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Out-of-Home, Direct Mail, and Specialty Advertising Chapter 14 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved. 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 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 Out-of-Home Media • Out-of-Home Media – Billboards – Cinema – Transit – Street Furniture – Alternative 14-4 Pros and Cons of Outdoor Advertising • Pros – – – – – – – – – Accessibility Reach Frequency Geographic Flexibility Demographic Flexibility Cost Impact Creative Flexibility Location • Cons – – – – – – – Fleeting Message Environmental Influence Audience Measurement Control Planning and Costs Availability of Locations Visual Pollution 14-5 Outdoor Advertising • Types of the Outdoor Advertising – Bulletins – 20-sheet poster panels – eight-sheet posters – nonstandard spectacular 14-6 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 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 Transit Advertising • Types of Transit Advertising – Transit Shelters – station, platform, and terminal posters – inside cars and outside posters on buses – taxi exteriors 14-9 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 Transit Advertising • Special inside 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 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 Direct Mail Advertising • Types of Direct Mail • Dimensional Direct Mail • E-Mail • Sales Letters • Postcards • Business Reply Mail • Folders • Brochures • • • • • Broadsides Self-Mailers Statement Stuffers House Organs Catalogs 14-13 Pros and Cons of Direct Mail Advertising • Pros – – – – – – – – – Selectivity Intensive Coverage Extensive Reach Flexibility Control Personal Impact Exclusiveness Response Testability • Cons – – – – – – – High Cost per Exposure Delivery Problems Lack of content support Selectivity Problems Negative Attitudes Environmental Concerns Anti-spam laws 14-14 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