Chapter 16 Using Out-of-Home, Exhibitive, and Supplementary Media William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter Overview Factors advertisers consider when evaluating out-of-home, exhibitive, and supplementary media
Chapter Objectives Discuss the pros & cons of outdoor advertising Identify influences on the cost of transit and other out-of-home media Explain how to measure outdoor media exposure Discuss the importance of exhibitive media in a marketing mix Describe the types of standard outdoor advertising structures Explain issues advertisers face when changing packaging Detail transit ad options Identify several types of supplementary media
Usage of Out-of-Home Media
Why Use Outdoor Advertising? Communicate a succinct message or image in the local language to a mass audience quickly and frequently at a reasonable cost Mountain Dew was able to get people to interact with their billboard
Why Use Outdoor Advertising? Communicate a succinct message or image in the local language to a mass audience quickly and frequently at a reasonable cost
Outdoor Advertising Business 3,000 Plants (Outdoor advertising agencies) 390,000 Outdoor Ad Structures Find suitable locations Lease/buy the property Acquire permits Erect structures Contract w/advertisers Work with creatives Post or paint bulletins Maintenance Responsibilities
Types of Outdoor Advertising Standardized Outdoor Advertising Bulletin Structures 30-Sheet Poster Panels 14’ X 48” 12’ X 25’ Junior Posters Spectaculars 5’ X 11’
Buying Outdoor Advertising 100 showing = 100 gross rating points daily 1 rating point = 1% of the market population 100 gross points = reaching 88.1% of the adults in a market over a 30-day period
Eyes On Impression Rating System Takes into account People passing buy Display size Angle to the road Format Street type Distance from road Roadside position Net effect Only ad medium that tracks ad viewers Frequency reduced where reach is negligible 16-10
Location, Location, Location Higher traffic volumes = higher rates Billboard locations in Baton Rouge
Outdoor Advertising Technology Global positioning systems Sophisticated software Digital video Barcodes Computerized painting LEDs Holograms Interactive kiosks 3 - D
Regulation of Outdoor Ads Highway Beautification Act (1965) Scenic Highway Construction ban (1991) State Regulation and Bans
Transit Advertising Types and Locations Buses Taxis Subways Transit Shelters Terminal Posters Inside/outside cards and posters
Buying Transit Advertising Full (100) Showing: 1 ad in each vehicle in the system Special Inside Buys Basic Bus Take Ones Bus-o-Rama Signs Total Bus/ Bus Wrap Brand Trains Immersive Advertising
Other Out-of-Home Media Postage stamps Mobile billboards (trucks) Electronic Signs Parking Meters Public Phones
Exhibitive Media Product packaging Trade show booths and exhibits
Packaging Considerations
Packaging Influences Environmental Government Manufacturing Frequency of Change
Trade Show Booths and Exhibits Planning Budgeting Promotion People Productivity
Trade Show Booths and Exhibits How consumers learn about trade shows Wait time for a sales rep at a booth
Specialty Advertising Given Free Specialty Product Premium
Directories and Yellow Pages Serve as locators, buying guides, mailing lists Content—”how” to purchase Yellow Pages—fifth largest ad medium Competition pushed user-friendly directories Ride-along program for coupons and samples
Emerging Media Cinema advertising Product placement ATMs