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

2. 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

3. Out-of-Home Advertising Media 13-3

4. In-Store Media Typical in-store media In-store ads Aisle displays Store leaflets Shopping cart signage In-store TV 13-4

5. Transit Advertising Station, Platform, Terminal Posters Outside PostersInside Cards 13-5

6. Pros of Outdoor Advertising Creativity Wide local coverage High frequency Geographic flexibility Creation of awareness Efficiency Sales effectiveness Production capability Timeliness 13-6

7. Cons of Outdoor Advertising Limited message ability High cost Waste coverage Wearout Measurement problems Image problems 13-7

8. Transit Advertising Exposure Frequency Advantages Reach Mood of the Audience Disadvantages 13-8

9. Pros and Cons of Promotional Products Saturation Poor image Lead Time Disadvantages Selectivity Flexibility Frequency Cost Goodwill Augmentation Advantages High recall 13-9

10. 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 13-10

11. 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 13-11

12. Advertising in Movie Theaters High Exposure Emotional attachment Cost Attention Lack of Clutter Proximity Segmentation Advantages Irritation Disadvantages Cost 13-12

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

14. 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 13-14

15. Other Media Parking lot ads Gas station pump ads Place-based media Others Videogame ads 13-15