2. The Role of Support Media
To reach those people in the target
To reach those people in the target
audience that primary media (TV,
audience that primary media (TV,
print, etc.) may not have effectively
print, etc.) may not have effectively
reached and to reinforce, or support,
reached and to reinforce, or support,
their messages.
their messages.
3. Support Media
Support media are
Support media are
also referred to as:
also referred to as:
Alternative
Alternative
Media
Media
Nonmeasured
Nonmeasured
Media
Media
Nontraditional
Nontraditional
Media
Media
4. Examples of Traditional Support Media
Billboards
Billboards
Promotional Products
Promotional Products
Kiosks
Kiosks
Yellow Pages
Yellow Pages
Posters
Posters
Wall Murals
Wall Murals
7. Top 10 Outdoor Advertising Categories
1.
1.
2.
2.
Miscellaneous services and amusements
Miscellaneous services and amusements
Insurance and real estate
Insurance and real estate
3.
3.
4.
4.
Communications
Communications
Public transportation, hotels, resorts
Public transportation, hotels, resorts
5.
5.
6.
6.
Media and advertising
Media and advertising
Retail
Retail
7.
7.
8.
8.
Restaurants
Restaurants
Financial
Financial
9. Automotive dealers and services
9. Automotive dealers and services
10. Automotive accessories and equipment
10. Automotive accessories and equipment
9. Characteristics of Outdoor Advertising
Reach
Reach
Frequency
Frequency
Flexibility
Flexibility
Cost
Cost
Impact
Impact
Can reach a variety of audiences
Can reach a variety of audiences
very quickly
very quickly
Potential for high frequency of
Potential for high frequency of
impressions
impressions
Many options available to reach
Many options available to reach
specific groups
specific groups
Low cost per exposure,
Low cost per exposure,
depending on medium used
depending on medium used
Size, shape, lighting, and motion
Size, shape, lighting, and motion
can lead to impact
can lead to impact
10. Alternative Out-of-Home Media
Aerial Advertising
Aerial Advertising
Sky Banner
Sky Banner
Blimp
Blimp
Sky Writing
Sky Writing
Mobile Billboards
Mobile Billboards
Trucks
Trucks
Vans
Vans
Trailers
Trailers
In-Store Media
In-Store Media
Signs
Signs
Video
Video
Kiosks
Kiosks
20. Pros of Outdoor Advertising
Wide local coverage
Wide local coverage
Creation of awareness
Creation of awareness
High frequency
High frequency
Efficiency
Efficiency
Geographic flexibility
Geographic flexibility
Sales effectiveness
Sales effectiveness
Creativity
Creativity
Production capability
Production capability
Timeliness
Timeliness
21. Cons of Outdoor Advertising
Waste coverage
Waste coverage
High cost
High cost
Limited message capability
Limited message capability
Measurement problems
Measurement problems
Wearout
Wearout
Image problems
Image problems
23. Measurement in Out-of-Home Media
Competitive Media Reports
Competitive Media Reports
Simmons
Simmons
Market Research Bureau
Market Research Bureau
Point of Purchase
Point of Purchase
Advertising Institute
Advertising Institute
Sources
Sources
OAAA
OAAA
Traffic Audit Bureau
Traffic Audit Bureau
Scarborough
Scarborough
APTA
APTA
24. Promotional Products Marketing
The advertising or promotional medium
The advertising or promotional medium
or method that uses promotional
or method that uses promotional
products, such as ad specialties,
products, such as ad specialties,
premiums, business gifts, awards, prizes,
premiums, business gifts, awards, prizes,
or commemoratives.
or commemoratives.
26. Pros and Cons of Promotional Products
Advantages
Disadvantages
Selectivity
Selectivity
Poor image
Poor image
Flexibility
Flexibility
Saturation
Saturation
Frequency
Frequency
Lead Time
Lead Time
Economy
Economy
Goodwill
Goodwill
High recall
High recall
Augmentation
Augmentation
27. Measurement of Promotional Products
71% received promotional product in last 12 months
71% received promotional product in last 12 months
33% still had the item on them
33% still had the item on them
76% recalled the advertisers name
76% recalled the advertisers name
536
travelers
through
DFW
airport
52% conducted business w/advertiser
52% conducted business w/advertiser
52.1% had improved impressions
52.1% had improved impressions
73% use once a week
73% use once a week
55% kept over a year
55% kept over a year
28. Forms of Yellow Pages
Specialized
Specialized
directories
directories
Internet
Internet
Yellow Pages
Yellow Pages
Other
Other
Services
Services
29. Pros and Cons of Yellow Pages
Advantages
Disadvantages
Wide Availability
Wide Availability
Market Fragmentation
Market Fragmentation
Action Oriented
Action Oriented
Timeliness
Timeliness
Low Cost
Low Cost
Lack of Creativity
Lack of Creativity
Frequency
Frequency
Lead Times
Lead Times
Non-Intrusiveness
Non-Intrusiveness
Clutter
Clutter
Size Requirements
Size Requirements
30. Advertising in Movie Theaters
Advantages
Disadvantages
High Exposure
High Exposure
Irritation
Irritation
Audience Mood
Audience Mood
Cost (Maybe)
Cost (Maybe)
Cost (Maybe)
Cost (Maybe)
Good Recall
Good Recall
Lack of Clutter
Lack of Clutter
Proximity
Proximity
Segmentation
Segmentation
32. In-Flight Advertising
Advantages
Disadvantages
A Desirable Audience
A Desirable Audience
High Potential for
High Potential for
Irritation
Irritation
A Captured Audience
A Captured Audience
Limited Availability of
Limited Availability of
Medium
Medium
Low Relative Cost
Low Relative Cost
Lack of Audience
Lack of Audience
Attention
Attention
Segmentation
Segmentation
Possibilities
Possibilities
Potential for Rapid
Potential for Rapid
Wearout
Wearout
35. Branded Entertainment
Advantages
Disadvantages
High Exposure
High Exposure
High Absolute Cost
High Absolute Cost
High Frequency
High Frequency
Time of Exposure
Time of Exposure
Media Support
Media Support
Limited Appeal
Limited Appeal
Source Association
Source Association
Lack of Control
Lack of Control
Low Cost/High Recall
Low Cost/High Recall
Public Reactions
Public Reactions
Bypass Regulations
Bypass Regulations
Competition
Competition
Viewer Acceptance
Viewer Acceptance
Negative Placements
Negative Placements
Targeting
Targeting
Clutter
Clutter
36. Measurement in Branded Entertainment
Nielson Media Research
Nielson Media Research
Services
Services
IAG Research
IAG Research
Deutsch/iTVX
Deutsch/iTVX
Brand Advisers
Brand Advisers
38. Miscellaneous Other Media
Parking lot
Parking lot
ads
ads
Videogame
Videogame
ads
ads
Others
Others
Bathroom
Bathroom
ads
ads
Place-based
Place-based
media
media
Relation to text
This slide relates to material on p. 426 of the text.
Summary Overview
The role of support media is to reach those people in the target audience that primary media such as TV or print may not have effectively reached and to reinforce or support the advertising message.
Use of this slide
This slide can be used to discuss the role of support media in the IMC program. Many advertisers have increased their use of support media and will continue to do so as new alternatives are developed.
Relation to text
This slide relates to material on pp. 427 of the text.
Summary Overview
This slide introduces the other names by which support media are known, including alternative media, nonmeasured media, and nontraditional media. In the text, support media will be further divided into traditional and nontraditional categories.
Use of this slide
This slide can be used to introduce support media and the names by which they are known.
Relation to text
This slide relates to material discussed throughout this chapter.
Summary Overview
There are various forms traditional support media. Some of the more popular types are:
Billboards
Kiosks
Posters
Promotional products
Yellow pages
Wall murals
Use of this slide
This slide can be used to introduce the various forms of support media. More detailed discussion of each type will follow.
Relation to text
This slide relates to material on pp. 427-429 and Figure 13-1 of the text.
Summary Overview
Out-of-home advertising media encompass many advertising forms, as shown on this slide. The primary categories are:
Billboards
Street furniture
Alternative media
Transit
Radio
Use of this slide
This slide can be used to prompt students to recall where they have been exposed to outdoor media. For instance, at sports stadiums, in supermarkets, in the campus bookstore and dining halls, in shopping malls, on the freeways, or on the sides of buildings.
Relation to textThis slide relates to page 417-428 of the text and Figure 13-2.
Summary OverviewAs this slide illustrates, billboard advertising dominates the outdoor advertising categories in terms of advertising dollars spent.
Use of this slideUse this slide to show how advertising dollars are divided among the outdoor advertising categories.
Relation to text
This slide relates to material on pp. 427-429 and Figure 13-3 of the text.
Summary Overview
This slide lists the top 10 outdoor advertising categories, which shows that outdoor ads are used by a diverse client base.
Use of this slide
This slide can be used to discuss how billboard advertising has changed over the years and why it is a medium that continues to be successful despite the small percentage of advertising expenditure devoted to this medium, and despite its critics.
Relation to text
This slide relates to material on pp. 428-429 and Exhibit 13-1 of the text.
Summary Overview
A major reason for the continued success of outdoor advertising it its ability to remain innovative through technology. As this slide shows, billboards are no longer limited to standard sizes and two dimensions. 3-D forms and extensions are now used to attract attention, as are digital messages.
Use of this slide
This slide can be used to provide an example of outdoor advertising and how marketers have become very creative in the use of the medium.
Relation to text
This slide supplements the text.
Summary Overview
Outdoor advertising is one of the more pervasive communication forms, particularly in urban and suburban settings. This slide summarizes the characteristics of outdoor advertising, which include:
Reach – can reach many people quickly
Frequency – potential for many impressions
Flexibility – many options are available
Cost – low cost per exposure
Impact – size, shape, and lighting may lead to impact
Use of this slide
This slide can be use to introduce the characteristics of outdoor advertising. As citizens have been active in trying to beautify their communities, outdoor advertising has become more and more controversial. Nonetheless, it continues to experience growth because of its effectiveness as a way to reach people and communicate a message.
Relation to text
This slide relates to material on pp. 429-432 of the text.
Summary Overview
This slide shows various forms of alternative out-of-home media, including:
Aerial advertising… sky banners, blimps, and sky writing
Mobile billboards… on trucks, vans, and trailers
In-store media… such as signs, videos, and kiosks
The first two categories are really additional forms of outdoor advertising; the last category covers the billions of dollars spent each year to promote products in retail environments.
Use of this slide
This slide can be used to introduce alternative forms of out-of-home media.
Relation to text
This slide relates to material on p. 429 and Exhibit 13-3 of the text.
Summary Overview
This slide show an example of aerial advertising; Good Year is using a blimp to promote the company. Blimps generally fly over areas with large gatherings of consumers, such as beaches and sporting events.
Generally, these media are not that expensive can be useful for reaching specific target audiences and generating awareness of the company. Pizza Hut, however, took aerial advertising to new heights, paying $1 million to have a 30-foot version of its new logo painted on the side of a Russian Proton rocket.
Use of this slide
This slide can be used to show an example of aerial advertising.
Relation to textThis slide relates to page 429-430 and Exhibit 13-5 of the text.
Summary OverviewAs this slide illustrates, mobile billboards don’t have to be high-tech to get a message across.
Use of this slideUse this slide to show students that even the most basic forms of billboards can be effective.
Relation to text
This slide relates to material on pp. 429-420 and Exhibit 13-5 of the text.
Summary Overview
This slide shows a truck that is being used as a mobile billboard. This is an effective and affordable way for both small and large companies to get their message out. The American Trucking Association estimates that one truck traveling 60,000 miles a year can create nearly 10 million viewer impressions.
Use of slide
Use this slide as an example of a mobile billboard. Trucking companies can generate revenue by putting messages on their vehicles, while giving advertisers an effective way to deliver their messages to the public.
Relation to textThis slide relates to pages 431-432 of the text
Summary OverviewAdvertisers use in-store media, such as in-store ads, aisle displays, store leaflets, shopping cart signage, and in-store TV to reach shoppers at the place where they buy. One-third of shoppers say in-store ads influence them to make a purchase, 44 percent notice such ads, and 75 percent of those who notice the ads are likely to purchase the advertised brand.
Use of this slideUse this slide to discuss the advertisements that shoppers encounter from the moment they enter the front door, until the time they leave the store, and how effective these ads are.
Relation to textThis slide relates to page 432 and Figure 13-5 of the text.
Summary OverviewAs shown on this slide, there are numerous outdoor media available, adding to the pervasiveness of this medium.
Transit advertising is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways. Many companies like this category of media because of its lower costs, frequency of exposure, flexibility, and point-of-sale presence.
Use of this slideThis slide can be used to discuss the numerous examples of other outdoor media. Marketers are looking for every conceivable place where they can place an advertising message that will reach consumers. Many of these can be effective and affordable to both small and large companies.
Relation to text
This slide relates to material on pp. 432-434 of the text.
Summary Overview
Transit advertising is targeted to the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways. The different types of transit advertising are:
Station, platform, and terminal posters – floor displays, island showcases, electronic signs, and other forms of advertising that appear in transit facilities
Inside cards – placed above the seats and luggage areas of buses or trains
Outside posters – may appear on the sides, backs, and/or roofs of buses, taxis, trains, an subway and trolley cars
Use of this slide
This slide can be used to discuss transit advertising and the various forms this medium can take. Transit ads can be a very effective way to generate awareness and reach consumers in urban areas.
Relation to textThis slide relates to pp. 432-434 of the text.
Summary OverviewThere has been renewed interest in transit advertising in recent years. This is due, in part, to the increased number of women in the work force, who can be reached on their way to work more easily than at home. Audience segmentation and the rising cost of TV advertising also helped propel transit ad spending to new highs.
Use of this slideUse this slide as an example of an that you might find along a transit route.
Relation to textThis slide relates to page 433 and Exhibit 13-7 of the text.
Summary OverviewTechnology has transformed ads on the top of taxicabs into real-time, animated, electronic bulletin boards. A Web server communicates with a global positioning satellite (GPS) that is built into the taxi-top screen. The GPS determines the taxi’s location and sends it to the local server, which then delivers relevant ads for a particular area. For instance, ads might appear in Spanish in a Hispanic community.
Use of this slideUse this slide to discuss the technology that makes taxi-top signs so unique and effective.
Relation to text
This slide relates to material on pp. 433-434 and Exhibit 13-8 of the text.
Summary Overview
This slide shows an example of an advertisement on a subway wall, which is a type of terminal poster. It is attractive and attention-getting. Similar signs may be found on subway platforms.
Use of this slide
This slide can be used to show an example of another form of outdoor advertising, posters on subway walls. This form of advertising can be an effective way to deliver an advertising message to commuters.
Relation to text
This slide relates to material on pp. 434-435 of the text.
Summary Overview
This slide summarizes the advantages of using outdoor advertising:
Wide local coverage… with proper placement, exposure of up to 100% in local markets is possible.
High frequency… because purchase cycles typically occur in 30-day periods, consumers are usually exposed a number of times.
Geographic flexibility… outdoor ads can be placed almost anywhere
Creativity… large print, colors, and other elements attract attention.
Creation of awareness… because of its impact, and the need for a simple message, outdoor ads can lead to a high level of awareness.
Efficiency… outdoor media costs about 1/2 of radio and far less than TV, magazines, and newspapers.
Sales effectiveness… outdoor advertising can have a significant effect on sales, particularly when combined with a promotion.
Production capability… technology allows fast turnaround of ads
Timeliness… ads placed in or near shopping areas, or in or on the vehicles that customers take to get there, result in timely exposures
Use of this slide
Use this slide to discuss the pros and cons of using outdoor advertising.
Relation to textThis slide relates to page 435 of the text.
This slide summarizes the disadvantages of using outdoor advertising, including:
Waste coverage… not everyone who passes by an outdoor ad is part of the target market.
Limited message capability… messages are limited to a few words and/or an illustration because the exposure time is so short
Wearout… people are likely to get to get tired of seeing the same ad, day after day.
High cost… outdoor advertising can be expensive because of the decreasing amount of signage available and the higher cost associated with inflatable signs.
Measurement problems… it is very difficult to measure reach, frequency, and other effects of signs like this.
Image problems… outdoor advertising has suffered some image problems, as well as some disregard among consumers.
Use of this slide
This slide can be used to discuss the pros and cons of using outdoor advertising.
Relation to textThis slide relates to pp. 435-436 of the text.
Summary Overview
Transit advertising can be an effective medium, but its strengths and weaknesses must be understood to use it properly.
Advantages
Exposure – long length of exposure because of ride times
Frequency – commuters and riders can be exposed regularly
Disadvantages
Reach – does not always reach the right target consumer
Mood of audience – mass transit can be crowded and hurried
Use of this slide
This slide can be used to discuss the advantages and disadvantages of transit advertising.
Relation to text
This slide relates to p. 436 of the text.
Summary Overview
A number of sources of audience information are available:
Competitive Media Reports provides information on how much major advertisers are spending on outdoor advertising
Simmons Market Research Bureau conducts research annually, and provides information on demographics, exposures, and so forth.
The Point of Purchase Advertising Institute collects statistical and other market information on POP advertising.
The Outdoor Advertising Association of America (OAAA) assists members with research, creative ideas, and use of the medium.
The Traffic Audit Bureau (TAB) conducts traffic counts, on which published rates are based.
Scarborough publishes local market studies providing demographic data, product usage, and outdoor media usage.
The American Public Transportation Association (APTA) provides ridership statistics, studies, and other transit usage information.
Use of this slide
Use this slide to show measurement sources for out-of-home media.
Relation to text
This slide relates to material on p. 436 of the text.
Summary Overview
This slide describes promotional products marketing, which is both an advertising and sales promotion medium. There are thousands of specialty items in promotional products marketing, including pens, mugs, key rings, calendars, T-shirts, and matchbooks.
Specialty items are used for many promotional reasons, such as a thank you for patronage, keeping the name of company in front of the customer, and introducing new products or services.
Use of this slide
This slide can be used to introduce promotional products marketing.
Relation to textThis slide relates to pp. 436-437 of the text and Figure 13-8.
Summary OverviewPromotional products marketing is the more up-to-date name for specialty advertising. This form of advertisings is, essentially, giving away items that are imprinted with the advertiser’s name, contact information, and so on.
There are more than 15,000 advertising specialty items, including ballpoint pens, coffee mugs, key rings, calendars, T-shirts, and matchbooks. Some of the more unconventional specialties are plant holders, wall plaques, gloves, glassware, trophies, and awards.
The top six promotional products are listed on this slide.
Use of this slideUse this slide to introduce the topic of promotional products.
Relation to text
This slide relates to material on pp. 436-439 of the text.
Summary Overview
This slide summarizes the advantages and disadvantages of using promotional products marketing.
Advantages
Selectivity – distributed directly to the targeted customer
Flexibility – a variety of specialty items are available
Frequency – designed for retention which results in repeat exposures
Cost – most items are affordable
Goodwill – free gifts make consumer feel good
High recall – high recall of the advertiser’s name and message
Augmentation – supplements other media
Disadvantages
Image – cheap giveaway can cheapen brand/company image
Saturation – many organizations use this medium
Lead time – takes time to have large numbers of items produced
This medium is a very effective tool as a supplement to traditional media.
Use of this slide
Use this slide to show the advantages and disadvantages of promotional products.
Relation to text
This slide relates to material on pp. 426-427 of the text.
Summary Overview
This slide shows the results of a 2004 study of 536 travelers through DFW airport conducted in an attempt to determine the impact of promotional products marketing.
Use of this slide
This slide can be used to discuss that specialty advertising has no established ongoing audience measurement system.
Relation to text
This slide relates to material on p. 439 of the text, which discusses Yellow Pages Advertising.
Summary Overview
An overlooked, but popular medium for local and national advertisers is the Yellow Pages, which can take several forms:
Specialized directories – targeted at select markets, such as ethnic or religious groups
Internet Yellow Pages – 3.3 billion references in 2006
Other services – refers to additional items that are distributed with the Yellow Pages, such as coupons and freestanding inserts
The Yellow Pages are often referred to as directional medium, because the ads do not create awareness or demand for products and services. Rather, once consumers have decided to buy, the Yellow Pages point them to where the purchase can be made.
Use of this slide
This slide can be used to introduce the Yellow Pages as an advertising medium.
Relation to text
This slide relates to material on p. 440 of the text.
Summary Overview
Publishers of Yellow Pages often promote them as the final link in the purchase cycle, since customers use them when they are ready to make a purchase. :
Advantages
Wide availability… used more than 13.4 billion times per year
Action oriented… used by consumers when they are considering action
Low cost… ad space and production costs are low
Frequency… because of their longevity (published yearly), consumers return to the directories again and again
Non-intrusive… consumers choose to use the Yellow Pages
Disadvantages
Market fragmentation… essentially local media, plus an increasing number of specialized directories
Timeliness… because they are printed just once per year, they become outdated
Lack of creativity… creativity is limited, although the use of four-color processes is increasing
Lead times… ads must be placed long before the book appears
Clutter… many ads from many businesses
Size requirements… response to ads is tied directly to the size of the ad.
Many disadvantages can be reduced or eliminated with the Internet.
Use of this slide
Use this slide to discuss the various pros and cons of Yellow Pages advertising.
Relation to the text
This slide relates to material on pp. 441-443.
Summary Overview
Many movie theaters are now showing commercials shown before the feature film and previews.
Advantages
High exposure – over a billion people go to movies every year
Audience mood – good moods can carry over to the product
Cost – low in absolute and cost per exposure
Good recall – high percentage of recall compared to TV
Lack of clutter – theaters limit the number of ads
Proximity – theaters are close to shopping malls where many products are purchased
Segmentation – allows advertisers to target specific demographic segments, based on the type of movie being shown. As a rule, moviegoers are above-average in education and affluence.
Disadvantages
Irritation – people who pay to see a movie perceive advertising as an intrusion
Cost – CPMs tend to be higher than in other media
Use of this slide
Use this slide to discuss the pros and cons of showing ads in move theaters. Although only two disadvantages of theater advertising are mentioned, the irritation aspect is a strong one. Advertisers should thus be cautious in their use of this medium.
Relation to text
This slide relates to material on p. 443 of the text.
Summary Overview
Another rapidly growing medium is in-flight advertising, which includes magazines, catalogs, videos, and radio. Nearly every airline has an in-flight magazine, and most have video and audio programming available where advertising messages can be run.
Use of this slide
Use this slide introduces in-flight advertising, which has become a popular way to reach consumers.
Relation to text
This slide relates to material on pp. 443-444 of the text.
Summary Overview
This slide summarizes the advantages and disadvantages of in-flight advertising, which is becoming more attractive as the number of flying passengers increases.
Advantages
Reaches a very desirable audience
Reaches a captive audience
Low relative cost
Segmentation capabilities
Disadvantages
High potential for irritation
Limited availability of medium
Lack of audience attention
Potential for rapid wearout
Use of this slide
This slide can be used to discuss the various pros and cons of using in-flight advertising as an advertising medium.
Relation to text
This slide relates to material on pp. 443-444 of the text.
Summary Overview
This slide shows Sky Mall, which is Continental Airline’s free in-flight magazine. This magazine is available on almost all Continental flights and provides advertisers with the opportunity to reach millions of passengers each month.
Use of this slide
This slide can be used to show an example of an in-flight magazine. Ads in these magazines can be a very effective way to reach travelers, many of whom are a viable market for the products and services advertised.
Relation to text
This slide relates to material on pp. 445-447 of the text.
Summary Overview
This slide lists the various types of branded entertainment, which is a form of advertising that blends marketing and entertainment through television, film, music talent, and technology:
Product Placements – showing the actual product or an ad for it as part of a movie or TV show
Product Integration – the product is woven throughout the program
Advertainment – the creation of video and/or music content by an advertiser in an attempt to entertain viewers while advertising their products
Content Sponsorship – rather than developing their own content, some advertisers agree to sponsor specific programs, receiving product placements, integration, and promotions in return.
Ad-Supported Video on Demand – specialized content programs offered through cable TV networks that are developed by advertisers and provided to the cable operators for free.
Others – Other forms of branded entertainment (through wireless, mobile, etc.) continue to develop
Use of this slide
This slide can be used to discuss the various types of branded entertainment students may have seen every day, but not realized that it was advertising.
Relation to text
This slide summarizes the pros and cons of branded entertainment, on pp. 447-448 of the text.
Advantages
High exposure... billions of people see movies each year, the life of the average movie is 3.5 years, moviegoers are attentive, and there is no zapping.
Frequency… there may be opportunity for repeated exposures in the movie.
Support for other media… there is a growing trend toward cross-promotion of the product and movie in multiple media venues
Source association… studies confirm that when consumers see their favorite celebrity using a certain brand, it leads to a favorable product image and sales
Economy… for some products, like an Apple iPod, placements may be free
High recall… average recall is 38 percent, higher than reported for TV viewings.
Bypass regulations… some products, like cigarettes, can’t be marketed directly to some markets, such as children.
Acceptance… up to 80% of people report positive attitudes toward placements
Targeting… content sponsorships and VOD effectively reach potential customers with a strong interest in the subject matter, such as fashion or football.
Disadvantages
High absolute cost… increased demand for branded entertainment, coupled with rising emphasis by the studios for cross-promotions, drives costs up considerably
Time of exposure… there is no guarantee that viewers will notice the product
Limited appeal… no potential for discussing product benefits or details
Lack of control… advertiser has no say over when, how often product is shown
Public relations… consumers are annoyed by crass commercialization
Competition… increased competition for placement has increased the cost of doing so
Negative placements.. products may appear in scenes that are disliked by the audience
Clutter… too many placements and integrations will eventually lead to clutter
Use of slide
Use this slide to discuss the pros and cons of using product placement and other forms of branded entertainment as an advertising medium.
Relation to text
This slide relates to p. 449 of the text.
Summary Overview
A number of high-profile companies offer services to monitor and measure the impact of branded entertainment:
Nielson Media Research
IAG Research
Deutsch/iTVX
Brand Advisers
At this time there is no one accepted standard used by advertisers or industry members.
Use of this slide
This slide can be used to discuss the services available for measurement of branded entertainment.
Relation to text
This slide relates to p. 449 of the text.
Summary Overview
Another nontraditional way that advertisers use to reach consumers is referred to by a variety of names, including guerrilla marketing, stealth, street, buzz, ambush, or viral marketing. Whatever it is called, there seems to be no end in sight to where advertisers will attempt to reach you.
Commonly employed by such brands as AXE deodorant and Red Bull energy drinks, many marketers believe that these media have now become mainstream.
Use of Slide
Use this slide to discuss video marketing and how it has moved from a target market of young adults to additional audiences. Coke Zeo, Vespa, and Toyota are all companies that have used guerrilla marketing.
Relation to text
This slide relates to pp. 449-452 and IMC Perspective 13-2 of the text.
Summary Overview
The variety of options for placing ads appears endless. A few of the faster growing and more widely used options are:
Videogame ads
Parking lot ads
Bathroom ads
Place-based media
Others
Use of this slide
This slide can be used to discuss the creative, and sometimes questionable, ways advertisers get their messages out.
Relation to text
This slide relates to material on p. 452 of the text.
Summary Overview
This slide summarizes the advantages and disadvantages of advertising using miscellaneous alternative media.
Advantages
Awareness and attention
Cost efficiencies
Targeting
Disadvantages
Irritation
Wearout
Use of this slide
This slide can be used to discuss the various pros and cons of using miscellaneous alternative media as an advertising medium.
