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Support Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Support Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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Text of Support Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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Support Media 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 2 The Role of Support Media 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin To reach those people in the target audience that primary media (TV, print, etc.) may not have reached and to reinforce, or support, their messages. Slide 3 Alternative Media Nonmeasured Media Nontraditional Media Alternative Media Nonmeasured Media Support Media 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Support media are also referred to as: Slide 4 Outdoor Advertising Aerial Advertising Mobile Billboards In-store Media Promotional Products Yellow Pages Promotional Products In-store Media Mobile Billboards Aerial Advertising Outdoor Advertising Examples of Traditional Support Media 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Other Media Traditional Support Media Slide 5 Out-of-Home Media A Diverse Cross-Section of Formats 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 6 Top 10 Outdoor Advertising Categories 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 1.Local services and amusements 2.Media and advertising 3.Public transportation, hotels, and resorts 4.Retail 5.Insurance and real estate 6.Financial 7.Automotive dealers and services 8.Restaurant 9.Automotive, auto access, and equipment 10.Telecommunications 1.Local services and amusements 2.Media and advertising 3.Public transportation, hotels, and resorts 4.Retail 5.Insurance and real estate 6.Financial 7.Automotive dealers and services 8.Restaurant 9.Automotive, auto access, and equipment 10.Telecommunications Slide 7 Outdoor Advertising Goes Beyond Two Dimensions 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 8 Many options available to reach specific groups Flexibility Potential for high frequency of impressions Frequency Low cost per exposure depending on medium used Cost Size, shape, lighting, motion, and special impressions may lead to impact Impact Low cost per exposure depending on medium used Cost Many options available to reach specific groups Flexibility Potential for High frequency of impressions Frequency Can reach a variety of audiences very quickly Reach Can reach a variety of audiences very quickly Reach Characteristics Of Outdoor Advertising 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 9 Blimps Sky Banners Sky Writing Other Out-of-Home Media 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Aerial Advertising Vans Trucks Trailers Mobile Billboards Video Signs Kiosks In-Store Media Blimps Sky Banners Sky Writing Vans Trucks Trailers Video Signs Slide 10 Blimps Carry the Message High and Wide 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 11 Test Your Knowledge 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Which of the following pieces of federal legislation had the greatest impact on outdoor advertising? A)Fair Packaging and Labeling Act (1966) B)Wheeler-Lea Act (1938) C)Highway Beautification Act of 1965 D)National Environmental Policy Act (1969) E)Consumer Product Safety Act (1972) Slide 12 Gasoline Pumps Wall Drawings Wall Drawings Car Top Signs Car Top Signs Ski Lift Poles Ski Lift Poles Trash Cans Trash Cans ATM Displays ATM Displays Parking Meters Parking Meters Sidewalk Signs Sidewalk Signs Parking Meters Parking Meters ATM Displays ATM Displays Trash Cans Trash Cans Ski Lift Poles Ski Lift Poles Car Top Signs Car Top Signs Wall Drawings Wall Drawings Other Miscellaneous Outdoor Media 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Media Options Media Options Slide 13 Trucks Become Billboards on Wheels 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 14 Platform Posters Platform Posters Terminal Posters Terminal Posters Outside Posters Outside Posters Inside Cards Inside Cards Station Posters Station Posters Outside Posters Outside Posters Terminal Posters Terminal Posters Platform Posters Platform Posters Station Posters Station Posters Transit Advertising Media 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 15 Miscellaneous Outdoor Media Include Car-Tops 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 16 Terminal Posters Gain Attention 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 17 Creativity Outdoor Advertising Pros & Cons 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Limited message capability High cost Waste coverage Wearout Measurement problems Wide local coverage High frequency Geographic flexibility Creation of awareness Efficiency Sales effectiveness Image problems AdvantagesDisadvantages Production capability Limited message capability High cost Waste coverage Wearout Measurement problems Wide local coverage High frequency Geographic flexibility Creation of awareness Efficiency Sales effectiveness Production capability Production Capability Timeliness Slide 18 Transit Advertising Pros & Cons 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Reach Exposure Frequency Mood of the Audience Advantages Disadvantages Reach Exposure Frequency Slide 19 Competitive Media Reports Simmons Market Research Bureau Point of Purchase Advertising Institute OAAA Traffic Audit Bureau Scarborough Traffic Audit Bureau OAAA Point of Purchase Advertising Institute Simmons Market Research Bureau Competitive Media Reports Measurement in Out-of-Home Media 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin APTA Sources Slide 20 Test Your Knowledge 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Which of the following is an example of an out-of- home advertising medium? A)a billboard on the top of a taxi in New York City B)an ad placed inside a bus shelter C)banners pulled by airplanes over sporting events D)an ad on a park bench E)all of the above Slide 21 Promotional Products Marketing 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives. Slide 22 Saturation Poor image Lead Time Selectivity Flexibility Frequency Economy Goodwill Augmentation Saturation Poor image Augmentation Goodwill Economy Frequency Flexibility Selectivity Promotional Products Pros & Cons 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesDisadvantages High recall Slide 23 55% kept over a year 52.1% had improved impressions 73% use once a week 52% conducted business w/the advertiser 76% recalled the advertisers name 33% still had the item on them 71% received promotional product in last 12 months Measurement of Promotional Products 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 536 travelers through DFW airport Slide 24 Internet Yellow Pages Other Services Specialized directories Internet Yellow Pages Specialized directories Forms of Yellow Pages 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 25 Yellow Pages 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Timeliness Market Fragmentation Lead Times Lack of Creativity Size Requirements Wide Availability Action Oriented Low Cost Frequency Non-Intrusiveness AdvantagesDisadvantages Timeliness Market Fragmentation Lead Times Lack of Creativity Wide Availability Action Oriented Low Cost Frequency Non-Intrusiveness Clutter Slide 26 Advertising in Movie Theatres 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Irritation High Exposure Audience Mood Cost (Maybe) Good Recall Lack of Clutter Proximity Segmentation AdvantagesDisadvantages Cost (Maybe) Irritation High Exposure Audience Mood Cost (Maybe) Good Recall Lack of Clutter Proximity Segmentation Slide 27 007 Movie Tie-In Product Placement 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide Slide 28 Magazines Catalogs Videos Catalogs Magazines Types of In-Flight Advertising 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Radio Slide 29 In-Flight Advertising 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Limited Availability of Medium High Potential for Irritation Potential for Rapid Wearout Lack of Audience Attention A Desirable Audience A Captured Audience Low Relative Cost Segmentation Possibilities AdvantagesDisadvantages Limited Availability of Medium High Potential for Irritation Lack of Audience Attention A Desirable Audience A Captured Audience Low Relative Cost Segmentation Possibilities Slide 30 Using In-Flight Video to Drive Viewers to a Website 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide Slide 31 In-Flight Magazines Enjoy a Captive Audience 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 32 Using In-Flight Video to Drive Viewers to a Website 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide Slide 33 Advertainment Product Placements Content Sponsorship Product Integration Others Ad-Supported VOD Content Sponsorship Product Integration Product Placements Nontraditional Support Media 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Branded Entertainment Slide 34 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Time of Exposure Lack of Control High Absolute Cost Limited Appeal Public Reactions High Exposure High Frequency Media Support Source Association Economy/High Recall Targeting Bypass Regulations Competition AdvantagesDisadvantages Viewer Acceptance Clutter Time of Exposure Lack of Control High Absolute Cost Limited Appeal Public Reactions High Exposure High Frequency Media Support Source Association Economy/High Recall Targeting Bypass Regulations Competition Viewer Acceptance Negative Placements Slide 35 007 Movie Tie-In Product Placement 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide Slide 36 Nielson Media Research IAG Research Deutsch/iTVX IAG Research Nielson Media Research Measurement in Branded Entertainment 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Brand Advisers Services Slide 37 Parking lot ads Bathroom ads Place-based media Others Videogame ads Place-based media Bathroom ads Parking lot ads Videogame ads Miscellaneous Other Media 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 38 Test Your Knowledge 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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 Slide 39 Miscellaneous Alternative Media 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Irritation Wearout Awareness and Attention Cost Efficiencies Targeting AdvantagesDisadvantages Irritation Awareness and Attention Cost Efficiencies Targeting