ALTERNATIVE

MEDIA AND
TECHNIQUES
Transit Advertising, Online Ads, and Direct Response
Advertising
 TRANSIT
ADVERTISING
Alternative media and techniques
Transit Advertising
•Buses and jeepneys in the Philippines ply the
same route every day. An advertising signage
on the side or back of a bus, a jeepney spare
tire cover, or perched atop a taxicab can
create good brand recall for the market.
Transit Advertising
Advantages Disadvantages
• Mobile • Short messages only
• Relatively inexpensive • Reminder advertising
• Consistent daily only
audience • May be damaged by
the elements
King and Queen Signs

Tail Signs
Interior Cards
ONLINE ADS
Alternative media and techniques
Online Ads
•Out of 2.4 billion Internet users worldwide, 1.1
billion are from Asia. These figures have led to
the popularity of Internet advertising, which
permits target marketing through the use of
cookies generated by a web page server.
Online Ads
Advantages Disadvantages

• Well- segmented • Easy to ignore

audience
• Low cost
 DIRECT
RESPONSE
ADVERTISING
Alternative media and techniques
Direct Response Advertising
• Used extensively on television during specific periods of the
day and usually presented in telemarketing programs, direct
response advertising mostly showcases product not available
through conventional retailers.
• Characteristics of direct marketing messages are dramatization
and the use of incentive to solicit early response.
• This type of advertising, however, suffers from poor image as
customers complain of products not being faithful to how they
are represented in the advertisement.
Direct Response Advertising
Advantage Disadvantage

• High information • Clutter

content • Poor image
• Measurable