Support Media 13 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

The Role of Support Media To reach those people in the target audience that primary media (TV, print, etc.) may not have effectively reached and to reinforce, or support, their messages.

Support Media Alternative Media Nonmeasured Media Nontraditional Media Support media are also referred to as:

Examples of Traditional Support Media Promotional Products Yellow Pages Wall Murals Billboards Kiosks Posters

Out-of-Home Advertising Media

Ad Expenditures by Product Category

Top 10 Outdoor Advertising Categories 1. Miscellaneous services and amusements 2. Insurance and real estate 3. Communications 4. Public transportation, hotels, resorts 5. Media and advertising 6. Retail 7. Restaurants 8. Financial 9. Automotive dealers and services 10. Automotive accessories and equipment 1. Miscellaneous services and amusements 2. Insurance and real estate 3. Communications 4. Public transportation, hotels, resorts 5. Media and advertising 6. Retail 7. Restaurants 8. Financial 9. Automotive dealers and services 10. Automotive accessories and equipment

Outdoor Advertising Goes 3-D

Characteristics of Outdoor Advertising Many options available to reach specific groups Flexibility Potential for high frequency of impressions Frequency Low cost per exposure, depending on medium used Cost Size, shape, lighting, and motion can lead to impact Impact Can reach a variety of audiences very quickly Reach

Alternative Out-of-Home Media Blimp Sky Banner Sky Writing Aerial Advertising Vans Trucks Trailers Mobile Billboards Video Signs Kiosks In-Store Media

Blimps Carry Messages High and Wide

Mobile Billboards

Trucks Become Billboards on Wheels

In-Store Media

Test Your Knowledge Which of the following pieces of federal legislation had the greatest impact on outdoor advertising? A) Fair Packaging and Labeling Act (1966) B) Wheeler-Lea Act (1938) C) Highway Beautification Act of 1965 D) National Environmental Policy Act (1969) E) Consumer Product Safety Act (1972)

Out-of-Home Advertising Faces/Vehicles

Transit AdvertisingAdvertising Terminal Posters Terminal Posters Station Posters Station Posters Platform Posters Platform Posters Outside Posters Outside Posters Inside Cards Inside Cards

The FBI Uses Outdoor to Recruit

Miscellaneous Outdoor Media Include Car Tops

Posters Gain Attention in Terminals

Pros of Outdoor Advertising Creativity Wide local coverage High frequency Geographic flexibility Creation of awareness Efficiency Sales effectiveness Production capability Timeliness

Cons of Outdoor Advertising Limited message capability High cost Waste coverage Wearout Measurement problems Image problems

Transit Advertising Exposure Frequency Advantages Reach Mood of the Audience Disadvantages

Measurement in Out-of-Home Media Competitive Media Reports Simmons Market Research Bureau Point of Purchase Advertising Institute OAAA Traffic Audit Bureau Scarborough APTA Sources

Test Your Knowledge Which of the following is an example of an out-of- home advertising medium? A) A billboard on the top of a taxi B) An ad placed inside a bus shelter C) Banners pulled by airplanes D) An ad on a park bench E) All of the above

Promotional Products Marketing The advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives.

Promotional Products Marketing 1. Wearable items2. Writing instruments 3. Calendars4. Desk accessories 5. Bags6. Drinkware

Pros and Cons of Promotional Products Saturation Poor image Lead Time Disadvantages Selectivity Flexibility Frequency Economy Goodwill Augmentation Advantages High recall

Measurement of Promotional Products 55% kept over a year 52.1% had improved impressions 73% use once a week 52% conducted business w/advertiser 76% recalled the advertisers name 33% still had the item on them 71% received promotional product in last 12 months 536 travelers through DFW airport

Forms of Yellow Pages Internet Internet Yellow Pages Internet Internet Yellow Pages Other Services Specialized Specialized directories Specialized Specialized directories

Pros and Cons of Yellow Pages Timeliness Market Fragmentation Lead Times Lack of Creativity Size Requirements Wide Availability Action Oriented Low Cost Frequency Non-Intrusiveness Advantages Disadvantages Clutter

Advertising in Movie TheatersMovie High Exposure Audience Mood Cost (Maybe) Good Recall Lack of Clutter Proximity Segmentation Advantages Irritation Disadvantages Cost (Maybe)

In-Flight Advertising Magazines Catalogs Videos Radio

In-Flight Advertising A Desirable Audience A Captured Audience Low Relative Cost Segmentation Possibilities Advantages Limited Availability of Medium High Potential for Irritation Potential for Rapid Wearout Lack of Audience Attention Disadvantages

In-Flight Video Drives Viewers to a Web Site *Click outside of the video screen to advance to the next slide

In-Flight Magazines Enjoy a Captive Audience

Nontraditional Support Media Advertainment Product Placements Content Sponsorship Product Integration Others Ad-Supported VOD Branded Entertainment

High Exposure High Frequency Media Support Source Association Low Cost/High Recall Targeting Bypass Regulations Advantages Viewer Acceptance Time of Exposure Lack of Control High Absolute Cost Limited Appeal Public Reactions Competition Disadvantages Clutter Negative Placements

007 Movie Tie-In Product PlacementPlacement *Click outside of the video screen to advance to the next slide

Measurement in Branded Entertainment Nielson Media Research IAG Research Deutsch/iTVX Brand Advisers Services

Guerrilla Marketing

Miscellaneous Other Media Parking lot ads Bathroom ads Place-based media Others Videogame ads

Miscellaneous Alternative Media Awareness and Attention Cost Efficiencies Targeting Advantages Irritation Wearout Disadvantages