1 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Chapter 13 Support Media 13-2 Other Terms for Support Media Alternative media Below-the-line media Nonmeasured media Nontraditional media 13-3 Outdoor Advertising Factors contributing to its success Increase in the number of: Women in the work force Vehicles on the road Ability to remain innovative through technology Digital out-of-home media Video advertising networks Digital billboards Ambient advertising 13-4 Alternative Out-of-Home Media Aerial advertising Outdoor advertising incorporating use of airplanes pulling banners, skywriting, and blimps Not expensive and reaches specific target markets Mobile billboards: Devices that carry advertisements and are mobile Costs depend on the area and the mobile board company’s fees 13-5 In-Store Media Reach shoppers at the place where they buy Include: In-store ads Aisle displays Store leaflets Shopping cart signage In-store TV 13-6 Transit Advertising Targets people who are exposed to commercial transportation facilities Gained popularity due to: Increased number of women in the work force Audience segmentation People spending more time outdoors 2 13-7 Types of Transit Advertising Inside cards Placed above the seats and luggage area inside public transport vehicles Outside posters Appear on the sides, backs, and/or roofs of buses, taxis, trains, and subway and trolley cars Station, platform, and terminal posters 13-8 Advantages of Outdoor Advertising Wide coverage of local markets Frequency and Geographic flexibility Creativity Ability to create awareness Efficiency and effectiveness Production capabilities Timeliness 13-9 Disadvantages of Outdoor Advertising Waste coverage Limited message capabilities Wearout Cost Measurement problems Image problems 13-10 Advantages and Disadvantages of Transit Advertising Advantages • Exposure • Frequency • Cost Disadvantages • Reach • Mood of the audience 13-11 Sources of Audience Measurement in Out-of-Home Media Competitive Media Reports Simmons Market Research Bureau Point of Purchase Advertising Institute Outdoor Advertising Association of America Traffic Audit Bureau Scarborough American Public Transportation Association 13-12 Promotional Products Marketing Promotional medium or method that uses the following promotional products Ad specialties Premiums Business gifts Awards Prizes Commemoratives 3 13-13 Specialty Advertising Employs imprinted, useful, or decorative products for: Advertising Sales Promotion Motivational Communication Distributed free 13-14 Advantages and Disadvantages of Promotional Products Marketing Advantages Selectivity Flexibility Frequency Cost Goodwill ...