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Belch 10e ch13_ppt
1.
Copyright © 2014
McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Chapter 13 Support Media
2.
Copyright © 2014
McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill 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
4.
Copyright © 2014
McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 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
5.
Copyright © 2014
McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 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
6.
Copyright © 2014
McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 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
7.
Copyright © 2014
McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 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
8.
Copyright © 2014
McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 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
9.
Copyright © 2014
McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Disadvantages of Outdoor Advertising Waste coverage Limited message capabilities Wearout Cost Measurement problems Image problems 9
10.
Copyright © 2014
McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Advantages and Disadvantages of Transit Advertising Advantages • Exposure • Frequency • Cost Disadvantages • Reach • Mood of the audience 10
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 11Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
12.
Copyright © 2014
McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 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
13.
Copyright © 2014
McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 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 13
14.
Advantages and Disadvantages
of Movie Theater Advertising Advantages Exposure Emotional attachment Cost Attention Clutter Proximity Segmentation Integration Disadvantages Irritation Cost 14Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
15.
Copyright © 2014
McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 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 15
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 16Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
17.
Copyright © 2014
McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Guerrilla Marketing Nontraditional method of marketing Known as: Stealth Street Buzz Ambush Viral marketing 17
18.
Copyright © 2014
McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Miscellaneous Other Media Videogame ads Parking lot ads Gas station pump ads Place-based media Others 18
Editor's Notes
Relation to Text This slide relates to page 462 of the text. Summary Overview This slide summarizes the advantages of using outdoor advertising.
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