Chapter 13 Support Media

Last Class  srael.mpg srael.mpg  Print Media- Magazines and Newspaper

Alternative Media Nonmeasured Media Nontraditional Media Alternative Media Non- measured Media Support Media Support Media Are Also Referred to As:

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

Outdoor Advertising Aerial Advertising Mobile Billboards In-store Media Promotional Products Yellow Pages Promotional Products In-store Media Mobile Billboards Aerial Advertising Outdoor Advertising Examples of Support Media Other Media Support Media

A Creative Approach to Support Media- Outdoor Billboard Billboards!!! – Enjoy the highest gross billings and the largest percentage of the market

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, Motion, and Special Impressions May Lead to Impact Impact Low Cost Per Exposure Depending on Medium Used Cost Many Options Available to Reach Specific Groups Flexibility Potential for High Frequency of Impressions Frequency Can Reach a Variety of Audiences Very Quickly Reach Can Reach a Variety of Audiences Very Quickly Reach Characteristics of Outdoor Advertising

Creativity Outdoor Advertising Pros & Cons Limited Message Capability High Cost Wasted Coverage Wearout Measurement Problems Wide Local Coverage High Frequency Geographic Flexibility Creation of Awareness Efficiency Sales Effectiveness Image Problems AdvantagesDisadvantages Production Capability Limited Message Capability High Cost Wasted Coverage Wearout Measurement Problems Wide Local Coverage High Frequency Geographic Flexibility Creation of Awareness Efficiency Sales Effectiveness Production Capability Best serves the awareness objectives!!!

Blimps Sky Banners Sky Writing Other Out-of-Home Media Aerial Advertising Vans Trucks Trailers Mobile Billboards Video Signs Kiosks In-Store Media Blimps Sky Banners Sky Writing Vans Trucks Trailers Video Signs

Blimps Carry the Message High and Wide

Inflatables’ Color and Size Get Attention +

Buildings Become Billboards

Many Marketers Find Aerial Ads Effective Aerial advertising is generally used in large metropolitan areas or where there are large gatherings of people such as beaches, outdoor concerts, and sporting events

Trucks Become Billboards on Wheels + American Trucking Association estimates that a truck traveling 60,000 miles a year can create nearly 10 million viewer impressions

Gasoline Pumps Wall Drawings Wall Drawings Car Top Signs Car Top Signs Ski Lift Poles Ski Lift Poles Trash Cans Trash Cans ATM Displays ATM Displays Parking Meters Parking Meters Sidewalk Signs Sidewalk Signs Parking Meters Parking Meters ATM Displays ATM Displays Trash Cans Trash Cans Ski Lift Poles Ski Lift Poles Car Top Signs Car Top Signs Wall Drawings Wall Drawings Other Miscellaneous Outdoor Media Media Options Media Options

Miscellaneous Outdoor Media Include Car- Tops +

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Platform Posters Platform Posters Terminal Posters Terminal Posters Outside Posters Outside Posters Inside Cards Inside Cards Station Posters Station Posters Outside Posters Outside Posters Terminal Posters Terminal Posters Platform Posters Platform Posters Station Posters Station Posters Transit Advertising Media floor displays, island showcases, electronic signs, and other forms of advertising that appear in transit facilities placed above the seats and luggage areas of buses or trains may appear on the sides, backs, and/or roofs of buses, taxis, trains, an subway and trolley cars

City Buses Often Sport Colorful Posters +

Terminal Posters Gain Attention +

Transit Advertising Pros & Cons Reach Image Factors Copy Limitations Waste Coverage Creative Limitations Exposure Frequency Timeliness Selectivity Economy Mood of the Audience AdvantagesDisadvantages Reach Image Factors Copy Limitations Waste Coverage Creative Limitations Exposure Frequency Timeliness Selectivity Economy

Promotional Products Marketing A medium of advertising, sales promotion, and motivational communications employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products.

“Got Milk” Promotional Products +

Saturation Poor Image Lead Time Selectivity Flexibility Frequency Economy Goodwill Augmentation Saturation Poor Image Augmentation Goodwill Economy Frequency Flexibility Selectivity Promotional Products Pros & Cons AdvantagesDisadvantages

Product Placements Including the product or service, an advertisement for the same or mentioning its name in a movie or TV show. May also take place in other media such as videogames, books, etc. Including the product or service, an advertisement for the same or mentioning its name in a movie or TV show. May also take place in other media such as videogames, books, etc.

Product Placements in Movies and TV Time of Exposure Lack of Control High Absolute Cost Limited Appeal Public Reactions High Exposure High Frequency Media Support Source Association Economy High Recall Bypass Regulations Competition AdvantagesDisadvantages Viewer Acceptance Negative Placements Time of Exposure Lack of Control High Absolute Cost Limited Appeal Public Reactions High Exposure High Frequency Media Support Source Association Economy High Recall Bypass Regulations Competition Viewer Acceptance

Talking about product placements  eo_films.asp#134 eo_films.asp#134

Apple Laptop Computer in 24 FordFord sponsored the show with two three- minute spots opening and closing the episode. And, Ford vehicles have been integrated into the show -- the main character, Jack Bauer, drives a Ford Expedition.Ford Expedition

Perhaps the producers of "24" did not find a phone company that wanted to sponsor this episode.

Cars in the Movies MovieCar Herbie, the Love BugHerbie, the Love BugVolkswagen Beetle RoboCopRoboCopFord Taurus Back to the FutureBack to the FutureDeLorean Smokey and the BanditSmokey and the BanditPontiac Trans Am The World Is Not EnoughThe World Is Not EnoughBMW Z8 Lara Croft: Tomb RaiderLara Croft: Tomb RaiderJeep Wrangler Rubicon According to a 2003 Chrysler press release, "The Jeep Wrangler Rubicon is the most capable Jeep ever built, so the heroic and extreme environment in which Lara Croft uses her custom Wrangler Rubicon in Tomb Raider is accurate... This is more than just a product placement. We have created a 360-degree integrated marketing campaign around the movie and the debut of the Wrangler Rubicon Tomb Raider model."

007 Movie Tie-In Product Placement

Magazines Catalogs Videos Catalogs Magazines Types of In-flight Advertising Radio

Chapter 16 Sales Promotion

An Extra Incentive to Buy A Tool to Speed up Sales An Extra Incentive to Buy A Tool to Speed up Sales Targeted to Different Parties Sales Promotion “A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.”

Samples Coupons Premiums Contests/sweepstakes Refunds/rebates Bonus Packs Price-off Deals Frequency Programs Cooperative Advertising Trade Allowances Training Programs Contests, Dealer Incentives Point-of-purchase Displays Trade Shows Sales Promotion Vehicles Consumer-OrientedTrade-Oriented Event Marketing Samples Coupons Premiums Contests/sweepstakes Refunds/rebates Bonus Packs Price-off Deals Frequency Programs Trade Allowances Training Programs Contests, Dealer Incentives Point-of-purchase Displays Trade Shows Event Marketing

Growing Power of Retailers Declining Brand Loyalty Increased Promotional Sensitivity Brand Proliferation Fragmentation of Consumer Markets Short-Term Focus of Marketers Increased Accountability Competition Clutter Competition Increased Accountability Short-Term Focus of Marketers Fragmentation of Consumer Markets Brand Proliferation Increased Promotional Sensitivity Declining Brand Loyalty Growing Power of Retailers Reasons for Increase in Sales Promotion Reasons

Communicate Distinctive Brand Attributes Build Long-term Brand Preference Develop and Reinforce Brand Identity “Frequency” Programs Encourage Repeat Purchase “Frequency” Programs Encourage Patronage Loyalty “Frequency” Programs Encourage Repeat Purchase Build Long-term Brand Preference Develop and Reinforce Brand Identity Communicate Distinctive Brand Attributes Consumer Franchise-Building (CFB) Promotions CFB Promotional Objectives CFB Techniques and Practices May Improve One- on-one Communications

Accelerate the Purchase Decision Process Do Not Identify Unique Brand Features Generate an Immediate Sales Increase Do Not Contribute to Brand Identity or Image Do Not Identify Unique Brand Features Generate an Immediate Sales Increase Accelerate the Purchase Decision Process Nonfranchise-Building (non-FB) Promotions Non-FB Promotional Objectives Non-FB Promotions...

Price-off Deals Rebates or Refunds Bonus Packs Trade Promotions Benefits May Not Reach Customers If They Do, They May Lead Only to Price Reductions Trade Promotions Benefits May Not Reach Customers Rebates or Refunds Bonus Packs Price-off Deals Nonfranchise-Building (non-FB) Promotions Non-FB Promotions May Include... Non-FB Promotions Shortcomings Customers May “Buy Price” Rather Than Brand Equity

The Products Are of Relatively Low Unit Value, So Samples Don’t Cost Much The Products Are Divisible and Can Be Broken Into Small Sizes That Can Reflect the Products Features and Benefits The Purchase Cycle Is Relatively Short So the Consumer Can Purchase in a Relatively Short Time Period The Products Are of Relatively Low Unit Value, So Samples Don’t Cost Much The Products Are Divisible and Can Be Broken Into Small Sizes That Can Reflect the Products Features and Benefits Sampling Sampling Works Best When

Contests and Sweepstakes Contest: a promotion where consumers compete for prizes or money on the basis of skills or ability. Winners are determined by judging entries or ascertaining which entry comes closes to some predetermined criteria Sweepstakes/games: a promotion where winners are determined purely by chance and cannot require a proof of purchase as a condition for entry. Winners are chosen by random selection from a pool of entries or generation of a number to match those held by game entrants.

Trade Shows Contests and Incentives Trade Allowances Point-of-Purchase Displays Sales Training Programs Cooperative Advertising Trade-Oriented Promotions Buying Allowances Promotional Allowances Slotting Allowances Buying Allowances Promotional Allowances Trade Allowances Point-of-Purchase Displays Sales Training Programs Slotting Allowances

Types of cooperative advertising Cooperative Advertising Vertical Cooperative Advertising Ingredient- Sponsored Coop Advertising Horizontal Cooperate Advertising Ingredient- Sponsored Coop Advertising Horizontal Cooperate Advertising