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Chapter 13: Support Media

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by

Kaitlin Groeneweg

on 28 October 2013

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Transcript of Chapter 13: Support Media

Chapter 13: Support Media
FONTS
Traditional Support Media
Outdoor: Billboards, Street Funiture, Alternative Media & Transit
Radio: In-Store & In-Office
Promotional Products Marketing
Other Traditional Support Media
Agenda:
The Support Media Industry
Traditional Support Media
Promotional Products Marketing
Other & Nontraditional Support Media
Support Media Industry
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

Sarah Ritter & Kaitlin Groeneweg
October 28, 2013

Billboards
-Ability to remain innovative through technology
- Virtually unlimited sizing
-Ads appear in a timely fashion
Traditional Billboard
Creative Design
Digital Billboards
Aerial Advertising
Airplane Banners
Skywriting
Blimps


Mobile Billboards
Vehicle Wraps/Painting
Billboards on Trailers

High # of impressions
Usually very affordable
In-Store Media
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!
Miscellaneous Outdoor Media
Alternative: Digital Place-Based, Arenas & Stadiums, Interior Place Based & Exterior Place Based.
Specialty 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...

"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



Street Funiture: Bus Shelters & Urban Furniture
Disadvantages:
Image
Saturation
Lead Time
Transit Marketing
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.
Advantages:
Selectivity
Flexibility
Frequency
Cost
Goodwill
High Recall
Supplementing other media
Outdoor Advertising: Advantages & Disadvantages
Advantages & Disadvantages of Transit Advertising
Advantages:
Exposure - long ride times
Frequency - Daily routines call for repeat exposure

Disadvantages:
Reach - limited audience
Mood of Audience - may be hurried or anxious
Nontraditional Support Media
Branded Entertainment has experienced enormous growth over last decade.
This branded entertainment blends marketing and entertainment through television, film, music, and technology.
Product Placements
- Huge increase in last decade
- Many products appear on shows for trade
- Found in television, movies, and music

Product Integration
Advertainment
Creation of video/music by an advertiser to entertain viewers while advertising their products

Content Sponsorship
Ad-Supported Video On Demand
Video On Demand (VOD) Programs are developed by advertisers and provided to cable networks for free.
Guerrilla Marketing
Misc. Other Media
Possibilities are virtually endless
Ads are also commonly found in/on:
Videogames
Parking lots
Gas Station Pumps
The products we buy
MANY more!
Would any of these Traditional Support Media Methods work for your client?
Outdoor Advertising:
-Billboards/Digital Billboards
-Aerial Advertising
-Mobile Billboards
In-Store Media
Transit Advertising

Advantages:
Wide Coverages
Frequency
Geographic Flexibility
Creativity
Ability to Create Awareness
Efficiency
Effectiveness
Production Capabilities
Timeliness
Disadvantages:
Waste Coverage
Limited Message Capabilities
Wearout
Cost
Measurement Problems
Image Problems
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.
Yellow Pages Advertising
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.
Advantages:
Wide availability
Action orientation
Costs
Frequency
Nonintrusiveness
Trust
Disadvantages:
Market fragmentation
Timeliness
Lack of creativity
Lead times
Clutter
Size requirements
Movie Theater Advertising
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:
Exposure
Emotional Attachment
Cost
Attention
Clutter
Proximity
Segmentation
Disadvantages:
Irritation
Cost
The product is woven throughout the program or becomes the program itself.
What are some of the advantages and/or disadvantages of branded entertainment?
(hint - pg 463-465)
Advertisers agree to sponsor specific programs, receiving product placements, integration, and promotions in return.
Advantages:
Exposure
Frequency
Support for other media
Source Association
Cost
Recall
Bypassing Regulations
Acceptance
Targeting
Disadvantages:
High absolute cost
Time of exposure
Limited Appeal
Lack of Control
Public Reaction
Compeition
Negative Placements
Clutter
Contest!
Search your purses & backpacks. Who can find the most promotional giveaway items?
Also called: stealth, street,
buzz, ambush, or viral
marketing.
Successful campaigns often have an unusual idea, an irreverent execution, and the element of surprise.
Summary
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.


Questions?
Full transcript