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ADV - Module 7

Advertising Management ADV_Module 7

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Anil verma
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23 views17 pages

ADV - Module 7

Advertising Management ADV_Module 7

Uploaded by

Anil verma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Types of Media

OUT OF HOME ADVERTISING


Out-of-Home (OOH) advertising
• Out-of-Home (OOH) advertising refers to any form of advertising that
reaches consumers while they are outside of their homes.

• This includes a variety of formats, such as billboards, transit ads,


posters, digital displays, street furniture (e.g., bus shelters, kiosks),
product placement and Pont of purchase

• OOH advertising is designed to capture the attention of people on the


move and is typically placed in high-traffic areas, such as city centers,
highways, public transportation hubs, and shopping malls.
Key Features
• High Visibility: OOH ads are positioned in prominent locations, making them hard
to miss, and they often have the potential to reach a large, diverse audience.
India's rapidly growing urban population and increasing traffic density make OOH
advertising highly visible.

• Targeting Capabilities: While traditional OOH ads offer broad exposure, digital
OOH (DOOH) allows for more precise targeting based on location, time of day, and
audience demographics.

• Cost-Effective Reach: OOH advertising is known for its ability to deliver high
impressions at a relatively low cost compared to other forms of media, such as TV
or digital ads.
Key Features (Cont.)
• Brand Awareness: OOH is an excellent tool for increasing brand
visibility and recognition, particularly for national brands.Local

• Relevance: OOH advertising can be highly effective for targeting local


markets and promoting regional businesses.
Common Formats of OOH
Advertising
• Billboards: The most common form of OOH advertising, placed along
highways, roads, and in city centers.
•
• Highway billboards: These are large-format billboards located along major
highways, such as the Mumbai-Pune Expressway, often used for national
brands and promotional campaigns.

• City billboards: Smaller billboards found in urban areas, targeting local


audiences. For instance, billboards promoting local events or businesses in
cities like Delhi or Mumbai
• Transit Advertising: Ads placed on buses, subways, taxis, and other
public transportation vehicles or stations.

• Bus wraps: Entire buses are covered with advertisements, creating a highly
visible mobile billboard. Brands like Coca-Cola, Vodafone, and Ola often use
this format.

• Metro ads: Advertisements placed within metro stations, on trains, or on


platforms. Brands targeting urban professionals frequently use this medium.
• Street Furniture: Ads integrated into urban infrastructure, such as bus
shelters, benches, and kiosks.

• Bus shelter ads: Advertisements displayed on bus shelters in major cities.


Brands like mobile networks, fast food chains, and local businesses often
utilize this space.

• Kiosk ads: Advertisements placed on information kiosks in public areas, such


as malls or tourist destinations.
• Digital Screens: Digital billboards and screens that can display
dynamic, real-time content.

• Digital billboards: Electronic billboards that can display dynamic content,


often used for time-sensitive promotions or targeted advertising.

• Digital kiosks: Interactive kiosks that allow users to engage with content and
potentially make purchases.
• Product placement: This refers to the strategic placement of a specific
product or brand in a movie, TV show, video game, or other form of
media. The goal is to subtly promote the product without overtly
advertising it. It differs from traditional ads as it doesn’t interrupt the
viewing experience but integrates into the storyline or setting.

• Point of purchase: This refers to the location where a consumer makes


a purchase decision. It can be a physical retail store, an online
marketplace, or even a vending machine. These advertisements are
placed near checkout counters, store aisles, or in displays near the
product.
Broadcast& Interactive
online Media
Broadcast Media
• Broadcast media refers to the distribution of audio and video content to a
wide audience through various channels, including television and radio.

• Characteristics:
1.Mass Reach: Broadcast media can reach a large audience simultaneously, making
it ideal for brand awareness campaigns.
2.One-Way Communication: Traditionally, broadcast media operates on a one-way
communication model where the audience receives content without direct
interaction.
3.Scheduled Programming: Content is typically delivered according to a
predetermined schedule, with fixed airing times for shows and advertisements.
4.High Production Value: Broadcast media often requires significant investment in
production quality to capture audience attention.
Types of Broadcast Media
• Television: Combines visuals and audio to deliver entertainment, news, and
advertisements.

• Key formats include:


• Commercial spots
• Infomercials
• Sponsorships

• Radio: Audio-only medium that reaches listeners through various formats, such as:
• AM/FM stations
• Podcasts
• Internet radio
Broadcast Media
Advantage Disadvantage
Broad Audience Engagement: Effective High Costs: Producing and airing
for reaching diverse demographic commercials can be expensive.
groups.

Visual and Auditory Appeal: Combines Limited Targeting: Less ability to target
sight and sound to create memorable specific audiences compared to digital
content. media.

Established Credibility: Many consumers Ad Skipping: Viewers can skip


trust traditional media outlets. commercials or ignore ads, especially
with DVR technology.
Interactive Online Media
• Interactive online media encompasses digital platforms that allow users
to engage and interact with content actively.

• Characteristics:
1.Two-Way Communication: Enables direct interaction between brands and
consumers, fostering engagement and feedback.
2.Personalization: Content can be tailored based on user behavior, preferences,
and demographics.
3.User-Generated Content: Encourages audiences to create and share their
content, enhancing brand loyalty.
4.24/7 Availability: Accessible anytime and anywhere with internet connectivity.
Types of Interactive Online Media
• Social Media Platforms: Enable users to share content, comment, and engage with
brands.Examples: Facebook, Instagram, Twitter, TikTok

• Websites and Blogs: Provide information and interactive elements such as quizzes, surveys,
and comment sections.

• Email Marketing: Allows for personalized communication and interaction with customers.

• Video Platforms: Sites like YouTube allow brands to post content and engage through
comments and shares.

• Mobile Apps: Provide unique interactions and personalized experiences for users.
Applications of Broadcast Media
• Product Launch: Broadcast media is highly effective for launching new
products due to its mass reach and ability to create excitement.
Television Commercials, Event Sponsorship, Press Releases.

• Brand Awareness: Broadcast media helps establish and reinforce


brand identity and recognition among consumers. Consistent Ad
Rotation, Public Service Announcements (PSAs) ( Utilizing radio and
television to promote social causes associated with the brand,
enhancing positive brand perception), Brand Storytelling.
Applications of Interactive Online
Media
• Customer Engagement- Interactive media fosters two-way
communication, allowing brands to engage directly with consumers.
Social Media Campaigns, Live Streaming Events (Hosting Q&A,
product demonstrations), Feedback Mechanisms.

• Product Persuasiveness- Interactive media can effectively persuade


consumers to make a purchase through personalized content and
targeted messaging. Email Marketing, Interactive Ads, User-Generated
Content (Encouraging customers to share their experiences and
reviews, which can influence potential buyers through social proof).

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