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Chapter 13 Presentation
- 1. Promotional Strategy MKT4230 Support Media Patricia Knowles, Ph.D. Associate Professor Clemson University 1
- 2. 2 Promotional Strategy MKT4230 2 The Role of Support Media This is the definition of support media. Textbook Page 426 To reach those people in the target audience that primary media (TV, print, etc.) may not have effectively reached and to reinforce, or support, their messages.
- 3. 3 Promotional Strategy MKT4230 3 Support Media These are the other names by which support media are known. Textbook Page 446 Alternative Media Nonmeasured Media Nontraditional Media Support media are also referred to as
- 4. 4 Promotional Strategy MKT4230 4 Out-of-Home Advertising Media These are some of the many forms of out-of-home advertising media. Textbook Pages 447 – 449 / Figure 13 - 1
- 5. 5 Promotional Strategy MKT4230 5 Top 10 Outdoor Advertising Categories This are the Top 10 outdoor advertising categories, which shows that outdoor ads are used by a diverse client base. Textbook Pages 447 - 449 / Figure 13 - 3 1. Miscellaneous services and amusements 2. Insurance and real estate 3. Communications 4. Public transportation, hotels, resorts 5. Media and advertising 6. Retail 7. Restaurants 8. Financial 9. Automotive dealers and services 10. Automotive, auto accessories/equipment
- 6. 6 Promotional Strategy MKT4230 6 Attention-Getting Billboards This visual shows an attention-getting digital billboard. Textbook Pages 448 - 455 / IMC Technology Perspective 13 - 1
- 7. 7 Promotional Strategy MKT4230 7 Alternative Out-of-Home Media This chart shows various forms of aerial advertising and mobile billboards. Textbook Pages 449 - 451 BlimpSky Banner Sky Writing Aerial Advertising VansTrucks Trailers Mobile Billboards
- 8. 8 Promotional Strategy MKT4230 8 Blimps Carry Messages High and Wide This visual is an example of aerial advertising. Textbook Page 449 – 451 / Exhibit 13 - 3
- 9. 9 Promotional Strategy MKT4230 9 In-Store Media These are some of the typical in-store media displays: • In-store ads • Aisle displays • Store leaflets • Shopping cart signage • In-store TV Textbook Page 451
- 10. 10 Promotional Strategy MKT4230 10 Trucks Become Billboards on Wheels This visual shows a truck that is being used as a mobile billboard. Textbook Pages 451 / Exhibit 13 - 4
- 11. 11 Promotional Strategy MKT4230 11 Transit Advertising These are the three forms of transit advertising. Textbook Pages 452 - 453 / Exhibit 13 - 5 Station, Platform, Terminal Posters Outside PostersInside Cards
- 12. 12 Promotional Strategy MKT4230 12 Posters Gain Attention in Terminals This is an example of an advertisement on a subway wall, which is a type of terminal poster. Textbook Page 453 / Exhibit 13 - 6
- 13. 13 Promotional Strategy MKT4230 13 Pros of Outdoor Advertising This is a summary of the advantages of using outdoor advertising. Textbook Pages 453 - 454 Creativity Wide local coverage High frequency Geographic flexibility Creation of awareness Efficiency Sales effectiveness Production capability Timeliness
- 14. 14 Promotional Strategy MKT4230 14 Cons of Outdoor Advertising These are the advantages of using outdoor advertising. Textbook Pages 453 – 454 Limited message ability High costWaste coverage Wearout Measurement problems Image problems
- 15. 15 Promotional Strategy MKT4230 15 Transit Advertising These are the advantages and disadvantages of using transit advertising. Textbook Pages 454 - 455 Exposure Frequency Advantages Reach Mood of the Audience Disadvantages
- 16. 16 Promotional Strategy MKT4230 16 Measurement in Out-of-Home Media These are the measurement sources for out-of-home media. Textbook Page 455 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
- 17. Which of the following is an example of an out-of-home advertising medium? A. A billboard on the top of a taxi B. An ad placed inside a bus shelter C. Banners pulled by airplanes D. An ad on a park bench E. All of the above 17 Promotional Strategy MKT4230 17 Test Your Knowledge
- 18. 18 Promotional Strategy MKT4230 18 Promotional Products Marketing This is the definition of promotional products marketing. Textbook Page 456 The advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives.
- 19. 19 Promotional Strategy MKT4230 19 Pros and Cons of Promotional Products This is a summary of the advantages and disadvantages of using promotional products marketing. Textbook Pages 456 - 458 Saturation Poor image Lead Time Disadvantages Selectivity Flexibility Frequency Cost Goodwill Augmentation Advantages High recall
- 20. 20 Promotional Strategy MKT4230 20 Measurement of Promotional Products These are the results of a consumer survey: • 71% of people surveyed had received a promo product within the last year • 33.7%... still had the item • 76%... recalled advertiser’s name • 52%... improved impression of company • 73%... used item at least once a week • 55%... kept it more than a year Textbook Page 458
- 21. 21 Promotional Strategy MKT4230 21 Forms of Yellow Pages These are the various forms of Yellow Pages marketing. Textbook Pages 458 – 459 / Exhibit 13 - 7
- 22. 22 Promotional Strategy MKT4230 22 Pros and Cons of Yellow Pages These are the advantages and disadvantages of Yellow Pages ads. Textbook Pages 458 - 459 Timeliness Market Fragmentation Lead Times Lack of Creativity Size Requirements Wide Availability Action Oriented Low Cost Frequency Non-Intrusiveness Advantages Disadvantages Clutter Trust
- 23. 23 Promotional Strategy MKT4230 23 Advertising in Movie Theaters These are the pros and cons of showing ads in movie theaters. Textbook Pages 460 - 461 Attention Lack of Clutter Emotional Attachment High Exposure Cost Cost Irritation Advantages Disadvantages Proximity Segmentation
- 24. 24 Promotional Strategy MKT4230 24 Nontraditional Support Media These are the various types of branded entertainment. Textbook Pages 461 - 463 Advertainment Product Placements Content Sponsorship Product IntegrationOthers Ad-Supported VOD Branded Entertainment
- 25. 25 Promotional Strategy MKT4230 25 Branded Entertainment This is a summary of the pros and cons of branded entertainment. Textbook Pages 463 - 465 High Exposure High Frequency Media Support Source Association Low Cost/High Recall Targeting Bypass Regulations Advantages Viewer Acceptance Time of Exposure Lack of Control High Absolute Cost Limited Appeal Public Reactions Competition Disadvantages Clutter Negative Placements
- 26. 26 Promotional Strategy MKT4230 26 Measurement in Branded Entertainment These are the companies that offer measurement of branded entertainment. Textbook Pages 465 - 466 Nielson Media Research Nielson-IAG Research Deutsch/iTVX Brand Advisers Services
- 27. 27 Promotional Strategy MKT4230 27 Test Your Knowledge Which of the following is the best example of place-based media? A. Movie ads on popcorn bags B. Televisions in classrooms C. Interactive kiosks D. Internet banners E. Mobile billboards
- 28. 28 Promotional Strategy MKT4230 28 Guerrilla Marketing This visual shows the many names by which guerrilla marketing is known. Textbook Pages 466 a.k.a. Stealth Street Buzz Ambush Viral
- 29. 29 Promotional Strategy MKT4230 29 Other Media This visual presents some of the creative, and sometimes questionable, ways advertisers get their message out. Textbook Pages 466 - 477 Parking lot ads Gas station pump ads Place-based mediaOthers Videogame ads
- 30. 30 Promotional Strategy MKT4230 30 Alternative Media This is a summary of the advantages and disadvantages of advertising using miscellaneous alternative media. Textbook Page 468 - 469 Awareness and Attention Cost Efficiencies Targeting Advantages Irritation Wearout Disadvantages