chapter 18 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Using Out-of-Home,

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chapter 18 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Using Out-of-Home, Exhibitive, and Supplementary Media Factors advertisers consider when evaluating various out-of-home, exhibitive, and supplementary media Chapter

18-3 Chapter 18 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 Identify several types of supplementary media Explain issues advertisers face when changing packaging

18-4 Out-of-Home Media Usage rates of out-of-home media Insert ex. 18-1, p. 580 Breakdown of out-of-home media Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

18-5 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

18-6 Outdoor Advertising Standardized Outdoor Advertising Bulletin Structures 8-Sheet Posters 30-Sheet Posters Spectaculars

18-7 Outdoor Advertising Brazilian ad for Sonrisal is an unusual example of a billboard Insert photo 18.2, p. 581 Sonrisal billboard advertisement Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

18-8 Buying Outdoor Advertising Locations of 30- sheet posters for a 100-showing in Baton Rouge Insert ex. 18-3, p. 585 Baton Rouge billboard locations Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi

18-9 Regulation of Outdoor Advertising Highway Beautification Act (1965) Scenic Byways Amendment (1995) State Regulation and Bans

18-10 Transit Advertising Innovative Taco Bell ad on hubcap of taxi 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

18-11 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

18-12 Trucks Electronic Signs Parking Meters Pay Phones Other Out-of-Home Media Advertising can appear on postal stamps Insert photo 18.15, p. 595 Stamp advertisement Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

18-13 Exhibitive Media Franc franc’s bags advertise the store Packaging Design Green Packaging FDA and NLEA Manufacturing Insert photo 18.17, p. 598 Bags as advertisements Position = 0.35” horiz., 0.4” vertical Size = 5.75” TALL Resolution: 300 dpi

18-14 Exhibitive Media Trade Show Booths and Exhibits Planning People Promotion Productivity

18-15 Exhibitive Media How customers learn about trade shows Insert ex. 18-6, p. 599 How customers learn about trade shows Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi

18-16 Supplementary Media Advertising reach when combined with yellow pages Directories Yellow Pages Local Businesses Ride-Alongs Insert ex. 18-8, p. 601 Overall advertising reach from media combinations Position = 0.35” horiz., 0.4” vertical Size = 5.75” TALL Resolution: 300 dpi

18-17 Supplementary Media Fossil tins: useful and appealing packaging Premiums Cinema Ads Product Placement ATMs Insert photo 18.19, p. 600 Fossil Watch tins Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi

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