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 ...

1. 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

2. ology
-of-home media
13-4
Alternative Out-of-Home Media
pulling banners, skywriting, and blimps
advertisements and are mobile
company’s fees
13-5
In-Store Media

3. e they buy
-store ads
-store TV
13-6
Transit Advertising
transportation facilities
sed number of women in the work force
2
13-7

4. Types of Transit Advertising
public transport vehicles
taxis, trains, and subway and trolley cars
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

5. 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

6. 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
the
following promotional products

7. 3
13-13
Specialty Advertising
for:
Motivational Communication
13-14
Advantages and Disadvantages of
Promotional Products Marketing
Advantages

8. Disadvantages
13-15
Measurement in Promotional Products
Marketing
ongoing audience measurement system
act on
brand image
adding promotional products to integrated media

9. mix
13-16
Yellow Pages Advertising
directories
ed to as a directional
medium
or demand for products or services but provide the
location
13-17
Advantages and Disadvantages of
Movie Theater Advertising
Advantages
hment

10. Disadvantages
13-18
Branded Entertainment
television, film, music talent, and technology
Product placements: Refers to advertising within
another program
throughout the program content and/or script
4

11. 13-19
Methods of Branded Entertainment
-visual content
to entertain users while advertising products
promote products
-supported video on demand (VOD)
13-20
Advantages and Disadvantages of
Branded Entertainment
Advantages

12. Disadvantages
reaction
13-21
Guerrilla Marketing

13. 13-22
Miscellaneous Other Media
Videogame ads
Parking lot ads
Gas station pump ads
Place-based media
Others
13-23
Advantages and Disadvantages of
Miscellaneous Alternative Media
Advantages
Disadvantages

14. 1
Copyright © 2015 McGraw-Hill Education. All rights reserved.
No reproduction or distribution without the prior written
consent of McGraw-Hill Education.
Chapter 14
Direct
Marketing
14-2
Factors that Led to the Growth of Direct
Marketing
Development and expansion of the Postal Service
Consumer credit cards
Changing structure of American society and the market
Technological advances
Changing values and lifestyles
More sophisticated marketing techniques

15. The industry’s improved image
14-3
Role of Direct Marketing in the IMC
Program
he program’s effectiveness
14-4
Direct-Marketing Objectives
To seek a behavioral response
To build an image
To maintain customer satisfaction
To inform and/or educate customers in an
attempt to lead to future actions

16. 14-5
Direct-Marketing Approaches
-step approach: Medium is used directly to
obtain an order
-step approach: Uses more than one medium
- Screens potential buyers
- Generates the response
14-6
Direct-Marketing Media
Direct Mail Catalogs E-mail
Broadcast
Media
TV Spots Infomercials
Home
Shopping
Print Media Telemarketing
2
14-7

17. Direct Mail
generated
- The Internet
14-8
Catalogs and E-mail
-
to-business customers
-mail: Electronic version of regular mail
direct mail

18. 14-9
Broadcast media and TV spots
- Television and radio
-response advertising: Sales response for the
offered product is solicited, through the one- or two-
step approach
advertising
-form programs, include direct-response
commercials seen on TV
14-10
Infomercial and Home Shopping
-
minute or 1-hour time slot
th due to toll-free telephone

19. numbers and widespread use of credit cards
14-11
Print Media and Telemarketing
se rates and profits are low
and for annoyance
14-12
Direct Selling
consumers’ homes
-to-person selling - Salesperson
visits the buyer’s location to sell frequently
purchased products
-to-person selling - Salesperson
visits the buyer’s location to sell infrequently

20. purchased products
- Salesperson offers products to groups
of people through parties and demonstrations
3
14-13
Sales Strategy (Methods Used to Generate Sales,
Reported as a 2012 of Sales Dollars)
14-14
Evaluating the Effectiveness of Direct
Marketing
s the relative
effectiveness of an ad based on the number of calls
generated
the dollar value associated with a long-term
relationship with a customer
Optimizes existing customers’ service levels

21. 14-15
Advantages and Disadvantages of
Direct Marketing
Advantages
• Selective reach
• Segmentation capabilities
• Frequency
• Testing
• Timing
• Personalization
• Costs
• Measures of effectiveness
Disadvantages
• Image factors
• Accuracy
• Content support
• Rising costs
• Do Not Contact lists