Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of...

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chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

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Page 1: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

chapter fourteen

Out-of-Home, Trade Shows, and

Supplementary Media

McGraw-Hill/IrwinEssentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

Page 2: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-2

Objectives_1

Discuss the pros and cons of outdoor advertising

Explain how to measure exposure to outdoor media

Describe the types of standard outdoor advertising structures

Detail the various options available in transit advertising

Page 3: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-3

Objectives_2

Identify the influences on the cost of transit and other out-of-home media

Discuss the importance of trade shows in a company’s marketing mix

Identify several types of supplementary media

Page 4: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-4

Pros of Outdoor Advertising

Accessibility Reach Frequency Geographic

flexibility

Demographic flexibility

Cost Impact Creative flexibility Location

Page 5: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-5

Cons of Outdoor Advertising

Fleeting message Environmental

influence Audience

measurement Lack of quality

control Long lead time

High initial preparation costs

Complexity in national buying

Low supply in desirable location

Perceived as pollution

Page 6: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-6

Types and Use of Out-of-Home Media

Bulletins (35%) 30-sheet posters

(22%) In-store (12%) Sports stadiums

(8%) Transit (6%) Bus shelters (5%)

Supplemental forms (5%)

8-sheet posters (4%)

Airport advertising (2%)

Mall advertising (1%)

Page 7: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-7

Billboards

Billboards offer the lowest CPM of any major media. This example includes a 3-D extension.

Page 8: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-8

Spectaculars

Spectaculars are elaborate, animated signs that grab attention in high-traffic areas. Times Square is well-

known for the spectaculars located there.

Page 9: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-9

Outdoor Advertising Industry

400,000 outdoor ad structures owned and maintained by 3,000 plants

Plant responsibilities include– Identifying locations– Leasing or buying property– Acquiring legal permits– Erecting structures– Contracting with advertisers– Posting panels or painting bulletins

Page 10: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-10

Outdoor Advertiser Categories

Local services and amusements

Media entertainment and advertising

Public transportation, hotels, and resorts

Retail Insurance and real

estate

Financial services Automotive dealers

and services Restaurants Automotive,

accessories, and equipment

telecommunications

Page 11: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-11

Buying Outdoor Advertising

Basic unit is 100 GRPs (100 showing)

1 rating point equals 1 percent of a particular market’s population

Exhibit 14-3 illustrates locations in Baton Rouge that would achieve 100 GRPs per day

Page 12: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-12

Transit Advertising

Category of out-of-home media that includes bus and taxicab advertising as well as posters on transit shelters, terminals, and subways

Suitable for reaching middle- to lower-income urban consumers

Page 13: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-13

Pros of Transit Advertising

Long exposure time

Repetitive value Eagerly read

messages

Low cost Creative flexibility Need satisfying

Page 14: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-14

Cons of Transit Advertising

Less status Crowded

environment Limited selectivity Limited to urban

markets

Clutter Less access to

suburbanites Creative

restrictions

Page 15: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-15

Types of Transit Advertising

Transit shelters Terminal posters Inside cards Outside posters Exteriors (taxicabs

and buses)

Page 16: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-16

Buying Transit Advertising

Unit of purchase is a showing (also called a run or service)

Full showing(100 showing) means that one card will appear on each vehicle in a system

Rates quoted for 30-days with discounts for multi-month contracts

Special buys available

Page 17: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-17

Trade Shows

Used in every major industry

Booths and exhibits used to attract traffic

Allows for demonstrations, lead generation, and sales meetings

Page 18: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-18

Establishing Trade Show Exhibits

Planning

People Budgeting

PromotionProductivity

Page 19: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-19

Supplementary Media

Specialty advertising– Premiums– Consumer

specialties– Business-to-

Business specialties

Directories and Yellow Pages

Emerging Media– Videotapes– Cinema

Advertising– Product

Placement– ATMs– Gas Pumps

Page 20: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-20

Key Terms_1

Advertising specialty Basic bus Booth Brand integration Brand trains Bulletin structure Bus-o-rama sign Car-end poster

Cinema advertising Directories Eight-sheet posters Electronic sign Exhibit Full showing Global positioning

system

Page 21: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-21

Key Terms_2

Immersive advertising

Inside card Mobile billboard 100 showing Outdoor advertising Out-of-home media Outside poster

Premium Product placement Showing Spectaculars Stock poster Take-ones Taxicab exterior Terminal poster

Page 22: Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

14-22

Key Terms_3

30-sheet poster panel

Total bus Trade show

Transit advertising Transit shelter

advertising Video brochure


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