Support MediaSupport Media

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McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Support Media Support media are referred to alternative,

nonmeasured or nontraditional media. Support media are used to reach those

people in the target market the primary media may not have reached to reinforce, or support, their messages.

Types of support media: Out-of-home media, Promotional Products and others.

Out-of-Home Media Outdoor advertising Transit advertising Aerial advertising

Airplanes pulling banners, skywriting, and blimps (ex. Exhibit 13-4)

Low absolute cost and useful for reaching specific target markets

In-store media Signs/Banners/Displays; Video displays; Kiosks Approximately 2/3 of consumers’ purchase decisions

are made in the store. Some impulse categories demonstrate an 80 percent

rate.

Outdoor Advertising

Outdoor (electronic) billboards and signs

Account for about 2.3% of all advertising expenditure.

Advantages of Outdoor Advertising Wilde coverage of local markets Frequency

The purchase cycles are typically for 30-day periods.

Geographic flexibility Along high ways, near stores, or on mobile

billboards. Local, regional, or even national markets may be

covered. Creativity

Outdoor advertising goes beyond two dimensions.

Creativity of Outdoor Advertising

Creativity of Outdoor Advertising

Creativity of Outdoor Advertising

Creativity of Outdoor Advertising

Creativity of Outdoor Advertising

Creativity of Outdoor Advertising

Advantages of Outdoor Advertising

Ability to create awareness Ex. Ford’s Escape, 大樂透「曉玲，嫁給我吧！」 .

Efficiency The average CPM of outdoor is

approximately ½ of radio and far less than that of TV, magazines, and newspapers.

Advantages of Outdoor Advertising

Effectiveness Outdoor advertising can have a

significant effect on sales, particularly when combined with a promotion.

35%of consumers surveyed said they had called a phone number they saw on an out-of-home ad.

Ex. Figure 13-3. Production capabilities

Disadvantages of Outdoor Advertising

Waste coverage Limited message capabilities

Messages are limited to a few words and/or illustration.

Wearout People are likely to get tired of seeing

the same ad every day.

Disadvantages of Outdoor Advertising

Cost The decreasing signage Ex. 台北金融中心大樓（敦化北路﹑南京東路口）— 100 萬 / 月 .

Measurement problems Image problems

Other Outdoor Media

Parking meters ATM displays Trash cans Ski lift poles Car top signs Sidewalk signs Garden plantings Wall drawings

Transit Advertising Transit is targeted at the millions of people

who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, elevators, trolleys, airplanes, and subways.

The increased number of women in the work force, audience segmentation, and the rising cost of TV advertising

Types of transit advertising: (1) inside card; (2) outside posters (ex. Exhibit 13-8); (3) station, platform, and terminal posters (ex. Exhibit 13-9).

Examples of Outside Posters

Examples of Outside Posters

Advantages of Transit Advertising

Exposure About 9 million people ride mass

transit every week. Plenty of exposure time (the average

ride on mass transit is 45 minutes) Captive

Frequency 20~40 times/month

Advantages of Transit Advertising

Timeliness Many people get to stores on mass

transit. Geographic Cost

One of the least expensive media in terms of both absolute and relative costs.

公車車體廣告報價

Disadvantages of Transit Advertising

Image factors Reach Waste coverage Copy and creative limitation Mood of the audience

Specialty Advertising Examples: ballpoint pens, coffee

mugs, key rings, calendars, T-shirts. (Figure 13-7)

Advertisers spend over $16.5 billion per year on specialty advertising items.

The increased use of this medium makes it the fastest-growing of all advertising or sales promotion media.

大同寶寶 頭大而健碩 ，象徵大同同仁勤於思考，敏於

實踐創新，上班中下班後晴耕雨讀，努力自我充實知能 , 追求完美，止於至善。

手持橄欖球 , 象徵大同同仁服務顧客，不辭艱辛 , 努力把握工作，負責完成工作。

一雙大腳 , 意味著大同永遠站在民族工業的先鋒，腳踏實地、勤快、實幹的精神，把大同產品帶給全世界。

胸前數字為大同創業年數。 頭頂錢孔代表 " 一元之節儉乃創業之原動力 " ，

是大同創辦人林老董事長尚志先生之訓勉。

Effects of Specialty Advertising The average household has almost 4

calendars; if they had not been given such items free, 2/3 of the respondents said they would purchase one.

39% of people receiving advertising specialties could recall the name of the company as long as 6 months later.

31% of respondents were still using at least one specialty they had received a year or more earlier.

Effects of Specialty Advertising The inclusion of a specialty item in a

direct-mail piece generated a greater response rate and 321% greater dollar purchases per sale than mail piece without such item.

Including an ad specialty in a thank-you latter can improve customers’ attitudes toward a company’s reps by as much as 34% and toward the company itself by as much as 52%.

Advantages of Specialty Advertising Selectivity

Specialty advertising items are generally distributed directly to target customers.

Flexibility Variety of specialty items A message as simple as a logo or as long as

is necessary can be distributed through a number of means.

Frequency More forms of specialty advertising are

designed for retention.

Advantages of Specialty Advertising Cost

The high number of repeat exposures drives down the relative cost per exposure of this advertising.

Goodwill Goodwill was cited as the No.1 reason for

use. People like to receive gifts and many of the

products are functional. Supplementing other media

Disadvantages of Specialty Advertising

Image The company image may be cheapened

by a chintzy or poorly designed advertising form.

Saturation The more unusual the specialty, the

more value it is likely to have to the receivers.

Lead time

Movie Theater Advertising

The growth rate has averaged 20% a year since 1992, resulting in a $400 million industry by 2001.

More than one-half of all theaters show ads before the films.

Figure 13-11.

Advantages of Movie Theater Advertising Exposure

Over 1.49 billion tickets were sold in 2001. Mood Cost

It is low in terms of both absolute and relative costs per exposure.

Recall The next day about 83% if viewers can recall

the ads they saw in a movie theater. (20% for TV)

Advantages of Movie Theater Advertising

Clutter Most theaters limit the number of ads.

Proximity Of moviegoers, 73% combine the

activity with dining out, 68 with shopping.

Segmentation Above-average in education and affluent

Disadvantages of Movie Theater Advertising

Irritation Most people think these ads are

annoying or very annoying. Cost

Ads exposes nationally are often as much as 20% higher than an equal exposure on TV.

Product Placements in Movies and on TV Show the actual product or an ad

for it as part of a movie. Examples

Peugeot in Taxi 愛之味鮮採蕃茄汁 in 求婚事務所 SARS 防疫宣導 in 親戚不計較 & 鳥來伯與十三姨

現代跨界休旅車 in 小氣大財神

Advantages of Product Placements Exposure

Over 1.4 billion admissions per year Life span: 3~6 months Increasing home video rental market and

network and cable TV (ex. HBO) Frequency

Depending on how the product is used in the movie (or program)

Higher frequency for regular watchers

Advantages of Product Placements

Support of other media Cross-promote the product and movie

tie-in in multiple media venues as well as through the Internet and sales promotions.

Source association Celebrities as spokesmen Association with the proper source is

critical to success.

Advantages of Product Placements Cost

Absolute cost: range from free samples to $1 million.

Relative cost: Because of the high volume of exposures, the CPM can be very low.

Recall Average recall is approximately 38% (better

than TV viewing). Prominently displayed placements lead to

strong recall.

Advantages of Product Placements Bypassing regulation

Circumvent the legal restrictions, ex. cigarette and liquor.

Acceptance Viewers are accepting of product

placements and in general evaluate them positively, though some products (alcohol, guns, cigarettes) are perceived as less acceptable.

Disadvantages of Product Placements

High absolute cost The increased demand by the studios

for cross-promotions drives costs up considerably.

Time of exposure When the product is not featured

prominently, the advertisers runs the risk of not being seen.

Disadvantages of Product Placements Limited appeal

Appeals are limited to source association, use, and enjoyment.

Less detailed information about the product, indirect endorsement, inflexibility.

Lack of control In many movies, the advertisers has no

say over when and how often the product will be shown.

Disadvantages of Product Placements Public reaction

If the placement is too intrusive, consumers may develop negative attitudes toward the brand.

Competition Increased competition to get one’s product

placed Negative placements

Some products may appear in movie scenes that are disliked by the audience or create a less than favorable mood.

In-Flight Advertising

In-flight magazine In-flight videos In-flight radio In-flight catalogs

Advantages of In-Flight Advertising

A desirable audience The average travelers is 45 years old and

has a household income over $83,700. American Airlines’ Celebrated Living:

median income - $174,500 United Airlines’ Hemispheres: business

professionals (4%) & professionals (71%). Figure 13-12

Advantages of In-Flight Advertising A captive audience

The audience in an airplane cannot leave the room.

Cost United Airlines vs. Forbes & Fortune SKY-TV vs. The Wall Street Journal

Segmentation Capabilities Reach specific demographic groups as well

as specific destination.

Disadvantages of In-Flight Advertising

Irritation Limited availability Lack of attention Wearout