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Mkt304 Chapter 13

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76 views30 pages

Mkt304 Chapter 13

Uploaded by

hs180763nguyenthuydieu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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13

Support Media

McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed


The Role of Support Media

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.

13-2
Support Media

phương tiện đo lường được , ko đo lường


được và truyền thống
Support media are
also referred to as

Alternative Nonmeasured Nontraditional


Media Media Media

13-3
Out-of-Home Advertising Media

13-4
Top 10 Outdoor Advertising Categories

1. Miscellaneous services and amusements


2. Insurance and real estate
3. Communications
4. Public transportation, hotels, resorts
5. Media and advertising
6. Retail
7. Restaurants
8. Financial
9. Automotive dealers and services
10. Automotive, auto accessories/equipment

13-5
Attention-Getting Billboards

13-6
Alternative Out-of-Home Media

Aerial Advertising

Sky Banner Blimp Sky Writing

Mobile Billboards

Trucks Vans Trailers

13-7
Blimps Carry Messages High and Wide

13-8
In-Store Media

• Typical in-store media


• In-store ads
• Aisle displays
• Store leaflets
• Shopping cart
signage
• In-store TV

13-9
Trucks Become Billboards on Wheels

13-1
Transit Advertising

Inside Cards Outside Posters

Station, Platform, Terminal Posters

13-1
Posters Gain Attention in Terminals

13-1
Pros of Outdoor Advertising

Wide local coverage Creation of awareness

High frequency Efficiency

Geographic flexibility Sales effectiveness

Creativity Production capability

Timeliness

13-1
Cons of Outdoor Advertising

Waste coverage High cost


Limited message ability Measurement problems
Wearout Image problems

13-1
Transit Advertising

Advantages
Exposure

Frequency

Disadvantages
Reach

Mood of the Audience

13-1
Measurement in Out-of-Home Media

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

13-1
Test Your Knowledge
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

13-1
Promotional Products Marketing

The advertising or promotional medium


or method that uses promotional
products, such as ad specialties,
premiums, business gifts, awards, prizes,
or commemoratives.

13-1
Pros and Cons of Promotional Products

Advantages Disadvantages
Selectivity Poor image

Flexibility Saturation

Frequency Lead Time

Cost

Goodwill

High recall

Augmentation

13-1
Measurement of Promotional Products

• 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

13-2
Forms of Yellow Pages

13-2
Pros and Cons of Yellow Pages

Advantages Disadvantages

Wide Availability Market Fragmentation

Action Oriented Timeliness

Low Cost Lack of Creativity

Frequency Lead Times

Non-Intrusiveness Clutter

Trust Size Requirements

13-2
Advertising in Movie Theaters

Advantages Disadvantages
High Exposure Irritation

Emotional attachment Cost

Cost

Attention

Lack of Clutter

Proximity

Segmentation
13-2
Nontraditional Support Media

Product
Placements
Product
Others
Integration

Branded
Entertainment

Ad-Supported
Advertainment
VOD
Content
Sponsorship

13-2
Branded Entertainment
Advantages Disadvantages
High Exposure High Absolute Cost

High Frequency Time of Exposure

Media Support Limited Appeal

Source Association Lack of Control

Low Cost/High Recall Public Reactions

Bypass Regulations Competition

Viewer Acceptance Negative Placements

Targeting Clutter
13-2
Measurement in Branded Entertainment

Nielson Media Research

Nielson-IAG Research
Services
Deutsch/iTVX

Brand Advisers

13-2
Test Your Knowledge
Which 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

13-2
Guerrilla Marketing

a.k.a.
Stealth
Street
Buzz
Ambush
Viral

13-2
Other Media

Parking lot
ads

Videogame Gas station


ads pump ads

Place-based
Others
media

13-2
Alternative Media

Advantages Disadvantages

Awareness and
Irritation
Attention

Cost Efficiencies Wearout

Targeting

13-3

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