chapter fourteen
Out-of-Home,
Trade Shows, and
Supplementary
Media
McGraw-Hill/Irwin
Essentials of Contemporary Advertising
Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Objectives_1
 Discuss the pros and cons of outdoor
advertising
 Explain how to measure exposure to
outdoor media
 Describe the types of standard outdoor
advertising structures
 Detail the various options available in
transit advertising
14-2
Objectives_2
 Identify the influences on the cost of
transit and other out-of-home media
 Discuss the importance of trade shows
in a company’s marketing mix
 Identify several types of supplementary
media
14-3
Pros of Outdoor Advertising




Accessibility
Reach
Frequency
Geographic
flexibility
 Demographic
flexibility
 Cost
 Impact
 Creative flexibility
 Location
14-4
Cons of Outdoor Advertising
 Fleeting message
 Environmental
influence
 Audience
measurement
 Lack of quality
control
 Long lead time
 High initial
preparation costs
 Complexity in
national buying
 Low supply in
desirable location
 Perceived as
pollution
14-5
Types and Use of Out-of-Home Media
 Bulletins (35%)
 30-sheet posters
(22%)
 In-store (12%)
 Sports stadiums
(8%)
 Transit (6%)
 Bus shelters (5%)
 Supplemental forms
(5%)
 8-sheet posters
(4%)
 Airport advertising
(2%)
 Mall advertising
(1%)
14-6
Billboards
Billboards offer the lowest CPM of any major
media. This example includes a 3-D extension.
14-7
Spectaculars
Spectaculars are elaborate, animated signs that grab
attention in high-traffic areas. Times Square is wellknown for the spectaculars located there.
14-8
Outdoor Advertising Industry
 400,000 outdoor ad structures owned
and maintained by 3,000 plants
 Plant responsibilities include
– Identifying locations
– Leasing or buying property
– Acquiring legal permits
– Erecting structures
– Contracting with advertisers
– Posting panels or painting bulletins
14-9
Outdoor Advertiser Categories
 Local services and
amusements
 Media entertainment
and advertising
 Public
transportation,
hotels, and resorts
 Retail
 Insurance and real
estate
 Financial services
 Automotive dealers
and services
 Restaurants
 Automotive,
accessories, and
equipment
 telecommunications
14-10
Buying Outdoor Advertising
 Basic unit is 100 GRPs
(100 showing)
 1 rating point equals 1
percent of a particular
market’s population
 Exhibit 14-3 illustrates
locations in Baton
Rouge that would
achieve 100 GRPs per
day
14-11
Transit Advertising
 Category of out-of-home media that
includes bus and taxicab advertising as
well as posters on transit shelters,
terminals, and subways
 Suitable for reaching middle- to lowerincome urban consumers
14-12
Pros of Transit Advertising
 Long exposure
time
 Repetitive value
 Eagerly read
messages
 Low cost
 Creative flexibility
 Need satisfying
14-13
Cons of Transit Advertising
 Less status
 Crowded
environment
 Limited selectivity
 Limited to urban
markets
 Clutter
 Less access to
suburbanites
 Creative
restrictions
14-14
Types of Transit Advertising





Transit shelters
Terminal posters
Inside cards
Outside posters
Exteriors (taxicabs
and buses)
14-15
Buying Transit Advertising
 Unit of purchase is a showing (also
called a run or service)
 Full showing(100 showing) means that
one card will appear on each vehicle in
a system
 Rates quoted for 30-days with discounts
for multi-month contracts
 Special buys available
14-16
Trade Shows
 Used in every major
industry
 Booths and exhibits
used to attract traffic
 Allows for
demonstrations,
lead generation, and
sales meetings
14-17
Establishing Trade Show Exhibits
Planning
People
Budgeting
Productivity
Promotion
14-18
Supplementary Media
 Specialty advertising
– Premiums
– Consumer
specialties
– Business-toBusiness
specialties
 Directories and
Yellow Pages
 Emerging Media
– Videotapes
– Cinema
Advertising
– Product
Placement
– ATMs
– Gas Pumps
14-19
Key Terms_1








Advertising specialty
Basic bus
Booth
Brand integration
Brand trains
Bulletin structure
Bus-o-rama sign
Car-end poster







Cinema advertising
Directories
Eight-sheet posters
Electronic sign
Exhibit
Full showing
Global positioning
system
14-20
Key Terms_2
 Immersive
advertising
 Inside card
 Mobile billboard
 100 showing
 Outdoor advertising
 Out-of-home media
 Outside poster








Premium
Product placement
Showing
Spectaculars
Stock poster
Take-ones
Taxicab exterior
Terminal poster
14-21
Key Terms_3
 30-sheet poster
panel
 Total bus
 Trade show
 Transit advertising
 Transit shelter
advertising
 Video brochure
14-22