Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 13 - George E. Belch, Michael A. Belch

Chapter 13 - Support media. The main goals of this chapter are: To examine the role of support media in the IMC program, to recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program, to develop an understanding of the advantages and disadvantages of support media, to know how audiences for support media are measured.

Chapter 13 Support  Media Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Support Media  Uses a variety of non traditional channels to deliver  communications and to promote products and  services  Role  Reach target audience that primary media may not  have effectively reached  Reinforce or support primary media messages Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 13.1 ­ Out­of­Home Media: A Diverse Cross  Section of Formats Comprise Outdoor Advertising Today Source: Reprinted with permission of Outdoor Advertising Association of America, Inc Outdoor Advertising  Factors contributing to its success   Increase in the number of:   Women in the work force  Vehicles on the road  Ability to remain innovative through technology  Digital out­of­home media  Video advertising networks  Digital billboards  Ambient advertising Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Alternative Out­of­Home Media  Aerial advertising  Outdoor advertising incorporating use of airplanes  pulling banners, skywriting, and blimps  Not expensive and reaches specific target markets  Mobile billboards: Devices that carry  advertisements and are mobile  Costs depend on the area and the mobile board  company’s fees Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education In­Store Media  Reach shoppers at the place where they buy  Include:  In­store ads  Aisle displays  Store leaflets  Shopping cart signage   In­store TV Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Types of Transit Advertising  Inside cards  Placed above the seats and luggage area inside  public transport vehicles  Outside posters  Appear on the sides, backs, and/or roofs of buses,  taxis, trains, and subway and trolley cars  Station, platform, and terminal posters Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Advantages of Outdoor Advertising Wide coverage of local markets Frequency and Geographic flexibility Creativity Ability to create awareness Efficiency and effectiveness Production capabilities Timeliness Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Disadvantages of Outdoor Advertising Waste coverage Limited message capabilities Wearout Cost Measurement problems Image problems Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Advantages and Disadvantages of  Transit Advertising Advantages • Exposure • Frequency • Cost Disadvantages • Reach • Mood of the audience Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 10 McGraw-Hill Education Advantages and Disadvantages of  Promotional Products Marketing Advantages Disadvantages  Selectivity  Image  Flexibility  Saturation  Frequency  Lead time  Cost  Reach  Goodwill  High recall  Supplementing other media Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 11 Measurement in Promotional Products  Marketing  Specialty advertising does not have an established  ongoing audience measurement system  Studies show that:  Promotional products have a positive impact on  brand image  Brand impressions and purchase intent improves by  adding promotional products to integrated media  mix  Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 12 McGraw-Hill Education Yellow Pages Advertising  Is declining due to increased preference for online  directories  Yellow Pages are referred to as a directional  medium  Directional medium: Ads do not create awareness  or demand for products or services but provide the  location Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 13 McGraw-Hill Education Advantages and Disadvantages of  Movie Theater Advertising Advantages  Exposure  Emotional attachment Disadvantages  Irritation  Cost  Cost  Attention  Clutter  Proximity  Segmentation  Integration Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 14 Methods of Branded Entertainment  Advertainment: Creation of audio­visual content  to entertain users while advertising products   Advergames: Online games that are designed to  promote products  Content sponsorship  Ad­supported video on demand (VOD)  Others Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 15 McGraw-Hill Education Advantages and Disadvantages of  Branded Entertainment Advantages Disadvantages  Exposure  Frequency  High absolute cost  Time of exposure  Support for other media  Source association  Limited appeal  Lack of control  Cost  Recall  Public reaction  Competition  Bypassing regulations  Acceptance and targeting  Negative placements  Clutter Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 16 Guerrilla Marketing  Nontraditional method of marketing  Known as:  Stealth  Street  Buzz  Ambush  Viral marketing Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 17 McGraw-Hill Education Miscellaneous Other Media Videogame ads Parking lot ads Gas station pump ads Place-based media Others Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 18 McGraw-Hill Education  ... Placed above the seats and luggage area inside  public transport vehicles  Outside posters  Appear on the sides, backs, and/ or roofs of buses,  taxis, trains, and subway and trolley cars  Station, platform, and terminal posters... McGraw-Hill Education Advantages and Disadvantages of  Transit Advertising Advantages • Exposure • Frequency • Cost Disadvantages • Reach • Mood of the audience Copyright © 2014 McGraw-Hill Education... of McGraw-Hill Education Alternative Out­of­Home Media  Aerial advertising  Outdoor advertising incorporating use of airplanes  pulling banners, skywriting, and blimps  Not expensive and reaches specific target markets