Out of Home, Exhibitive, and Supplementary Media: Evaluating and Utilizing Advertising Opportunities

This chapter explores various forms of advertising beyond traditional print and broadcast media, including outdoor, transit, and exhibitive options. It examines the factors advertisers should consider when evaluating these options and provides insight into the pros and cons of each. The chapter also offers guidance on how to measure exposure and influence costs, as well as different types of supplementary media to consider.

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About Out of Home, Exhibitive, and Supplementary Media: Evaluating and Utilizing Advertising Opportunities

PowerPoint presentation about 'Out of Home, Exhibitive, and Supplementary Media: Evaluating and Utilizing Advertising Opportunities'. This presentation describes the topic on This chapter explores various forms of advertising beyond traditional print and broadcast media, including outdoor, transit, and exhibitive options. It examines the factors advertisers should consider when evaluating these options and provides insight into the pros and cons of each. The chapter also offers guidance on how to measure exposure and influence costs, as well as different types of supplementary media to consider.. The key topics included in this slideshow are out of home advertising, transit ads, exhibitive media, measuring exposure, cost influences, packaging changes, supplementary media,. Download this presentation absolutely free.

Presentation Transcript

2. 16-2 Chapter Overview Factors advertisers consider when evaluating out-of-home, exhibitive, and supplementary media

3. 16-3 Chapter Objectives Discuss the pros & cons of outdoor advertising Detail transit ad options Discuss the importance of exhibitive media in a marketing mix Explain how to measure outdoor media exposure Describe the types of standard outdoor advertising structures Identify influences on the cost of transit and other out-of-home media Explain issues advertisers face when changing packaging Identify various types of supplementary media

4. 16-4 Usage of Out-of-Home Media

5. 16-5 Out-of-Home Media Mountain Dew was able to get people to interact with their billboard Mountain Dew was able to get people to interact with their billboard

6. 16-6 Outdoor Advertising Business 3,000 Plants Find suitable locations Lease/buy the property Acquire permits Erect structures Contract w/advertisers Work with creatives Post or paint bulletins 390,000 Outdoor Ad Structures Maintenance

7. 16-7 Types of Outdoor Advertising Standardized Outdoor Advertising Bulletin Structures 8-Sheet Posters 30-Sheet Posters Spectaculars

8. 16-8 Types of Outdoor Advertising Using surroundings to accent an ad

9. 16-9 Buying Outdoor Advertising 100 showing = 100 gross rating points daily 1 rating point = 1% of the market population 100 gross points = reaching 88.1% of the adults in a market over a 30-day period

10. 16-10 Location, Location, Location Billboard locations in Baton Rouge

11. 16-11 Outdoor Advertising Technology Global positioning systems Sophisticated software Digitized video Barcodes Computerized painting LEDs Holograms Interactive kiosks

12. 16-12 Regulation of Outdoor Ads Highway Beautification Act (1965) Scenic Highway Construction ban (1991) State Regulation and Bans

13. 16-13 Transit Advertising Subway poster advertises that it Doesnt hurt at all Terminal Posters Transit Shelters Inside/Outside Cards & Posters Transit Ad Types

14. 16-14 Buying Transit Advertising Full (100) Showing: 1 ad in each vehicle in the system Special Transit Buys Basic Bus Take Ones Bus-o-Rama Signs Total Bus/ Bus Wrap Brand Trains Immersive Advertising

15. 16-15 Other Out-of-Home Media Trucks Electronic Signs Parking Meters Public Phones Postage stamps

16. 16-16 Pros & Cons of Transit Ads The Pros Long exposure Repetitive value Eagerly read messages Low cost Creative flexibility Need satisfying Environmentally sensitive

17. 16-17 Pros & Cons of Transit Ads The Cons Status Crowded environment Selectivity Clutter Location Creative restrictions

18. 16-18 Exhibitive Media Packaging can make or break the deal for a consumer Product Tradeshow booths Exhibits

19. 16-19 Functions of Packaging Protection Preservation Information Promotion

20. 16-20 Package Design Factors Stand-out Appeal Verbal & non-verbal communication Prestige or Desired Image Especially important for non- rational products Perfume/cosmetics Sports accessories Confections Luxury products

21. 16-21 Packaging Production Phases Concept Input Manufacturers Intermediaries Consumer Advocates Governmental Agencies Graphic artists Label producers Die cutters Production Warehousers Consumers Packaging Engineers

22. 16-22 Packaging Design High-resolution printing Intricate folding and die cutting Exact folding and fitting Avoid

23. 16-23 Exhibitive Media Trade Show Booths and Exhibits Planning People Promotion Productivity Budgeting

24. 16-24 Exhibitive Media How customers learn about trade shows

25. 16-25 Exhibitive Media How long will customers wait for a sales rep at a trade-show booth?

26. 16-26 Specialty Advertising Coffee mugs Ballpoint pens Key chains Watches T-shirts Not the same as a Premium

27. 16-27 Directories & Yellow Pages Published by Phone companies Trade associations Industrial groups Others They serve as Locators Buying guides Mailing lists Target marketing

28. 16-28 Directories & Yellow Pages Increased reach when used in conjunction with other media or a ride-along program

29. 16-29 Emerging Media DVDs Cinema advertising Product placement ATMs

30. 16-30 Emerging Media Digital media has brought a lot of new opportunities Digital Jukebox