This document discusses various types of support and alternative media that can be used to deliver communications and promote products and services. It covers outdoor advertising, in-store media, transit advertising, promotional products, yellow pages, movie theater advertising, branded entertainment, guerrilla marketing, and other miscellaneous media formats. For each type, it often lists factors contributing to their success as well as advantages and disadvantages.

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Chapter 13
Support
Media

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Education.
Support Media
 Uses a variety of non traditional channels to deliver
communications and to promote products and
services
 Role
 Reach target audience that primary media may not
have effectively reached
 Reinforce or support primary media messages
2

3. Figure 13.1 - Out-of-Home Media: A Diverse Cross
Section of Formats Comprise Outdoor Advertising Today
Source: Reprinted with permission of Outdoor Advertising Association of America, Inc
3

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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
4

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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
5

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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
6

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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
7

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Advantages of Outdoor Advertising
Wide coverage of local markets
Frequency and Geographic flexibility
Creativity
Ability to create awareness
Efficiency and effectiveness
Production capabilities
Timeliness
8

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Disadvantages of Outdoor Advertising
Waste coverage
Limited message capabilities
Wearout
Cost
Measurement problems
Image problems
9

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Advantages and Disadvantages of
Transit Advertising
Advantages
• Exposure
• Frequency
• Cost
Disadvantages
• Reach
• Mood of the audience
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11. Advantages and Disadvantages of
Promotional Products Marketing
Advantages
 Selectivity
 Flexibility
 Frequency
 Cost
 Goodwill
 High recall
 Supplementing other media
Disadvantages
 Image
 Saturation
 Lead time
 Reach
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Measurement in Promotional Products
Marketing
 Specialty advertising does not have an established
ongoing audience measurement system
 Studies show that:
 Promotional products have a positive impact on
brand image
 Brand impressions and purchase intent improves by
adding promotional products to integrated media
mix
12

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Yellow Pages Advertising
 Is declining due to increased preference for online
directories
 Yellow Pages are referred to as a directional
medium
 Directional medium: Ads do not create awareness
or demand for products or services but provide the
location
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14. Advantages and Disadvantages of
Movie Theater Advertising
Advantages
 Exposure
 Emotional attachment
 Cost
 Attention
 Clutter
 Proximity
 Segmentation
 Integration
Disadvantages
 Irritation
 Cost
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Methods of Branded Entertainment
 Advertainment: Creation of audio-visual content
to entertain users while advertising products
 Advergames: Online games that are designed to
promote products
 Content sponsorship
 Ad-supported video on demand (VOD)
 Others
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16. Advantages and Disadvantages of
Branded Entertainment
Advantages
 Exposure
 Frequency
 Support for other media
 Source association
 Cost
 Recall
 Bypassing regulations
 Acceptance and targeting
Disadvantages
 High absolute cost
 Time of exposure
 Limited appeal
 Lack of control
 Public reaction
 Competition
 Negative placements
 Clutter
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Guerrilla Marketing
 Nontraditional method of marketing
 Known as:
 Stealth
 Street
 Buzz
 Ambush
 Viral marketing
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Miscellaneous Other Media
Videogame ads
Parking lot ads
Gas station pump ads
Place-based media
Others
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