© 2006 Pearson Education Canada Inc Canadian Advertising in Action Chapter 10 Out-of-Home Media

© 2006 Pearson Education Canada Inc Learning Objectives  Differentiate among out-of-home media  Explain the advantages & disadvantages of out-of-home media types  Describe the considerations and procedures in buying out-of-home media

© 2006 Pearson Education Canada Inc Outdoor Advertising  Posters  Backlit Posters  Superboards (Spectaculars)  Mall Posters Outdoor advertising offers significant variety:  Transit Shelters  Electronic Signage  Street Level Advertising  Wall Banners and Murals

© 2006 Pearson Education Canada Inc Out-of-Home Advantages & Disadvantages  Reach / Frequency  Targeting Flexibility  Size/Quality of Message  Media Compatibility  Product Awareness  Cost  Creative Limitations  Lack of Target Selectivity  Costs  Lack of Prestige  Unobstrusive Medium AdvantagesDisadvantages

© 2006 Pearson Education Canada Inc Buying Outdoor Space Space is quoted on a 4-week basis. Minimum purchase of 12 weeks apply to some forms of outdoor. Space is purchased on the basis of GRPs (e.g., 100 GRPs = the equivalent of 100% market coverage). With outdoor you reach the same people frequently.

© 2006 Pearson Education Canada Inc Creativity in Outdoor Read the ‘action’ case on page 321 and describe the ad above; discuss the effectiveness of this outdoor ad.

© 2006 Pearson Education Canada Inc action item Read the ‘action’ item on page 321 in the text. Visit the Dundas Square website and choose the Square Configurator to see how the square can be used.Dundas Square The Photo Links will show you the advertising possibilities for Out-of- Home media.

© 2006 Pearson Education Canada Inc Transit Advertising Transit options include:  Interior Cards  Car Cards  Door Cards  Exterior Bus Posters  Superbuses and Murals  Station Posters and Backlits  Subway Online

© 2006 Pearson Education Canada Inc Innovative Transit Ad Concepts Numerous innovative concepts are being tested.  Stair Risers  Ceiling and Floor Decals  Station Domination

© 2006 Pearson Education Canada Inc Advantages & Disadvantages of Transit  Continuous Exposure  Reach and Frequency  Flexibility  Market Coverage  Cost  Lack of Target Selectivity  Media Environment  Creative Limitations AdvantagesDisadvantages

© 2006 Pearson Education Canada Inc Unique Forms of Advertising Advertising can reach consumers in unique and unexpected ways:  Airport Display Ads  Washrooms  Elevator  Building Wraps Cont’d…

© 2006 Pearson Education Canada Inc Unique Forms of Advertising Other innovative alternatives include:  Food Court Video Screens  Arena and Stadium Advertising  Taxicabs  Theatre Screens  Wild Postings

© 2006 Pearson Education Canada Inc Point-of-Purchase (POP) Advertising at point-of-purchase is designed to:  Build traffic  Advertise a product  Encourage impulse buying 70% of brand decisions are made in the store!

© 2006 Pearson Education Canada Inc POP Advertising Exterior Store Signs Display Racks Display Shippers Display Cards Audio-Visual Displays Vending Machines Grocery Carts Floor Ads Ad Pads & Shelf Ads

© 2006 Pearson Education Canada Inc Advantages & Disadvantages of POP  Impulse Buying  Message Reinforcement  Receptiveness  Last Chance (Deciding Factor)  Merchandise Tie-ins  Clutter  Placement  Waste AdvantagesDisadvantages