Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 13 Support Media

The Role of Support Media To reach those people in the target audience that primary media (TV, print, etc.) may not have effectively reached and to reinforce, or support, their messages. 13-2

Support Media Alternative Media Nonmeasured Media Nontraditional Media Support media are also referred to as 13-3

Out-of-Home Advertising Media 13-4

Top 10 Outdoor Advertising Categories 1. Miscellaneous services and amusements 2. Insurance and real estate 3. Communications 4. Public transportation, hotels, resorts 5. Media and advertising 6. Retail 7. Restaurants 8. Financial 9. Automotive dealers and services 10. Automotive, auto accessories/equipment 13-5

Attention-Getting Billboards 13-6

Alternative Out-of-Home Media Blimp Sky Banner Sky Writing Aerial Advertising Vans Trucks Trailers Mobile Billboards 13-7

Blimps Carry Messages High and Wide 13-8

In-Store Media Typical in-store media In-store ads Aisle displays Store leaflets Shopping cart signage In-store TV 13-9

Trucks Become Billboards on Wheels 13-10

Transit Advertising Station, Platform, Terminal Posters Outside PostersInside Cards 13-11

Posters Gain Attention in Terminals 13-12

Pros of Outdoor Advertising Creativity Wide local coverage High frequency Geographic flexibility Creation of awareness Efficiency Sales effectiveness Production capability Timeliness 13-13

Cons of Outdoor Advertising Limited message ability High cost Waste coverage Wearout Measurement problems Image problems 13-14

Transit Advertising Exposure Frequency Advantages Reach Mood of the Audience Disadvantages 13-15

Measurement in Out-of-Home Media Competitive Media Reports Simmons Market Research Bureau Point of Purchase Advertising Institute Outdoor Advertising Association of America Traffic Audit Bureau Scarborough American Public Transportation Association 13-16

Test Your Knowledge Which of the following is an example of an out-of- home advertising medium? A) A billboard on the top of a taxi B) An ad placed inside a bus shelter C) Banners pulled by airplanes D) An ad on a park bench E) All of the above 13-17

Promotional Products Marketing The advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives

Pros and Cons of Promotional Products Saturation Poor image Lead Time Disadvantages Selectivity Flexibility Frequency Cost Goodwill Augmentation Advantages High recall 13-19

Measurement of Promotional Products 71% of people surveyed had received a promo product within the last year 33.7%... still had the item 76%... recalled advertiser’s name 52%... improved impression of company 73%... used item at least once a week 55%... kept it more than a year 13-20

Forms of Yellow Pages 13-21

Pros and Cons of Yellow Pages Timeliness Market Fragmentation Lead Times Lack of Creativity Size Requirements Wide Availability Action Oriented Low Cost Frequency Non-Intrusiveness Advantages Disadvantages Clutter Trust 13-22

Advertising in Movie Theaters High Exposure Emotional attachment Cost Attention Lack of Clutter Proximity Segmentation Advantages Irritation Disadvantages Cost 13-23

Nontraditional Support Media Advertainment Product Placements Content Sponsorship Product Integration Others Ad-Supported VOD Branded Entertainment 13-24

Branded Entertainment High Exposure High Frequency Media Support Source Association Low Cost/High Recall Targeting Bypass Regulations Advantages Viewer Acceptance Time of Exposure Lack of Control High Absolute Cost Limited Appeal Public Reactions Competition Disadvantages Clutter Negative Placements 13-25

Measurement in Branded Entertainment Nielson Media Research Nielson-IAG Research Deutsch/iTVX Brand Advisers Services 13-26

Test Your Knowledge Which of the following is the best example of place- based media? A) Movie ads on popcorn bags B) Televisions in classrooms C) Interactive kiosks D) Internet banners E) Mobile billboards 13-27

Guerrilla Marketing a.k.a. Stealth Street Buzz Ambush Viral 13-28

Other Media Parking lot ads Gas station pump ads Place-based media Others Videogame ads 13-29

Alternative Media Awareness and Attention Cost Efficiencies Targeting Advantages Irritation Wearout Disadvantages 13-30