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Support Media

Support Media. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin. 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.

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Support Media

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  1. Support Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  2. 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. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  3. Alternative Media Nonmeasured Media Nontraditional Media Support Media Support media are also referred to as: Alternative Media Nonmeasured Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  4. Outdoor Advertising Aerial Advertising Mobile Billboards In-store Media Promotional Products Yellow Pages Other Media Examples of Traditional Support Media Outdoor Advertising Aerial Advertising Mobile Billboards TraditionalSupport Media In-store Media Promotional Products Yellow Pages © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  5. Out-of-Home Media – A Diverse Cross-Section of Formats © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  6. Top 10 Outdoor Advertising Categories • Local services and amusements • Media and advertising • Public transportation, hotels, and resorts • Retail • Insurance and real estate • Financial • Automotive dealers and services • Restaurant • Automotive, auto access, and equipment • Telecommunications © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  7. Outdoor Advertising Goes Beyond Two Dimensions © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  8. Frequency Reach Reach Frequency 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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  9. Sky Banners Signs Trucks Blimps Vans Video 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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  10. Blimps Carry the Message High and Wide © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  11. 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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  12. Trucks Become Billboards on Wheels © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  13. Platform Posters Station Posters Terminal Posters Inside Cards Outside Posters Transit Advertising Media Platform Posters Station Posters Terminal Posters Outside Posters © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  14. Miscellaneous Outdoor Media Include Car-Tops © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  15. Terminal Posters Gain Attention © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  16. Outdoor Advertising Pros & Cons Advantages Disadvantages Wide local coverage Waste coverage Waste coverage Wide local 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 Timeliness Timeliness Production Capability Production capability Production capability © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  17. Transit Advertising Pros & Cons Disadvantages Advantages Reach Reach Exposure Exposure Frequency Mood of the Audience Frequency © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  18. Promotional Products Marketing The advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  19. Promotional Products Pros & Cons Advantages Disadvantages Poor image Selectivity Selectivity Poor image Saturation Saturation Flexibility Flexibility Lead Time Frequency Frequency Economy Economy Goodwill Goodwill High recall High recall Augmentation Augmentation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  20. 536 travelers through DFW airport Measurement of Promotional Products 71% received promotional product in last 12 months 33% still had the item on them 76% recalled the advertisers name 52% conducted business w/the advertiser 52.1% had improved impressions 73% use once a week 55% kept over a year © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  21. Internet Yellow Pages Specialized directories Other Services Forms of Yellow Pages Internet Yellow Pages Specialized directories © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  22. Yellow Pages Advantages Disadvantages Wide Availability Wide Availability Market Fragmentation Market Fragmentation Timeliness Timeliness Action Oriented Action Oriented Lack of Creativity Lack of Creativity Low Cost Low Cost Lead Times Lead Times Frequency Frequency Non-Intrusiveness Non-Intrusiveness Clutter Clutter Size Requirements © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  23. Advertising in Movie Theatres Advantages Disadvantages Irritation High Exposure High Exposure Irritation Audience Mood Cost (Maybe) Audience Mood Cost (Maybe) Cost (Maybe) Good Recall Good Recall Lack of Clutter Lack of Clutter Proximity Proximity Segmentation Segmentation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  24. Magazines Catalogs Radio Videos Types of In-Flight Advertising Magazines Catalogs Videos © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  25. In-Flight Advertising Advantages Disadvantages A Desirable Audience A Desirable Audience High Potential for Irritation High Potential for Irritation Limited Availability of Medium Limited Availability of Medium A Captured Audience A Captured Audience Lack of Audience Attention Lack of Audience Attention Low Relative Cost Low Relative Cost Potential for Rapid Wearout Segmentation Possibilities Segmentation Possibilities © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  26. In-Flight Magazines Enjoy a Captive Audience © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  27. Parking lot ads Videogame ads Bathroom ads Others Place-based media Miscellaneous Other Media Parking lot ads Videogame ads Bathroom ads Place-based media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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