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Chapter 13
Support Media
Support Media
Support Media Are
Also Referred to As:
Alternative
Media
NonNonmeasured
measured
Media
Media
Nontraditional
Media
The Role of Support Media
To reach those people in the
target audience that primary
media (TV, print, etc.) may not
have reached and to reinforce,
or support their messages.
Examples of Support Media
Outdoor Advertising
Aerial Advertising
Mobile Billboards
Support
Media
In-store Media
Promotional Products
Yellow Pages
Other Media
A Creative Approach to Support MediaOutdoor Billboard
Billboards!!! – Enjoy the highest gross billings and the largest
percentage of the market
Characteristics of Outdoor Advertising
Reach
Frequency
Flexibility
Cost
Impact
Can Reach a Variety of Audiences
Very Quickly
Potential for High Frequency of
Impressions
Many Options Available to Reach Specific
Groups
Low Cost Per Exposure Depending on
Medium Used
Size, Shape, Lighting, Motion, and
Special Impressions May Lead to Impact
Outdoor Advertising Pros & Cons
Advantages
Disadvantages
Wide Local Coverage
Wasted Coverage
High Frequency
Limited Message Capability
Geographic Flexibility
Wearout
Creativity
High Cost
Creation of Awareness
Measurement Problems
Efficiency
Image Problems
Sales Effectiveness
Production Capability
Best serves the
awareness objectives!!!
Other Out-of-Home Media
Aerial Advertising
Sky Banners
Blimps
Sky Writing
Mobile Billboards
Trucks
Vans
Trailers
In-Store Media
Signs
Video
Kiosks
Blimps Carry the Message High and Wide
Inflatables’ Color and Size Get
Attention
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Buildings Become Billboards
Many Marketers Find Aerial Ads Effective
Aerial advertising
is generally used
in large
metropolitan areas
or where there are
large gatherings
of people such as
beaches, outdoor
concerts, and
sporting events
http://www.aerial-media.com/
Trucks Become Billboards on Wheels
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American Trucking Association estimates that a truck traveling
60,000 miles a year can create nearly 10 million viewer impressions
Other Miscellaneous Outdoor Media
Wall
Drawings
Sidewalk
Signs
Parking
Meters
Car Top
Signs
Ski Lift
Poles
Media
Options
ATM
Displays
Gasoline
Pumps
Trash
Cans
Miscellaneous Outdoor Media Include CarTops
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 http://www.keyad.com/
 http://www.altterrain.com/
 http://www.zezan.com/guerillamarketing.
html
Transit Advertising Media
Platform
Posters
floor displays, island
showcases, electronic signs,
and other forms of
advertising that appear in
transit facilities
Station
Posters
Terminal
Posters
placed above the seats
and luggage areas of
buses or trains
Inside
Cards
may appear on the sides,
backs, and/or roofs of
buses, taxis, trains, an
subway and trolley cars
Outside
Posters
City Buses Often Sport Colorful
Posters
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Terminal Posters Gain Attention
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Transit Advertising Pros &
Cons
Advantages
Disadvantages
Exposure
Image Factors
Frequency
Reach
Timeliness
Waste Coverage
Selectivity
Copy Limitations
Economy
Creative Limitations
Mood of the Audience
Promotional Products Marketing
A medium of advertising, sales
promotion, and motivational
communications employing
imprinted, useful, or decorative
products called advertising
specialties, a subset of promotional
products.
“Got Milk” Promotional Products
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Promotional Products Pros &
Cons
Advantages
Disadvantages
Selectivity
Poor Image
Flexibility
Saturation
Frequency
Lead Time
Economy
Goodwill
Augmentation
Product Placements
• Including the product or service,
an advertisement for the same or
mentioning its name in a movie or
TV show.
• May also take place in other media
such as videogames, books, etc.
http://www.brandchannel.com/brandcameo_films.asp#134
Product Placements in Movies and TV
Advantages
Disadvantages
High Exposure
High Absolute Cost
High Frequency
Time of Exposure
Media Support
Limited Appeal
Source Association
Lack of Control
Economy
Public Reactions
High Recall
Competition
Bypass Regulations
Negative Placements
Viewer Acceptance
007 Movie Tie-In Product Placement
Types of In-flight Advertising
Magazines
Catalogs
Radio
Videos
Chapter 16
Sales Promotion
Sales Promotion
“A direct inducement that offers an extra
value or incentive for the product to the sales
force, distributors, or the ultimate consumer
with the primary objective of creating an
immediate sale.”
An Extra
Incentive to Buy
A Tool to
Speed up Sales
Targeted to
Different Parties
Sales Promotion Vehicles
Consumer-Oriented
Trade-Oriented
Samples
Contests, Dealer Incentives
Coupons
Trade Allowances
Premiums
Point-of-purchase Displays
Contests/sweepstakes
Training Programs
Refunds/rebates
Trade Shows
Bonus Packs
Cooperative Advertising
Price-off Deals
Frequency Programs
Event Marketing
Reasons for Increase in Sales Promotion
Growing Power of Retailers
Reasons
Declining Brand Loyalty
Increased Promotional Sensitivity
Brand Proliferation
Fragmentation of Consumer Markets
Short-Term Focus of Marketers
Increased Accountability
Competition
Clutter
Consumer Franchise-Building (CFB) Promotions
CFB Promotional
Objectives
Communicate
Distinctive Brand
Attributes
Develop and
Reinforce Brand
Identity
Build Long-term
Brand Preference
CFB Techniques and
Practices
“Frequency”
Programs
Encourage Repeat
Purchase
“Frequency”
Programs
Encourage
Patronage Loyalty
May Improve Oneon-one
Communications
Nonfranchise-Building (non-FB) Promotions
Non-FB Promotional
Objectives
Accelerate the
Purchase Decision
Process
Generate an
Immediate Sales
Increase
Non-FB Promotions . . .
Do Not Identify
Unique Brand
Features
Do Not Contribute
to Brand Identity or
Image
Nonfranchise-Building (non-FB) Promotions
Non-FB Promotions May
Include . . .
Price-off Deals
Bonus Packs
Rebates or
Refunds
Non-FB Promotions
Shortcomings
Trade Promotions
Benefits May Not
Reach Customers
If They Do, They
May Lead Only to
Price Reductions
Customers May
“Buy Price” Rather
Than Brand Equity
Sampling
Sampling Works Best
When
The Products
Are of Relatively
Low Unit Value,
So Samples
Don’t Cost Much
The Products Are
Divisible and Can
Be Broken Into
Small Sizes That
Can Reflect the
Products Features
and Benefits
The Purchase
Cycle Is
Relatively Short
So the
Consumer Can
Purchase in a
Relatively Short
Time Period
Contests and Sweepstakes
Contest: a promotion where consumers compete for
prizes or money on the basis of skills or ability. Winners
are determined by judging entries or ascertaining which
entry comes closes to some predetermined criteria
Sweepstakes/games: a promotion where winners are
determined purely by chance and cannot require a proof
of purchase as a condition for entry. Winners are chosen
by random selection from a pool of entries or generation
of a number to match those held by game entrants.
Trade-Oriented Promotions
Contests and
Incentives
Trade Allowances
Buying
Allowances
Point-of-Purchase
Displays
Promotional
Allowances
Sales Training
Programs
Trade Shows
Cooperative
Advertising
Slotting
Allowances
Types of cooperative advertising
Horizontal
Cooperate
Advertising
IngredientSponsored
Coop Advertising
Cooperative
Advertising
Vertical
Cooperative
Advertising
Chapter 19
Measuring the Effectiveness of the
Promotional Program
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Reasons for and Against Measuring
Effectiveness
Reasons to Measure
Reasons Not to Measure
Avoid Costly Mistakes
Cost of Measurement
Evaluate Strategies
Problems With Research
Increase Efficiency of
Advertising in General
Disagreement About What
to Test
Determine If Objectives
Are Achieved
Creative Objections
Measuring Advertising Effectiveness
What to test
•
•
•
•
Source factors
Message variables
Media strategies
Budget decisions
How to test
• Testing guidelines
• Appropriate tests
Where to test
• Laboratory tests
• Field tests
When to test
• Pretesting
• Posttesting
Pretesting Methods
Laboratory
Field
Consumer Juries
Dummy Ad Vehicles
Portfolio Tests
On-air Tests
Physiological Measures
Theater Tests
Rough Tests
Concept Tests
Reliability Tests
Comprehension and
Reaction Tests
High control but
low generalizability
Field Posttesting Methods
Recall Tests
Tracking
Studies
Association
Measures
Methods
Recognition
Tests
Single-Source
Systems
Inquiry Tests
The Testing Process
1.Concept Testing
2.Rough Testing
Occurs at
Various Stages
3.Finished Art or
Commercial Testing
4.Market Testing (Posttesting)
Pretesting Finished Broadcast Ads
Theater Tests
On-Air Tests
• Measures changes in product
preferences
• Insertion in TV programs in
specific markets
• May also measure . . .
• Interest in and reaction to
the commercial
• Reaction from an
adjective checklist
• Recall of various aspects
included
• Interest in the brand
presented
• Continuous (frame-byframe) reactions
• Limitations are imposed by
“day-after recall”
• Physiological Measures
Market Testing Print Ads
Inquiry Tests
Recognition Tests
Testing
Tracking Studies
Recall Tests
Starch-Scored reflect.com
score– the percentage of
Magazine Ad Noted
readers who remember seeing the
ad
Seen-associated score—the
percentage who remember seeing
or reading any part of the ad
identifying the product or brand
Read most score—the
percentage of readers who report
reading at least half of the copy
portion of the ad.
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The Reflect.com ad did well in the
first of these two categories, but not
as well (10%) in the read most
categories.
Starch-Scored Nature’s Accents Ad
Natures Accents did
well on the noted and
advertiser associated
measures, particularly in
respect to the
Reflect.com ad shown
in the previous slide
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 ANY QUESTIONS?