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Support Media

McGraw-Hill/Irwin

© 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Support Media   

Support media are referred to alternative, nonmeasured or nontraditional media. Support media are used to reach those people in the target market the primary media may not have reached to reinforce, or support, their messages. Types of support media: Out-of-home media, Promotional Products and others.

Out-of-Home Media 
 

Outdoor advertising Transit advertising Aerial advertising  

Airplanes pulling banners, skywriting, and blimps (ex. Exhibit 13-4) Low absolute cost and useful for reaching specific target markets Signs/Banners/Displays; Video displays; Kiosks Approximately 2/3 of consumers¶ purchase decisions are made in the store. Some impulse categories demonstrate an 80 percent rate. 

In-store media 
 

Outdoor Advertising  

Outdoor (electronic) billboards and signs Account for about 2.3% of all advertising expenditure.

Advantages of Outdoor Advertising 


Wilde coverage of local markets Frequency 

The purchase cycles are typically for 30-day periods. Along high ways, near stores, or on mobile billboards. Local, regional, or even national markets may be covered. Outdoor advertising goes beyond two dimensions. 

Geographic flexibility   

Creativity 

Creativity of Outdoor Advertising

Creativity of Outdoor Advertising

Creativity of Outdoor Advertising

Creativity of Outdoor Advertising

Creativity of Outdoor Advertising

Creativity of Outdoor Advertising

Advantages of Outdoor Advertising 

Ability to create awareness 

Ex. Ford¶s Escape, . The average CPM of outdoor is approximately ½ of radio and far less than that of TV, magazines, and newspapers. 

Efficiency 

Advantages of Outdoor Advertising 

Effectiveness   

Outdoor advertising can have a significant effect on sales, particularly when combined with a promotion. 35%of consumers surveyed said they had called a phone number they saw on an out-of-home ad. Ex. Figure 13-3. 

Production capabilities

Disadvantages of Outdoor Advertising 


Waste coverage Limited message capabilities 

Messages are limited to a few words and/or illustration. People are likely to get tired of seeing the same ad every day. 

Wearout 

Disadvantages of Outdoor Advertising 

Cost 


The decreasing signage Ex. t ²100 / . 



Measurement problems Image problems

Other Outdoor Media 
      

Parking meters ATM displays Trash cans Ski lift poles Car top signs Sidewalk signs Garden plantings Wall drawings

Transit Advertising   

Transit is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, elevators, trolleys, airplanes, and subways. The increased number of women in the work force, audience segmentation, and the rising cost of TV advertising Types of transit advertising: (1) inside card; (2) outside posters (ex. Exhibit 13-8); (3) station, platform, and terminal posters (ex. Exhibit 13-9).

Examples of Outside Posters

Examples of Outside Posters

Advantages of Transit Advertising 

Exposure   

About 9 million people ride mass transit every week. Plenty of exposure time (the average ride on mass transit is 45 minutes) Captive 20~40 times/month 

Frequency 

Advantages of Transit Advertising 

Timeliness 

Many people get to stores on mass transit. 



Geographic Cost 

One of the least expensive media in terms of both absolute and relative costs.

Disadvantages of Transit Advertising 
   

Image factors Reach Waste coverage Copy and creative limitation Mood of the audience

Specialty Advertising   

Examples: ballpoint pens, coffee mugs, key rings, calendars, T-shirts. (Figure 13-7) Advertisers spend over $16.5 billion per year on specialty advertising items. The increased use of this medium makes it the fastest-growing of all advertising or sales promotion media. 

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Effects of Specialty Advertising   

The average household has almost 4 calendars; if they had not been given such items free, 2/3 of the respondents said they would purchase one. 39% of people receiving advertising specialties could recall the name of the company as long as 6 months later. 31% of respondents were still using at least one specialty they had received a year or more earlier.

Effects of Specialty Advertising  

The inclusion of a specialty item in a directmail piece generated a greater response rate and 321% greater dollar purchases per sale than mail piece without such item. Including an ad specialty in a thank-you latter can improve customers¶ attitudes toward a company¶s reps by as much as 34% and toward the company itself by as much as 52%.

Advantages of Specialty Advertising 

Selectivity 

Specialty advertising items are generally distributed directly to target customers. Variety of specialty items A message as simple as a logo or as long as is necessary can be distributed through a number of means. More forms of specialty advertising are designed for retention. 

Flexibility 
 

Frequency 

Advantages of Specialty Advertising 

Cost 

The high number of repeat exposures drives down the relative cost per exposure of this advertising. Goodwill was cited as the No.1 reason for use. People like to receive gifts and many of the products are functional. 

Goodwill 
 

Supplementing other media

Disadvantages of Specialty Advertising 

Image 

The company image may be cheapened by a chintzy or poorly designed advertising form. The more unusual the specialty, the more value it is likely to have to the receivers. 

Saturation  

Lead time

Movie Theater Advertising   

The growth rate has averaged 20% a year since 1992, resulting in a $400 million industry by 2001. More than one-half of all theaters show ads before the films. Figure 13-11.

Advantages of Movie Theater Advertising 

Exposure 

Over 1.49 billion tickets were sold in 2001. 



Mood Cost 

It is low in terms of both absolute and relative costs per exposure. The next day about 83% if viewers can recall the ads they saw in a movie theater. (20% for TV) 

Recall 

Advantages of Movie Theater Advertising 

Clutter 

Most theaters limit the number of ads. Of moviegoers, 73% combine the activity with dining out, 68 with shopping. Above-average in education and affluent 

Proximity  

Segmentation 

Disadvantages of Movie Theater Advertising 

Irritation 

Most people think these ads are annoying or very annoying. Ads exposes nationally are often as much as 20% higher than an equal exposure on TV. 

Cost 

Product Placements in Movies and on TV  

Show the actual product or an ad for it as part of a movie. Examples 
 

Peugeot in Taxi in SARS in in & 

Advantages of Product Placements 

Exposure 
 

Over 1.4 billion admissions per year Life span: 3~6 months Increasing home video rental market and network and cable TV (ex. HBO) Depending on how the product is used in the movie (or program) Higher frequency for regular watchers 

Frequency  

Advantages of Product Placements 

Support of other media 

Cross-promote the product and movie tiein in multiple media venues as well as through the Internet and sales promotions. Celebrities as spokesmen Association with the proper source is critical to success. 

Source association 


Advantages of Product Placements 

Cost  

Absolute cost: range from free samples to $1 million. Relative cost: Because of the high volume of exposures, the CPM can be very low. Average recall is approximately 38% (better than TV viewing). Prominently displayed placements lead to strong recall. 

Recall  

Advantages of Product Placements 

Bypassing regulation 

Circumvent the legal restrictions, ex. cigarette and liquor. Viewers are accepting of product placements and in general evaluate them positively, though some products (alcohol, guns, cigarettes) are perceived as less acceptable. 

Acceptance 

Disadvantages of Product Placements 

High absolute cost 

The increased demand by the studios for cross-promotions drives costs up considerably. When the product is not featured prominently, the advertisers runs the risk of not being seen. 

Time of exposure 

Disadvantages of Product Placements 

Limited appeal  

Appeals are limited to source association, use, and enjoyment. Less detailed information about the product, indirect endorsement, inflexibility. In many movies, the advertisers has no say over when and how often the product will be shown. 

Lack of control 

Disadvantages of Product Placements 

Public reaction 

If the placement is too intrusive, consumers may develop negative attitudes toward the brand. Increased competition to get one¶s product placed Some products may appear in movie scenes that are disliked by the audience or create a less than favorable mood. 

Competition  

Negative placements 

In-Flight Advertising 
  

In-flight In-flight In-flight In-flight

magazine videos radio catalogs

Advantages of In-Flight Advertising 

A desirable audience    

The average travelers is 45 years old and has a household income over $83,700. American Airlines¶ Celebrated Living: median income - $174,500 United Airlines¶ Hemispheres: business professionals (4%) & professionals (71%). Figure 13-12

Advantages of In-Flight Advertising 

A captive audience 

The audience in an airplane cannot leave the room. United Airlines vs. Forbes & Fortune SKY-TV vs. The Wall Street Journal Reach specific demographic groups as well as specific destination. 

Cost 
 

Segmentation Capabilities 

Disadvantages of In-Flight Advertising 
  

Irritation Limited availability Lack of attention Wearout

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