogs Videos Radio Use of this slide This slide introduces in-flight advertising which has become a popular way to reach consumers. Nearly every airline has an in-flight magazines and most have video and audio programming available where advertising messages can be run. Radio Videos Videos © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

In-Flight Advertising
Advantages Disadvantages A Desirable Audience A Desirable Audience High Potential for Irritation High Potential for Irritation A Captured Audience A Captured Audience Limited Availability of Medium Limited Availability of Medium Relation to text This slide relates to material on pp of the text. Summary Overview This slide summarizes the advantages and disadvantages of in-flight advertising. Advantages Reaches a very desirable audience Reaches a captive audience Low relative cost Segmentation capabilities Disadvantages High potential for irritation Limited availability of medium Lack of audience attention Potential for rapid wearout Use of this slide This slide can be used to discuss the various pros and cons of using in-flight advertising as an advertising medium. As the number of flying passengers increases, so does the attractiveness of the medium. Low Relative Cost Low Relative Cost Lack of Audience Attention Lack of Audience Attention Segmentation Possibilities Segmentation Possibilities Potential for Rapid Wearout © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

In-Flight Magazines Enjoy a Captive Audience
Relation to text This slide relates to material on pp of the text. Summary Overview This slide shows an ad for Hemispheres, which is United Airlines free in-flight magazine. This magazine is available on almost all United Airlines flights and provides advertisers with the opportunity to reach nearly 2 million passengers each month. Use of this slide This slide can be used to show an example of an in-flight magazine. Ads in these magazines can be a very effective way to reach travelers, many of whom are a very viable market for the products and services advertised. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Nontraditional Support Media
Product Placements Product Placements Others Product Integration Product Integration Branded Entertainment Relation to text This slide relates to material on pp of the text. Summary Overview This slide lists the various types of branded entertainment, which is a form of advertising that blends marketing and entertainment through television, film, music talent, and technology: Product Placements – showing the actual product or an ad for it as part of a movie or TV show Product Integration – the product is woven throughout the program Advertainment – the creation of video and/or music content by an advertiser in an attempt to entertain viewers while advertising their products Content Sponsorship – rather than developing their own content, some advertisers agree to sponsor specific programs, receiving product placements, integration, and promotions in return. Ad-Supported Video on Demand – specialized content programs offered through cable TV networks that are developed by advertisers and provided to the cable operators for free. Others – Other forms of branded entertainment (through wireless, mobile, etc.) continue to develop Use of this slide This slide can be used to discuss the various types of branded entertainment students may have seen everyday, but not realized that it was advertising. Ad-Supported VOD Ad-Supported VOD Advertainment Advertainment Content Sponsorship Content Sponsorship © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Example of Successful Product Placement
ET and Reese's Pieces (1982)

"E.T.'s favorite candy" Steven Spielberg originally approached Mars with the idea of product placement of M&M's in his upcoming movie, E.T. the Extra-Terrestrial (1982). Mars declined the offer. Spielberg later approached the Hershey Chocolate Company, who turned down the idea of using their flagship product Hershey's Kisses but chose to use Reese's Pieces instead. Immediately after the movie was released, sales of Reese's Pieces increased by 80%.

Branded Entertainment
Advantages Disadvantages High Exposure High Exposure High Absolute Cost High Absolute Cost High Frequency High Frequency Time of Exposure Time of Exposure Media Support Media Support Limited Appeal Limited Appeal Relation to text This slide summarizes the advantages and disadvantages of branded entertainment, on pp of the text. Advantages High exposure High frequency Media support Source association with the actor/actress using the product Economy High recall Bypass regulations Viewer acceptance Targeting Disadvantages High absolute cost Time of exposure Limited appeal Lack of control when/where placed in the movie Public relations Competition from other products Negative placement in a negative scene Clutter Use of slide This slide can be used to discuss the various pros and cons of using product placement and other forms of branded entertainment as an advertising medium. The use of branded entertainment has become commonplace as more and more advertisers are paying for their products to be displayed or even integrated into a movie or television show. Source Association Source Association Lack of Control Lack of Control Economy/High Recall Economy/High Recall Public Reactions Public Reactions Bypass Regulations Bypass Regulations Competition Competition Viewer Acceptance Viewer Acceptance Negative Placements Negative Placements Targeting Targeting Clutter © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Measurement in Branded Entertainment
Nielson Media Research Nielson Media Research IAG Research Services IAG Research Relation to text This slide relates to p. 438 of the text. Summary Overview A number of high-profile companies offer services to monitor and measure the impact of branded entertainment: Nielson Media Research IAG Research Deutsch/iTVX Brand Advisers Use of this slide This slide can be used to discuss the services available for measurement of branded entertainment. At this time there is no one accepted standard used by advertisers or industry members. Deutsch/iTVX Deutsch/iTVX Brand Advisers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Miscellaneous Other Media
Parking lot ads Parking lot ads Videogame ads Videogame ads Bathroom ads Bathroom ads Relation to text This slide relates to pp and IMC Perspective 13-2 of the text. Summary Overview The variety of options for placing ads appears endless. A few of the faster growing and more widely used options are: Videogame ads Parking lot ads Bathroom ads Place-based media Others Use of this slide This slide can be used to discuss the creative, and sometimes questionable, ways advertisers get their messages out. Others Place-based media Place-based media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Miscellaneous Alternative Media
Advantages Disadvantages Awareness and Attention Awareness and Attention Irritation Irritation Cost Efficiencies Cost Efficiencies Wearout Relation to text This slide relates to material on pp of the text. Summary Overview This slide summarizes the advantages and disadvantages of advertising using miscellaneous alternative media. Advantages Awareness and attention Cost efficiencies Targeting Disadvantages Irritation Wearout Use of this slide This slide can be used to discuss the various pros and cons of using miscellaneous alternative media as an advertising medium. Targeting Targeting © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Support Media Chapter Thirteen Support Media

Similar presentations

Presentation on theme: "Support Media Chapter Thirteen Support Media"— Presentation transcript:

Similar presentations

About project

Feedback

Log in

Auth with social network:

Support Media Chapter Thirteen Support Media

Similar presentations

Presentation on theme: "Support Media Chapter Thirteen Support Media"— Presentation transcript:

Similar presentations

About project

Feedback