Out-of-Home and Support Media

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Chapter 11

• Out-of-Home and Support Media

2
Chapter Objectives

• To recognize the various out-of-home support
  media available to the marketer in developing an
  IMC program.
• To develop an understanding of the strengths and
  limitations of out-of-home and support media.
• To know how audiences for out-of-home and support
  media are measured.

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Out-of-Home Media

• Out-of-home media
• Pervasive and delivers the advertising messages
  we encounter while throughout the town or city
  and during day-to-day activities
• Goes beyond the traditional forms of advertising
• Television, print, radio or the at home media

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Support Media

• Support media
• Used to reach members of the target audience that
  the primary media may not have reached or to
  reinforce the message contained in the primary
  media
• Three categories
• Promotional products
• Yellow pages
• Product placement

5
Types of Outdoor Media

• Posters
• Backlit posters
• Bulletins
• Street level posters

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Outdoor Advertising Advantages

• Wide local coverage
• Broad base of day and night local exposure
• Frequency
• High exposure for frequently purchased goods
• Geographic flexibility
• Can be placed on highways, near stores, etc

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Outdoor Advertising Advantages

• Creativity
• Use of color, size, shape, and movement
• Creation of awareness
• Use of short, high-impact messages
• Efficiency
• CPM very competitive with other media

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Outdoor Advertising Advantages

• Effectiveness
• Can often lead directly to sale of the goods
• Production capability
• Technology has reduced production times

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Outdoor Advertising Limitations

• Wasted coverage
• The market isnt geographically concentrated
• Limited message capability
• Limited reading speed and exposure time
• Wearout
• High frequency may lead to quick wearout

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Outdoor Advertising Limitations

• High cost
• Due to reduced availability and cost creep
• Measurement problems
• Frequency and reach are hard to ascertain
• Image problems
• Adverse publicity, regulation degrade image

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Transit Media

• Transit advertising
• Similar to outdoor
• Targeted at millions of people who are exposed to
  commercial transportation facilities
• Including buses, subways, light-rail trains, and
  airplanes

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Commuter Transit Options

• Interior transit cards
• Interior door cards
• Exterior posters
• Station posters

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Transit Advertising Advantages

• Exposure
• Captive audience with little else to do
• Frequency
• Especially high with daily commuters
• Timeliness
• Exposure coincides with shopping trip

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Transit Advertising Advantages

• Selectivity
• Geographically selective for local ads
• Economy
• Low absolute and relative cost

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Transit Advertising Disadvantages

• Image factors
• Image in minds of public and advertisers is poor
• Reach
• Unable to reach those who dont use transit
• Waste coverage
• Many who arent potential customers are exposed

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Transit Advertising Disadvantages

• Copy and creative limitations
• Format strictly limits copy and creative options
• Mood of the audience
• Transit situation may engender bad feelings

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Airline Transit Options

• In-flight-advertising
• Includes magazines published by the airlines
• In-flight-videos and commercials
• In-flight-radio
• Airport displays

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In-flight TV Commercials

• Advantages
• A desirable audience
• A captured audience
• Low relative cost
• Segmentation possibilities

• Disadvantages
• High potential for irritation
• Limited availability of medium
• Lack of audience attention
• Potential for rapid Wearout

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Strengths of In-flight Advertising

• A desirable audience
• Upscale business and tourist travelers are an
  attractive audience for companies targeting these
  groups
• A captive audience
• Customers are on planes for long periods of time
  and cannot leave, and they enjoy in-flight
  magazines to read

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Strengths of In-flight Advertising

• Cost- in-flight commercial cost is lower than
  business print media
• Segmentation capabilities
• In-flight allows the advertiser to reach
  specific demographic groups and travelers to a
  specific destination

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Limitations of In-flight Advertising

• Irritation
• Belief that ads are intrusive and that airline
  commercials add to this
• Limited availability
• Many airlines limit the amount of time allowed
  for in-flight commercials

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Limitations of In-flight Advertising

• Lack of attention
• Passengers may decide to tune out ads, or ignore
  the commercials
• Wearout
• Risk of passengers being inundated by in-flight
  commercials

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Point of Purchase Media

• Wall signs
• Displays
• Banners
• Shelf-signs
• Video displays
• Kiosks
• Coupons
• LED boards

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Strengths of Point of Purchase Media

• Target audience
• Purpose is to reach the target audience while
  making the purchase decision
• Cost
• Reasonable absolute cost and CPM compared to
  media
• Message
• Benefits can be communicated just prior to
  purchase

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Limitations of Point-of-Purchase Media

• Shopping experience
• Hindered in some manner with too many commercial
  messages
• Implementation
• Marketer may be reliant on third party service
  providers who may not set up or install the tools
  correctly

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Limitations of Point-of-Purchase Media

• Clutter
• With the competition in both magazines and on
  television
• Audience measurement
• Point-of-purchase media lack objective audience
  measurement

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Place-Based Media

• Signage and displays in the mall
• Backlit posters
• Superboards
• Electronic message signs
• Video displays
• Located in places such as movie theatres,
  convention centers, hotels, stadiums and arenas

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Strengths of Place-Based Media

• Target audience
• Main purpose is to reach a specific target
  audience or while they are closer to the purchase
  decision
• Cost
• Absolute cost and CPM are reasonable compared to
  other media

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Strengths of Place-Based Media

• Processing
• Because the target market and place are
  intertwined, the message may generate more
  in-depth cognitive response or emotional response

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Limitations of Place-Based Media

• Experience
• Placed-based media are exposed to consumers when
  they do not expect a message to occur, which can
  lead to resentment
• Clutter
• The clutter that consumers feel while watching
  television or reading a magazine

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Promotional Products Marketing

• The advertising or promotional medium that uses
  promotional products, such as ad specialties,
  premiums, business gifts, awards, prizes, or
  commemoratives

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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.

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Specialty Advertising Defined

• Unlike premiums, with which they are sometimes
  confused, these articles are always distributed
  free recipients dont have to earn the specialty
  by making a purchase or contribution

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Specialty Advertising Advantages

• Selectivity
• Controlled distribution to target prospects only
• Flexibility
• Endless variety of forms provides versatility
• Frequency
• Long retention means constant exposure

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Specialty Advertising Advantages

• Economy
• Many inexpensive items available in large
  quantity
• Goodwill
• Only medium generating goodwill in receiver
• Augmentation
• Often used to supplement other promotional media

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Specialty Advertising Disadvantages

• Image
• Some items may cheapen the image of advertiser
• Saturation
• Some items are overused, some audiences saturated
• Lead time
• Time required to develop a promotional product
  message is longer than for most other media

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Yellow Page Advertising

• Advantages
• Wide availability
• Action oriented
• Low cost
• Frequency
• Non-intrusiveness

• Disadvantages
• Market Fragmentation
• Timeliness
• Lack of Creativity
• Lead Times
• Clutter

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Movie and Videotape Ads

• Advantages
• High exposure
• Audience mood
• Cost (maybe)
• Good recall
• Lack of clutter
• Proximity

• Disadvantages
• Irritation
• Cost (maybe)

39
Product Placement in Movies

• A common way to promote a product by showing the
  actual product or an ad for it as a part of a
  movie or TV show
• Eg) BMW featuring an add in the movie The World
  is Not Enough

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Placements

• Advantages
• High exposure
• High frequency
• Media support
• Source association
• Economy
• High recall
• Bypass regulations
• Viewer acceptance

• Disadvantages
• High absolute cost
• Time of exposure
• Limited appeal
• Lack of control
• Public reactions
• Competition
• Negative placements