1. Chapter 13 Support Media

2. Support Media
Uses a variety of non traditional channels to deliver communications and to promote products and services
Role
Reach target audience that primary media may not have effectively reached
Reinforce or support primary media messages

3. Figure Out-of-Home Media: A Diverse Cross Section of Formats Comprise Outdoor Advertising Today
Source: Reprinted with permission of Outdoor Advertising Association of America, Inc

4. Outdoor Advertising Factors contributing to its success
Increase in the number of:
Women in the work force
Vehicles on the road
Ability to remain innovative through technology
Digital out-of-home media
Video advertising networks
Digital billboards
Ambient advertising

6. Alternative Out-of-Home Media
Aerial advertising
Outdoor advertising incorporating use of airplanes pulling banners, skywriting, and blimps
Not expensive and reaches specific target markets
Mobile billboards: Devices that carry advertisements and are mobile
Costs depend on the area and the mobile board company’s fees

8. In-Store Media Reach shoppers at the place where they buy Include:
In-store ads
Aisle displays
Store leaflets
Shopping cart signage
In-store TV

10. Types of Transit Advertising
Inside cards
Placed above the seats and luggage area inside public transport vehicles
Outside posters
Appear on the sides, backs, and/or roofs of buses, taxis, trains, and subway and trolley cars
Station, platform, and terminal posters
Example: Subway Ad

12. Advantages of Outdoor Advertising
Wide coverage of local markets
Frequency and Geographic flexibility
Creativity
Ability to create awareness
Efficiency and effectiveness
Production capabilities
Timeliness

13. Disadvantages of Outdoor Advertising
Waste coverage
Limited message capabilities
Wearout
Cost
Measurement problems
Image problems

14. Advantages and Disadvantages of Transit Advertising
Exposure
Frequency
Cost
Disadvantages
Reach
Mood of the audience

15. Promotional Products Marketing
A method that uses promotional products such as ad specialties, premiums, business gifts, awards, prizes or commemoratives.
Examples: ballpoint pens, coffee mugs, key rings, T-shirts and calendars.
Used to:
Thank a customer for patronage
Keep the company name in front of customers
Introduce new products

17. Advantages and Disadvantages of Promotional Products Marketing
Selectivity
Flexibility
Frequency
Cost
Goodwill
High recall
Supplementing other media
Image
Saturation
Lead time
Reach
Copyright © 2014 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

18. Measurement in Promotional Products Marketing
Specialty advertising does not have an established ongoing audience measurement system
Studies show that:
Promotional products have a positive impact on brand image
Brand impressions and purchase intent improves by adding promotional products to integrated media mix

19. Yellow Pages Advertising
Is declining due to increased preference for online directories
Yellow Pages are referred to as a directional medium
Directional medium: Ads do not create awareness or demand for products or services but provide the location

20. Advertising in Movie Theaters
The use of movie theaters to promote products and/or services
Examples include:
Commercials shown before the film and previews
Ads in theater lobbies, kiosks and on popcorn tubs and drink cups

22. Advantages and Disadvantages of Movie Theater Advertising
Exposure
Emotional attachment
Cost
Attention
Clutter
Proximity
Segmentation
Integration
Irritation
Cost
Copyright © 2014 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

23. Branded Entertainment
A form of advertising that blends marketing and entertainment through television, film, music talent and technology
The goal is to use entertainment media to gain consumers’ attention and exposure to products and/or brands

24. Methods of Branded Entertainment
Product placement: A form of advertising and promotion in which products are placed in television shows and/or movies to gain exposure
Product integration: The product is woven throughout the program or becomes the program itself

26. Advantages and Disadvantages of Branded Entertainment
Exposure
Frequency
Support for other media
Source association
Cost
Recall
Bypassing regulations
Acceptance and targeting
High absolute cost
Time of exposure
Limited appeal
Lack of control
Public reaction
Competition
Negative placements
Clutter
Copyright © 2014 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

27. Guerrilla Marketing Nontraditional method of marketing Case Study: KLM
Known as:
Stealth
Street
Buzz
Ambush
Viral marketing

30. Miscellaneous Other Media
Videogame ads
Parking lot ads
Gas station pump ads
Place-based media
Others

31. Case Study
S Oil Parking Lot Campaign