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Out-of-Home, Direct Mail, and Specialty Advertising

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Presentation on theme: "Out-of-Home, Direct Mail, and Specialty Advertising"— Presentation transcript:

1 Out-of-Home, Direct Mail, and Specialty Advertising
Chapter 14 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

2 Learning Objectives LO1: Discuss the various types of outdoor advertising and its pros and cons. LO2: Describe how outdoor advertising is purchased. LO3: Discuss the various types of transit advertising and its pros and cons. 14-2

3 Learning Objectives LO4: Discuss the various types of direct mail and its pros and cons. LO5: Describe the basic components of direct mail advertising. LO6: Explain the value of advertising specialities 14-3

4 Out-of-Home Media Out-of-Home Media Billboards Cinema Transit
Street Furniture Alternative 14-4

5 Pros and Cons of Outdoor Advertising
Fleeting Message Environmental Influence Audience Measurement Control Planning and Costs Availability of Locations Visual Pollution Pros Accessibility Reach Frequency Geographic Flexibility Demographic Flexibility Cost Impact Creative Flexibility Location 14-5

6 Outdoor Advertising Types of the Outdoor Advertising Bulletins
20-sheet poster panels eight-sheet posters nonstandard spectacular 14-6

7 Outdoor Advertising Buying Outdoor Advertising 100 Showing
100 GRPs daily theoretical can be measured using historical DEC or the newer EOI methods Location is key for effective outdoor advertising 14-7

8 Outdoor Advertising Regulation of Outdoor Advertising
Highway Beautification Act of 1965 on federally subsidized roads Today, many people say they like billboards Some states prohibit outdoor advertising altogether 14-8

9 Transit Advertising Types of Transit Advertising Transit Shelters
station, platform, and terminal posters inside cars and outside posters on buses taxi exteriors 14-9

10 Transit Advertising Buying Transit Advertising
unit of purchase is a showing. a full showing (100 showing) means that one card will be in each vehicle in the system. can also purchase half or quarter showings. 14-10

11 Transit Advertising Special inside buys Special outside buys
basic bus: all inside space on a group of buses. take-ones: reply cards or coupons that a passenger can take Special outside buys bus-o-rama signs are full-color backlit ads running the length of the bus total bus means the entire bus 14-11

12 Other Out-Of-Home Media
Cinema Advertising advertising before a movie starts ATMs on receipts or the display Mobile Billboards trucks that carry a billboard Digital Signage Electronic signs, some that can be interactive 14-12

13 Direct Mail Advertising
Types of Direct Mail Dimensional Direct Mail Broadsides Self-Mailers Sales Letters Statement Stuffers Postcards House Organs Business Reply Mail Catalogs Folders Brochures 14-13

14 Pros and Cons of Direct Mail Advertising
High Cost per Exposure Delivery Problems Lack of content support Selectivity Problems Negative Attitudes Environmental Concerns Anti-spam laws Pros Selectivity Intensive Coverage Extensive Reach Flexibility Control Personal Impact Exclusiveness Response Testability 14-14

15 Specialty Advertising
Advertising Specialty promotional product imprinted with advertisers name or message t-shirts, caps, footwear, writing instruments, bags, calendars, drinkware, etc Business-to-Business specialties gift recipients tend to feel obliged to return the favor 14-15

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