Support Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Role of Support Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin To reach those people in the target audience that primary media (TV, print, etc.) may not have reached and to reinforce, or support, their messages.

Alternative Media Nonmeasured Media Nontraditional Media Alternative Media Nonmeasured Media Support Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Support media are also referred to as:

Outdoor Advertising Aerial Advertising Mobile Billboards In-store Media Promotional Products Yellow Pages Promotional Products In-store Media Mobile Billboards Aerial Advertising Outdoor Advertising Examples of Traditional Support Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Other Media Traditional Support Media

Out-of-Home Media – A Diverse Cross-Section of Formats © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Top 10 Outdoor Advertising Categories © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 1.Local services and amusements 2.Media and advertising 3.Public transportation, hotels, and resorts 4.Retail 5.Insurance and real estate 6.Financial 7.Automotive dealers and services 8.Restaurant 9.Automotive, auto access, and equipment 10.Telecommunications 1.Local services and amusements 2.Media and advertising 3.Public transportation, hotels, and resorts 4.Retail 5.Insurance and real estate 6.Financial 7.Automotive dealers and services 8.Restaurant 9.Automotive, auto access, and equipment 10.Telecommunications

Outdoor Advertising Goes Beyond Two Dimensions © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Many options available to reach specific groups Flexibility Potential for high frequency of impressions Frequency Low cost per exposure depending on medium used Cost Size, shape, lighting, motion, and special impressions may lead to impact Impact Low cost per exposure depending on medium used Cost Many options available to reach specific groups Flexibility Potential for High frequency of impressions Frequency Can reach a variety of audiences very quickly Reach Can reach a variety of audiences very quickly Reach Characteristics Of Outdoor Advertising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Blimps Sky Banners Sky Writing Other Out-of-Home Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Aerial Advertising Vans Trucks Trailers Mobile Billboards Video Signs Kiosks In-Store Media Blimps Sky Banners Sky Writing Vans Trucks Trailers Video Signs

Blimps Carry the Message High and Wide © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Gasoline Pumps Wall Drawings Wall Drawings Car Top Signs Car Top Signs Ski Lift Poles Ski Lift Poles Trash Cans Trash Cans ATM Displays ATM Displays Parking Meters Parking Meters Sidewalk Signs Sidewalk Signs Parking Meters Parking Meters ATM Displays ATM Displays Trash Cans Trash Cans Ski Lift Poles Ski Lift Poles Car Top Signs Car Top Signs Wall Drawings Wall Drawings Other Miscellaneous Outdoor Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Media Options Media Options

Trucks Become Billboards on Wheels © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Platform Posters Platform Posters Terminal Posters Terminal Posters Outside Posters Outside Posters Inside Cards Inside Cards Station Posters Station Posters Outside Posters Outside Posters Terminal Posters Terminal Posters Platform Posters Platform Posters Station Posters Station Posters Transit Advertising Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Miscellaneous Outdoor Media Include Car-Tops © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Terminal Posters Gain Attention © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Creativity Outdoor Advertising Pros & Cons © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Limited message capability High cost Waste coverage Wearout Measurement problems Wide local coverage High frequency Geographic flexibility Creation of awareness Efficiency Sales effectiveness Image problems AdvantagesDisadvantages Production capability Limited message capability High cost Waste coverage Wearout Measurement problems Wide local coverage High frequency Geographic flexibility Creation of awareness Efficiency Sales effectiveness Production capability Production Capability Timeliness

Transit Advertising Pros & Cons © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Reach Exposure Frequency Mood of the Audience Advantages Disadvantages Reach Exposure Frequency

Promotional Products Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives.

Saturation Poor image Lead Time Selectivity Flexibility Frequency Economy Goodwill Augmentation Saturation Poor image Augmentation Goodwill Economy Frequency Flexibility Selectivity Promotional Products Pros & Cons © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesDisadvantages High recall

55% kept over a year 52.1% had improved impressions 73% use once a week 52% conducted business w/the advertiser 76% recalled the advertisers name 33% still had the item on them 71% received promotional product in last 12 months Measurement of Promotional Products © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 536 travelers through DFW airport

Internet Yellow Pages Other Services Specialized directories Internet Yellow Pages Specialized directories Forms of Yellow Pages © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Yellow Pages © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Timeliness Market Fragmentation Lead Times Lack of Creativity Size Requirements Wide Availability Action Oriented Low Cost Frequency Non-Intrusiveness AdvantagesDisadvantages Timeliness Market Fragmentation Lead Times Lack of Creativity Wide Availability Action Oriented Low Cost Frequency Non-Intrusiveness Clutter

Advertising in Movie Theatres © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Irritation High Exposure Audience Mood Cost (Maybe) Good Recall Lack of Clutter Proximity Segmentation AdvantagesDisadvantages Cost (Maybe) Irritation High Exposure Audience Mood Cost (Maybe) Good Recall Lack of Clutter Proximity Segmentation

Magazines Catalogs Videos Catalogs Magazines Types of In-Flight Advertising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Radio

In-Flight Advertising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Limited Availability of Medium High Potential for Irritation Potential for Rapid Wearout Lack of Audience Attention A Desirable Audience A Captured Audience Low Relative Cost Segmentation Possibilities AdvantagesDisadvantages Limited Availability of Medium High Potential for Irritation Lack of Audience Attention A Desirable Audience A Captured Audience Low Relative Cost Segmentation Possibilities

In-Flight Magazines Enjoy a Captive Audience © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Parking lot ads Bathroom ads Place-based media Others Videogame ads Place-based media Bathroom ads Parking lot ads Videogame ads Miscellaneous Other Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin