Download Digital out-of-home media - McGraw Hill Higher Education

Chapter 13
Support
Media
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Support Media
 Uses a variety of non traditional channels to deliver
communications and to promote products and
services
 Role
 Reach target audience that primary media may not
have effectively reached
 Reinforce or support primary media messages
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Figure 13.1 - Out-of-Home Media: A Diverse Cross
Section of Formats Comprise Outdoor Advertising Today
Source: Reprinted with permission of Outdoor Advertising Association of America, Inc
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Outdoor Advertising
 Factors contributing to its success
 Increase in the number of:
 Women in the work force
 Vehicles on the road
 Ability to remain innovative through technology
 Digital out-of-home media
 Video advertising networks
 Digital billboards
 Ambient advertising
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Alternative Out-of-Home Media
 Aerial advertising
 Outdoor advertising incorporating use of airplanes
pulling banners, skywriting, and blimps
 Not expensive and reaches specific target markets
 Mobile billboards: Devices that carry
advertisements and are mobile
 Costs depend on the area and the mobile board
company’s fees
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In-Store Media
 Reach shoppers at the place where they buy
 Include:
 In-store ads
 Aisle displays
 Store leaflets
 Shopping cart signage
 In-store TV
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Types of Transit Advertising
 Inside cards
 Placed above the seats and luggage area inside
public transport vehicles
 Outside posters
 Appear on the sides, backs, and/or roofs of buses,
taxis, trains, and subway and trolley cars
 Station, platform, and terminal posters
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Education.
Advantages of Outdoor Advertising
Wide coverage of local markets
Frequency and Geographic flexibility
Creativity
Ability to create awareness
Efficiency and effectiveness
Production capabilities
Timeliness
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Education.
Disadvantages of Outdoor Advertising
Waste coverage
Limited message capabilities
Wearout
Cost
Measurement problems
Image problems
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Education.
Advantages and Disadvantages of
Transit Advertising
Advantages
• Exposure
• Frequency
• Cost
Disadvantages
• Reach
• Mood of the audience
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Advantages and Disadvantages of
Promotional Products Marketing
Advantages
Disadvantages
 Selectivity
 Image
 Flexibility
 Saturation
 Frequency
 Lead time
 Cost
 Reach
 Goodwill
 High recall
 Supplementing other media
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Measurement in Promotional Products
Marketing
 Specialty advertising does not have an established
ongoing audience measurement system
 Studies show that:
 Promotional products have a positive impact on
brand image
 Brand impressions and purchase intent improves by
adding promotional products to integrated media
mix
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Yellow Pages Advertising
 Is declining due to increased preference for online
directories
 Yellow Pages are referred to as a directional
medium
 Directional medium: Ads do not create awareness
or demand for products or services but provide the
location
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Advantages and Disadvantages of
Movie Theater Advertising
Advantages
Disadvantages
 Exposure
 Irritation
 Emotional attachment
 Cost
 Cost
 Attention
 Clutter
 Proximity
 Segmentation
 Integration
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Methods of Branded Entertainment
 Advertainment: Creation of audio-visual content
to entertain users while advertising products
 Advergames: Online games that are designed to
promote products
 Content sponsorship
 Ad-supported video on demand (VOD)
 Others
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Advantages and Disadvantages of
Branded Entertainment
Advantages
Disadvantages
 Exposure
 High absolute cost
 Frequency
 Time of exposure
 Support for other media
 Limited appeal
 Source association
 Lack of control
 Cost
 Public reaction
 Recall
 Competition
 Bypassing regulations
 Negative placements
 Acceptance and targeting
 Clutter
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Guerrilla Marketing
 Nontraditional method of marketing
 Known as:
 Stealth
 Street
 Buzz
 Ambush
 Viral marketing
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Miscellaneous Other Media
Videogame ads
Parking lot ads
Gas station pump ads
Place-based media
Others
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