Chapter 11
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Chapter 11. Out-of-Home and Support Media. Chapter Objectives. To recognize the various out-of-home support media available to the marketer in developing an IMC program. To develop an understanding of the strengths and limitations of out-of-home and support media.

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Chapter 11

Chapter 11

Out-of-Home and Support Media


Chapter objectives

Chapter Objectives

  • To recognize the various out-of-home support media available to the marketer in developing an IMC program.

  • To develop an understanding of the strengths and limitations of out-of-home and support media.

  • To know how audiences for out-of-home and support media are measured.

Chapter 11 : Out-of-Home and Support Media


Out of home media

Out-of-Home Media

  • Out-of-home media

    • Pervasive and delivers the advertising messages we encounter while throughout the town or city and during day-to-day activities

  • Goes beyond the traditional forms of advertising

    • Television, print, radio or the at home media

Chapter 11 : Out-of-Home and Support Media


Support media

Support Media

  • Support media

    • Used to reach members of the target audience that the primary media may not have reached or to reinforce the message contained in the primary media

  • Three categories:

    • Promotional products

    • Yellow pages

    • Product placement

Chapter 11 : Out-of-Home and Support Media


Types of outdoor media

Types of Outdoor Media

  • Posters

  • Backlit posters

  • Bulletins

  • Street level posters

Chapter 11 : Out-of-Home and Support Media


Outdoor advertising advantages

Outdoor Advertising Advantages

  • Wide local coverage

    • Broad base of day and night local exposure

  • Frequency

    • High exposure for frequently purchased goods

  • Geographic flexibility

    • Can be placed on highways, near stores, etc

Chapter 11 : Out-of-Home and Support Media


Outdoor advertising advantages1

Outdoor Advertising Advantages

  • Creativity

    • Use of color, size, shape, and movement

  • Creation of awareness

    • Use of short, high-impact messages

  • Efficiency

    • CPM very competitive with other media

Chapter 11 : Out-of-Home and Support Media


Outdoor advertising advantages2

Outdoor Advertising Advantages

  • Effectiveness

    • Can often lead directly to sale of the goods

  • Production capability

    • Technology has reduced production times

Chapter 11 : Out-of-Home and Support Media


Outdoor advertising limitations

Outdoor Advertising Limitations

  • Wasted coverage

    • The market isn’t geographically concentrated

  • Limited message capability

    • Limited reading speed and exposure time

  • Wearout

    • High frequency may lead to quick wearout

Chapter 11 : Out-of-Home and Support Media


Outdoor advertising limitations1

Outdoor Advertising Limitations

  • High cost

    • Due to reduced availability and cost creep

  • Measurement problems

    • Frequency and reach are hard to ascertain

  • Image problems

    • Adverse publicity, regulation degrade image

Chapter 11 : Out-of-Home and Support Media


Transit media

Transit Media

  • Transit advertising

    • Similar to outdoor

    • Targeted at millions of people who are exposed to commercial transportation facilities

    • Including buses, subways, light-rail trains, and airplanes

Chapter 11 : Out-of-Home and Support Media


Commuter transit options

Commuter Transit Options

  • Interior transit cards

  • Interior door cards

  • Exterior posters

  • Station posters

Chapter 11 : Out-of-Home and Support Media


Transit advertising advantages

Transit Advertising Advantages

  • Exposure

    • Captive audience with little else to do

  • Frequency

    • Especially high with daily commuters

  • Timeliness

    • Exposure coincides with shopping trip

Chapter 11 : Out-of-Home and Support Media


Transit advertising advantages1

Transit Advertising Advantages

  • Selectivity

    • Geographically selective for local ads

  • Economy

    • Low absolute and relative cost

Chapter 11 : Out-of-Home and Support Media


Transit advertising disadvantages

Transit Advertising Disadvantages

  • Image factors

    • Image in minds of public and advertisers is poor

  • Reach

    • Unable to reach those who don’t use transit

  • Waste coverage

    • Many who aren’t potential customers are exposed

Chapter 11 : Out-of-Home and Support Media


Transit advertising disadvantages1

Transit Advertising Disadvantages

  • Copy and creative limitations

    • Format strictly limits copy and creative options

  • Mood of the audience

    • Transit situation may engender bad feelings

Chapter 11 : Out-of-Home and Support Media


Airline transit options

Airline Transit Options

  • In-flight-advertising

    • Includes magazines published by the airlines

  • In-flight-videos and commercials

  • In-flight-radio

  • Airport displays

Chapter 11 : Out-of-Home and Support Media


In flight tv commercials

Advantages

A desirable audience

A captured audience

Low relative cost

Segmentation possibilities

Disadvantages

High potential for irritation

Limited availability of medium

Lack of audience attention

Potential for rapid Wearout

In-flight TV Commercials

Chapter 11 : Out-of-Home and Support Media


Strengths of in flight advertising

Strengths of In-flight Advertising

  • A desirable audience

    • Upscale business and tourist travelers are an attractive audience for companies targeting these groups

  • A captive audience

    • Customers are on planes for long periods of time and cannot leave, and they enjoy in-flight magazines to read

Chapter 11 : Out-of-Home and Support Media


Strengths of in flight advertising1

Strengths of In-flight Advertising

  • Cost- in-flight commercial cost is lower than business print media

  • Segmentation capabilities

    • In-flight allows the advertiser to reach specific demographic groups and travelers to a specific destination

Chapter 11 : Out-of-Home and Support Media


Limitations of in flight advertising

Limitations of In-flight Advertising

  • Irritation

    • Belief that ads are intrusive and that airline commercials add to this

  • Limited availability

    • Many airlines limit the amount of time allowed for in-flight commercials

Chapter 11 : Out-of-Home and Support Media


Limitations of in flight advertising1

Limitations of In-flight Advertising

  • Lack of attention

    • Passengers may decide to tune out ads, or ignore the commercials

  • Wearout

    • Risk of passengers being inundated by in-flight commercials

Chapter 11 : Out-of-Home and Support Media


Point of purchase media

Point of Purchase Media

  • Wall signs

  • Displays

  • Banners

  • Shelf-signs

  • Video displays

  • Kiosks

  • Coupons

  • LED boards

Chapter 11 : Out-of-Home and Support Media


Strengths of point of purchase media

Strengths of Point of Purchase Media

  • Target audience

    • Purpose is to reach the target audience while making the purchase decision

  • Cost

    • Reasonable absolute cost and CPM compared to media

  • Message

    • Benefits can be communicated just prior to purchase

Chapter 11 : Out-of-Home and Support Media


Limitations of point of purchase media

Limitations of Point-of-Purchase Media

  • Shopping experience

    • Hindered in some manner with too many commercial messages

  • Implementation

    • Marketer may be reliant on third party service providers who may not set up or install the tools correctly

Chapter 11 : Out-of-Home and Support Media


Limitations of point of purchase media1

Limitations of Point-of-Purchase Media

  • Clutter

    • With the competition in both magazines and on television

  • Audience measurement

    • Point-of-purchase media lack objective audience measurement

Chapter 11 : Out-of-Home and Support Media


Place based media

Place-Based Media

  • Signage and displays in the mall

  • Backlit posters

  • Superboards

  • Electronic message signs

  • Video displays

  • Located in places such as movie theatres, convention centers, hotels, stadiums and arenas

Chapter 11 : Out-of-Home and Support Media


Strengths of place based media

Strengths of Place-Based Media

  • Target audience

    • Main purpose is to reach a specific target audience or while they are closer to the purchase decision

  • Cost

    • Absolute cost and CPM are reasonable compared to other media

Chapter 11 : Out-of-Home and Support Media


Strengths of place based media1

Strengths of Place-Based Media

  • Processing

    • Because the target market and place are intertwined, the message may generate more in-depth cognitive response or emotional response

Chapter 11 : Out-of-Home and Support Media


Limitations of place based media

Limitations of Place-Based Media

  • Experience

    • Placed-based media are exposed to consumers when they do not expect a message to occur, which can lead to resentment

  • Clutter

    • The clutter that consumers feel while watching television or reading a magazine

Chapter 11 : Out-of-Home and Support Media


Promotional products marketing

Promotional Products Marketing

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

Chapter 11 : Out-of-Home and Support Media


Specialty advertising defined

Specialty Advertising Defined

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

Chapter 11 : Out-of-Home and Support Media


Specialty advertising defined1

Specialty Advertising Defined

  • Unlike premiums, with which they are sometimes confused, these articles are always distributed free: recipients don’t have to earn the specialty by making a purchase or contribution

Chapter 11 : Out-of-Home and Support Media


Specialty advertising advantages

Specialty Advertising Advantages

  • Selectivity

    • Controlled distribution to target prospects only

  • Flexibility

    • Endless variety of forms provides versatility

  • Frequency

    • Long retention means constant exposure

Chapter 11 : Out-of-Home and Support Media


Specialty advertising advantages1

Specialty Advertising Advantages

  • Economy

    • Many inexpensive items available in large quantity

  • Goodwill

    • Only medium generating goodwill in receiver

  • Augmentation

    • Often used to supplement other promotional media

Chapter 11 : Out-of-Home and Support Media


Specialty advertising disadvantages

Specialty Advertising Disadvantages

  • Image

    • Some items may cheapen the image of advertiser

  • Saturation

    • Some items are overused, some audiences saturated

  • Lead time

    • Time required to develop a promotional product message is longer than for most other media

Chapter 11 : Out-of-Home and Support Media


Yellow page advertising

Advantages

Wide availability

Action oriented

Low cost

Frequency

Non-intrusiveness

Disadvantages

Market Fragmentation

Timeliness

Lack of Creativity

Lead Times

Clutter

Yellow Page Advertising

Chapter 11 : Out-of-Home and Support Media


Movie and videotape ads

Advantages

High exposure

Audience mood

Cost (maybe)

Good recall

Lack of clutter

Proximity

Disadvantages

Irritation

Cost (maybe)

Movie and Videotape Ads

Chapter 11 : Out-of-Home and Support Media


Product placement in movies

Product Placement in Movies

  • A common way to promote a product by showing the actual product or an ad for it as a part of a movie or TV show

    • Eg) BMW featuring an add in the movie The World is Not Enough

Chapter 11 : Out-of-Home and Support Media


Placements

Advantages

High exposure

High frequency

Media support

Source association

Economy

High recall

Bypass regulations

Viewer acceptance

Disadvantages

High absolute cost

Time of exposure

Limited appeal

Lack of control

Public reactions

Competition

Negative placements

Placements

Chapter 11 : Out-of-Home and Support Media


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