Chapter 16
Using out-of-home, exhibitive,
and supplementary media
McGraw-Hill/Irwin
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter Overview
Factors advertisers consider when
evaluating out-of-home, exhibitive,
and supplementary media
16-2
Chapter Objectives
Discuss the pros & cons
of outdoor advertising
Explain how to measure
outdoor media exposure
Describe the types of
standard outdoor
advertising structures
Detail transit ad options
Identify influences on the
cost of transit and other
out-of-home media
Discuss the importance
of exhibitive media in a
marketing mix
Explain issues
advertisers face when
changing packaging
Identify various types of supplementary media
16-3
Usage of Out-of-Home Media
16-4
Out-of-Home Media
Mountain
Dew was
able to get
people to
interact with
their
billboard
16-5
Outdoor Advertising Business
3,000 Plants
Find suitable locations
Contract w/advertisers
Lease/buy the property
Work with creatives
Acquire permits
Post or paint bulletins
Erect structures
Maintenance
390,000 Outdoor Ad Structures
16-6
Types of Outdoor Advertising
Standardized Outdoor Advertising
Bulletin
Structures
8-Sheet
Posters
30-Sheet
Posters
Spectaculars
16-7
Types of Outdoor Advertising
Using surroundings to accent an ad
16-8
Buying Outdoor Advertising
100 showing = 100 gross rating points daily
1 rating point = 1% of the market population
100 gross points = reaching 88.1% of the adults
in a market over a 30-day period
16-9
Location, Location, Location
Billboard locations in Baton Rouge
16-10
Outdoor Advertising Technology
Global positioning systems
Sophisticated software
Digitized video
Barcodes
Computerized painting
LEDs
Holograms
Interactive kiosks
16-11
Regulation of Outdoor Ads
Highway
Beautification
Act (1965)
Scenic Highway
Construction ban
(1991)
State Regulation
and Bans
16-12
Transit Advertising
Subway poster
advertises that it
“Doesn’t hurt at all”
Transit Ad Types
Transit Shelters
Terminal Posters
Inside/Outside Cards
& Posters
16-13
Buying Transit Advertising
Full (100) Showing:
1 ad in each vehicle in the system
Special Transit Buys
Basic
Bus
Take
Ones
Bus-o-Rama
Signs
Total Bus/
Bus Wrap
Brand
Trains
Immersive
Advertising
16-14
Other Out-of-Home Media
Postage stamps
Trucks
Electronic Signs
Parking Meters
Public Phones
16-15
Pros & Cons of Transit Ads
The Pros
Long exposure
Creative flexibility
Repetitive value
Need satisfying
Eagerly read messages
Low cost
Environmentally
sensitive
16-16
Pros & Cons of Transit Ads
The Cons
Status
Clutter
Crowded environment
Location
Selectivity
Creative restrictions
16-17
Exhibitive Media
Packaging can
make or break
the deal for a
consumer
Product
Tradeshow booths
Exhibits
16-18
Functions of Packaging
Protection
Preservation
Information
Promotion
16-19
Package Design Factors
Stand-out Appeal
Verbal & non-verbal
communication
Especially
important for nonrational products
Perfume/cosmetics
Sports accessories
Prestige or
Desired Image
Confections
Luxury products
16-20
Packaging Production Phases
Concept Input
Production
Consumers
Packaging Engineers
Manufacturers
Graphic artists
Intermediaries
Label producers
Consumer Advocates
Die cutters
Governmental
Agencies
Warehousers
16-21
Packaging Design
Avoid
High-resolution printing
Intricate folding and die cutting
Exact folding and fitting
16-22
Exhibitive Media
Trade Show Booths and Exhibits
Planning
Budgeting
Promotion
People
Productivity
16-23
Exhibitive Media
How
customers
learn about
trade
shows
16-24
Exhibitive Media
How long will
customers
wait for a
sales rep at a
trade-show
booth?
16-25
Specialty Advertising
Coffee mugs
Ballpoint pens
Key chains
Watches
T-shirts
Not the same as a Premium
16-26
Directories & Yellow Pages
Published by…
They serve as…
Phone companies
Locators
Trade associations
Buying guides
Industrial groups
Mailing lists
Others
Target marketing
16-27
Directories & Yellow Pages
Increased reach
when used in
conjunction with
other media or
a ride-along
program
16-28
Emerging Media
DVDs
Cinema advertising
Product placement
ATMs
16-29
Emerging Media
Digital media has
brought a lot of new
opportunities – Digital
Jukebox
16-30