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    Arju Lubna
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    Promotional management uses support media to reach target audiences that primary media may have missed. There are two main types of support media: traditional like out-of-home advertising using billboards, transit advertising, and in-store media; and non-traditional like product placements, branded entertainment, and guerrilla marketing. Support media offers advantages like creating awareness, frequency, and cost efficiency but also has disadvantages such as limited message ability, waste coverage, and measurement challenges.

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    Promotional management uses support media to reach target audiences that primary media may have missed. There are two main types of support media: traditional like out-of-home advertising using billboards, transit advertising, and in-store media; and non-traditional like product placements, branded entertainment, and guerrilla marketing. Support media offers advantages like creating awareness, frequency, and cost efficiency but also has disadvantages such as limited message ability, waste coverage, and measurement challenges.

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    6 views15 pages

    Chapter 13

    Uploaded by

    Arju Lubna
    Promotional management uses support media to reach target audiences that primary media may have missed. There are two main types of support media: traditional like out-of-home advertising using billboards, transit advertising, and in-store media; and non-traditional like product placements, branded entertainment, and guerrilla marketing. Support media offers advantages like creating awareness, frequency, and cost efficiency but also has disadvantages such as limited message ability, waste coverage, and measurement challenges.

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    of 15

    Promotional Management

    SUPPORT MEDIA
    Support Media
    Support media also known as
    To reach those people Alternative media
    in the target audience Non-measured media
    that primary media like Non-traditional media
    tv, print etc. May not Below the line media
    have effectively
    reached .
    Two major types of Support media

    1. Traditional
    &
    2. Nontraditional
    Traditional Support Media
    Transit sign ad

    Out of Home (OOH) Advertising:


    Place-based In-store ad

    Billboards media

    Street
    furniture
    Transit
    Alternative Out-of-Home Media Ex: energy drink in
    Place-based media sporting events,
    tanning lotion and
    Aerial Advertising sunscreen in beach
    area
    Sky Banner Blimp Sky Writing

    Mobile Billboards

    Trucks Vans Trailers


    In-Store Media

    In-store ads Aisle displays Store leaflets

    Shopping cart
    In-store TV
    signage
    Pros & Cons of Outdoor Advertising

    Creation of awareness
    Wide local coverage
    Pros
    High frequency Efficiency

    Geographic flexibility Sales effectiveness

    Creativity Production capability

    Timeliness
    Waste coverage High cost

    Cons Limited message ability Measurement problems

    Wearout Image problems


    Pros & Cons of Transit Advertising

    Advantages
    Exposure 9 million Rides
    every week

    Frequency 10.5 billion rides

    Disadvantages
    Reach

    Mood of the Audience


    Nontraditional Support Media

    Product Placements Product Integration

    Branded
    Ad-Supported VOD
    entertainment
    Blend marketing & Advertainment
    entertainment through
    tv, film, music talent

    Content Sponsorship
    Pros & Cons of Branded Entertainment
    Advantages Disadvantages
    High Exposure High Absolute Cost

    High Frequency Time of Exposure

    Media Support Limited Appeal

    Source Association Lack of Control

    Low Cost/High Recall Public Reactions

    Bypass Regulations Competition

    Viewer Acceptance Negative Placements

    Targeting Clutter
    Guerrilla Marketing

    The use of nontraditional media to market one’s


    product often employing atypical efforts, and often
    attempting to capitalize on competitors’
    promotional efforts.
    THANK YOU

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