OUTDOOR

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OUTDOOR

• I. Classification "Standardized" outdoor -- 3
  Categories 

A. Posters (46 of volume) B. Painted Bulletins
(54, more money is spent) C. Spectacular
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OutdoorI. Classification

•  A. Posters (46 of volume)
•  

-- Produced in large quantities
-- 30-sheet and bleed are common "horizontal'
in layout Some examples (to see)
-- Junior Posters/Panels (to reach
pedestrians) "vertical"
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OutdoorI. Classification

•  B. Painted Bulletins (54, more money is
  spent) 

-- Individually painted and priced bigger in
size and higher in price
-- Characterized by special designs Some
examples (to see)
-- Rotary Plans
Multiple ads with different messages developed
and rotated across multiple markets
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OutdoorI. Classification

•  C. Spectacular
•  
• -- Custom-built displays using extensive
  lighting, movement, and intricate designs
• -- Common Form Trivision, TV-like outdoor ads
• Some examples (to see)
•  

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OutdoorII. Why Use Outdoor

• 1. Used as a complementary medium
• 2. Appropriate for brief, reminder type of
  messages
• 3. Can pinpoint some targets Hispanics,
  African-American, shoppers, etc.
• 4. Has a larger potential for reach and frequency
• 5. Relatively low CPMs
• Read textbook for more
•  

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OutdoorIII. Tactics of Buying Outdoor

• Posters (Illuminated vs. Non-illuminated) 1. Buy
  according to _______________
• 2. Three most popular buys are 100, 50, 25
  GRPs What does 100 GRPs mean? 100 GRPs or
  Showing 100 delivery of the local population??
• 3. Base buy is _________________________

GRPs
100 GRPSs delivers around 85 of populations in
30 days, with average frequency of 24 times
Monthly, discount for longer buy
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OutdoorIII. Tactics of Buying Outdoor

• Posters (Illuminated vs. Non-illuminated)
• 4. Cost/Rates
• a. Sources for precise costs -- cost
  estimates for buying top 10, 20, . . . , 100
  markets available
• b. Example

Buyers Guide to Outdoor Advertising SRDS
Advertising OptionPlus
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OutdoorIII. Tactics of Buying Outdoor

• B. Painted Bulletins/ Spectacular (Most are
  illuminated)
• 1. Priced by individual unit
• 2. Base Buy is __________
• 3. No standard basis for setting rates

12 Months
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TransitI. Classification "Standardized"
Transit -- 3 Categories

• Interior Transit
• Exterior Transit (more volume here)
• C. Station Posters

•  

Car cards (small posters inside a vehicle)
Larger exterior displays
Standard sizes tailgaters (back), headlighters
(front), king-size, queen, traveling displays
(sides), Bus-O-Roma (top)
Posters in bus or train stations limited to top
10 or so markets
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Transit II. Why Use Transit?

• Read the textbook and fill in the following
• Some Important Characteristics 1. Exterior a.
  b.
• 2. Interior

Appropriate for short, simple messages (due to
One of the least expensive media
a. Longer copy can be usedb. High frequency can
be built
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Transit III. Tactics of Buying Transit

• Buy from local transit systems or thru media
  reps
• Base buy for transit advertising is ________
  frequency discounts available for longer
  contracts

Monthly

• Priced based on
• 1. Exterior "__________" -- 100, 50, 25, like
  outdoor posters
• 2. Interior "___________" -- full, half,
  quarter, double run

GRPs
Service
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Transit III. Tactics of Buying Transit

• Costing a buy Interior and Exterior
• -- Who provides cost information for
  transit?
• Cost estimates for buying top markets are
  available

TAA Rate Directory of Transit
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Direct Mail I. Introduction/Classification

•  -- How does the term direct mail differ from
  direct marketing?
•  
• -- Direct mail has not been classified any further

Direct Marketing a form of marketing that
occurs directly between buyer and seller no
intermediary involved in sales interaction can
take any form of direct response ad, direct
sales, etc.
Direct Response Advertising one form of direct
marketing
Direct Mail a media type
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Direct Mail II. Why Use Direct Mail?

• 1.
• 2.
• 3. Flexibility
• Geographically -- can cover any number of areas
  thru zip codingDemographically -- can
  pinpoint target market .. and design special
  messages for each targetAmount of information
  provided -- from postcard to large
  catalogFormat -- no limitations (except cost)
  can use private carriers

High Selectivity most selective of all media
Intensity of coverage (R / F) can be great
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Direct Mail II. Why Use Direct Mail?

• 4.
• 5. Does not interact with editorial matter --
  May be an advantage or disadvantage. Why?
• 6.
• 7.

Personal -- Can individualize mailing pieces by
use of computers
Not constrained by schedule of an independent
medium no closing date
Lends itself readily to research and testing
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Direct Mail II. Why Use Direct Mail?

• Additional Characteristics 
• How is direct mail viewed by public?
• Two studies Dislike .... ___, Like ... 49,
  Don't care ... 36
• Is direct mail read?
• On average ___ of direct mail is "read" 

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51
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Direct Mail III. Tactics of Buying Direct Mail

• Who provides direct mail information?
• 1. Audience or Circulation
• 2. Cost/Rates SRDS Direct Mail Lists Cost is
  shown amount per thousand names 

No syndicated data sources available
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Direct Mail III. Tactics of Buying Direct Mail

• Costing of Direct Mail 3 components
• 1.
• 2.
• 3.
• 3 approaches a.
• b. c.

Production Costs design, art/photography,
typesetting, talent, printing
Delivery Costs
List Costs
Develop your own but problem of upkeep
Buy a list
Rent a list most typical approach
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Other Media

• 1. Specialties a. Calendars b. Wearables
  c. Writing instruments d. Others
• 2. Directories a. Yellow Pages (significant
  volume increase) b. Business Directories
• 3. Motion Picture Advertising a.
  "Commercials" b. Theater programs 

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Other Media

• 4. Sporting Events
• a. Scoreboardsb. Programsc. Posters
• 5. Shopping Carts and Bags
• 6. Airplanes banners and Blimps
• 7. (Bus) Benches and Shelters

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Other Media

• 8. In-store Media
• a. Island displaysb. Check-out counter signs
  and monitorsc. In-store television and radiod.
  Store receipts 
• 9. Video Cassettes
• 10. In-School Channels
• 11. Kiosks