13
Support Media
McGraw-Hill/Irwin
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
Product Placements
• Apple won 2012 Product Placement Award for
appearing in over 40% of top shows shown in 2011
• None of placements were paid for by Apple
• Modern Family turns down 90% of advertisers
trying to get placements
• Brands rejected for not being relevant to plot
• The Good Wife and American Idol other desirable shows for
placements
• Some brands not happy with association
• Bud Light with “Flight” – Denzel Washington as alcoholic
• Fictional products become real
• Bubba Gump Shrimp – “Forrest Gump”
• Wonka Candy Company
• Duff Beer – “Simpsons”
13-2
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.
13-3
Other Terms for Support Media
Alternative media
Below-the-line media
Nonmeasured media
Nontraditional media
Out-of-Home Advertising Media
13-5
Outdoor Advertising
• Factors contributing to its success
• Increase in the number of:
• Women in the work force
• Vehicles on the road
• Ability to remain innovative through
technology
• Digital out-of-home media
• Video advertising networks
• Digital billboards
• Ambient advertising
Attention-Getting Billboards
13-7
Alternative Out-of-Home Media
Aerial Advertising
Sky Banner
Blimp
Sky Writing
Mobile Billboards
Trucks
Vans
Trailers
13-8
Blimps Carry Messages High and Wide
13-9
Trucks Become Billboards on Wheels
13-10
In-Store Media
• Typical in-store media
• In-store ads
• Aisle displays
• Store leaflets
• Shopping cart
signage
• In-store TV
13-11
Transit Advertising
• Targets people who are exposed to
commercial transportation facilities
• Gained popularity due to:
• Increased number of women in the work
force
• Audience segmentation
• People spending more time outdoors
Transit Advertising
Inside Cards
Outside Posters
Station, Platform, Terminal Posters
13-13
Transit Advertising
13-14
Pros of Outdoor Advertising
Wide local coverage
Creation of awareness
High frequency
Efficiency
Low
CPM
Geographic flexibility
Sales effectiveness
35%
Called
#
Creativity
Production capability
Rapid
turnaround
Timeliness
Near shopping
13-15
Cons of Outdoor Advertising
Not
All r
targets
Waste coverage
High cost
Limited
boards
Limited message ability
Measurement problems
Exact
R&F
Wearout
Image problems
Disregard
13-16
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
13-17
Promotional Products Marketing
The advertising medium that uses
promotional products, such as ad
specialties, premiums, business gifts,
awards, prizes, or commemoratives.
13-18
Examples of Advertising Specialties
Company or Brand
logos
on variety of items
13-19
Impact of Promotional Products
• 71% of people surveyed had received
a promo product within the last year
• 33.7%... still had the item
• 76%... recalled advertiser’s name
• 52%... improved impression of company
• 73%... used item at least once a week
• 55%... kept it more than a year
13-20
Yellow Pages
13-21
Yellow Pages Advertising
• Is declining due to increased
preference for online directories
• Yellow Pages are referred to as a
directional medium
• Directional medium: Ads do not create
awareness or demand for products or
services but provide the location
Movie Theater Advertising
From drink cups to popcorn tubs…
…to commercials before movie
13-23
Branded Entertainment
Blends marketing
and entertainment …
Product
Placements
focus of show
Product
Integration
Branded
Entertainment
Ad-Supported
VOD
…thru TV and film
Content
Sponsorship
of specific program
13-24
Product Placement
• Product placement embedded in script
• Can’t be avoided
13-25
Guerrilla Marketing
• Nontraditional method of marketing
• Known as:
• Stealth
• Street
• Buzz
• Ambush
• Viral marketing
Guerrilla Marketing
Have an irreverent idea / an unusual execution / an element of surprise
13-27
Other Media
Parking lot
ads
Videogame
ads
Gas station
pump ads
Place-based
media
Bring ads to where consumers are
(TV monitors in MD offices)
13-28