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Support Media PowerPoint PPT Presentation


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

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Support media l.jpg

Support Media

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


The role of support media l.jpg

The Role of Support Media

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.

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


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Alternative Media

Nonmeasured Media

Nontraditional Media

Support Media

Support media are also referred to as:

Alternative Media

Nonmeasured Media

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


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Outdoor Advertising

Aerial Advertising

Mobile Billboards

In-store Media

Promotional Products

Yellow Pages

Other Media

Examples of Traditional Support Media

Outdoor Advertising

Aerial Advertising

Mobile Billboards

TraditionalSupport Media

In-store Media

Promotional Products

Yellow Pages

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


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Out-of-Home Media – A Diverse Cross-Section of Formats

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


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Top 10 Outdoor Advertising Categories

  • Local services and amusements

  • Media and advertising

  • Public transportation, hotels, and resorts

  • Retail

  • Insurance and real estate

  • Financial

  • Automotive dealers and services

  • Restaurant

  • Automotive, auto access, and equipment

  • Telecommunications

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


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Outdoor Advertising Goes Beyond Two Dimensions

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


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Frequency

Reach

Reach

Frequency

Potential for high frequency of impressions

Can reach a variety of audiences very quickly

Can reach a variety of audiences very quickly

Potential for High frequency of impressions

Flexibility

Flexibility

Many options available to reach specific groups

Many options available to reach specific groups

Cost

Cost

Low cost per exposure depending on medium used

Low cost per exposure depending on medium used

Impact

Size, shape, lighting, motion, and special impressions may lead to impact

Characteristics Of Outdoor Advertising

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


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Sky Banners

Signs

Trucks

Blimps

Vans

Video

Trailers

Sky Writing

Kiosks

Other Out-of-Home Media

Aerial Advertising

Sky Banners

Blimps

Sky Writing

Mobile Billboards

Trucks

Vans

Trailers

In-Store Media

Signs

Video

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


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Blimps Carry the Message High and Wide

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


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Wall

Drawings

Car Top

Signs

Sidewalk

Signs

Ski Lift

Poles

Parking

Meters

Gasoline Pumps

ATM

Displays

Trash

Cans

Other Miscellaneous Outdoor Media

Wall

Drawings

Car Top

Signs

Ski Lift

Poles

Media

Options

Parking

Meters

Gasoline Pumps

ATM

Displays

Trash

Cans

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


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Trucks Become Billboards on Wheels

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


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Platform

Posters

Station

Posters

Terminal

Posters

Inside

Cards

Outside

Posters

Transit Advertising Media

Platform

Posters

Station

Posters

Terminal

Posters

Outside

Posters

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


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Miscellaneous Outdoor Media Include Car-Tops

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


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Terminal Posters Gain Attention

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


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Outdoor Advertising Pros & Cons

Advantages

Disadvantages

Wide local coverage

Waste coverage

Waste coverage

Wide local coverage

High frequency

High frequency

Limited message capability

Limited message capability

Wearout

Wearout

Geographic flexibility

Geographic flexibility

High cost

High cost

Creativity

Creativity

Measurement problems

Measurement problems

Creation of awareness

Creation of awareness

Image problems

Efficiency

Efficiency

Sales effectiveness

Sales effectiveness

Timeliness

Timeliness

Production Capability

Production capability

Production capability

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


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Transit Advertising Pros & Cons

Disadvantages

Advantages

Reach

Reach

Exposure

Exposure

Frequency

Mood of the Audience

Frequency

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


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Promotional Products Marketing

The advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives.

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


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Promotional Products Pros & Cons

Advantages

Disadvantages

Poor image

Selectivity

Selectivity

Poor image

Saturation

Saturation

Flexibility

Flexibility

Lead Time

Frequency

Frequency

Economy

Economy

Goodwill

Goodwill

High recall

High recall

Augmentation

Augmentation

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


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536 travelers through DFW airport

Measurement of Promotional Products

71% received promotional product in last 12 months

33% still had the item on them

76% recalled the advertisers name

52% conducted business w/the advertiser

52.1% had improved impressions

73% use once a week

55% kept over a year

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


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Internet Yellow Pages

Specialized directories

Other Services

Forms of Yellow Pages

Internet Yellow Pages

Specialized directories

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


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Yellow Pages

Advantages

Disadvantages

Wide Availability

Wide Availability

Market Fragmentation

Market Fragmentation

Timeliness

Timeliness

Action Oriented

Action Oriented

Lack of Creativity

Lack of Creativity

Low Cost

Low Cost

Lead Times

Lead Times

Frequency

Frequency

Non-Intrusiveness

Non-Intrusiveness

Clutter

Clutter

Size Requirements

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


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Advertising in Movie Theatres

Advantages

Disadvantages

Irritation

High Exposure

High Exposure

Irritation

Audience Mood

Cost (Maybe)

Audience Mood

Cost (Maybe)

Cost (Maybe)

Good Recall

Good Recall

Lack of Clutter

Lack of Clutter

Proximity

Proximity

Segmentation

Segmentation

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


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Magazines

Catalogs

Radio

Videos

Types of In-Flight Advertising

Magazines

Catalogs

Videos

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


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In-Flight Advertising

Advantages

Disadvantages

A Desirable Audience

A Desirable Audience

High Potential for Irritation

High Potential for Irritation

Limited Availability of Medium

Limited Availability of Medium

A Captured Audience

A Captured Audience

Lack of Audience Attention

Lack of Audience Attention

Low Relative Cost

Low Relative Cost

Potential for Rapid Wearout

Segmentation Possibilities

Segmentation Possibilities

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


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In-Flight Magazines Enjoy a Captive Audience

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


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Parking lot ads

Videogame ads

Bathroom ads

Others

Place-based media

Miscellaneous Other Media

Parking lot ads

Videogame ads

Bathroom ads

Place-based media

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


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