Chapter 11 Out-of-Home and Support Media

Chapter 11 : Out-of-Home and Support Media Chapter Objectives To recognize the various out-of-home support media available to the marketer in developing an IMC program. To develop an understanding of the strengths and limitations of out-of-home and support media. To know how audiences for out-of-home and support media are measured.

Chapter 11 : Out-of-Home and Support Media Out-of-Home Media Out-of-home media – Pervasive and delivers the advertising messages we encounter while throughout the town or city and during day-to-day activities Goes beyond the traditional forms of advertising –Television, print, radio or the at home media

Chapter 11 : Out-of-Home and Support Media Support Media Support media –Used to reach members of the target audience that the primary media may not have reached or to reinforce the message contained in the primary media Three categories: Promotional products Yellow pages Product placement

Chapter 11 : Out-of-Home and Support Media Types of Outdoor Media Posters Backlit posters Bulletins Street level posters

Chapter 11 : Out-of-Home and Support Media Outdoor Advertising Advantages Wide local coverage – Broad base of day and night local exposure Frequency –High exposure for frequently purchased goods Geographic flexibility –Can be placed on highways, near stores, etc

Chapter 11 : Out-of-Home and Support Media Outdoor Advertising Advantages Creativity –Use of color, size, shape, and movement Creation of awareness –Use of short, high-impact messages Efficiency –CPM very competitive with other media

Chapter 11 : Out-of-Home and Support Media Outdoor Advertising Advantages Effectiveness –Can often lead directly to sale of the goods Production capability –Technology has reduced production times

Chapter 11 : Out-of-Home and Support Media Outdoor Advertising Limitations Wasted coverage –The market isn’t geographically concentrated Limited message capability –Limited reading speed and exposure time Wearout –High frequency may lead to quick wearout

Chapter 11 : Out-of-Home and Support Media Outdoor Advertising Limitations High cost –Due to reduced availability and cost creep Measurement problems –Frequency and reach are hard to ascertain Image problems –Adverse publicity, regulation degrade image

Chapter 11 : Out-of-Home and Support Media Transit Media Transit advertising –Similar to outdoor –Targeted at millions of people who are exposed to commercial transportation facilities –Including buses, subways, light-rail trains, and airplanes

Chapter 11 : Out-of-Home and Support Media Commuter Transit Options Interior transit cards Interior door cards Exterior posters Station posters

Chapter 11 : Out-of-Home and Support Media Transit Advertising Advantages Exposure –Captive audience with little else to do Frequency –Especially high with daily commuters Timeliness –Exposure coincides with shopping trip

Chapter 11 : Out-of-Home and Support Media Transit Advertising Advantages Selectivity –Geographically selective for local ads Economy –Low absolute and relative cost

Chapter 11 : Out-of-Home and Support Media Transit Advertising Disadvantages Image factors –Image in minds of public and advertisers is poor Reach –Unable to reach those who don’t use transit Waste coverage –Many who aren’t potential customers are exposed

Chapter 11 : Out-of-Home and Support Media Transit Advertising Disadvantages Copy and creative limitations –Format strictly limits copy and creative options Mood of the audience –Transit situation may engender bad feelings

Chapter 11 : Out-of-Home and Support Media Airline Transit Options In-flight-advertising –Includes magazines published by the airlines In-flight-videos and commercials In-flight-radio Airport displays

Chapter 11 : Out-of-Home and Support Media In-flight TV Commercials Advantages A desirable audience A captured audience Low relative cost Segmentation possibilities Disadvantages High potential for irritation Limited availability of medium Lack of audience attention Potential for rapid Wearout

Chapter 11 : Out-of-Home and Support Media Strengths of In-flight Advertising A desirable audience – Upscale business and tourist travelers are an attractive audience for companies targeting these groups A captive audience – Customers are on planes for long periods of time and cannot leave, and they enjoy in-flight magazines to read

Chapter 11 : Out-of-Home and Support Media Strengths of In-flight Advertising Cost- in-flight commercial cost is lower than business print media Segmentation capabilities – In-flight allows the advertiser to reach specific demographic groups and travelers to a specific destination

Chapter 11 : Out-of-Home and Support Media Limitations of In-flight Advertising Irritation –Belief that ads are intrusive and that airline commercials add to this Limited availability –Many airlines limit the amount of time allowed for in- flight commercials

Chapter 11 : Out-of-Home and Support Media Limitations of In-flight Advertising Lack of attention –Passengers may decide to tune out ads, or ignore the commercials Wearout –Risk of passengers being inundated by in-flight commercials

Chapter 11 : Out-of-Home and Support Media Point of Purchase Media Wall signs Displays Banners Shelf-signs Video displays Kiosks Coupons LED boards

Chapter 11 : Out-of-Home and Support Media Strengths of Point of Purchase Media Target audience – Purpose is to reach the target audience while making the purchase decision Cost – Reasonable absolute cost and CPM compared to media Message – Benefits can be communicated just prior to purchase

Chapter 11 : Out-of-Home and Support Media Limitations of Point-of-Purchase Media Shopping experience – Hindered in some manner with too many commercial messages Implementation – Marketer may be reliant on third party service providers who may not set up or install the tools correctly

Chapter 11 : Out-of-Home and Support Media Limitations of Point-of-Purchase Media Clutter – With the competition in both magazines and on television Audience measurement – Point-of-purchase media lack objective audience measurement

Chapter 11 : Out-of-Home and Support Media Place-Based Media Signage and displays in the mall Backlit posters Superboards Electronic message signs Video displays Located in places such as movie theatres, convention centers, hotels, stadiums and arenas

Chapter 11 : Out-of-Home and Support Media Strengths of Place-Based Media Target audience – Main purpose is to reach a specific target audience or while they are closer to the purchase decision Cost –Absolute cost and CPM are reasonable compared to other media

Chapter 11 : Out-of-Home and Support Media Strengths of Place-Based Media Processing – Because the target market and place are intertwined, the message may generate more in-depth cognitive response or emotional response

Chapter 11 : Out-of-Home and Support Media Limitations of Place-Based Media Experience – Placed-based media are exposed to consumers when they do not expect a message to occur, which can lead to resentment Clutter –The clutter that consumers feel while watching television or reading a magazine

Chapter 11 : Out-of-Home and Support Media Promotional Products Marketing The advertising or promotional medium that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives

Chapter 11 : Out-of-Home and Support Media Specialty Advertising Defined A medium of advertising, sales promotion, and motivational communications employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products.

Chapter 11 : Out-of-Home and Support Media Specialty Advertising Defined Unlike premiums, with which they are sometimes confused, these articles are always distributed free: recipients don’t have to earn the specialty by making a purchase or contribution

Chapter 11 : Out-of-Home and Support Media Specialty Advertising Advantages Selectivity –Controlled distribution to target prospects only Flexibility –Endless variety of forms provides versatility Frequency –Long retention means constant exposure

Chapter 11 : Out-of-Home and Support Media Specialty Advertising Advantages Economy –Many inexpensive items available in large quantity Goodwill –Only medium generating goodwill in receiver Augmentation –Often used to supplement other promotional media

Chapter 11 : Out-of-Home and Support Media Specialty Advertising Disadvantages Image –Some items may cheapen the image of advertiser Saturation –Some items are overused, some audiences saturated Lead time –Time required to develop a promotional product message is longer than for most other media

Chapter 11 : Out-of-Home and Support Media Yellow Page Advertising Advantages Wide availability Action oriented Low cost Frequency Non-intrusiveness Disadvantages Market Fragmentation Timeliness Lack of Creativity Lead Times Clutter

Chapter 11 : Out-of-Home and Support Media Movie and Videotape Ads Advantages –High exposure –Audience mood –Cost (maybe) –Good recall –Lack of clutter –Proximity Disadvantages Irritation Cost (maybe)

Chapter 11 : Out-of-Home and Support Media Product Placement in Movies A common way to promote a product by showing the actual product or an ad for it as a part of a movie or TV show The World is Not Enough –Eg) BMW featuring an add in the movie The World is Not Enough BMW

Chapter 11 : Out-of-Home and Support Media Placements Advantages High exposure High frequency Media support Source association Economy High recall Bypass regulations Viewer acceptance Disadvantages High absolute cost Time of exposure Limited appeal Lack of control Public reactions Competition Negative placements