Chapter 13 Support Media

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

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

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

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

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

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 Example: Subway Ad

Advantages of Outdoor Advertising Wide coverage of local markets Frequency and Geographic flexibility Creativity Ability to create awareness Efficiency and effectiveness Production capabilities Timeliness

Disadvantages of Outdoor Advertising Waste coverage Limited message capabilities Wearout Cost Measurement problems Image problems

Advantages and Disadvantages of Transit Advertising Exposure Frequency Cost Disadvantages Reach Mood of the audience

Promotional Products Marketing A method that uses promotional products such as ad specialties, premiums, business gifts, awards, prizes or commemoratives. Examples: ballpoint pens, coffee mugs, key rings, T-shirts and calendars. Used to: Thank a customer for patronage Keep the company name in front of customers Introduce new products

Advantages and Disadvantages of Promotional Products Marketing Selectivity Flexibility Frequency Cost Goodwill High recall Supplementing other media Image Saturation Lead time Reach Copyright © 2014 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

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

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

Advertising in Movie Theaters The use of movie theaters to promote products and/or services Examples include: Commercials shown before the film and previews Ads in theater lobbies, kiosks and on popcorn tubs and drink cups

Advantages and Disadvantages of Movie Theater Advertising Exposure Emotional attachment Cost Attention Clutter Proximity Segmentation Integration Irritation Cost Copyright © 2014 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

Branded Entertainment A form of advertising that blends marketing and entertainment through television, film, music talent and technology The goal is to use entertainment media to gain consumers’ attention and exposure to products and/or brands

Methods of Branded Entertainment Product placement: A form of advertising and promotion in which products are placed in television shows and/or movies to gain exposure Product integration: The product is woven throughout the program or becomes the program itself

Advantages and Disadvantages of Branded Entertainment Exposure Frequency Support for other media Source association Cost Recall Bypassing regulations Acceptance and targeting High absolute cost Time of exposure Limited appeal Lack of control Public reaction Competition Negative placements Clutter Copyright © 2014 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

Guerrilla Marketing Nontraditional method of marketing Case Study: KLM Known as: Stealth Street Buzz Ambush Viral marketing

Miscellaneous Other Media Videogame ads Parking lot ads Gas station pump ads Place-based media Others

Case Study S Oil Parking Lot Campaign