13

Support Media

McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

 The Role of Support Media

To reach those people in the target

audience that primary media (TV,
print, etc.) may not have effectively
reached and to reinforce, or support,
their messages.

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Out-of-Home Advertising Media

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 In-Store Media

• Typical in-store media

• In-store ads
• Aisle displays
• Store leaflets
• Shopping cart
signage
• In-store TV

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 Transit Advertising

Inside Cards Outside Posters

Station, Platform, Terminal Posters

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 Pros of Outdoor Advertising

Wide local coverage Creation of awareness

High frequency Efficiency

Geographic flexibility Sales effectiveness

Creativity Production capability

Timeliness

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 Cons of Outdoor Advertising

Waste coverage High cost

Limited message ability Measurement problems
Wearout Image problems

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Transit Advertising

Advantages
Exposure

Frequency

Disadvantages
Reach

Mood of the Audience

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Pros and Cons of Promotional Products

Advantages Disadvantages
Selectivity Poor image

Flexibility Saturation

Frequency Lead Time

Cost

Goodwill

High recall

Augmentation

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 Measurement of Promotional Products

• 71% of people surveyed had received

a promo product within the last year
• 33.7%... still had the item
• 76%... recalled advertiser’s name
• 52%... improved impression of company
• 73%... used item at least once a week
• 55%... kept it more than a year

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 Pros and Cons of Yellow Pages

Advantages Disadvantages
Wide Availability Market Fragmentation

Action Oriented Timeliness

Low Cost Lack of Creativity

Frequency Lead Times

Non-Intrusiveness Clutter

Trust Size Requirements

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 Advertising in Movie Theaters

Advantages Disadvantages
High Exposure Irritation

Emotional attachment Cost

Cost

Attention

Lack of Clutter

Proximity

Segmentation
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 Nontraditional Support Media

Product
Placements
Product
Others
Integration

Branded
Entertainment

Ad-Supported
Advertainment
VOD
Content
Sponsorship

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 Branded Entertainment
Advantages Disadvantages
High Exposure High Absolute Cost

High Frequency Time of Exposure

Media Support Limited Appeal

Source Association Lack of Control

Low Cost/High Recall Public Reactions

Bypass Regulations Competition

Viewer Acceptance Negative Placements

Targeting Clutter
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 Other Media

Parking lot
ads

Videogame Gas station

ads pump ads

Place-based
Others
media

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