Learning Objectives 17/03/2016. Chapter 13. Support Media

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Chapter 13 Support Media Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

1 Chapter 13 Support Media Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives 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 13-2 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

Other Terms for Support Media Alternative media Below-the-line media Nonmeasured media Nontraditional media 13-4 Figure 13.

2 Other Terms for Support Media Alternative media Below-the-line media Nonmeasured media Nontraditional media 13-4 Figure Out-of-Home Media: A Diverse Cross Section of Formats Comprise Outdoor Advertising Today Source: Reprinted with permission of Outdoor Advertising Association of America, Inc 13-5 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 out-of-home media Video advertising networks Digital billboards Ambient advertising

3 Alternative Out-of-Home 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 s depend on the area and the mobile board company s fees 13-7 In-Store Media Reach shoppers at the place where they buy Include: In-store ads Aisle displays Store leaflets Shopping cart signage In-store TV 13-8 Transit Advertising Targets people who are exposed to commercial transportation facilities Gained popularity due to: Increased number of women in the work force Audience segmentation People spending more time outdoors

4 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 of Outdoor Advertising Wide coverage of local markets Frequency and Geographic flexibility Creativity Ability to create awareness Efficiency and effectiveness Production capabilities Timeliness of Outdoor Advertising Waste coverage Limited message capabilities Wearout Cost Measurement problems Image problems

5 and of Transit Advertising Exposure Frequency Reach Mood of the audience Sources of Audience 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 Promotional Products Marketing Promotional medium or method that uses the following promotional products Ad specialties Premiums Business gifts Awards Prizes Commemoratives

6 Specialty Advertising Employs imprinted, useful, or decorative products for: Advertising Sales Promotion Motivational Communication Distributed free and of Promotional Products Marketing Selectivity Flexibility Frequency Goodwill High recall Supplementing other media Image Saturation Lead time Reach 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

7 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 and of Movie Theater Advertising Exposure Emotional attachment Attention Clutter Proximity Segmentation Integration Irritation Branded Entertainment Blends marketing and entertainment through television, film, music talent, and technology Methods Product placements: Refers to advertising within another program Product integration: Placement is integrated throughout the program content and/or script

8 Methods of Branded Entertainment Advertainment: Creation of audio-visual content to entertain users while advertising products Advergames: Online games that are designed to promote products Content sponsorship Ad-supported video on demand (VOD) Others and of Branded Entertainment Exposure Frequency Support for other media Source association Recall Bypassing regulations Acceptance and targeting High absolute cost Time of exposure Limited appeal Lack of control Public reaction Competition Negative placements Clutter Guerrilla Marketing Nontraditional method of marketing Known as: Stealth Street Buzz Ambush Viral marketing

9 Miscellaneous Other Media Videogame ads Parking lot ads Gas station pump ads Place-based media Others and of Miscellaneous Alternative Media Awareness and attention efficiencies Targeting Irritation Wearout

McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

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.