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!