support media n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Support Media PowerPoint Presentation
Download Presentation
Support Media

Loading in 2 Seconds...

play fullscreen
1 / 30

Support Media - PowerPoint PPT Presentation


  • 73 Views
  • Uploaded on

Support Media. The Role of Support Media. To reach those people in the target audience that primary media (TV, print, etc.) may not have reached or to reinforce primary media’s messages. Alternative Media. Nonmeasured Media. Nontraditional Media. Support Media.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Support Media' - ianna


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
the role of support media
The Role of Support Media

To reach those people in the target audience that primary media (TV, print, etc.) may not have reached or to reinforce primary media’s messages.

support media1

Alternative Media

Nonmeasured Media

Nontraditional Media

Support Media

Support media are also referred to as:

Alternative Media

Out-of-Home Media

examples of traditional support media

Outdoor Advertising

Aerial Advertising

Mobile Billboards

In-store Media

Promotional Products

Yellow Pages

Signage

Examples of Traditional Support Media

Outdoor Advertising

Aerial Advertising

Mobile Billboards

TraditionalSupport Media

In-store Media

Promotional Products

Yellow Pages

outdoor media options

Wall

Drawings

Car Top

Signs

Sidewalk

Signs

Ski Lift

Poles

Parking

Meters

Gasoline Pumps

ATM

Displays

Trash

Cans

Outdoor Media Options

Wall

Drawings

Car Top

Signs

Ski Lift

Poles

Media

Options

Parking

Meters

Gasoline Pumps

ATM

Displays

Trash

Cans

transit advertising media

Platform

Posters

Station

Posters

Terminal

Posters

Inside

Cards

Outside

Posters

Transit Advertising Media

Platform

Posters

Station

Posters

Terminal

Posters

Outside

Posters

ad spending on out of home media
Ad Spending on Out-of-Home Media
  • Billboards (66% of ad dollars)
    • Bulletins, spectaculars, murals, posters, etc.
  • Street furniture (7% of ad dollars)
    • Bicycles, benches, kiosks, etc.
  • Transit (11% of ad dollars)
    • Airports, buses, taxis, etc.
  • Alternative media (16% of ad dollars)
    • Cinema, stadiums, place-based ads, etc.
advantages of outdoor advertising

Frequency

Reach

Frequency

Reach

Potential for high frequency of impressions

Can reach a variety of audiences very quickly (think blimps)

Can reach a variety of audiences very quickly

Potential for High frequency of impressions (think commuters and billboards)

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 boost impact

Advantages of Outdoor Advertising
outdoor advertising disadvantages
Outdoor Advertising Disadvantages

Disadvantages

Limited message capability

Wearout

Measurement problems

Image problems:

Visual Pollution

Timeliness/Lead Time

Production Capability

measuring traffic levels
Measuring Traffic Levels

The Traffic Audit Bureau for Media Measurement (TAB) measures traffic for the outdoor industry.

growth of out of home advertising
Growth of Out-of-Home Advertising
  • More than 40 types of out-of-home media
  • Why the growth?
    • Increasingly mobile population
    • More traffic
    • Lower CPMs ($2-$10 per M)
    • Media fragmentation
    • Direct Response Capabilities
    • Point of Purchase Capabilities
    • Advertiser diversification
buying outdoor
Buying Outdoor
  • Billboard/Poster advertising purchased on the basis of GRPs
  • Audience for outdoor is known as the daily effective circulation (DEC)
  • GRPs normally bought in units of 50 or 100
promotional products marketing
Promotional Products Marketing

Ad specialties, premiums, business gifts, prizes, or commemoratives.

Example: Pens with logo on them

promotional products pros cons
Promotional Products Pros & Cons

Advantages

Disadvantages

Poor image

Selectivity

Highly targeted

Poor image

Saturation

Saturation

Flexibility

Many Options

Lead Time

Frequency

Frequency

Economy

Lower Cost

Limited Message Potential

Goodwill

Goodwill

High recall

High recall

Augmentation

Augmentation of Primary Media

forms of yellow pages

Internet Yellow Pages

Specialized directories

Community Yellow Pages

Forms of Yellow Pages

Internet Yellow Pages

Specialized directories

yellow pages
Yellow Pages

Advantages

Disadvantages

Wide (Free) Availability

Wide Availability

Market Fragmentation

Market Fragmentation

Timeliness

Timeliness

Action Oriented

Action Oriented

Lack of Creative Options

Lack of Creativity

Low Cost

Low Cost

Lead Times

Lead Times

Frequency

Frequency

Non-Intrusiveness

Non-Intrusiveness

Clutter

Clutter

Size Limitations

advertising in movie theatres
Advertising in Movie Theatres

Advantages

Disadvantages

Irritation

High Exposure

High Reach/Exposure

Irritation

Audience Mood

Cost (Maybe)

Audience Mood

Good Recall

Movie Failure

Lack of Clutter

Proximity to shopping

Good Segmentation

Captive Audience

types of in flight advertising

Magazines

Catalogs

Radio

Videos

Types of In-Flight Advertising

Magazines

Catalogs

Videos

branded entertainment

Product Placements

Others

Product Integration

Ad-Supported VOD

Advertainment

Content Sponsorship

Branded Entertainment

Product Placements

Product Integration

Branded Entertainment

Advertainment

Ad-Supported VOD

Content Sponsorship

product placement examples
Product Placement Examples

Cast Away

The Devil Wears Prada

007 movie tie in product placement
007 Movie Tie-In Product Placement

*Click outside of the video screen to advance to the next slide

branded entertainment1
Branded Entertainment

Advantages

Disadvantages

High Exposure

High Potential Reach

High Absolute Cost

High Absolute Cost

High Frequency

Celebrity Effects

Time of Exposure

Short Exposure Time

Media Support

Passive Sales Message

Lack of Control

Source Association

Source Association

Negative Placements

High Recall

Economy/High Recall

Low Frequency

Bypass Regulations

Bypass Regulations

Viewer Acceptance

Viewer Acceptance

Targeted / Selective

Targeting