1. © 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

2. Chapter 18 Using Out-of-Home, Exhibitive, and Supplementary Media Presents the factors advertisers consider when evaluating various out-of-home, exhibitive, and supplementary media

3. Objectives Discuss the pros and cons of outdoor advertising Explain how to measure outdoor media exposure Describe the types of standard outdoor advertising structures Detail transit advertising options Identify the influences on the cost of transit and other out-of-home media Discuss the importance of exhibitive media in a company’s marketing mix Explain the issues advertisers face when considering a change in packaging Identify several types of supplementary media

4. Out-of-Home Media

5. Outdoor Advertising 2002: $5.2 billion Directional medium for motorists Enhances awareness of and reinforces the advertiser’s core message

6. Standardization of the Outdoor Advertising Business Plants Types of outdoor ads Bulletins 30-sheet poster panels Stock posters Eight-sheet posters Spectaculars

7. Buying Outdoor Advertising Technology in Outdoor Advertising Global Positioning System

8. Regulation of Outdoor Advertising Highway Beautification Act 1965 Maine Vermont Hawaii Alaska

9. Transit Advertising Types of transit advertising Transit shelters Terminal posters Inside and outside cards and posters Taxicab exteriors

10. Buying Transit Advertising Showing Full Half Quarter

11. Buying Transit Advertising Special Inside Buys Special Inside Buys Take-ones Basic Bus

12. Buying Transit Advertising Special Outside Buys Special Outside Buys Total bus Bus-o-rama

13. Mobile Billboard Other Out-of-Home Electronic Signs Parking meter and public phone

14. Exhibitive Media Product Packaging Environmental issues Government impact Package manufacturing

15. Exhibitive Media Trade show booths and exhibits Planning Budgeting Promotion People Productivity

16. Supplementary Media Advertising Specialty Premium

17. Directories and Yellow Pages

18. Product Placement Emerging Media Videotapes Cinema advertising ATMs