chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

14-2 Objectives_1  Discuss the pros and cons of outdoor advertising  Explain how to measure exposure to outdoor media  Describe the types of standard outdoor advertising structures  Detail the various options available in transit advertising

14-3 Objectives_2  Identify the influences on the cost of transit and other out-of-home media  Discuss the importance of trade shows in a company’s marketing mix  Identify several types of supplementary media

14-4 Pros of Outdoor Advertising  Accessibility  Reach  Frequency  Geographic flexibility  Demographic flexibility  Cost  Impact  Creative flexibility  Location

14-5 Cons of Outdoor Advertising  Fleeting message  Environmental influence  Audience measurement  Lack of quality control  Long lead time  High initial preparation costs  Complexity in national buying  Low supply in desirable location  Perceived as pollution

14-6 Types and Use of Out-of-Home Media  Bulletins (35%)  30-sheet posters (22%)  In-store (12%)  Sports stadiums (8%)  Transit (6%)  Bus shelters (5%)  Supplemental forms (5%)  8-sheet posters (4%)  Airport advertising (2%)  Mall advertising (1%)

14-7 Billboards Billboards offer the lowest CPM of any major media. This example includes a 3-D extension.

14-8 Spectaculars Spectaculars are elaborate, animated signs that grab attention in high-traffic areas. Times Square is well- known for the spectaculars located there.

14-9 Outdoor Advertising Industry  400,000 outdoor ad structures owned and maintained by 3,000 plants  Plant responsibilities include –Identifying locations –Leasing or buying property –Acquiring legal permits –Erecting structures –Contracting with advertisers –Posting panels or painting bulletins

14-10 Outdoor Advertiser Categories  Local services and amusements  Media entertainment and advertising  Public transportation, hotels, and resorts  Retail  Insurance and real estate  Financial services  Automotive dealers and services  Restaurants  Automotive, accessories, and equipment  telecommunications

14-11 Buying Outdoor Advertising  Basic unit is 100 GRPs (100 showing)  1 rating point equals 1 percent of a particular market’s population  Exhibit 14-3 illustrates locations in Baton Rouge that would achieve 100 GRPs per day

14-12 Transit Advertising  Category of out-of-home media that includes bus and taxicab advertising as well as posters on transit shelters, terminals, and subways  Suitable for reaching middle- to lower- income urban consumers

14-13 Pros of Transit Advertising  Long exposure time  Repetitive value  Eagerly read messages  Low cost  Creative flexibility  Need satisfying

14-14 Cons of Transit Advertising  Less status  Crowded environment  Limited selectivity  Limited to urban markets  Clutter  Less access to suburbanites  Creative restrictions

14-15 Types of Transit Advertising  Transit shelters  Terminal posters  Inside cards  Outside posters  Exteriors (taxicabs and buses)

14-16 Buying Transit Advertising  Unit of purchase is a showing (also called a run or service)  Full showing(100 showing) means that one card will appear on each vehicle in a system  Rates quoted for 30-days with discounts for multi-month contracts  Special buys available

14-17 Trade Shows  Used in every major industry  Booths and exhibits used to attract traffic  Allows for demonstrations, lead generation, and sales meetings

14-18 Establishing Trade Show Exhibits Planning PeopleBudgeting PromotionProductivity

14-19 Supplementary Media  Specialty advertising –Premiums –Consumer specialties –Business-to- Business specialties  Directories and Yellow Pages  Emerging Media –Videotapes –Cinema Advertising –Product Placement –ATMs –Gas Pumps

14-20 Key Terms_1  Advertising specialty  Basic bus  Booth  Brand integration  Brand trains  Bulletin structure  Bus-o-rama sign  Car-end poster  Cinema advertising  Directories  Eight-sheet posters  Electronic sign  Exhibit  Full showing  Global positioning system

14-21 Key Terms_2  Immersive advertising  Inside card  Mobile billboard  100 showing  Outdoor advertising  Out-of-home media  Outside poster  Premium  Product placement  Showing  Spectaculars  Stock poster  Take-ones  Taxicab exterior  Terminal poster

14-22 Key Terms_3  30-sheet poster panel  Total bus  Trade show  Transit advertising  Transit shelter advertising  Video brochure