chap 13,evaluation of support media
DESCRIPTION
This slide will give complete view to evaluate supporting media like hoarding ATL & BTL. Regards Rajesh Kumar , Manager (Digital Marketing) www.jrinfotech.comTRANSCRIPT
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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
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. 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
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. 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%
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Traditional outdoor media
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3D OUTDOOR AD
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. 3D OUTDOOR AD
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outdoor media
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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.
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Pizza hut in unmanned Russian
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Aerial advertisement:
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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
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Donkey used in Ad
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Truck used in Ad
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. Bus used in Ad
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. Bus used in Ad.
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Examples of Outside Posters
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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
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Transit Advertisement
Inside Cards:• Used in inside of the commuter buses & other
one.• Restaurant, Hotels, & Coaching institute use
this kind of advertisement
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Inside Cards:
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FBI use outdoor to advertise
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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
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vert inc-of Boston(US)
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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
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Terminal Poster
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Advantage of Outdoor media
Advantage of Outdoor media:• Wide local coverage• High Frequency• Geographic Flexibility• Creativity• Ability to create awareness• Efficiency• Effectiveness
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Disadvantage of Outdoor Ad
Limited message capabilityLimited message capability
High costHigh costWaste coverageWaste coverage
WearoutWearout
Measurement problemsMeasurement problems
Image problemsImage problems
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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
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Advantage & Disadvantage of YP
Advantage:• Wide Availability• Action Orientation• Costs• Frequency
Disadvantage• Market Fragmentation• Timeliness• Lack of Creativity
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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
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Others Advertisement
In Fligh Ad
VideosVideosRadioRadio
CatalogueCatalogueMagazineMagazine
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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