The Out of Home &

Direct Response
Advertising Media

 Garbin, Rio Mark

 Gayeta, Kimberly
 Godoy, Maedelyn
 Gutierrez, Joy
 Gutirrez, Milen
 Hernandez, Seychelle
 Intac, Winchiel
Outdoor Advertising

An Advertising medium that demands attention from travelling

public, particularly advantageous for well known brands.

This provides the largest and most colorful display for an

advertiser's trademark, product and slogan.

Creative outdoor advertisements consider few words, larger

illustrations, bolder colors, simple background, and clearer product
identification.
Forms of Outdoor Advertising

1. Poster Panel
2. Painted Bulletins
3. Spectaculars
4. Photographic Tarpaulin
5. Roving Billboards or Portapanel
Poster Panel
Poster Panel is a truly versatile portable display system.
Suitable for exhibitions, trade shows, education
establishments and conference poster displays.

Are standardized outdoor signs which measures 12 x 25 feet either

illuminated or unilluminated.
Painted Bulletins
Are outdoor signs that are painted rather than papered.

Compared to poster panels, painted bulletins are more expensive

and permanent.
Spectaculars
Make use of lights, motion or action. Considered the most
expensive outdoor advertising form.

These advertisements can be permanent bulletins that remain fixed

at a location.
Spectaculars

• considered as the most expensive outdoor advertising.

• bought on a longer term of 3 to 5 year basis.
• built in steel beams, metal sheets, fiber glass materials
and tarpaulin sheets.
• placements can be angular, head on or paralled
Photographic Tarpaulin
Most companies and organizations use tarpaulins in disseminating
information or for advertising purposes is because this type of material
offers a lot of advantages.
Roving Billboards or Portapanel
One of the top growing advertising medium as it offers flexibility and
improved message delivery on the streets where your customers are.

Maybe inclusive of the following services;

• maintenance
• installation
• dismantling
• documentations are required
and city permits.
Transit Advertising
Advertisements found on public vehicles public utility vehicles such as
buses, trains, taxis, commuter stations, and airports are called transit
advertising.

The primary media of transit advertising include;

• Interior transit
• Exterior transit
• Station and shelter advertising
Interior transit advertisements
These types of transit advertisements are found inside of the public
utility vehicles.
Car cards
These cards were commonly used for public transportation. The purpose of the
card is to make it faster and more convenient for an commuter to use mass transit.

Service values
Refers to the units for buying interior transit space from the fleet operator.
Exterior transit advertisements
Can be seen outside of the public utility vehicles. Sold on number of
displays or ‘units’. Options for exterior displays are:
• King size
• Queen size
• Busorama
• Travelling display
• Headlight
• Tailight
Station and Shelter advertisements
These advertisements are found in bus fleet stations, or public commuters
waiting sheds in national roads, which are negotiated with the engineering
office of the locality.
Direct Response Advertising

This tool uses two-way communication and an immediate reply device,

making a different for the measures the response and determine whether
the devices are interactive waste of marketing which may use one or
more advertising media for an effective response or transaction at a
targeted location.. Direct response advertising can be a component of a
direct marketing campaign or a component of an integrated marketing
communications campaign.
Direct Response Media

Direct response media comes in different varieties which were utilized by

organizations to advertise their product. Forms of direct response media are the
following;
• Direct Mail
• Home Television Shopping
• Telemarketing
• Electronic Business
The Direct Mail
Direct mail are carefully planned based on historical experience. There are
numerous components to an effective direct mail offer:

• Envelope • Order Form

• Letter • Postage Paid Return Envelope
• Leaflet or Folder • Statement Stuffer
• Incentive
Home Television Shopping
Compared to the traditional advertisements, home television shopping
advertisements differs in terms of format. A home television shopping
advertisement will demonstrate to the viewers how the product that is being
offered used as well as the features and advantages.
Telemarketing
It is the direct marketing of goods or services to potential customers over
the telephone or the Internet. In addition, it is also the use of landlines as a
massive network linking almost every home and business in a country.
Electronic Business: INTERNET ADVERTISING
Using the internet as the medium, electronic business can use the internet’s
four components which are;

• Electronic mail

• Internet relay chat

• Usenet

• World wide web

Measuring the Effectiveness of the Internet
Commonly used techniques in measuring effectiveness of the internet are;

• Hits • Online measuring

• Viewers • Recall and retention
• Unique visitors • Nonresponse
• Clicks or click thru • Surveys
• Impressions or page views • Tracking
The Website
When major corporations first began to conduct business in the internet,
the said business put up websites for information purposes. The role of
websites quickly changed, however; sites have become much more creative,
offering promotions, chat rooms, and even products for sale. Providing in-
depth information about a company’s product or service is one of the primary
objectives of using the web. It offers the opportunity to create awareness well
beyond what might be achieved through traditional media.
Basic Media Strategy
The following serve as guidelines to determine the most effective strategy for
media planning, to avoid possibility of having advertisements over-exposed or
under-exposed;

1. Identify the marketing goal.

2. Identify the nature of the copy.
3. Identify the money available.
4. Identify the major characteristics.
5. Identify where the product is distributed.
6. Identify the reach, frequency or continuity.
7. Identify the best time for advertisement.
8. Identify special merchandising plan for the product.
9. Identify the best media combination.
Thank you!!