Chapter 11

1. Chapter 11 Out-of-Home and Support Media

2. 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

3. 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

4. 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

5. Types of Outdoor Media • Posters • Backlit posters • Bulletins • Street level posters Chapter 11 : Out-of-Home and Support Media

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. Commuter Transit Options • Interior transit cards • Interior door cards • Exterior posters • Station posters Chapter 11 : Out-of-Home and Support Media

13. 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

14. Transit Advertising Advantages • Selectivity • Geographically selective for local ads • Economy • Low absolute and relative cost Chapter 11 : Out-of-Home and Support Media

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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

23. Point of Purchase Media • Wall signs • Displays • Banners • Shelf-signs • Video displays • Kiosks • Coupons • LED boards Chapter 11 : Out-of-Home and Support Media

24. 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

25. 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

26. 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

27. 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

28. 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

29. 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

30. 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

31. 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

32. 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

33. 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

34. 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

35. 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

36. 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

37. 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

38. 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

39. 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

40. 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