Why is it Used?

SUPPORT MEDIA „ CreateAwareness

„ Get Attention

„ Enhance Retention (memory for your

product)

Promotional Products Marketing Out of Home Media

„ Ad specialties „ Outdoor
„ Premiums „ In-store
„ Business Gifts
„ Transit
„ Advertising in Movie Theaters
„ Awards
„ Yellow Pages
„ Prizes
„ Place-based Media
„ Commemoratives
„ POP – Point of Purchase

Special Outdoor Media

„ Aerial Advertising „ In-Store Media
„ Sky Banners „ Signs „ Parking meters „ Car top signs
„ Sky Writing „ Video „ ATM displays „ Sidewalk signs
„ Blimps „ Kiosks
„ Trash cans „ Garden plantings
„ Mobile Billboards
„ Ski lift poles „ Wall drawings
„ Trucks

„ Vans

„ Trailers

1
 BMW

Product Placement
In Movies

Colgate Total

Product Placement
In TV Programming

Quaker Oatmeal

In Flight Ads

2
 United Airlines Discovery Channel

Advantages Disadvantages
„ Mass coverage „ Low selectivity
„ High reach „ Short message life
Name That Media „ Impact of sight,
sound, and motion
„
„
High absolute cost
High production
„ High prestige costs
„ Low cost per „ Clutter
exposure
„ Attention getting
„ Favorable image

Advantages Disadvantages
„ Local coverage „ Audio only
Television „ Low cost „ Clutter
„ High frequency „ Low attention getting
„ Flexible „ Fleeting message
„ Low production costs
„ Well-segmented
audiences

3
 Advantages Disadvantages
„ Segmentation „ Long lead time for ad
Radio potential placement
„ Quality reproduction „ Visual only
„ High information „ Lack of flexibility
content
„ Longevity
„ Multiple readers

Advantages Disadvantages
„ High coverage „ Short life
Magazines „ Low cost „ Clutter

„ Short lead time for „ Low attention-getting

placing ads capabilities
„ Ads can placed in interest „ Poor reproduction quality
sections „ Selective reader exposure
„ Timely (current ads)

„ Reader controls exposure

„ Can be used for coupons

Advantages Disadvantages
Newspapers „ Location specific „ Short exposure
„ High resolution time requires
„ Easily noticed
simple ad
„ Poor image

„ Local restrictions

4
 Advantages Disadvantages
Outdoor „ High selectivity „ High cost/contact
„ Reader controls „ Poor image (junk
exposure mail)
„ High information „ Clutter
content
„ Opportunities for
repeat exposures

Advantages
Direct Mail „ User selects product
information
„ User attention and
involvement
„ Interactive relationship
„ Direct selling potential
„ Flexible message
platform
Disadvantages
„ Limited creative
capabilities
„ Web snarl (crowded
access)
„ Technology limitations
„ Few valid measurement
techniques
„ Limited reach

Internet/Interactive
Media