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McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary media
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Page 1: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter 16Using out-of-home,

exhibitive, and supplementary media

Page 2: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-2

Chapter Overview

Factors advertisers consider when evaluating out-of-home, exhibitive,

and supplementary media

Page 3: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-3

Chapter ObjectivesDiscuss the pros &

cons of outdoor advertising

Detail transit ad options

Discuss the importance of exhibitive media in a

marketing mix

Explain how to measure outdoor media

exposure

Describe the types of standard outdoor

advertising structures

Identify influences on the cost of transit and

other out-of-home media

Explain issues advertisers face when changing packaging

Identify various types of supplementary media

Page 4: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-4

Usage of Out-of-Home Media

Page 5: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-5

Out-of-Home Media

Mountain Mountain Dew was Dew was

able to get able to get people to people to

interact with interact with their their

billboardbillboard

Page 6: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-6

Outdoor Advertising Business

3,000 Plants

Find suitable locations

Lease/buy the property

Acquire permits

Erect structures

Contract w/advertisers

Work with creatives

Post or paint bulletins

390,000 Outdoor Ad Structures

Maintenance

Page 7: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-7

Types of Outdoor Advertising

Standardized Outdoor Advertising

BulletinStructures

8-SheetPosters

30-SheetPosters

Spectaculars

Page 8: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-8

Types of Outdoor Advertising

Using surroundings to accent an ad

Page 9: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-9

Buying Outdoor Advertising

100 showing = 100 gross rating points daily

1 rating point = 1% of the market population

100 gross points = reaching 88.1% of the adults in a market over a 30-day period

Page 10: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-10

Location, Location, Location

Billboard locations in Baton Rouge

Page 11: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-11

Outdoor Advertising

Technology

Global positioning systems

Sophisticated software

Digitized video

Barcodes

Computerized painting

LEDs

Holograms

Interactive kiosks

Page 12: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-12

Regulation of Outdoor Ads

Highway Beautification

Act (1965)

Scenic Highway Construction ban

(1991)

State Regulation and Bans

Page 13: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-13

Transit Advertising

Subway poster advertises that it

“Doesn’t hurt at all”

Terminal Posters

Transit Shelters

Inside/Outside Cards & Posters

Transit Ad Types

Page 14: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-14

Buying Transit Advertising

Full (100) Showing:1 ad in each vehicle in the system

Special Transit Buys

BasicBus

TakeOnes

Bus-o-RamaSigns

Total Bus/Bus Wrap

BrandTrains

Immersive Advertising

Page 15: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-15

Other Out-of-Home Media

Trucks

Electronic Signs

Parking Meters

Public Phones

Postage stamps

Page 16: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-16

Pros & Cons of Transit Ads

The Pros

Long exposure

Repetitive value

Eagerly read messagesLow cost

Creative flexibility

Need satisfying

Environmentally sensitive

Page 17: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-17

Pros & Cons of Transit Ads

The Cons

Status

Crowded environment

Selectivity

Clutter

Location

Creative restrictions

Page 18: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-18

Exhibitive Media

Packaging can make or break the deal for a

consumer

Product

Tradeshow booths

Exhibits

Page 19: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-19

Functions of Packaging

Protection

Preservation

Information

Promotion

Page 20: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-20

Package Design Factors

Stand-out Appeal

Verbal & non-verbal communication

Prestige or Desired Image

Especially important for non-rational products

Perfume/cosmetics

Sports accessories

Confections

Luxury products

Page 21: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-21

Packaging Production Phases

Concept Input

Manufacturers

Intermediaries

Consumer Advocates

Governmental Agencies

Graphic artists

Label producers

Die cutters

Production

Warehousers

Consumers Packaging Engineers

Page 22: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-22

Packaging Design

High-resolution printing

Intricate folding and die cutting

Exact folding and fitting

Avoid

Page 23: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-23

Exhibitive Media

Trade Show Booths and Exhibits

Planning

People

Promotion

Productivity

Budgeting

Page 24: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-24

Exhibitive Media

How customers learn about

trade shows

Page 25: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-25

Exhibitive Media

How long will customers wait for a

sales rep at a trade-show

booth?

Page 26: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-26

Specialty Advertising

Coffee mugs

Ballpoint pens

Key chains

Watches

T-shirts

Not the same as a Premium

Page 27: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-27

Directories & Yellow Pages

Published by…

Phone companies

Trade associations

Industrial groups

Others

They serve as…

Locators

Buying guides

Mailing lists

Target marketing

Page 28: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-28

Directories & Yellow Pages

Increased reach when used in

conjunction with other media or

a ride-along program

Page 29: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-29

Emerging Media

DVDs

Cinema advertising

Product placement

ATMs

Page 30: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 16 Using out-of-home, exhibitive, and supplementary.

16-30

Emerging Media

Digital media has brought a lot of new

opportunities – Digital Jukebox


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