Tài liệu Support media

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13 Support Media McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved. Support Media Various other media used to deliver marketing communications and to promote products and services. Includes: ¾ Out-of-home media ¾ Billboards, transit ads, in-store media ¾ ¾ ¾ ¾ ¾ ¾ Promotional Products (Specialty advertising) Yellow Pages Advertising Advertising in Movie Theaters and Videos Product Placements in Television and Movies In-flight advertising Other Outdoor Advertising Three Major Forms: ¾Posters – used for shorter time periods ƒ 30-sheet (standard and bleed) 12 ft. x 25 ft. ƒ 8- sheet (junior poster) 5 feet x 11 feet ¾Painted bulletins – largest and most prominent ƒ measure 14 ft x 48 but can be larger ƒ can be permanent or rotary ¾Spectaculars – large unique displays, usually electronic and use movement, color, graphics Outdoor Advertising Advantages ƒ Wide Local Coverage ƒ Broad base of day and night local exposure ƒ Frequency ƒ High exposure for frequently purchased goods ƒ Geographic Flexibility ƒ Can be placed on highways, near stores, etc. ƒ Creativity ƒ Use of color, size, shape, and movement ƒ Creation of awareness ƒ Use of short, high-impact messages ƒ Efficiency ƒ CPM very competitive with other media ƒ Effectiveness ƒ Can often lead directly to sale of the goods ƒ Production Capability ƒ Technology has reduced production times Outdoor is Creative Outdoor Advertising Disadvantages ƒ Wasted coverage ƒ The market isn’t geographically concentrated ƒ Limited message capability ƒ Limited reading speed and exposure time ƒ Wearout ƒ High frequency may lead to quick wearout ƒ High cost ƒ Due to reduced availability and cost creep ƒ Measurement Problems ƒ Frequency and reach are hard to ascertain ƒ Image Problems ƒ Adverse publicity, regulation degrade image Buying Outdoor Advertising Outdoor advertising purchased on basis of: gross ratings points or showing ¾ One ratings point = 1 percent of market’s population ¾ Usually purchased in increments of 25, 50, 100 ¾ 100 showing or GRPs means that message will appear on as many panels as needed to provide daily exposure equivalent to total size of the market Other Out-of-Home Media ¾ Aerial Advertising ƒ Sky Banners ƒ Sky Writing ƒ Blimps ¾ Mobile Billboards ƒ Trucks ƒ Vans ƒ Trailers ¾ In-Store Media ƒ Signs/Banners/Displays ƒ Video displays ƒ Kiosks General Motors uses mobile advertising Other Outdoor Media ¾ Parking meters ¾ ATM displays ¾ Trash cans ¾ Ski lift poles ¾ Car top signs ¾ Sidewalk signs ¾ Garden plantings ¾ Wall drawings Types of Transit Advertising ¾ Inside Cards ƒ Placed above seats ƒ In luggage areas ¾ Outside Posters ƒ On the sides, backs, roofs ƒ On busses, taxis, trains, etc. ¾ Station, Platform, Terminal Posters ƒ Floor displays ƒ Island showcases ƒ Electric signs, posters Transit Advertising Advantages ¾ Exposure ƒ Captive audience with little else to do ¾ Frequency ƒ Especially high with daily commuters ¾ Timeliness ƒ Exposure coincides with shopping trips ¾ Selectivity ƒ Geographically selective for local ads ¾ Economy ƒ Low absolute and relative cost Transit Advertising Disadvantages ¾Image Factors ƒ Image in minds of public and advertisers is poor ¾Reach ƒ Unable to reach those who don’t use transit ¾Waste Coverage ƒ Many who aren’t potential customers are exposed ¾Copy and Creative Limitations ƒ Format strictly limits copy and creative options ¾Mood of the Audience ƒ Transit situation may engender bad feelings Promotional Products Marketing Promotional products marketing is the advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes or commemoratives. Specialty Advertising Defined A medium of advertising, sales promotion, and motivational communications employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products. ¾ Unlike premiums, with which they are sometimes confused, these articles are always distributed free: Recipients don’t have to earn the specialty by making a purchase or contribution. Ad specialty items come in many forms Source: Courtesy California Milk Processor Board. Promotional Products Advantages ¾ Selectivity ƒ Controlled distribution to target prospects only ¾ Flexibility ƒ Endless variety of forms provides versatility ¾ Frequency ƒ Long retention means constant exposure ¾ Economy ƒ Many inexpensive items available in large quantity ¾ Goodwill ƒ Only medium generating goodwill in receiver ¾ Augmentation ƒ Often used to supplement other promotional media Promotional Products Disadvantages ¾ Image ƒ Some items may cheapen the image of advertiser ¾ Saturation ƒ Some items are overused, some audiences saturated ¾ Lead Time ƒ Time required to develop a promotional product message is longer than for most other media Forms of Yellow Pages ¾ Specialized Directories ƒ Targeted to special audiences ƒ (Hispanics, Women, Blacks, Christians) ¾ Audiotex ƒ “Talking” Yellow Pages ¾ Interactive ƒ Consumer search data bases ¾ Internet Directories ƒ National, regional and local listings ¾ Other Services ƒ Coupons, inserts, samples Yellow Page Advertising Advantages Disadvantages ¾ Wide Availability ¾ Market Fragmentation ¾ Action Oriented ¾ Timeliness ¾ Low Cost ¾ Lack of Creativity ¾ Frequency ¾ Lead Times ¾ Non-Intrusiveness ¾ Clutter
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