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Support Media

Copyright 2012 McGraw-Hill Companies, Inc., All right reversed

The Role of Support Media

To
Toreach
reach those
those people
people in
in the
the target
target
audience
audience that
that primary
primary media
media (TV,
(TV,
print,
print, etc.)
etc.) may
may not
not have
have effectively
effectively
reached
reached and
and to
to reinforce,
reinforce, or
or support,
support,
their
their messages.
messages.

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Out-of-Home Advertising Media

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In-Store Media
Typical in-store media
In-store ads
Aisle displays
Store leaflets
Shopping cart
signage
In-store TV

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Transit Advertising

Inside Cards

Outside Posters

Station, Platform, Terminal Posters

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Pros of Outdoor Advertising

Wide
Wide local
local coverage
coverage

Creation
Creation of
of awareness
awareness

High
High frequency
frequency

Efficiency
Efficiency

Geographic
Geographic flexibility
flexibility

Sales
Sales effectiveness
effectiveness

Creativity
Creativity

Production
Production capability
capability
Timeliness
Timeliness

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Cons of Outdoor Advertising

Waste
Waste coverage
coverage

High
High cost
cost

Limited
Limited message
message ability
ability

Measurement
Measurement problems
problems

Wearout
Wearout

Image
Image problems
problems
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Transit Advertising
Advantages
Exposure
Frequency
Disadvantages
Reach
Mood of the Audience

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Pros and Cons of Promotional Products

Advantages

Disadvantages

Selectivity

Poor image

Flexibility

Saturation

Frequency

Lead Time

Cost
Goodwill
High recall
Augmentation
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Measurement of Promotional Products

71% of people surveyed had received
a promo product within the last year
33.7%... still had the item
76%... recalled advertisers name
52%... improved impression of company
73%... used item at least once a week
55%... kept it more than a year

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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

Trust

Size Requirements
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Advertising in Movie Theaters

Advantages

Disadvantages

High Exposure

Irritation

Emotional attachment

Cost

Cost
Attention
Lack of Clutter
Proximity
Segmentation
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Nontraditional Support Media

Product
Product
Placements
Placements
Others
Others

Product
Product
Integration
Integration

Branded
Branded
Entertainment
Entertainment
Ad-Supported
Ad-Supported
VOD
VOD

Advertainment
Advertainment
Content
Content
Sponsorship
Sponsorship

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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
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Other Media
Parking
Parking lot
lot
ads
ads
Videogame
Videogame
ads
ads

Others
Others

Gas
Gas station
station
pump
pump ads
ads

Place-based
Place-based
media
media
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