Download Contemporary Advertising

McGraw-Hill/Irwin
© 2004 The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 18
Using Out-of-Home, Exhibitive, and
Supplementary Media
Presents the factors advertisers
consider when evaluating various
out-of-home, exhibitive, and
supplementary media
Objectives
Discuss the pros and
cons of outdoor
advertising
Describe the types of
standard outdoor
advertising structures
Identify the influences on
the cost of transit and
other out-of-home media
Identify several types of
supplementary media
Explain how to measure
outdoor media exposure
Detail transit advertising
options
Discuss the importance
of exhibitive media in a
company’s marketing mix
Explain the issues
advertisers face when
considering a change in
packaging
Out-of-Home Media
Outdoor Advertising
2002: $5.2 billion
Directional
medium for
motorists
Enhances awareness
of and reinforces
the advertiser’s core
message
Standardization of the Outdoor
Advertising Business
Plants
Types of outdoor ads
Bulletins
30-sheet poster
panels
Stock posters
Eight-sheet
posters
Spectaculars
Buying Outdoor Advertising
Technology
in Outdoor
Advertising
Global
Positioning
System
Regulation of Outdoor Advertising
Maine
Vermont
Hawaii
Highway Beautification Act
1965
Alaska
Transit Advertising
Types of transit advertising
Transit shelters
Terminal posters
Inside and
outside cards
and posters
Taxicab exteriors
Buying Transit Advertising
Quarter
Showing
Full
Half
Buying Transit Advertising
Basic Bus
Special Inside
Buys
Take-ones
Buying Transit Advertising
Bus-o-rama
Special Outside
Buys
Total bus
Other Out-of-Home
Mobile
Billboard
Parking meter and public phone
Electronic Signs
Exhibitive Media
Product
Packaging
Environmental issues
Government impact
Package manufacturing
Exhibitive Media
Trade show booths
and exhibits
Planning
Budgeting
Promotion
People
Productivity
Supplementary Media
Advertising
Specialty
Premium
Directories and Yellow Pages
Emerging Media
ATMs
Videotapes
Product
Placement
Cinema advertising