13
Support Media
McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
The Role of Support Media
To reach those people in the target
audience that primary media (TV,
print, etc.) may not have effectively
reached and to reinforce, or support,
their messages.
Support Media
Support media are
also referred to as:
Alternative
Media
Nonmeasured
Media
Nontraditional
Media
Examples of Traditional Support Media
Billboards
Promotional Products
Kiosks
Yellow Pages
Posters
Wall Murals
Out-of-Home Advertising Media
Ad Expenditures by Product Category
Top 10 Outdoor Advertising Categories
1. Miscellaneous services and amusements
2. Insurance and real estate
3. Communications
4. Public transportation, hotels, resorts
5. Media and advertising
6. Retail
7. Restaurants
8. Financial
9. Automotive dealers and services
10. Automotive accessories and equipment
Outdoor Advertising Goes 3-D
Characteristics of Outdoor Advertising
Reach
Frequency
Flexibility
Cost
Impact
Can reach a variety of audiences
very quickly
Potential for high frequency of
impressions
Many options available to reach
specific groups
Low cost per exposure,
depending on medium used
Size, shape, lighting, and motion
can lead to impact
Alternative Out-of-Home Media
Aerial Advertising
Sky Banner
Blimp
Sky Writing
Mobile Billboards
Trucks
Vans
Trailers
In-Store Media
Signs
Video
Kiosks
Blimps Carry Messages High and Wide
Mobile Billboards
Trucks Become Billboards on Wheels
In-Store Media
Test Your Knowledge
Which of the following pieces of federal legislation had
the greatest impact on outdoor advertising?
A) Fair Packaging and Labeling Act (1966)
B) Wheeler-Lea Act (1938)
C) Highway Beautification Act of 1965
D) National Environmental Policy Act (1969)
E) Consumer Product Safety Act (1972)
Out-of-Home Advertising Faces/Vehicles
Transit Advertising
Station
Posters
Inside
Cards
Platform
Posters
Terminal
Posters
Outside
Posters
The FBI Uses Outdoor to Recruit
Miscellaneous Outdoor Media Include Car Tops
Posters Gain Attention in Terminals
Pros of Outdoor Advertising
Wide local coverage
Creation of awareness
High frequency
Efficiency
Geographic flexibility
Sales effectiveness
Creativity
Production capability
Timeliness
Cons of Outdoor Advertising
Waste coverage
High cost
Limited message capability
Measurement problems
Wearout
Image problems
Transit Advertising
Advantages
Exposure
Frequency
Disadvantages
Reach
Mood of the Audience
Measurement in Out-of-Home Media
Competitive Media Reports
Simmons
Market Research Bureau
Point of Purchase
Advertising Institute
Sources
OAAA
Traffic Audit Bureau
Scarborough
APTA
Test Your Knowledge
Which of the following is an example of an out-ofhome advertising medium?
A) A billboard on the top of a taxi
B) An ad placed inside a bus shelter
C) Banners pulled by airplanes
D) An ad on a park bench
E) All of the above
Promotional Products Marketing
The advertising or promotional medium
or method that uses promotional
products, such as ad specialties,
premiums, business gifts, awards, prizes,
or commemoratives.
Promotional Products Marketing
1. Wearable items
3. Calendars
5. Bags
2. Writing instruments
4. Desk accessories
6. Drinkware
Pros and Cons of Promotional Products
Advantages
Disadvantages
Selectivity
Poor image
Flexibility
Saturation
Frequency
Lead Time
Economy
Goodwill
High recall
Augmentation
Measurement of Promotional Products
71% received promotional product in last 12 months
33% still had the item on them
76% recalled the advertisers name
536
travelers
through
DFW
airport
52% conducted business w/advertiser
52.1% had improved impressions
73% use once a week
55% kept over a year
Forms of Yellow Pages
Specialized
directories
Internet
Yellow Pages
Other
Services
Pros and Cons of Yellow Pages
Advantages
Disadvantages
Wide Availability
Market Fragmentation
Action Oriented
Timeliness
Low Cost
Lack of Creativity
Frequency
Lead Times
Non-Intrusiveness
Clutter
Size Requirements
Advertising in Movie Theaters
Advantages
Disadvantages
High Exposure
Irritation
Audience Mood
Cost (Maybe)
Cost (Maybe)
Good Recall
Lack of Clutter
Proximity
Segmentation
In-Flight Advertising
Magazines
Catalogs
Radio
Videos
In-Flight Advertising
Advantages
Disadvantages
A Desirable Audience
High Potential for
Irritation
A Captured Audience
Limited Availability of
Medium
Low Relative Cost
Lack of Audience
Attention
Segmentation
Possibilities
Potential for Rapid
Wearout
In-Flight Video Drives Viewers to a Web Site
*Click outside of the video screen to advance to the next slide
In-Flight Magazines Enjoy a Captive Audience
Nontraditional Support Media
Product
Placements
Others
Product
Integration
Branded
Entertainment
Ad-Supported
VOD
Advertainment
Content
Sponsorship
Branded Entertainment
Advantages
Disadvantages
High Exposure
High Absolute Cost
High Frequency
Time of Exposure
Media Support
Limited Appeal
Source Association
Lack of Control
Low Cost/High Recall
Public Reactions
Bypass Regulations
Competition
Viewer Acceptance
Negative Placements
Targeting
Clutter
007 Movie Tie-In Product Placement
*Click outside of the video screen to advance to the next slide
Measurement in Branded Entertainment
Nielson Media Research
Services
IAG Research
Deutsch/iTVX
Brand Advisers
Guerrilla Marketing
Miscellaneous Other Media
Parking lot
ads
Videogame
ads
Others
Bathroom
ads
Place-based
media
Miscellaneous Alternative Media
Advantages
Disadvantages
Awareness and
Attention
Irritation
Cost Efficiencies
Wearout
Targeting
