Chapter 13: Support Media
Sarah Ritter & Kaitlin Groeneweg
October 28, 2013
Agenda:
Promotional Products Marketing
- The Support Media Industry
- Traditional Support Media
- Promotional Products Marketing
- Other & Nontraditional Support Media
"the advertising or promotional medium or method that uses promotional products, such as specialties, premiums, business gifts, awards, prizes, or commemoratives."
-Promotional Products Association International
Contest!
Specialty Advertising
Search your purses & backpacks. Who can find the most promotional giveaway items?
Yellow Pages Advertising
- Advertising and sales promotion medium
- Purposes: thank a customer for patronage, keep name of company in front of consumers, introduce new products, or reinforce the name of an existing company, product, or service.
- Advantages and disadvantages...
Measurement in Promotional Products Marketing
- 71% report having received a promotional product in the last 12 months.
- 33.7% still had the item on them.
- 76% recalled the advertiser's name.
- 52% conducted business with the advertiser after receiving the promotional item
- 52.1% had improved impressions of the company.
- 73% of those using the promotion used it once a week.
- 45.2% used it once a day.
- 55% kept it more than one year.
Support Media Industry
Advantages:
- Selectivity
- Flexibility
- Frequency
- Cost
- Goodwill
- High Recall
- Supplementing other media
- Accounts for $31 billion worldwide, $13 billion in the United States.
- It is a directional medium: it doesn't create awareness or demand for products or services, it simply points consumers in the right direction after they've made the decision to buy.
Disadvantages:
- Market fragmentation
- Timeliness
- Lack of creativity
- Lead times
- Clutter
- Size requirements
- Frequency
- Nonintrusiveness
- Trust
Advantages:
- Wide availability
- Action orientation
- Costs
Support Media: those media used to reinforce messages sent to target markets through other more “dominant”and/or more traditional media
Allows for companies to gain awareness and exposure
Traditional Support Media
Outdoor: Billboards, Street Funiture, Alternative Media & Transit
Radio: In-Store & In-Office
Other Traditional Support Media
Movie Theater Advertising
Summary
Transit Marketing
Miscellaneous Outdoor Media
Aerial Advertising
Billboards
Would any of these Traditional Support Media Methods work for your client?
Street Funiture: Bus Shelters & Urban Furniture
- Inside Cards: ads in commuter buses/taxis/etc.
- Outside Posters: sides, backs &/or roofs of buses, taxis, trains, subways, or trolley cars.
- Station, Platform, and Terminal Posters: ads that appear in train/subway stations, airline terminals, and other transit hubs.
-Ability to remain innovative through technology
- Virtually unlimited sizing
-Ads appear in a timely fashion
Outdoor Advertising:
-Billboards/Digital Billboards
-Aerial Advertising
-Mobile Billboards
In-Store Media
Transit Advertising
- Airplane Banners
- Skywriting
- Blimps
Alternative: Digital Place-Based, Arenas & Stadiums, Interior Place Based & Exterior Place Based.
Digital Billboards
Creative Design
Traditional Billboard
- More than one half of theaters show ads before the films.
- Ads also in theater lobby, at kiosks, & on the popcorn tubs and drink cups.
- Mixed views: attitudes have been
changing as people become more
used to the ads with 63% saying
they don't mind the ads while
others argue that if they're paying
for a ticket, they shouldn't have to
also watch ads.
Advantages & Disadvantages of Transit Advertising
Mobile Billboards
Outdoor Advertising: Advantages & Disadvantages
In-Store Media
Advantages:
- Exposure - long ride times
- Frequency - Daily routines call for repeat exposure
Disadvantages:
- Reach - limited audience
- Mood of Audience - may be hurried or anxious
- Vehicle Wraps/Painting
- Billboards on Trailers
- High # of impressions
- Usually very affordable
In-store ads, isle displays, store leaflets, shopping cart signage, in-store TV
1/3 of shoppers say that in-store ads influence their purchase decisions!
Disadvantages:
- Waste Coverage
- Limited Message Capabilities
- Wearout
- Cost
- Measurement Problems
- Image Problems
Advantages:
- Wide Coverages
- Frequency
- Geographic Flexibility
- Creativity
- Ability to Create Awareness
- Efficiency
- Effectiveness
- Production Capabilities
- Timeliness
Advantages:
- Exposure
- Emotional Attachment
- Cost
- Attention
- Clutter
- Proximity
- Segmentation
Guerrilla Marketing
Two Types of Support Media:
- Traditional (outdoor advertising, transit media)
- Nontraditional (Branded Entertainment, Guerrilla Marketing)
Support Media is used by itself or with traditional media to create brand awareness, and reach customers that may not see traditional marketing messages.
Nontraditional Support Media
- Also called: stealth, street,
buzz, ambush, or viral
marketing.
- Successful campaigns often have an unusual idea, an irreverent execution, and the element of surprise.
Branded Entertainment has experienced enormous growth over last decade.
This branded entertainment blends marketing and entertainment through television, film, music, and technology.
Ad-Supported Video On Demand
Content Sponsorship
Advertainment
Video On Demand (VOD) Programs are developed by advertisers and provided to cable networks for free.
Advertisers agree to sponsor specific programs, receiving product placements, integration, and promotions in return.
Product Integration
Creation of video/music by an advertiser to entertain viewers while advertising their products
Product Placements
The product is woven throughout the program or becomes the program itself.
Misc. Other Media
- Huge increase in last decade
- Many products appear on shows for trade
- Found in television, movies, and music
Questions?
Disadvantages:
- High absolute cost
- Time of exposure
- Limited Appeal
- Lack of Control
- Public Reaction
- Compeition
- Negative Placements
- Clutter
Advantages:
- Exposure
- Frequency
- Support for other media
- Source Association
- Cost
- Recall
- Bypassing Regulations
- Acceptance
- Targeting
What are some of the advantages and/or disadvantages of branded entertainment?
(hint - pg 463-465)
Possibilities are virtually endless
Ads are also commonly found in/on:
- Videogames
- Parking lots
- Gas Station Pumps
- The products we buy
- MANY more!