chapter 14 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Out-of-Home, Direct- Mail and Specialty Advertising.

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chapter 14 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Out-of-Home, Direct- Mail and Specialty Advertising

14-3 Chapter 14 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 Enumerate the various types of direct-mail advertising Assess which kinds of mailing lists are best Detail direct-mail advertising costs Explain the value of advertising specialties

14-4 Out-of-Home Media Spending in the four major out- of-home product categories

14-5 Outdoor Advertising One of Garcia’s “Angel in Red” billboards Insert photo 18.1, p. 579 Garcia’s Angel in Red billboard Position = centered horiz., 2.15” vertical Size = 7.11” WIDE Resolution: 300 dpi

14-6 Outdoor Advertising Standardized Outdoor Advertising Bulletin Structures 8-Sheet Posters 30-Sheet Posters Spectaculars

14-7 Outdoor Advertising Ad for the Museum of Flight: an unusual example of a billboard

14-8 Buying Outdoor Advertising An inventive ad for Fiat that employs photographic adhesives

14-9 Regulation of Outdoor Advertising Highway Beautification Act (1965) Scenic Byways Amendment (1995) State Regulation and Bans

14-10 Transit Advertising Clever transit ad promoting health insurance plan Insert photo 18.14, p. 594 Taxicab hubcap ad for Taco Bell Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi Transit Shelters Terminal Posters Inside/Outside Cards & Posters Transit Ad Types

14-11 Buying Transit Advertising Full (100) Showing: 1 ad in each vehicle in the system Special Transit Buys Basic Bus Take Ones Bus-o-Rama Signs Total Bus/ Bus Wrap Brand Trains Immersive Advertising

14-12 Trucks Electronic Signs Parking Meters Pay Phones Other Out-of-Home Media Mobile billboard from Ads 4 Tow

14-13 Direct-Mail Advertising Types of Direct-Mail Ads Sales Letters, Postcards and Business-Reply Mail Folders, Brochures and Broadsides Self-Mailers and CMM Statement StuffersHouse Organs Catalogs

14-14 Components of Direct-Mail Advertising Acquiring Direct-Mail Lists Production and Handling Distribution House Database Rented Mail- Response Compiled by Broker

14-15 Developing the Offer Offer Clear and specific Offer value Believable Easy to acquire

14-16 Specialty Advertising Almost every business uses specialties Advertising Specialties Consumer Specialties Business-to- Business Specialties

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