Post on 29-Mar-2015
CX3 Outdoor Marketing Environment
CX3 Tier 2 Webinar Training
April 4, 2012
Purpose: To evaluate the marketing of
healthy and unhealthy cues on outdoor advertising for food, beverages, and physical activity around schools, parks and playgrounds.
Outdoor Marketing Documents
1. Instructions
2. Survey tool plus outdoor advertising examples
3. Training PowerPoint
• 1000 feet radius of middle/high schools, parks and playgrounds
• Buffer using GIS• 1000 feet = approximately 2 blocks• Limit outdoor survey to same areas covered
mobile vending survey (1000 feet for outdoor, 500 feet mobile vending)
• Fill out one survey tool for each school, park, playground
• Take pictures!
Outdoor Marketing Environment
Instructions
• Record outdoor ads for food, beverages, restaurants, physical activity, sporting equipment– Limited only to food, beverages…– NOT ads for real estate, cell phones, furniture, etc.
• Record type/size • Record product/ad (1 through 6)• Remember: Complete 1 survey instrument
for each school, park or playground. • Total all ads & put at the bottom of survey
Outdoor Marketing Environment
Instructions (cont.)
Type/Size: “1” Large Billboard
Product/Ad: “7” Unhealthy beverage item
Note: This size billboard usually by freeways and large highways
In notes column, write “soda”
Messages and Products in Marketing
Messages and Products in Marketing
Type/Size: “2” Medium BillboardProduct/Ad: “4” Unhealthy food items(even though for fast food restaurant, image of food is displayed)Note: Even though there is fruit parfait with yogurt and granola, the predominant foods in the
ad are burgers and fries (2/3)Note: Medium billboards usually by roads and can be on top of buildings
Type/Size: “2” Medium Billboard
Product/Ad: “4” Unhealthy food items
(even though for fast food restaurant, image of food is displayed)
Messages and Products in Marketing
Type/Size: “2” Medium Billboard
Product/Ad: “3” Healthy food items
Messages and Products in Marketing
Type/Size: “2” Medium Billboard
Product/Ad: “7” Unhealthy beverage item
Record beverage type in Notes column
Messages and Products in Marketing
Example of cross-promotion
Type/Size: “3” Small Billboard
Product/Ad: “7” Unhealthy beverage item
Messages and Products in Marketing
Type/Size: “3” Small billboardsTop - Product/Ad is for: “3” Healthy Food Item/Message Bottom -Product/Ad: “1” Fast food restaurant(even though image of food is displayed, fast food restaurant is predominant message)
Messages and Products in Marketing
Type/Size: “4” Transit AdProduct/Ad: “4” Unhealthy food items
Messages and Products in Marketing
Type/Size: “4” Transit Ad (Bus shelter)
Product/Ad: “3” Healthy food items
Other Transit Examples… but these are not
of food or beverages. Just ignore, don’t record.
Bus shelter transit
Subway ads
Messages and Products in Marketing
A board that flips!!Record each side as individual types and messages
Type/Size: “5” Sandwich board ad1- Product/Ad is for: “4” Unhealthy food item (prime rib
sandwich)
2- Product/Ad is for: “3” Healthy food item (salad)
Messages and Products in Marketing
Type/Size: “6” Electronic Billboard
Product/Ad: “7” Unhealthy beverage item
Record “beer” in Notes column
Messages and Products in Marketing
Type/Size: “7” Mobile billboard
Product/Ad: “4”
(even though for other restaurant, image of food is displayed/dominant)
CX3 Outdoor Marketing EnvironmentReminders
• Calculate totals at bottom– Q7 Total # ads recorded– Q8 Total ads visible from school/park– Q9 Total # ads for each type/size– Q10 Total ads healthy– Q11 Total ads unhealthy or FF restaurant
• Remember - Fill out disposition – (Page 1, Q6)
• Review for accuracy!