out-of-home, direct mail, and specialty advertising chapter 14 mcgraw-hill/irwin copyright © 2012...
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Out-of-Home, Direct Mail, and Specialty Advertising
Chapter 14
McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
• LO1: Discuss the various types of outdoor advertising and its pros and cons.
• LO2: Describe how outdoor advertising is purchased.
• LO3: Discuss the various types of transit advertising and its pros and cons.
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Learning Objectives
• LO4: Discuss the various types of direct mail and its pros and cons.
• LO5: Describe the basic components of direct mail advertising.
• LO6: Explain the value of advertising specialities
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Out-of-Home Media
• Out-of-Home Media– Billboards– Cinema– Transit– Street Furniture– Alternative
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Pros and Cons of Outdoor Advertising
• Pros– Accessibility– Reach– Frequency– Geographic Flexibility– Demographic Flexibility– Cost– Impact– Creative Flexibility– Location
• Cons– Fleeting Message– Environmental Influence– Audience Measurement– Control– Planning and Costs– Availability of Locations– Visual Pollution
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Outdoor Advertising
• Types of the Outdoor Advertising– Bulletins– 20-sheet poster panels– eight-sheet posters– nonstandard spectacular
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Outdoor Advertising
• Buying Outdoor Advertising– 100 Showing• 100 GRPs daily• theoretical
– can be measured using historical DEC or the newer EOI methods
– Location is key for effective outdoor advertising
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Outdoor Advertising
• Regulation of Outdoor Advertising– Highway Beautification Act
of 1965 on federally subsidized roads
– Today, many people say they like billboards
– Some states prohibit outdoor advertising altogether
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Transit Advertising
• Types of Transit Advertising– Transit Shelters– station, platform, and terminal posters– inside cars and outside posters on buses– taxi exteriors
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Transit Advertising
• Buying Transit Advertising– unit of purchase is a showing.– a full showing (100 showing) means that one card
will be in each vehicle in the system.– can also purchase half or quarter showings.
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Transit Advertising
• Special inside buys– basic bus: all inside space on a group of buses.– take-ones: reply cards or coupons that a
passenger can take
• Special outside buys– bus-o-rama signs are full-color backlit ads running
the length of the bus– total bus means the entire bus
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Other Out-Of-Home Media
• Cinema Advertising– advertising before a movie starts
• ATMs– on receipts or the display
• Mobile Billboards– trucks that carry a billboard
• Digital Signage– Electronic signs, some that can be interactive
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Direct Mail Advertising
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Pros and Cons of Direct Mail Advertising
• Pros– Selectivity– Intensive Coverage – Extensive Reach– Flexibility– Control– Personal Impact– Exclusiveness– Response– Testability
• Cons– High Cost per Exposure– Delivery Problems– Lack of content support– Selectivity Problems– Negative Attitudes– Environmental Concerns– Anti-spam laws
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Specialty Advertising
• Advertising Specialty– promotional product imprinted
with advertisers name or message• t-shirts, caps, footwear, writing instruments, bags, calendars,
drinkware, etc
• Business-to-Business specialties– gift recipients tend to feel
obliged to return the favor
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