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Chapter 13. Support Media. Support Media. Support media are referred to alternative, nonmeasured or nontraditional media. Support media are used to reach those people in the target market the primary media may not have reached to reinforce, or support, their messages.
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Chapter 13 Support Media
Support Media • Support media are referred to alternative, nonmeasured or nontraditional media. • Support media are used to reach those people in the target market the primary media may not have reached to reinforce, or support, their messages. • Types of support media: out-of-home media, promotional products and others.
Out-of-Home Media • Outdoor advertising • Transit advertising • Aerial advertising • Airplanes pulling banners, skywriting, and blimps • Low absolute cost and useful for reaching specific target markets • In-store media • Signs/Banners/Displays; Video displays; Kiosks • Approximately 2/3 of consumers’ purchase decisions are made in the store. • Some impulse categories demonstrate an 80 percent rate.
Outdoor Advertising • Outdoor advertising is referred to billboards along streets and highways, as well as posters in other publication locations. • Two kinds of billboards: • Printed posters (海報) • Two common sizes: 8 sheet (5×11 feet) and 30 sheet (12×25 feet). Note: 1 ft = 0.3048 m. • Painted bulletin (看板) • Standard size: 14×48 feet • Cutouts: extensions to the painted billboards to expand the scale and break away from the limits of the long rectangle.
Outdoor Advertising • Account for about 2.3% of all advertising expenditure. • Total outdoor ad revenue (in billions): 4.4 (1998) → 4.8 (2000) → 5.2 (2001) → 5.2 (2002) → 5.2 (2003)
Outdoor Ad Revenue in Taiwan • Advertiser • Sony – 71 million NT dollars • Nike – 34 million NT dollars • Nokia – 30 million NT dollars • Category – 建築業最多、金融財經次之。
Advantages of Outdoor Advertising • Wide coverage of local markets • Frequency • The purchase cycles are typically for 30-day periods. • Geographic flexibility • Along high ways, near stores, or on mobile billboards • Local, regional, or even national markets may be covered. • Creativity • Outdoor advertising goes beyond two dimensions.
Advantages of Outdoor Advertising • Ability to create awareness • E.g. Ford Escape, 大樂透「曉玲，嫁給我吧！」 • Efficiency • The average CPM of outdoor is approximately 1/2 of radio and far less than that of TV, magazines, and newspapers. • Timeliness • Many outdoor ads appear in or near shopping areas or on or in the vehicles taking customers there, thus resulting in timely exposures.
Advantages of Outdoor Advertising • Effectiveness • Outdoor advertising can have a significant effect on sales, particularly when combined with a promotion. • 35% of consumers surveyed said they had called a phone number they saw on an out-of-home ad. • Production capabilities
Disadvantages of Outdoor Advertising • Waste coverage • Limited message capabilities • Messages are limited to a few words and/or illustration. • Wearout • People are likely to get tired of seeing the same ad every day.
Disadvantages of Outdoor Advertising • Cost • The decreasing signage available and the higher cost associated with inflation • E.g. 台北金融中心大樓（敦化北路﹑南京東路口）— 100萬/月. • Measurement problems • Image problems
Other Outdoor Media • Parking meters • ATM displays • Trash cans • Ski lift poles • Car top signs • Sidewalk signs • Garden plantings • Wall drawings
Transit Advertising • Transit is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, elevators, trolleys, airplanes, and subways. • The increased number of women in the work force, audience segmentation, and the rising cost of TV advertising • Types of transit advertising: (1) inside card (車廂廣告); (2) outside posters (車體海報); (3) station, platform, and terminal posters.
Advantages of Transit Advertising • Exposure • About 9 million people ride mass transit every week. • Plenty of exposure time (the average ride on mass transit is 45 minutes) • Captive • Frequency • 20~40 times/month
Advantages of Transit Advertising • Timeliness • Many people get to stores on mass transit. • Geographic • Cost • One of the least expensive media in terms of both absolute and relative costs.
Disadvantages of Transit Advertising • Image factors • Reach • Waste coverage • Copy and creative limitation • Mood of the audience
Specialty Advertising • Examples: ballpoint pens, coffee mugs, key rings, calendars, T-shirts. • Advertisers spend over $16.5 billion per year on specialty advertising items. • The increased use of this medium makes it the fastest-growing of all advertising or sales promotion media.
大同寶寶 • 頭大而健碩 ，象徵大同同仁勤於思考，敏於實踐創新，上班中下班後晴耕雨讀，努力自我充實知能,追求完美，止於至善。 • 手持橄欖球,象徵大同同仁服務顧客，不辭艱辛,努力把握工作，負責完成工作。 • 一雙大腳,意味著大同永遠站在民族工業的先鋒，腳踏實地、勤快、實幹的精神，把大同產品帶給全世界。 • 胸前數字為大同創業年數。 • 頭頂錢孔代表"一元之節儉乃創業之原動力"，是大同創辦人林老董事長尚志先生之訓勉。
Effects of Specialty Advertising • The average household has almost 4 calendars; if they had not been given such items free, 2/3 of the respondents said they would purchase one. • 39% of people receiving advertising specialties could recall the name of the company as long as 6 months later. • 31% of respondents were still using at least one specialty they had received a year or more earlier.
Effects of Specialty Advertising • The inclusion of a specialty item in a direct-mail piece generated a greater response rate and 321% greater dollar purchases per sale than mail piece without such item. • Including an ad specialty in a thank-you latter can improve customers’ attitudes toward a company’s reps by as much as 34% and toward the company itself by as much as 52%.
Advantages of Specialty Advertising • Selectivity • Specialty advertising items are generally distributed directly to target customers. • Flexibility • Variety of specialty items • A message as simple as a logo or as long as is necessary can be distributed through a number of means. • Frequency • More forms of specialty advertising are designed for retention.
Advantages of Specialty Advertising • Cost • The high number of repeat exposures drives down the relative cost per exposure of this advertising. • Goodwill • Goodwill was cited as the No.1 reason for use. • People like to receive gifts and many of the products are functional. • Supplementing other media
Disadvantages of Specialty Advertising • Image • The company image may be cheapened by a chintzy or poorly designed advertising form. • Saturation • The more unusual the specialty, the more value it is likely to have to the receivers. • Lead time
Movie Theater Advertising • The growth rate has averaged 20% a year since 1992, resulting in a $400 million industry by 2001. • More than one-half of all theaters show ads before the films. • Figure 13-11.
Advantages of Movie Theater Advertising • Exposure • Over 1.49 billion tickets were sold in 2001. • Mood • Cost • It is low in terms of both absolute and relative costs per exposure. • Recall • The next day about 83% if viewers can recall the ads they saw in a movie theater. (20% for TV)
Advantages of Movie Theater Advertising • Clutter • Most theaters limit the number of ads. • Proximity • Of moviegoers, 73% combine the activity with dining out, 68% with shopping. • Segmentation • Above-average in education and affluent
Disadvantages of Movie Theater Advertising • Irritation • Most people think these ads are annoying or very annoying. • Cost • Ads exposes nationally are often as much as 20% higher than an equal exposure on TV.
Product Placements in Movies and on TV • Show the actual product or an ad for it as part of a movie. • Examples • Peugeot in Taxi • Audi in Transporter • 家安空調消毒劑
