Support Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Role of Support Media
To reach those people in the
target audience that primary
media (TV, print, etc.) may not
have reached and to reinforce,
or support, their messages.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Support Media
Support media are
also referred to as:
Alternative
Media
Nonmeasured
Media
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Nontraditional
Media
Examples of Traditional Support Media
Outdoor Advertising
Aerial Advertising
Traditional
Support
Media
Mobile Billboards
In-store Media
Promotional Products
Yellow Pages
Other Media
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Out-of-Home Media – A Diverse Cross-Section of
Formats
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Top 10 Outdoor Advertising Categories
1. Local services and amusements
2. Media and advertising
3. Public transportation, hotels, and resorts
4. Retail
5. Insurance and real estate
6. Financial
7. Automotive dealers and services
8. Restaurant
9. Automotive, auto access, and equipment
10.Telecommunications
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Outdoor Advertising Goes Beyond Two Dimensions
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Characteristics Of Outdoor Advertising
Reach
Frequency
Flexibility
Cost
Impact
Can reach a variety of audiences
very quickly
Potential for High
high frequency
frequency of
of
impressions
Many options available to reach specific
groups
Low cost per exposure depending on
medium used
Size, shape, lighting, motion, and
special impressions may lead to impact
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Other Out-of-Home Media
Aerial Advertising
Sky Banners
Blimps
Sky Writing
Mobile Billboards
Trucks
Vans
Trailers
In-Store Media
Signs
Video
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Kiosks
Blimps Carry the Message High and Wide
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Other Miscellaneous Outdoor Media
Wall
Drawings
Sidewalk
Signs
Parking
Meters
Car Top
Signs
Ski Lift
Poles
Media
Options
ATM
Displays
Gasoline
Pumps
Trash
Cans
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Trucks Become Billboards on Wheels
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Transit Advertising Media
Platform
Posters
Station
Posters
Terminal
Posters
Inside
Cards
Outside
Posters
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Miscellaneous Outdoor Media Include Car-Tops
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Terminal Posters Gain Attention
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Outdoor Advertising Pros & Cons
Advantages
Disadvantages
Wide local coverage
Waste coverage
High frequency
Limited message capability
Geographic flexibility
Wearout
Creativity
High cost
Creation of awareness
Measurement problems
Efficiency
Image problems
Sales effectiveness
Production capability
Timeliness
Production
Capability
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Transit Advertising Pros & Cons
Advantages
Disadvantages
Exposure
Reach
Frequency
Mood of the Audience
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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.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Promotional Products Pros & Cons
Advantages
Disadvantages
Selectivity
Poor image
Flexibility
Saturation
Frequency
Lead Time
Economy
Goodwill
High recall
Augmentation
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Measurement of Promotional Products
71% received promotional product in last 12 months
33% still had the item on them
76% recalled the advertisers name
52% conducted business w/the advertiser
536
travelers
through
DFW
airport
52.1% had improved impressions
73% use once a week
55% kept over a year
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Forms of Yellow Pages
Internet
Yellow Pages
Specialized
directories
Other
Services
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Yellow Pages
Advantages
Disadvantages
Wide Availability
Market Fragmentation
Action Oriented
Timeliness
Low Cost
Lack of Creativity
Frequency
Lead Times
Non-Intrusiveness
Clutter
Size Requirements
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Advertising in Movie Theatres
Advantages
Disadvantages
High Exposure
Irritation
Audience Mood
Cost (Maybe)
Cost (Maybe)
Good Recall
Lack of Clutter
Proximity
Segmentation
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Types of In-Flight Advertising
Magazines
Catalogs
Radio
Videos
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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
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In-Flight Magazines Enjoy a Captive Audience
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Miscellaneous Other Media
Parking lot
ads
Videogame
ads
Bathroom ads
Others
Place-based
media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin