Chapter 13

1. Chapter 13 Support Media

2. Alternative Media Nonmeasured Media Nontraditional Media Support Media Support Media Are Also Referred to As: Alternative Media Non-measured Media

3. 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.

4. Outdoor Advertising Aerial Advertising Mobile Billboards In-store Media Promotional Products Yellow Pages Other Media Examples of Support Media Outdoor Advertising Aerial Advertising Mobile Billboards Support Media In-store Media Promotional Products Yellow Pages

5. A Creative Approach to Support Media- Outdoor Billboard Billboards!!! – Enjoy the highest gross billings and the largest percentage of the market

7. Frequency Reach Frequency Reach 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

8. Outdoor Advertising Pros & Cons Advantages Disadvantages Wide Local Coverage Wide Local Coverage Wasted Coverage Wasted 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 Best serves the awareness objectives!!! Production Capability Production Capability

9. Signs Sky Banners Trucks Video Vans Blimps 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

10. Blimps Carry the Message High and Wide

11. Inflatables’ Color and Size Get Attention +

12. Buildings Become Billboards

13. Many Marketers Find Aerial Ads Effective Aerial advertising is generally used in large metropolitan areas or where there are large gatherings of people such as beaches, outdoor concerts, and sporting events http://www.aerial-media.com/

14. Trucks Become Billboards on Wheels + American Trucking Association estimates that a truck traveling 60,000 miles a year can create nearly 10 million viewer impressions

16. 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

17. Miscellaneous Outdoor Media Include Car-Tops +

25. http://www.keyad.com/ • http://www.altterrain.com/ • http://www.zezan.com/guerillamarketing.html

26. Platform Posters Station Posters Terminal Posters Inside Cards Outside Posters Transit Advertising Media floor displays, island showcases, electronic signs, and other forms of advertising that appear in transit facilities Platform Posters Station Posters Terminal Posters placed above the seats and luggage areas of buses or trains may appear on the sides, backs, and/or roofs of buses, taxis, trains, an subway and trolley cars Outside Posters

27. City Buses Often Sport Colorful Posters +

30. Terminal Posters Gain Attention +

31. Transit Advertising Pros & Cons Advantages Disadvantages Exposure Exposure Image Factors Image Factors Reach Reach Frequency Frequency Waste Coverage Waste Coverage Timeliness Timeliness Copy Limitations Copy Limitations Selectivity Selectivity Creative Limitations Creative Limitations Economy Economy Mood of the Audience

32. Promotional Products Marketing A medium of advertising, sales promotion, and motivational communications employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products.

33. “Got Milk” Promotional Products +

34. Promotional Products Pros & Cons Advantages Disadvantages Selectivity Selectivity Poor Image Poor Image Saturation Saturation Flexibility Flexibility Lead Time Frequency Frequency Economy Economy Goodwill Goodwill Augmentation Augmentation

35. Product Placements • Including the product or service, an advertisement for the same or mentioning its name in a movie or TV show. • May also take place in other media such as videogames, books, etc. http://www.brandchannel.com/brandcameo_films.asp#134

36. Product Placements in Movies and TV Advantages Disadvantages High Exposure High Exposure High Absolute Cost High Absolute Cost High Frequency High Frequency Time of Exposure Time of Exposure Limited Appeal Limited Appeal Media Support Media Support Lack of Control Lack of Control Source Association Source Association Public Reactions Public Reactions Economy Economy Competition Competition High Recall High Recall Negative Placements Bypass Regulations Bypass Regulations Viewer Acceptance Viewer Acceptance

37. 007 Movie Tie-In Product Placement

38. Magazines Catalogs Radio Videos Types of In-flight Advertising Magazines Catalogs Videos

39. Chapter 16 Sales Promotion

40. An ExtraIncentive to Buy A Tool to Speed up Sales Targeted to Different Parties Sales Promotion “A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.” An ExtraIncentive to Buy A Tool to Speed up Sales

41. Sales Promotion Vehicles Consumer-Oriented Trade-Oriented Samples Samples Contests, Dealer Incentives Contests, Dealer Incentives Trade Allowances Trade Allowances Coupons Coupons Point-of-purchase Displays Point-of-purchase Displays Premiums Premiums Contests/sweepstakes Contests/sweepstakes Training Programs Training Programs Refunds/rebates Refunds/rebates Trade Shows Trade Shows Cooperative Advertising Bonus Packs Bonus Packs Price-off Deals Price-off Deals Frequency Programs Frequency Programs Event Marketing Event Marketing

42. Growing Power of Retailers Declining Brand Loyalty Increased Promotional Sensitivity Brand Proliferation Fragmentation of Consumer Markets Short-Term Focus of Marketers Increased Accountability Competition Clutter Reasons for Increase in Sales Promotion Growing Power of Retailers Reasons Declining Brand Loyalty Increased Promotional Sensitivity Brand Proliferation Fragmentation of Consumer Markets Short-Term Focus of Marketers Increased Accountability Competition

43. Communicate Distinctive Brand Attributes “Frequency” Programs Encourage Repeat Purchase Build Long-term Brand Preference May Improve One-on-one Communications Consumer Franchise-Building (CFB) Promotions CFB Promotional Objectives Communicate Distinctive Brand Attributes Develop and Reinforce Brand Identity Develop and Reinforce Brand Identity Build Long-term Brand Preference CFB Techniques and Practices “Frequency” Programs Encourage Repeat Purchase “Frequency” Programs Encourage Patronage Loyalty “Frequency” Programs Encourage Patronage Loyalty

44. Accelerate the Purchase Decision Process Generate an Immediate Sales Increase Do Not Identify Unique Brand Features Do Not Contribute to Brand Identity or Image Nonfranchise-Building (non-FB) Promotions Non-FB Promotional Objectives Accelerate the Purchase Decision Process Generate an Immediate Sales Increase Non-FB Promotions . . . Do Not Identify Unique Brand Features

45. Price-off Deals Trade Promotions Benefits May Not Reach Customers Rebates or Refunds Customers May “Buy Price” Rather Than Brand Equity Nonfranchise-Building (non-FB) Promotions Non-FB Promotions May Include . . . Price-off Deals Bonus Packs Bonus Packs Rebates or Refunds Non-FB Promotions Shortcomings Trade Promotions Benefits May Not Reach Customers If They Do, They May Lead Only to Price Reductions If They Do, They May Lead Only to Price Reductions

46. The Products Are of Relatively Low Unit Value, So Samples Don’t Cost Much The Products Are Divisible and Can Be Broken Into Small Sizes That Can Reflect the Products Features and Benefits The Purchase Cycle Is Relatively Short So the Consumer Can Purchase in a Relatively Short Time Period Sampling Sampling Works Best When The Products Are of Relatively Low Unit Value, So Samples Don’t Cost Much The Products Are Divisible and Can Be Broken Into Small Sizes That Can Reflect the Products Features and Benefits

47. Contests and Sweepstakes Contest: a promotion where consumers compete for prizes or money on the basis of skills or ability. Winners are determined by judging entries or ascertaining which entry comes closes to some predetermined criteria Sweepstakes/games: a promotion where winners are determined purely by chance and cannot require a proof of purchase as a condition for entry. Winners are chosen by random selection from a pool of entries or generation of a number to match those held by game entrants.

48. Buying Allowances Promotional Allowances Slotting Allowances Trade-Oriented Promotions Contests and Incentives Contests and Incentives Buying Allowances Trade Allowances Trade Allowances Point-of-Purchase Displays Point-of-Purchase Displays Promotional Allowances Sales Training Programs Sales Training Programs Slotting Allowances Trade Shows Trade Shows Cooperative Advertising

49. Horizontal Cooperate Advertising Ingredient-Sponsored Coop Advertising Horizontal Cooperate Advertising Ingredient-Sponsored Coop Advertising VerticalCooperativeAdvertising Types of cooperative advertising CooperativeAdvertising

50. Chapter 19 Measuring the Effectiveness of the Promotional Program © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin