The document provides an overview of out-of-home (OOH) advertising and promotional items as advertising tactics. It notes that OOH advertising includes billboards, murals, and other placements that do not directly reach consumers at home, and cannot be highly targeted to specific markets. It also discusses promotional items like t-shirts and pens that are paid for through marketing budgets and should appeal to target markets. The document briefly mentions search engine optimization, mobile advertising, and coupons as other tactics.

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Advertising and Promotional (Media) Tactics
OVERVIEW:
•OOH (Out of Home)
•Includes billboards, wall murals, coasters anything that doesn’t or can’t come directly
to the target’s home.
•Not a medium that allows for much targeting. Think about bus sides and billboards and
stadium signage. None of those things can be run in a way to reach one market over
another. They can be placed in locations that are frequented by specific targets but
that’s about it.
•Production costs for the vinyl boards are usually additional and an extra charge to
change creative. Costs are eliminated or reduced with the introduction of digital boards

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Advertising and Promotional (Media) Tactics

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Advertising and Promotional (Media) Tactics

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Advertising and Promotional (Media) Tactics

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Advertising and Promotional (Media) Tactics

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Advertising and Promotional (Media) Tactics

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Advertising and Promotional (Media) Tactics

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Advertising and Promotional (Media) Tactics
OVERVIEW:
•Promotional Items
•Items such as koozies, pens, t-shirts, etc are usually paid for out of the marketing
budget. When looking to include them make sure they make sense for the target
market and are in line with the goals and objectives of the campaign.
•Other areas:
•SEO
•Mobile
•Coupons

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Advertising and Promotional (Media) Tactics
Media Plans

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Advertising and Promotional (Media) Tactics

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Advertising and Promotional (Media) Tactics

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Advertising and Promotional (Media) Tactics

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Advertising and Promotional (Media) Tactics
QC: Fancy Cakes
Problem: FANCY CAKES is a specialty cake business that Jasmyn
runs on the side. She custom designs and bakes cakes for any
occasion and her designs start at approx. $40/cake. Currently,
her clientele is limited to college students. She would like to
increase awareness of her business and expand her clientele
within the Tallahassee community. How can she increase
awareness of Fancy Cakes beyond Facebook and the Student
population? Her budget is small because any advertising costs
come directly out of her pocket.
Due: Tuesday, 3/25
HW: Read Phase 3, Step 8

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Thought of the Day:
“By failing to prepare, you are preparing to fail.”
― Benjamin Franklin