chapter 13 presentation
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Promotional Strategy - Support MediaTRANSCRIPT
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