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

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