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CHAPTER 11
OUT-OF-HOME AND SUPPORT MEDIA
Chapter Overview
In addition to the broadcast and print media discussed in the two previous chapters, marketers have a
variety of alternative media from which to choose. In fact, the number of advertising media continues to
increase almost daily, with advertisements appearing almost everywhere. In addition to the familiar
outdoor ads and transit ads, a number of new media have recently appeared. Parking meters, trash cans,
restroom walls, videotapes (on the tape as well as on the box), and shopping carts are just a few of the
many places now carrying ads. These media, often referred to as support media are assuming an
increasing role in the media mix. The purpose of this chapter is to familiarize the student with some of
these media, and to discuss the advantages and disadvantages of each.
Learning Objectives
1. To recognize the various support media available to the marketer in developing a promotional
program
2. To develop an understanding of the advantages and disadvantages of support media.
3. To know how audiences for support media are measured.
Chapter and Lecture Outline
l.
THE SCOPE OF THE OUT-OF-HOME AND SUPPORT MEDIA INDUSTRY
Out-of-home media are those beyond the traditional broadcast and print media. They are typically
consumed at home and include billboards, transit and point-of-sale.
ll.
OUTDOOR MEDIA
While outdoor media is pervasive, advertising spending on the medium is approximately 10% of that
spent on television.
A. Outdoor Media Options – outdoor media are available in a wide variety of formats. These
include: posters, backlit posters, bulletins, superboards, street-level posters and transit
shelter posters.
B. Audience Measurement for Outdoor Media – Reach and frequency are measured by the
Canadian Outdoor Measurement Bureau (COMB). Their methodology involves the use
of traffic circulation from municipalities and analyzing this data with respect to the
average number of people in the vehicle and the origin of the vehicle within the CMA.
COMB measurement results can be used to estimate the number of GRPs for individual
outdoor advertising campaigns.
C.


Strengths of outdoor media:
wide coverage of local markets
frequency
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





geographical flexibility
creativity
ability to create awareness
efficiency
effectiveness
production capabilities
D.





Limitations include:
waste coverage
limited message capabilities
wearout
cost
image problems
III. TRANSIT ADVERTISING
A. Commuter Transit Options
Another form of out-of-home advertising is transit advertising. While similar to outdoor in the sense
that signs and electronic billboards are often employed, transit differs in that these ads are oriented around
transportation. Buses, taxis, commuter trains, airplanes, and subways are some of the transit forms
employed.
1. Types of transit advertising—three types of transit advertising are most commonly employed:




interior transit cards are placed in backlit units above the seating area in buses,
streetcars and subway cars.
interior door cards are placed on both sides of the doors of subway and commuter train
cars.
exterior posters are placed on the on the sides and backs of buses.
station posters are found in places where people wait for public transportation and
include bus shelters.
2 . Strengths of transit advertising:

exposure

frequency

timeliness

geographic selectivity

cost
3. Limitations of transit advertising:
 image factors
 reach
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

waste coverage
copy and creative limitations
B. Airline Transit Options
In-flight advertising includes in-flight magazines, videos and radio as well as outdoor type advertising in
airports.
1. Strengths of In-Flight Advertising

a desirable audience

a captive audience

cost

segmentation capabilities
2. Limitations of In-Flight Advertising

irritation

limited availability

lack of attention

wearout
IV. POINT-OF-PURCHASE MEDIA
While not media in the traditional sense of the word, in-store signs, displays, banners, kiosks and video
displays on shopping cards are important promotional tools for advertisers especially when considering
that research indicates that approximately two thirds of purchase decisions are made in retail outlets.
Point-of-purchase media reach the target audience when they are making a purchase decision and at
reasonable CPMs. On the other hand, some shoppers may feel that point-of-sale media hinder the
shopping experience. Advertisers must rely on third parties for installation, the environment is typically
very cluttered and there is a lack of objective audience measurement.
V. PLACE-BASED MEDIA
A. Place-Based Media Options
Place-based media bring the message to the audience. They include mall posters and advertising
placements in convention centres, movie theatres, hotels, sports venues and school campuses.
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1. Strengths of Place-Based Media

target audience selectivity and timely exposure

reasonable cost

potential for more in-depth cognitive processing and stronger emotional responses
2. Limitations of Place-Based Media

often consumers are exposed when they are not expecting a selling message and this may
cause resentment

clutter
B. Place-Based Media at the Movies
Advertising in movie theatres allows advertiser to use longer commercials and, as indicated by research,
to achieve high recall. However, not all movie-goers have been receptive to this from of advertising.
1. Strengths of Movie Theatres as Media

exposure

mood

cost

recall

clutter

proximity
2. Limitations of Movie Theatres as Media
VI.

irritation

cost
PROMOTIONAL PRODUCTS MARKETING MEDIA
The Promotional Products Association International (PPAI) defines promotional products marketing
as:
“the advertising or promotional medium or method that uses promotional products such as ad
specialties, premiums, business gifts, awards, prizes or commemoratives”
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Over 15,000 advertising specialties such as ball-point pens, matchbook covers, mugs, or expensive gift
items have been used to account for over $13.1 billion per year in expenditures in this medium.
A. Strengths of Promotional Products Marketing

selectivity

flexibility

frequency

cost

goodwill

supplementing other media
B. Limitations of Promotional Products Media

image

saturation

lead time
C. Audience Measurement in Promotional Products Marketing
Because of the unique nature of the ‘medium’, there is no established audience measurement system for
it. Various studies have shown that the use of advertising specialties can dramatically improve brand
recall and response to direct mail offers.
VII. YELLOW PAGES MEDIA
One of the more commonly utilized—and overlooked—forms of advertising is the Yellow Pages. It is
referred to as a directional medium because once consumers have made a purchase decision, the Yellow
pages point them to where they can act on it.
.
A. Strengths of Yellow Pages Media

wide availability

action-orientation

costs

high frequency of exposure

nonintrusiveness
B. Limitations of Yellow Pages Media
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




VII.
market fragmentation
timeliness
lack of creativity
lead times
clutter
PRODUCT PLACEMENT IN MOVIES
In increasing numbers, marketers are paying to have their products used in movies, television shows and
music videos. In many instances such product placements have resulted in significant sales increases.
A. Strengths of Product Placements

exposure

frequency

support for other media

source association

cost

recall

bypassing regulations

acceptance
B. Limitations of Product Placements

high absolute cost

time of exposure

limited appeal

lack of control

public reaction

competition

negative placements
C. Audience Measurement
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While no formal audience measurement organizations exist, some studies have shown that
product placement generates relatively high recall and that it can add an aura of glamour to
products associated with celebrities.
Teaching Suggestions
As the instructor is no doubt aware, there is a lot of information that can be (and needs to be) conveyed
regarding out-of-home and support media. When students think about advertising, they usually think
about broadcast and print media. In fact, there is a great deal of money spent to advertise in these
alternative media. Some of these media will also readily come to mind—for example, outdoor—while
others are less likely to do so.
Coverage of the characteristics of some of the media presented in this chapter can lead to interesting
exchanges. As indicated, discussions of product placements, advertising in the movies, and new places
where ads are appearing generally get students involved, and may lead to heated discussions. Students
may be encouraged to engage in a debate over the merits and/or ethics of some of these advertising forms.
Our lectures generally follow the outline set forth in the text. We discuss the characteristics of the various
media, the advantages and disadvantages, and some of the sources of information that are available. We
then tie these materials back to the media strategy chapter and the communications models chapter to
demonstrate how and when such media might be employed.
It is also possible to integrate films, videos and guest speakers into this coverage. Finally, outside sources
such as Marketing, Ad Age, and Adweek write extensively about these media, and are a great place to
acquire information.
Answers to Discussion Questions
1. What are promotional products? List some of the advantages and disadvantages of this medium.
Provide examples of where this medium would be appropriate.
Promotional products and advertising specialties consist of products and gifts that are given to clients
and/or prospective customers for a variety of reasons. These products may range from something as
simple and inexpensive as matchbooks or ballpoint pens to much more expensive items such as
leather cases, plaques, etc. Promotional products are used to accomplish a variety of objectives,
including creating awareness, building relationships, and increasing the likelihood of retention.
The products offer a number of advantages including the ability to be creative, thus increasing
awareness and attention to the message, attractive, leading to retention and goodwill and inexpensive.
Due to these reasons, many employ this advertising medium to achieve reach and to remind
customers of their offerings.
Potential disadvantages of promotional products include the potential for waste (the items are lost or
thrown away), potentially harmful effects to the company’s image (cheap products) and they can be
expensive. Some companies will not permit their employees to accept promotional products that
exceed a certain cost, expressing concerns that the employee may favour the giver in future deals, to
the detriment of those not providing specialties.
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Promotional products are appropriate in a number of situations. For a company making a sales
presentation and attempting to be creative and/or break through the clutter the medium holds strong
potential. In addition, when awareness and or retention are the objectives, specialties serve as an
inexpensive means of achieving reach and reminders respectively. (Every time you use your pen, it
may remind you of the provider.) Other specialties—for example, desktop items or calendars—serve
as an easy way to keep one’s name and phone number in front of the potential customer. It is a lot
easier to glance across one’s desk than it is to look up the number in the phone directory.
2. Discuss some of the merits of in-flight advertising. What types of products might most effectively use
this medium?
Perhaps the major advantage of in-flight advertising is the captured audience. For many, particularly
those on long flights, in-flight ads in airline magazines and/or commercials will be attended to just to
break up the monotony of the flight. The fact that the audience has no where to go may increase the
likelihood of attention.
Another benefit is reach. As noted in the text, in-flight magazines have a very high reach, given the
millions of flyers potentially exposed to the media.
A third benefit is the characteristics of the audience. Travelers are typically more upscale socioeconomically, and for some products, this advertising medium offers a cost effective means of
reaching this segment. In addition, the audience may be segmented by business versus pleasure
travelers, and products offered to both segments might effectively be promoted.
A variety of companies have found in-flight media to be effective for them (just look in any in-flight
magazine). Long distance phone card companies, hotels, rental cars and restaurants have found the
medium effective for reaching both business and pleasure travelers. Pagers, luggage companies, and
those promoting seminars have effectively reached business travelers. Those offering upscale
products such as cognac have found the First Class and Business class travelers a prime audience for
their ads.
3. Explain how various support media might be used as part of an IMC program. Take any three of the
media discussed in the chapter and explain how they might be used in an IMC program for
automobiles, cellular telephones and Internet services.
As noted in the chapter, support media can be used to achieve a number of communications
objectives. Creating awareness, garnering attention, and maintaining retention are goals for which
support media may be particularly useful. Consider the following examples:
Automobiles- the text notes how BMW used product placements effectively in James Bond movies.
Outdoor billboards have been used by BMW and probably most other automobile companies. Of
course, all automobiles are advertised in the Yellow Pages and many upscale brands have used inflight media as well.
Cellular telephones- Promotional products have been used by a number of cell phone companies. Key
chains shaped like cell phones have been used to create awareness and retention. Note pads for
desktops have also been commonly employed. Outdoor is a favorite of many cell phone companies,
primarily to create awareness. In an example of product placements, Ericcson had their cell phone
placed in a James Bond movie, with tie-ins to the movie website. Cell phone ads have also appeared
on transit ads, blimps and bus shelters.
Internet services- If you have ever driven through Silicon Valley in California, you don’t have to be
told about the use of billboards by Internet services companies. These companies are also frequent
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users of specialties, in-flight advertising and transit advertising. Most of these messages focused on
creating awareness of the service. Some have employed promotional products to attempt to break
through the clutter of Internet service advertisements, and to achieve retention by having the potential
customer hold on to the specialty.
As you can see in each of these examples, support media can be used by a variety of companies to
achieve a number of communications goals. Due to their flexibility these media can be creatively
used to effectively promote companies and their service offerings.
4. A prevalent strategy among advertisers is to get themselves into television shows and movies.
Discuss the possible advantages and disadvantages that might result form such exposures.
Pages 302-304 discuss some of the advantages and disadvantages of product placements. As noted in
the discussion of product placements, this is a growing industry—just look next time you watch a
movie. The advantages of this form of promotion include excellent exposure, the potential for high
levels of frequency, relatively low cost per thousand, and recall. One of the major advantages, is
however, source association and image creating abilities. The exposure of the new BMW Z-8 in the
James Bond movie was a tremendous boon for the auto. Other examples cited in the text demonstrate
the potential for image creating possibilities.
At the same time, all product placements are not successful. Due to a variety of reasons, the product
may fail to be seen or heard. When it is seen or heard, the time of exposure may be minimal—it costs
more to have a long exposure. The advertiser also does not have total control over the placement. For
example, if a scene is cut, the product placement may be cut as well. If the script calls for a change,
the product placement may suffer in the process. Product placements are not inexpensive in an
absolute cost sense. As noted in the text, as more and more advertisers employ this form, the law of
supply and demand will dictate cost increases.
Finally, two factors may even lead to negative consequences of product placements. One is the
negative placement described in the book. The mood created by the movie or television show may
negatively impact the impression of the product, and/or the product may be depicted in a less than
positive fashion (see Pepsi/Coke example in text.) Secondly, as the number of product placements
continues to increase, the inclusion of these placements will leave the domain of a natural setting and
become intrusive. As more and more placements become blatantly placements, the viewer will
become more irritated and the effectiveness of this strategy will decline.
5. The Yellow Pages has proven to be an extremely effective advertising medium for some firms.
Explain why the Yellow Pages are so effective. Are there any limitations associated with this
medium? If so, what are they?
A number of factors make the Yellow Pages an effective medium. Included in these are the potential
for a high number of exposures, and the ability to provide awareness as well as specific information
such as positioning, location, phone number, etc. In addition, the costs (both absolute and per
exposure) are very affordable, there is a strong potential for report exposures (frequency), and the
Yellow Pages are widely available. Perhaps the greatest potential lies in the fact that the Yellow Pages
are a directional medium. That is, many buyers have a felt need, are looking for specific information
and/or are ready to make a purchase. The Yellow Pages ad—perhaps more than that of any other
medium—is likely to stimulate action.
Of course, there are disadvantages associated with Yellow Pages advertising. These include creative
limitations, market fragmentation and long lead times, which may ultimately result in lack of
timeliness.
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The Yellow Pages truly are a different type of advertising medium. The directories can be tailored to
local markets, they are unintrusive, but at the same time, we all use them—whether at home or
away—when we have specific needs.
6. Discuss advantages and disadvantages associated with advertising in movie theatres. For what types
of products and/or services might these media be most effective.
There are a number of advantages associated with these forms of advertising. First, there is the
potential for a high number of exposures and for high frequency. The cost in local theatres can be
relatively low, though this is typically accompanied by a lack of creative potential. There is little or no
clutter, and the audience is more likely to be attentive (essentially a captured audience). Recall of
movie ads can be quite high (though not necessarily positive) and if the experience is an enjoyable
one, positive effects of mood are experienced
One of the primary disadvantages is that such ads may lead to dissatisfaction among consumers in
that they feel the ads are intrusive. Unlike television, radio and other media, the consumer often feels
that they have paid a significant price to enjoy their movies and are not happy when they must watch
an advertisement. As a result they tend to react negatively when the ads appear. Studies have shown
that ads in movie theaters are rated as intrusive, irritable and less well liked. Consumers often express
the idea that they are paying to watch a movie, and if they wanted to watch television with all of the
commercials, they could have done so for free at home.
A second disadvantage is that of cost—particularly with movie ads. Both absolute and relative costs
are high, with the CPM’s for movie advertising particularly high relative to other media.
Perhaps the most viable product or service to advertise in these media are entertainment related
products and/or services. Movies are advertised in the format of previews, and some companies have
been successful in promoting travel and related services.
7. What are place-based media? Explain what type of advertisers would most benefit from their use.
Place-based media are those that are taken to the place where consumers may congregate. Doctors
offices, airports, shopping malls, even classrooms have been sites for this form of media.
The logic behind this medium is that a number of people can be reached at once, usually in a captured
situation, and often with time to kill (doctors offices and airports for example). The likelihood that
these consumers would pick up a magazine, watch the news, etc. is greatly increased if for no other
reason but that the medium is present. Placed-based media can be attractive to wide varieties of
market segments including businesspeople, teens, sports fans and families.
Additional Discussion Questions (Not in Text)
8.
Discuss some of the reasons why in-flight advertising is becoming a more attractive medium to many
advertisers.
In-flight advertising is becoming more attractive for a number of reasons:

the audience is desirable. The average traveler is upscale, and professional. They are often
involved in the purchase decision for a variety of products.
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
the audience is captive. The programming and ads are relatively free from distraction and quite
often there is little more to do than watch the ads—particularly on long flights.

relative cost. The cost of advertising in-flight is low on a relative basis than many other media
reaching this target audience.

target marketing. In-flight allows the advertiser to segment and to target specific demographic
groups.
Expensive products including perfumes, liquors, jewellery, etc. are products with a strong potential
market in in-flight. In addition, products targeted to travelers (both business and pleasure), products
with international appeal, and hotels, restaurants, and auto rentals can all reach their target markets
with this medium. Generally, all products targeted to an up-scale market may have potential.
Business products—for example, luggage, computers, etc.—may also be marketed effectively on inflight television. The percentage of travelers that are on business trips accounts for a substantial target
market.
The reason for these products having the best potential is the demographics of the airline passenger.
Given an average age of 45 years with a household income of $83,700, the traveler has money to
spend, and can afford more luxurious items. Given the high percentage of business travelers, the
market for business products and services may also be attractive.
As air travel increases, advertisers on in-flight are able to reach more and more potential customers. A
variety of products have found this medium to be effective in reaching their target markets.
9. What are some of the reasons in-store media may be effective in increasing sales?
Many marketers believe that the majority of purchase decisions are made when the consumer is in the
store. For that reason, they believe that by being “where the action is” they will be able to more
directly influence the consumer’s decision. The cite a number of reasons why they feel that they will
be more effective advertising in-store:

they can influence the consumer at the precise time the decision is being made.

the consumer has no time to forget the brand name

coupons can be used as an extra incentive to purchase

in-store displays can catch the consumer’s eye and stimulate trial

product information can be conveyed at the exact time the consumer needs it

the consumer has less time to experience dissonance and change his/her mind
10. Some research companies determine the value of product placements and/or sponsorships by
comparing the time the product is exposed to the comparative cost of an ad on the same program. The
logic goes like this:
Ad cost on TV program = $100,000 for a 30 second spot
Product exposed = 15 seconds
Product placement value + $50,000 (.5 of commercial cost)
There are, however, some problems with making this comparison directly. For example:
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141

the product conveys no direct message. While it indirectly communicates that Tom Cruise wears
Ray Bans, there is no specific message communicated.

assuming the viewer stays present, there is a greater likelihood that an ad will be noticed than
there is for a product placement. (Did you notice the brand of soft drink Tom Hanks drank in
Forrest Gump, or the brand of cereal on the table in Seinfeld?)

advertisements can convey information—product placements do not.

consumers’ attention during the program may be on the action. There is a much lower probability
that they will see the product.
In sum, to say that a product placement is the equivalent of a 30 second commercial is very likely
overstating its effectiveness.
11. Discuss some of the advantages and disadvantages of outdoor advertising.
Recent growth in the use of outdoor advertising can be attributed to the fact that there are a number of
advantages associated with these media. In recent years, outdoor ads have become more creative,
more attractive, more attention getting, and in general more appealing to both advertisers and viewers.
More specifically, outdoor advertising has the following advantages:

wide coverage of local markets—if the budget allows, outdoor advertising can be used to cover a
very broad local customer base. Ads can be placed in strategic locations such as freeways, bus
terminals, city streets and buildings, etc., allowing for the potential of a large number of
exposures.

high levels of frequency—because purchase cycles are usually for a minimum of one month,
passers-by will have the opportunity to be exposed to the message a number of times.

geographic flexibility—as noted, outdoor ads can be placed in a variety of locations, potentially
reaching drivers, walkers, mass transit users, etc., throughout a number of geographic locations.

creativity—due to recent technological advances, outdoor has now become a very creative
medium. Boards are no longer unidimensional and boring. (Note some of the examples provided
in the text.)

ability to create awareness—due in part to creativity, and in part to the simplicity of its messages,
outdoor has been shown to be quite effective in creating awareness of products advertised.
Outdoor also has its disadvantages:

waste circulation—outdoor is not a very effective medium for targeting specific markets. Given
that locations are chosen on the basis of the number of potential exposures, the medium is most
effective when a mass market is sought.

limited message capabilities—in many cases—particularly for billboards—exposure times to the
ad are very short. As a result the message must be simple and limited. (Of course this is less true
for terminal ads or transit ads on the inside of commuter vehicles. It is also possible to increase
message comprehension with well-thought-out illustrations or pictures.)

wear out—one of the advantages of outdoor (high frequency) may also result in a disadvantage—
wear out. Should the viewer see the ad repeatedly for a lengthy period of time, the likelihood
increases.

cost—outdoor is expensive in both an absolute and relative sense.
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142

measurement problems—it is difficult to gauge the effectiveness of outdoor ads. Traffic counts,
ridership and other figures are often used, but the accuracy of reach and frequency estimates, ad
recall, etc., has still not been completely resolved.
12. Discuss some of the nontraditional places you have seen advertising. Explain some advantages and
disadvantages to being in these locations.
Location
manhole covers
Advantage/disadvantage
+ awareness/attention/interest
- image/message limitations
golf cups
+awareness/interest/targeting
- limited reach/message limits
trash cans
+ awareness/frequency/location
- image
restroom ads
+ attention/no clutter/interest
- image
elevator ads
+ no clutter/attention
- message limitations/mood
ski resorts
+ targeting/frequency/no clutter
- image/reach
13. One of the disadvantages associated with transit advertising involves image. Discuss why this might
be a problem and why advertisers might stay away from this medium as a result.
Ads that appear on buses, subway cars, benches, etc. may suffer from image problems. A variety of
reasons may contribute to this:

the image of transit itself—many people feel they would never ride a bus, are afraid of the
subway and/or have a negative image of taxi drivers—this image may carry over to the
advertisers themselves.

advertisers—while ads on buses, taxi’s, etc. may involve a number of companies with well known
names and reputations, ads on benches (for example) may be sponsored by less well known
companies. The receiver may impute a lack of credibility or form a negative impression as a
result (Would you use a lawyer whose ad you saw on a bus bench?)

The low cost of the ads can also attract advertisers who could not afford to advertise elsewhere.

appearance—weather conditions can contribute to the negative image. For example, slush and dirt
on motor vehicles, dirt and fading on benches, graffiti on posters, etc.
Problems:

If the ad does not create a favourable impression this may carry over to the image of the
product/service.

Attributions may be made to the advertiser—as noted above “would you eat in a restaurant you
saw on a subway ad?”. Many people wouldn’t.

The ad could be defaced beyond recognition.

Ads on transit vehicles may go to places outside the targeted area. For example, a restaurant ad
targeting urban dwellers may reach those on a cab or bus that are not likely to go into the city to
eat.
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14. Discuss some of the advantages and disadvantages associated with specialty (promotional products)
advertising.
Specialty advertising—or as it is now referred to “promotional products marketing”—offers the
marketer a number of distinct advantages:

Selectivity—specialties can be delivered to a very specific target audience, minimizing waste.

Flexibility—this form of advertising is limited only by the industry’s own creativity. The variety
of successful programs that can be implemented due to the flexible nature of the medium could
fill a book.

Frequency—if properly designed, the specialty will be kept, serving as a constant reminder of the
advertiser. For example, many specialties are designed to sit on the desk next to the phone—or
are attached to the phone itself to offer convenience as well as increase the frequency of exposure.

Complementing other media—specialties can be designed to complement and supplement other
media forms. For example, direct marketing firms such as Jack Nadel, Inc., are combining
specialty advertising and direct marketing approaches for their clients with great success.
Promotional products marketing also has its disadvantages:

Image problems—like direct marketing, the range of specialty advertising companies goes from
very sophisticated to very opportunistic. While many deal with formalized programs and well
designed specialties, others are willing to peddle “junk” in the desire to make a sale. As with
direct marketers, these companies do the industry a disservice, and they must be dealt with
accordingly.

Saturation—while well designed and useful specialties are of value to the consumer, one need
only ask “How many matchbooks, or pens, do I really need?” The net result is that many are
quickly discarded, or never read, and the intended effect is lost.
15. Discuss the advantages and disadvantages associated with transit advertising.
The advantages of transit advertising include:

long length of exposure. The average rider time on transit is 30 to 44 minutes.

potential for numerous exposures. Over 9 million persons ride transit each day, offering the
possibility for numerous exposures

high frequency. Because riders ride as a routine, the opportunity for repeat exposures is high.

timeliness. As demonstrated in the Barcelona example provided in the text, transit ads can be
timely and geographically specific

geographic selectivity. Again, as shown in the Barcelona example, transit ads can be
geographically selective

low cost. Transit ads are low in both absolute and relative cost
The disadvantages of transit advertising include:

poor image. Transit advertising suffers from poor image with some advertisers.

poor reach. Transit ads sometimes don’t reach sought areas—for example, suburbs and the rural
areas.

waste coverage. Transit ads provide significant waste coverage
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
copy and creative limitations. Creativity is limited in transit advertising, and the amount of copy
that can be comprehended is minimal for some forms (taxis, buses, etc.)

audience mood. The mood of the audience may not always be what the advertiser is hoping for.
This mood may carry over to the perception of the ad.
15. Give examples of products that might best benefit from each of the media discussed in this chapter.
It should be kept in mind that many products may benefit from more than one of the media discussed.
Likewise, with any list it could be argued as to which medium would best serve the product. But as an
example exercise, the following list is provided:
Product
New homes
Suntan oil
Food products
Attractions
Charities
Consumer goods
Skis
Records
Medium
Outdoor
Aerial
Point-of-purchase
Transit
Specialties
Movies
Product placements
Direct marketing
Major advantage offered
Location and directions
Awareness and targeting
Timeliness, targeting
Exposure
Cost, gift value
Exposure; cost
Image; exposure
Reach; targeting; cost
IMC Exercise
Stage a contest in which students bring their best example of a support ad to class (or a description of the
same). The contest should be judged on the novelty as well as the potential effectiveness (as explained by
the student) of the ad.
IMC Term Project
Include a variety of support media in your media plan. The absolute and relative costs of these should be
shown and a rationale for their inclusion should be provided.
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