2. chapter 14 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Out-of-Home, Direct- Mail and Specialty Advertising

3. 14-3 Chapter 14 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 Enumerate the various types of direct-mail advertising Assess which kinds of mailing lists are best Detail direct-mail advertising costs Explain the value of advertising specialties

4. 14-4 Out-of-Home Media Spending in the four major out- of-home product categories

5. 14-5 Outdoor Advertising One of Garcia’s “Angel in Red” billboards Insert photo 18.1, p. 579 Garcia’s Angel in Red billboard Position = centered horiz., 2.15” vertical Size = 7.11” WIDE Resolution: 300 dpi

6. 14-6 Outdoor Advertising Standardized Outdoor Advertising Bulletin Structures 8-Sheet Posters 30-Sheet Posters Spectaculars

7. 14-7 Outdoor Advertising Ad for the Museum of Flight: an unusual example of a billboard

8. 14-8 Buying Outdoor Advertising An inventive ad for Fiat that employs photographic adhesives

9. 14-9 Regulation of Outdoor Advertising Highway Beautification Act (1965) Scenic Byways Amendment (1995) State Regulation and Bans

10. 14-10 Transit Advertising Clever transit ad promoting health insurance plan Insert photo 18.14, p. 594 Taxicab hubcap ad for Taco Bell Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi Transit Shelters Terminal Posters Inside/Outside Cards & Posters Transit Ad Types

11. 14-11 Buying Transit Advertising Full (100) Showing: 1 ad in each vehicle in the system Special Transit Buys Basic Bus Take Ones Bus-o-Rama Signs Total Bus/ Bus Wrap Brand Trains Immersive Advertising

12. 14-12 Trucks Electronic Signs Parking Meters Pay Phones Other Out-of-Home Media Mobile billboard from Ads 4 Tow

13. 14-13 Direct-Mail Advertising Types of Direct-Mail Ads E-Mail Sales Letters, Postcards and Business-Reply Mail Folders, Brochures and Broadsides Self-Mailers and CMM Statement StuffersHouse Organs Catalogs

14. 14-14 Components of Direct-Mail Advertising Acquiring Direct-Mail Lists Production and Handling Distribution House Database Rented Mail- Response Compiled by Broker

15. 14-15 Developing the Offer Offer Clear and specific Offer value Believable Easy to acquire

16. 14-16 Specialty Advertising Almost every business uses specialties Advertising Specialties Consumer Specialties Business-to- Business Specialties