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FONTS

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.

Disadvantages:

  • Image
  • Saturation
  • Lead Time

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

Disadvantages:

  • Irritation
  • Cost

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!
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