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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.
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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
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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
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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
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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
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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
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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
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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
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Test Your Knowledge
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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.
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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