Chap 13,evaluation of support media
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Transcript of Chap 13,evaluation of support media
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Integrated Marketing Communication(IMC) Prepared by
PROF. RAJESH KUMAR(MBA IMT- Ghaziabad, SIX-SIGMA BLACK BELT CERTIFIED)
(Prof. of Marketing, Digital Marketing, Strategic Management, Advertisement & Branding)
IMT-CDL(DIMS)IP UNIVERSITY
(Ex. HOD-MARKETING,BSD)Sr. Manager (Digital Marketing-SEO, SMO, Advt, E-Mail Mrkt, Mobile Mrkt)
www.jrinfotech.comE:[email protected]
P:9810275444www.marketingandbrandingguru.com
. Support Media
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. Support Media.
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. Support Media
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Support Media
Support Media: It is also referred as alternative media,
nonmeasured media & nontraditional media.It is of two types• Traditional support media• Nontraditional support media
. Outdoor Advertising
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. . Outdoor Advertising
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Traditional support media
Traditional Support Media:It consists following types of adOutdoor Advertisement:5000 yrs old started in GreekIn 1982 it was $888 million industriesIn 2005 it increased & reached to $5.8 billionAccount 2.3% world widePreviously dominated by Cigarettes & TobaccoNow dominated by Education & Real EstateMajor reason is innovativeNow 3D technology is usedIn India it accounts 7.2%
Traditional outdoor media
3D OUTDOOR AD
. 3D OUTDOOR AD
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outdoor media
Alternative Outdoor media
Aerial advertisement:• Airplane pulling banners, Skywriting(1200ft
high), & Blimps are the part of it.• Used in Beach, Fair, events & sales promotionMOST AMAZINGPizza hut paid $1million for its 30 ft logo in
unmanned Russian Proton Rocket.
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MOST AMAZING
MOST AMAZING
Pizza hut paid $1million for its 30 ft logo in unmanned Russian Proton Rocket.
Pizza hut in unmanned Russian
Aerial advertisement:
Mobile Billboard
Mobile Billboard:• Here mobile vehicle is used to promote
advertisement• Mostly Trucks are used• In US one Truck travel 60k miles & create
10million viewers• Interestingly Donkey or Horse is also used
Donkey used in Ad
Truck used in Ad
. Bus used in Ad
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. Bus used in Ad.
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Examples of Outside Posters
In store Advertisement
In store advertisement:Little banner, Poster & Gum sticker are the part of it.Transit Advertisement:Ad in inside & Outside of the public Transport, waiting
area, Station, Terminals & Subway It is of Three Types• Inside Cards• Outside Poster• Station, platform & Terminal poster
Transit Advertisement
Inside Cards:• Used in inside of the commuter buses & other
one.• Restaurant, Hotels, & Coaching institute use
this kind of advertisement
Inside Cards:
FBI use outdoor to advertise
Transit Advertisement
Outside Poster: • Poster used in outside of buses, Taxis & public
vehicle.• Can be used in side , back & sometime on the
roof of vehicle.Like: vert inc-of Boston(US)GPS in their local car
vert inc-of Boston(US)
Station Platform & Terminal poster:
Station Platform & Terminal poster:• Very attractive for of ad for general people• Most of the people cross subway to avoid the
crowed• Terminal poster is very attractive & most
crowed puller
Terminal Poster
Advantage of Outdoor media
Advantage of Outdoor media:• Wide local coverage• High Frequency• Geographic Flexibility• Creativity• Ability to create awareness• Efficiency• Effectiveness
Disadvantage of Outdoor Ad
Limited message capabilityLimited message capability
High costHigh costWaste coverageWaste coverage
WearoutWearout
Measurement problemsMeasurement problems
Image problemsImage problems
Yellow Page
Yellow Page:• It is also a best form of advertisement• In today's world it account prominent place • Mostly used in Industrial segment(B2B)• More than 8000 YP with 250 publishers • In India famous YP: just dial, Tata YP, Call ezee YPThree form of YP:• Specialized Directories• Internet YP• Other Services
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Web-based directories offer convenience and speed Web-based directories offer convenience and speed
Advantage & Disadvantage of YP
Advantage:• Wide Availability• Action Orientation• Costs• Frequency
Disadvantage• Market Fragmentation• Timeliness• Lack of Creativity
Advertisement in Movie
Advertisement in Movie:Famous in past 7-8 yrsIt is of Two Types• Product placement in movie• Separate Ad(Commercial Ad)Product placement in movie:• Growing trend in present time.• Product approach the film producer & positioned themselves
inside the movie• Like: Aajtak in Chakde, Zee TV in Zameen etc• Car, cold drink, Hotels are the prominent to give ad
Others Advertisement
In Fligh Ad
VideosVideosRadioRadio
CatalogueCatalogueMagazineMagazine
Virtual Advertisement
Virtual Advertisement:• Placed on the TV like that it appears same as
ground • Mostly it as a duration of 4-8 min• First came in 1996 in sanfrancisco baseball• ESPN generally do it on Sunday night football
game• Now broadly used in Cricket