Promotional StrategyMKT4230

Support Media

Patricia Knowles, Ph.D.

Associate ProfessorClemson University

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The Role of Support MediaThis is the definition of support media.

TextbookPage 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 MediaThese are the other names by which support media are known.

TextbookPage 446

Alternative Media Nonmeasured Media Nontraditional Media

Support media are also referred to as

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Out-of-Home Advertising MediaThese are some of the many forms of out-of-home advertising media.

TextbookPages 447 – 449 / Figure 13 - 1

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Top 10 Outdoor Advertising CategoriesThis are the Top 10 outdoor advertising categories, which shows that outdoor ads are used by a diverse client base.

TextbookPages 447 - 449 / Figure 13 - 3

1. Miscellaneous services and amusements2. Insurance and real estate3. Communications4. Public transportation, hotels, resorts5. Media and advertising6. Retail7. Restaurants8. Financial9. Automotive dealers and services10. Automotive, auto accessories/equipment

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Attention-Getting BillboardsThis visual shows an attention-getting digital billboard.

TextbookPages 448 - 455 / IMC Technology Perspective 13 - 1

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Alternative Out-of-Home MediaThis chart shows various forms of aerial advertising and mobile billboards.

TextbookPages 449 - 451

Blimp Sky Banner Sky Writing

Aerial Advertising

VansTrucks Trailers

Mobile Billboards

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Blimps Carry Messages High and WideThis visual is an example of aerial advertising.

TextbookPage 449 – 451 / Exhibit 13 - 3

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In-Store MediaThese are some of the typical in-store media displays:

• In-store ads• Aisle displays• Store leaflets• Shopping cart signage• In-store TV

TextbookPage 451

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Trucks Become Billboards on WheelsThis visual shows a truck that is being used as a mobile billboard.

TextbookPages 451 / Exhibit 13 - 4

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Transit AdvertisingThese are the three forms of transit advertising.

TextbookPages 452 - 453 / Exhibit 13 - 5

Station, Platform, Terminal Posters

Outside PostersInside Cards

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Posters Gain Attention in TerminalsThis is an example of an advertisement on a subway wall, which is a type of terminal poster.

TextbookPage 453 / Exhibit 13 - 6

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Pros of Outdoor AdvertisingThis is a summary of the advantages of using outdoor advertising.

TextbookPages 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 AdvertisingThese are the advantages of using outdoor advertising.

TextbookPages 453 – 454

Limited message ability

High costWaste coverage

Wearout

Measurement problems

Image problems

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Transit AdvertisingThese are the advantages and disadvantages of using transit advertising.

TextbookPages 454 - 455

Exposure

Frequency

Advantages

Reach

Mood of the Audience

Disadvantages

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Measurement in Out-of-Home MediaThese are the measurement sources for out-of-home media.

TextbookPage 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

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 MarketingThis is the definition of promotional products marketing.

TextbookPage 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 ProductsThis is a summary of the advantages and disadvantages of using promotional products marketing.

TextbookPages 456 - 458

Saturation

Poor image

Lead Time

Disadvantages

Selectivity

Flexibility

Frequency

Cost

Goodwill

Augmentation

Advantages

High recall

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Measurement of Promotional ProductsThese 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

TextbookPage 458

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Forms of Yellow PagesThese are the various forms of Yellow Pages marketing.

TextbookPages 458 – 459 / Exhibit 13 - 7

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Pros and Cons of Yellow PagesThese are the advantages and disadvantages of Yellow Pages ads.

TextbookPages 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 TheatersThese are the pros and cons of showing ads in movie theaters.

TextbookPages 460 - 461

Attention

Lack of Clutter

Emotional Attachment

High Exposure

Cost

Cost

Irritation

Advantages Disadvantages

Proximity

Segmentation

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Nontraditional Support MediaThese are the various types of branded entertainment.

TextbookPages 461 - 463

Advertainment

Product Placements

Content Sponsorship

Product IntegrationOthers

Ad-Supported VOD

Branded Entertainment

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Branded EntertainmentThis is a summary of the pros and cons of branded entertainment.

TextbookPages 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 EntertainmentThese are the companies that offer measurement of branded entertainment.

TextbookPages 465 - 466

Nielson Media Research

Nielson-IAG Research

Deutsch/iTVX

Brand Advisers

Services

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Test Your KnowledgeWhich 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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Guerrilla MarketingThis visual shows the many names by which guerrilla marketing is known.

TextbookPages 466

a.k.a.StealthStreetBuzz

AmbushViral

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Other MediaThis visual presents some of the creative, and sometimes questionable, ways advertisers get their message out.

TextbookPages 466 - 477

Parking lot ads

Gas station pump ads

Place-based mediaOthers

Videogame ads

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Alternative MediaThis is a summary of the advantages and disadvantages of advertising using miscellaneous alternative media.

TextbookPage 468 - 469

Awareness and Attention

Cost Efficiencies

Targeting

Advantages

Irritation

Wearout

Disadvantages