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chapter fourteen

McGraw-Hill/Irwin Essentials of Contemporary Advertising. Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved. chapter fourteen. Out-of-Home, Trade Shows, and Supplementary Media. Objectives_1. Discuss the pros and cons of outdoor advertising

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chapter fourteen

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  1. McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved. chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media

  2. Objectives_1 • Discuss the pros and cons of outdoor advertising • Explain how to measure exposure to outdoor media • Describe the types of standard outdoor advertising structures • Detail the various options available in transit advertising

  3. Objectives_2 • Identify the influences on the cost of transit and other out-of-home media • Discuss the importance of trade shows in a company’s marketing mix • Identify several types of supplementary media

  4. Accessibility Reach Frequency Geographic flexibility Demographic flexibility Cost Impact Creative flexibility Location Pros of Outdoor Advertising

  5. Fleeting message Environmental influence Audience measurement Lack of quality control Long lead time High initial preparation costs Complexity in national buying Low supply in desirable location Perceived as pollution Cons of Outdoor Advertising

  6. Bulletins (35%) 30-sheet posters (22%) In-store (12%) Sports stadiums (8%) Transit (6%) Bus shelters (5%) Supplemental forms (5%) 8-sheet posters (4%) Airport advertising (2%) Mall advertising (1%) Types and Use of Out-of-Home Media

  7. Billboards Billboards offer the lowest CPM of any major media. This example includes a 3-D extension.

  8. Spectaculars Spectaculars are elaborate, animated signs that grab attention in high-traffic areas. Times Square is well-known for the spectaculars located there.

  9. Outdoor Advertising Industry • 400,000 outdoor ad structures owned and maintained by 3,000 plants • Plant responsibilities include • Identifying locations • Leasing or buying property • Acquiring legal permits • Erecting structures • Contracting with advertisers • Posting panels or painting bulletins

  10. Local services and amusements Media entertainment and advertising Public transportation, hotels, and resorts Retail Insurance and real estate Financial services Automotive dealers and services Restaurants Automotive, accessories, and equipment telecommunications Outdoor Advertiser Categories

  11. Buying Outdoor Advertising • Basic unit is 100 GRPs (100 showing) • 1 rating point equals 1 percent of a particular market’s population • Exhibit 14-3 illustrates locations in Baton Rouge that would achieve 100 GRPs per day

  12. Transit Advertising • Category of out-of-home media that includes bus and taxicab advertising as well as posters on transit shelters, terminals, and subways • Suitable for reaching middle- to lower-income urban consumers

  13. Long exposure time Repetitive value Eagerly read messages Low cost Creative flexibility Need satisfying Pros of Transit Advertising

  14. Less status Crowded environment Limited selectivity Limited to urban markets Clutter Less access to suburbanites Creative restrictions Cons of Transit Advertising

  15. Types of Transit Advertising • Transit shelters • Terminal posters • Inside cards • Outside posters • Exteriors (taxicabs and buses)

  16. Buying Transit Advertising • Unit of purchase is a showing (also called a run or service) • Full showing(100 showing) means that one card will appear on each vehicle in a system • Rates quoted for 30-days with discounts for multi-month contracts • Special buys available

  17. Trade Shows • Used in every major industry • Booths and exhibits used to attract traffic • Allows for demonstrations, lead generation, and sales meetings

  18. Establishing Trade Show Exhibits Planning People Budgeting Productivity Promotion

  19. Specialty advertising Premiums Consumer specialties Business-to-Business specialties Directories and Yellow Pages Emerging Media Videotapes Cinema Advertising Product Placement ATMs Gas Pumps Supplementary Media

  20. Advertising specialty Basic bus Booth Brand integration Brand trains Bulletin structure Bus-o-rama sign Car-end poster Cinema advertising Directories Eight-sheet posters Electronic sign Exhibit Full showing Global positioning system Key Terms_1

  21. Immersive advertising Inside card Mobile billboard 100 showing Outdoor advertising Out-of-home media Outside poster Premium Product placement Showing Spectaculars Stock poster Take-ones Taxicab exterior Terminal poster Key Terms_2

  22. 30-sheet poster panel Total bus Trade show Transit advertising Transit shelter advertising Video brochure Key Terms_3

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