OUTDOOR I. Classification ["Standardized" outdoor] Categories A.Posters (46% of volume) B.Painted Bulletins (54%, more money is spent) C.Spectacular

Outdoor I. Classification A.Posters (46% of volume) -- Produced in large quantities sheet and bleed are common ["horizontal' in layout] Some examples (to see): -- Junior Posters/Panels (to reach pedestrians) ["vertical"]

Outdoor I. Classification B.Painted Bulletins (54%, more money is spent) -- Individually painted and priced [bigger in size and higher in price] -- Characterized by special designs Some examples (to see): -- Rotary Plans: Multiple ads with different messages developed and rotated across multiple markets

Outdoor I. Classification C.Spectacular -- Custom-built displays using extensive lighting, movement, and intricate designs -- Common Form: Trivision, TV-like outdoor ads Some examples (to see):

Outdoor II. Why Use Outdoor 1. Used as a complementary medium 2. Appropriate for brief, reminder type of messages 3. Can pinpoint some targets {Hispanics, African- American, shoppers, etc.] 4. Has a larger potential for reach and frequency 5. Relatively low CPMs Read textbook for more

Outdoor III. Tactics of Buying Outdoor A. Posters (Illuminated vs. Non-illuminated) 1.Buy according to _______________ 2.Three most popular buys are 100, 50, 25 GRPs What does 100 GRPs mean? 100 GRPs or Showing = 100% delivery of the local population?? 3. Base buy is _________________________ GRPs Monthly, discount for longer buy 100 GRPSs delivers around 85% of populations in 30 days, with average frequency of 24 times

Outdoor III. Tactics of Buying Outdoor A. Posters (Illuminated vs. Non-illuminated) 4. Cost/Rates: a. Sources for precise costs: -- cost estimates for buying top 10, 20,..., 100 markets available b. Example: Buyers Guide to Outdoor Advertising & SRDS Advertising OptionPlus

Outdoor III. Tactics of Buying Outdoor B.Painted Bulletins/ Spectacular (Most are illuminated) 1. Priced by individual unit 2.Base Buy is __________ 3.No standard basis for setting rates 12 Months

Transit I. Classification ["Standardized" Transit] -- 3 Categories A. Interior Transit: B. Exterior Transit (more volume here): C.Station Posters: Standard sizes: tailgaters (back), headlighters (front), king-size, queen, traveling displays (sides), Bus-O-Roma (top) Car cards (small posters inside a vehicle) Larger exterior displays Posters in bus or train stations; limited to top 10 or so markets

Transit II. Why Use Transit? Read the textbook and fill in the following Some Important Characteristics: 1.Exterior: a. b. 2.Interior: Appropriate for short, simple messages (due to One of the least expensive media a.Longer copy can be used b.High frequency can be built

Transit III. Tactics of Buying Transit A. Buy from local transit systems [or thru media reps] B. Base buy for transit advertising is ________ [frequency discounts available for longer contracts] C. Priced based on 1.Exterior: "__________" , 50, 25, like outdoor posters 2.Interior: "___________" -- full, half, quarter, double run Monthly GRPs Service

Transit III. Tactics of Buying Transit D. Costing a buy [Interior and Exterior] -- Who provides cost information for transit? Cost estimates for buying top markets are available TAA Rate Directory of Transit

Direct Mail I. Introduction/Classification -- How does the term direct mail differ from direct marketing? -- Direct mail has not been classified any further Direct Marketing – a form of marketing that occurs directly between buyer and seller; no intermediary involved in sales interaction; can take any form of direct response ad, direct sales, etc. Direct Mail – a media type Direct Response Advertising – one form of direct marketing

Direct Mail II. Why Use Direct Mail? Flexibility Geographically -- can cover any number of areas [thru zip coding] Demographically -- can pinpoint target market.. and design special messages for each target Amount of information provided -- from postcard to large catalog Format -- no limitations (except cost) [can use private carriers] High Selectivity – most selective of all media Intensity of coverage (R / F) can be great

Direct Mail II. Why Use Direct Mail? Does not interact with editorial matter -- May be an advantage or disadvantage. Why? Personal -- Can individualize mailing pieces by use of computers Not constrained by schedule of an independent medium – no closing date Lends itself readily to research and testing

Direct Mail II. Why Use Direct Mail? Additional Characteristics: How is direct mail viewed by public? Two studies: Dislike.... ___%, Like... 49%, Don't care... 36% Is direct mail read? On average ___ % of direct mail is "read" 15 51

Direct Mail III. Tactics of Buying Direct Mail A. Who provides direct mail information? 1.Audience or Circulation: 2.Cost/Rates: SRDS Direct Mail Lists Cost is shown $ amount per thousand names No syndicated data sources available

Direct Mail III. Tactics of Buying Direct Mail B. Costing of Direct Mail [3 components] [3 approaches]: a. b. c. Production Costs –design, art/photography, typesetting, talent, printing Delivery Costs List Costs Develop your own – but problem of upkeep Buy a list Rent a list [most typical approach]

Other Media 1.Specialties a.Calendars b.Wearables c.Writing instruments d.Others 2.Directories a.Yellow Pages (significant volume increase) b.Business Directories 3.Motion Picture Advertising a. "Commercials" b. Theater programs

Other Media 4.Sporting Events a. Scoreboards b. Programs c. Posters 5.Shopping Carts and Bags 6.Airplanes [banners] and Blimps 7.(Bus) Benches and Shelters

Other Media 8. In-store Media a. Island displays b. Check-out counter signs and monitors c. In-store television and radio d. Store receipts 9.Video Cassettes 10. In-School Channels 11. Kiosks