Support MediaSupport Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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.
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.
Alternative Media
Alternative Media
Nonmeasured Media
Nonmeasured Media
Nontraditional Media
Nontraditional Media
Alternative Media
Alternative Media
Nonmeasured Media
Nonmeasured Media
Support Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Support media are also referred to as:Support media are also referred to as:
Outdoor AdvertisingOutdoor Advertising
Aerial AdvertisingAerial Advertising
Mobile BillboardsMobile Billboards
In-store MediaIn-store Media
Promotional ProductsPromotional Products
Yellow PagesYellow PagesYellow PagesYellow Pages
Promotional ProductsPromotional Products
In-store MediaIn-store Media
Mobile BillboardsMobile Billboards
Aerial AdvertisingAerial Advertising
Outdoor AdvertisingOutdoor Advertising
Examples of Traditional Support Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Other MediaOther Media
TraditionalSupport Media
TraditionalSupport Media
Out-of-Home Media – A Diverse Cross-Section of Formats
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
Outdoor Advertising Goes Beyond Two Dimensions
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Many options available to reach specific groupsMany options available to reach specific groupsFlexibilityFlexibility
Potential for high frequency of impressions Potential for high frequency of impressions FrequencyFrequency
Low cost per exposure depending on medium usedLow cost per exposure depending on medium usedCostCost
Size, shape, lighting, motion, and special impressions may lead to impactSize, shape, lighting, motion, and special impressions may lead to impactImpactImpact
Low cost per exposure depending on medium usedLow cost per exposure depending on medium usedCostCost
Many options available to reach specific groupsMany options available to reach specific groupsFlexibilityFlexibility
Potential for High frequency of impressions Potential for High frequency of impressions FrequencyFrequency
Can reach a variety of audiences very quicklyCan reach a variety of audiences very quicklyReachReach Can reach a variety of audiences very quicklyCan reach a variety of audiences very quicklyReachReach
Characteristics Of Outdoor Advertising
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
BlimpsBlimpsSky BannersSky Banners Sky WritingSky Writing
Other Out-of-Home Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Aerial AdvertisingAerial Advertising
VansVansTrucksTrucks TrailersTrailers
Mobile BillboardsMobile Billboards
VideoVideoSignsSigns KiosksKiosks
In-Store MediaIn-Store Media
BlimpsBlimpsSky BannersSky Banners Sky WritingSky Writing
VansVansTrucksTrucks TrailersTrailers
VideoVideoSignsSigns
Blimps Carry the Message High and Wide
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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)
Gasoline Pumps
Gasoline PumpsGasoline Pumps
Gasoline Pumps
WallDrawings
WallDrawings
Car TopSigns
Car TopSigns
Ski LiftPoles
Ski LiftPoles
TrashCans
TrashCans
ATMDisplays
ATMDisplays
ParkingMeters
ParkingMeters
SidewalkSigns
SidewalkSigns
ParkingMeters
ParkingMeters
ATMDisplays
ATMDisplays
TrashCans
TrashCans
Ski LiftPoles
Ski LiftPoles
Car TopSigns
Car TopSigns
WallDrawings
WallDrawings
Other Miscellaneous Outdoor Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MediaOptionsMedia
Options
Trucks Become Billboards on Wheels
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PlatformPosters
PlatformPosters
TerminalPosters
TerminalPosters
OutsidePostersOutsidePosters
InsideCardsInsideCards
StationPostersStationPosters
OutsidePostersOutsidePosters
TerminalPosters
TerminalPosters
PlatformPosters
PlatformPosters
StationPostersStationPosters
Transit Advertising Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Miscellaneous Outdoor Media Include Car-Tops
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Terminal Posters Gain Attention
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
CreativityCreativityCreativityCreativity
Outdoor Advertising Pros & Cons
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Limited message capability
Limited message capability
High costHigh cost
Waste coverageWaste coverage
WearoutWearout
Measurement problemsMeasurement problems
Wide local coverageWide local coverage
High frequencyHigh frequency
Geographic flexibilityGeographic flexibility
Creation of awarenessCreation of awareness
EfficiencyEfficiency
Sales effectivenessSales effectiveness
Image problemsImage problems
AdvantagesAdvantages DisadvantagesDisadvantages
Production capabilityProduction capability
Limited message capability
Limited message capability
High costHigh cost
Waste coverageWaste coverage
WearoutWearout
Measurement problemsMeasurement problems
Wide local coverageWide local coverage
High frequencyHigh frequency
Geographic flexibilityGeographic flexibility
Creation of awarenessCreation of awareness
EfficiencyEfficiency
Sales effectivenessSales effectiveness
Production capabilityProduction capability Production CapabilityProduction CapabilityTimelinessTimelinessTimelinessTimeliness
Transit Advertising Pros & Cons
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ReachReachExposureExposure
FrequencyFrequency Mood of the AudienceMood of the Audience
AdvantagesAdvantages DisadvantagesDisadvantages
ReachReachExposureExposure
FrequencyFrequency
Competitive Media ReportsCompetitive Media Reports
Simmons Market Research BureauSimmons Market Research Bureau
Point of Purchase Advertising Institute
Point of Purchase Advertising Institute
OAAAOAAA
Traffic Audit BureauTraffic Audit Bureau
ScarboroughScarboroughScarboroughScarborough
Traffic Audit BureauTraffic Audit Bureau
OAAAOAAA
Point of Purchase Advertising Institute
Point of Purchase Advertising Institute
Simmons Market Research BureauSimmons Market Research Bureau
Competitive Media ReportsCompetitive Media Reports
Measurement in Out-of-Home Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
APTAAPTA
SourcesSources
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
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.
The advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives.
SaturationSaturation
Poor imagePoor image
Lead TimeLead Time
SelectivitySelectivity
FlexibilityFlexibility
FrequencyFrequency
EconomyEconomy
GoodwillGoodwill
AugmentationAugmentation
SaturationSaturation
Poor imagePoor image
AugmentationAugmentation
GoodwillGoodwill
EconomyEconomy
FrequencyFrequency
FlexibilityFlexibility
SelectivitySelectivity
Promotional Products Pros & Cons
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AdvantagesAdvantages DisadvantagesDisadvantages
High recallHigh recallHigh recallHigh recall
55% kept over a year55% kept over a year
52.1% had improved impressions52.1% had improved impressions
73% use once a week73% use once a week
52% conducted business w/the advertiser52% conducted business w/the advertiser
76% recalled the advertisers name76% recalled the advertisers name
33% still had the item on them33% still had the item on them
71% received promotional product in last 12 months71% received promotional product in last 12 months
Measurement of Promotional Products
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
536 travelers through DFW airport
Internet Yellow Pages
Internet Yellow Pages
Other ServicesOther
ServicesSpecialized directories
Specialized directories
Internet Yellow Pages
Internet Yellow Pages
Specialized directories
Specialized directories
Forms of Yellow Pages
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Yellow Pages
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
TimelinessTimeliness
Market FragmentationMarket Fragmentation
Lead TimesLead Times
Lack of CreativityLack of Creativity
Size RequirementsSize Requirements
Wide AvailabilityWide Availability
Action OrientedAction Oriented
Low CostLow Cost
FrequencyFrequency
Non-IntrusivenessNon-Intrusiveness
AdvantagesAdvantages DisadvantagesDisadvantages
TimelinessTimeliness
Market FragmentationMarket Fragmentation
Lead TimesLead Times
Lack of CreativityLack of Creativity
Wide AvailabilityWide Availability
Action OrientedAction Oriented
Low CostLow Cost
FrequencyFrequency
Non-IntrusivenessNon-Intrusiveness ClutterClutterClutterClutter
Advertising in Movie Theatres
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
IrritationIrritationHigh ExposureHigh Exposure
Audience MoodAudience Mood
Cost (Maybe)Cost (Maybe)
Good RecallGood Recall
Lack of ClutterLack of Clutter
ProximityProximity
SegmentationSegmentation
AdvantagesAdvantages DisadvantagesDisadvantages
Cost (Maybe)Cost (Maybe)
IrritationIrritationHigh ExposureHigh Exposure
Audience MoodAudience Mood
Cost (Maybe)Cost (Maybe)
Good RecallGood Recall
Lack of ClutterLack of Clutter
ProximityProximity
SegmentationSegmentation
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
MagazinesMagazines CatalogsCatalogs
VideosVideosVideosVideos
CatalogsCatalogsMagazinesMagazines
Types of In-Flight Advertising
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
RadioRadio
In-Flight Advertising
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Limited Availability of Medium
Limited Availability of Medium
High Potential for Irritation
High Potential for Irritation
Potential for Rapid Wearout
Potential for Rapid Wearout
Lack of Audience Attention
Lack of Audience Attention
A Desirable AudienceA Desirable Audience
A Captured AudienceA Captured Audience
Low Relative CostLow Relative Cost
Segmentation Possibilities
Segmentation Possibilities
AdvantagesAdvantages DisadvantagesDisadvantages
Limited Availability of Medium
Limited Availability of Medium
High Potential for Irritation
High Potential for Irritation
Lack of Audience Attention
Lack of Audience Attention
A Desirable AudienceA Desirable Audience
A Captured AudienceA Captured Audience
Low Relative CostLow Relative Cost
Segmentation Possibilities
Segmentation Possibilities
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
In-Flight Magazines Enjoy a Captive Audience
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
Advertainment Advertainment Advertainment Advertainment
Product Placements
Product Placements
Content Sponsorship
Content Sponsorship
Product Integration
Product IntegrationOthersOthers
Ad-Supported VOD
Ad-Supported VOD
Ad-Supported VOD
Ad-Supported VOD
Content Sponsorship
Content Sponsorship
Product Integration
Product Integration
Product Placements
Product Placements
Nontraditional Support Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Branded Entertainment
Branded Entertainment
Branded Entertainment
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Time of ExposureTime of Exposure
Lack of ControlLack of Control
High Absolute CostHigh Absolute Cost
Limited AppealLimited Appeal
Public ReactionsPublic Reactions
High ExposureHigh Exposure
High FrequencyHigh Frequency
Media SupportMedia Support
Source AssociationSource Association
Economy/High RecallEconomy/High Recall
TargetingTargeting
Bypass RegulationsBypass Regulations CompetitionCompetition
AdvantagesAdvantages DisadvantagesDisadvantages
Viewer AcceptanceViewer Acceptance
ClutterClutter
Time of ExposureTime of Exposure
Lack of ControlLack of Control
High Absolute CostHigh Absolute Cost
Limited AppealLimited Appeal
Public ReactionsPublic Reactions
High ExposureHigh Exposure
High FrequencyHigh Frequency
Media SupportMedia Support
Source AssociationSource Association
Economy/High RecallEconomy/High Recall
TargetingTargeting
Bypass RegulationsBypass Regulations CompetitionCompetition
Viewer AcceptanceViewer Acceptance Negative PlacementsNegative PlacementsNegative PlacementsNegative Placements
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
Nielson Media ResearchNielson Media Research
IAG ResearchIAG Research
Deutsch/iTVXDeutsch/iTVXDeutsch/iTVXDeutsch/iTVX
IAG ResearchIAG Research
Nielson Media ResearchNielson Media Research
Measurement in Branded Entertainment
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Brand AdvisersBrand Advisers
ServicesServices
Parking lot ads
Parking lot ads
Bathroom adsBathroom ads
Place-based media
Place-based mediaOthersOthers
Videogame ads
Videogame ads
Place-based media
Place-based media
Bathroom adsBathroom ads
Parking lot ads
Parking lot ads
Videogame ads
Videogame ads
Miscellaneous Other Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
Miscellaneous Alternative Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
IrritationIrritation
WearoutWearout
Awareness and Attention
Awareness and Attention
Cost EfficienciesCost Efficiencies
TargetingTargeting
AdvantagesAdvantages DisadvantagesDisadvantages
IrritationIrritationAwareness and Attention
Awareness and Attention
Cost EfficienciesCost Efficiencies
TargetingTargeting
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