© 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

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© 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Chapter 18 Using Out-of-Home, Exhibitive, and Supplementary Media Presents the factors advertisers consider when evaluating various out-of-home, exhibitive, and supplementary media

Objectives Discuss the pros and cons of outdoor advertising Explain how to measure outdoor media exposure Describe the types of standard outdoor advertising structures Detail transit advertising options Identify the influences on the cost of transit and other out-of-home media Discuss the importance of exhibitive media in a company’s marketing mix Explain the issues advertisers face when considering a change in packaging Identify several types of supplementary media

Out-of-Home Media

Outdoor Advertising 2002: $5.2 billion Directional medium for motorists Enhances awareness of and reinforces the advertiser’s core message

Standardization of the Outdoor Advertising Business Plants Types of outdoor ads Bulletins 30-sheet poster panels Stock posters Eight-sheet posters Spectaculars

Buying Outdoor Advertising Technology in Outdoor Advertising Global Positioning System

Regulation of Outdoor Advertising Highway Beautification Act 1965 Maine Vermont Hawaii Alaska

Transit Advertising Types of transit advertising Transit shelters Terminal posters Inside and outside cards and posters Taxicab exteriors

Buying Transit Advertising Showing Full Half Quarter

Buying Transit Advertising Special Inside Buys Special Inside Buys Take-ones Basic Bus

Buying Transit Advertising Special Outside Buys Special Outside Buys Total bus Bus-o-rama

Mobile Billboard Other Out-of-Home Electronic Signs Parking meter and public phone

Exhibitive Media Product Packaging Environmental issues Government impact Package manufacturing

Exhibitive Media Trade show booths and exhibits Planning Budgeting Promotion People Productivity

Supplementary Media Advertising Specialty Premium

Directories and Yellow Pages

Product Placement Emerging Media Videotapes Cinema advertising ATMs

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