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Learn how to maximize the impact of out-of-home and transit advertising through innovative strategies and creativity. Understand the advantages and disadvantages to make informed decisions in media planning.
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Chapter 13 Support Media
Support Media • Support media are referred to alternative, nonmeasured or nontraditional media. • Support media are used to reach those people in the target market the primary media may not have reached to reinforce, or support, their messages. • Types of support media: out-of-home media, promotional products and others.
Out-of-Home Media • Outdoor advertising • Transit advertising • Aerial advertising • Airplanes pulling banners, skywriting, and blimps • Low absolute cost and useful for reaching specific target markets • In-store media • Signs/Banners/Displays; Video displays; Kiosks • Approximately 2/3 of consumers’ purchase decisions are made in the store. • Some impulse categories demonstrate an 80 percent rate.
Outdoor Advertising • Outdoor advertising is referred to billboards along streets and highways, as well as posters in other publication locations. • Two kinds of billboards: • Printed posters (海報) • Two common sizes: 8 sheet (5×11 feet) and 30 sheet (12×25 feet). Note: 1 ft = 0.3048 m. • Painted bulletin (看板) • Standard size: 14×48 feet • Cutouts: extensions to the painted billboards to expand the scale and break away from the limits of the long rectangle.
Outdoor Advertising • Account for about 2.3% of all advertising expenditure. • Total outdoor ad revenue (in billions): 4.4 (1998) → 4.8 (2000) → 5.2 (2001) → 5.2 (2002) → 5.2 (2003)
Outdoor Ad Revenue in Taiwan • Advertiser • Sony – 71 million NT dollars • Nike – 34 million NT dollars • Nokia – 30 million NT dollars • Category – 建築業最多、金融財經次之。
Advantages of Outdoor Advertising • Wide coverage of local markets • Frequency • The purchase cycles are typically for 30-day periods. • Geographic flexibility • Along high ways, near stores, or on mobile billboards • Local, regional, or even national markets may be covered. • Creativity • Outdoor advertising goes beyond two dimensions.
Advantages of Outdoor Advertising • Ability to create awareness • E.g. Ford Escape, 大樂透「曉玲，嫁給我吧！」 • Efficiency • The average CPM of outdoor is approximately 1/2 of radio and far less than that of TV, magazines, and newspapers. • Timeliness • Many outdoor ads appear in or near shopping areas or on or in the vehicles taking customers there, thus resulting in timely exposures.
Advantages of Outdoor Advertising • Effectiveness • Outdoor advertising can have a significant effect on sales, particularly when combined with a promotion. • 35% of consumers surveyed said they had called a phone number they saw on an out-of-home ad. • Production capabilities
Disadvantages of Outdoor Advertising • Waste coverage • Limited message capabilities • Messages are limited to a few words and/or illustration. • Wearout • People are likely to get tired of seeing the same ad every day.
Disadvantages of Outdoor Advertising • Cost • The decreasing signage available and the higher cost associated with inflation • E.g. 台北金融中心大樓（敦化北路﹑南京東路口）— 100萬/月. • Measurement problems • Image problems
Other Outdoor Media • Parking meters • ATM displays • Trash cans • Ski lift poles • Car top signs • Sidewalk signs • Garden plantings • Wall drawings
Transit Advertising • Transit is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, elevators, trolleys, airplanes, and subways. • The increased number of women in the work force, audience segmentation, and the rising cost of TV advertising • Types of transit advertising: (1) inside card (車廂廣告); (2) outside posters (車體海報); (3) station, platform, and terminal posters.
Advantages of Transit Advertising • Exposure • About 9 million people ride mass transit every week. • Plenty of exposure time (the average ride on mass transit is 45 minutes) • Captive • Frequency • 20~40 times/month
Advantages of Transit Advertising • Timeliness • Many people get to stores on mass transit. • Geographic • Cost • One of the least expensive media in terms of both absolute and relative costs.
Disadvantages of Transit Advertising • Image factors • Reach • Waste coverage • Copy and creative limitation • Mood of the audience
Specialty Advertising • Examples: ballpoint pens, coffee mugs, key rings, calendars, T-shirts. • Advertisers spend over $16.5 billion per year on specialty advertising items. • The increased use of this medium makes it the fastest-growing of all advertising or sales promotion media.
大同寶寶 • 頭大而健碩 ，象徵大同同仁勤於思考，敏於實踐創新，上班中下班後晴耕雨讀，努力自我充實知能,追求完美，止於至善。 • 手持橄欖球,象徵大同同仁服務顧客，不辭艱辛,努力把握工作，負責完成工作。 • 一雙大腳,意味著大同永遠站在民族工業的先鋒，腳踏實地、勤快、實幹的精神，把大同產品帶給全世界。 • 胸前數字為大同創業年數。 • 頭頂錢孔代表"一元之節儉乃創業之原動力"，是大同創辦人林老董事長尚志先生之訓勉。
Effects of Specialty Advertising • The average household has almost 4 calendars; if they had not been given such items free, 2/3 of the respondents said they would purchase one. • 39% of people receiving advertising specialties could recall the name of the company as long as 6 months later. • 31% of respondents were still using at least one specialty they had received a year or more earlier.
Effects of Specialty Advertising • The inclusion of a specialty item in a direct-mail piece generated a greater response rate and 321% greater dollar purchases per sale than mail piece without such item. • Including an ad specialty in a thank-you latter can improve customers’ attitudes toward a company’s reps by as much as 34% and toward the company itself by as much as 52%.
Advantages of Specialty Advertising • Selectivity • Specialty advertising items are generally distributed directly to target customers. • Flexibility • Variety of specialty items • A message as simple as a logo or as long as is necessary can be distributed through a number of means. • Frequency • More forms of specialty advertising are designed for retention.
Advantages of Specialty Advertising • Cost • The high number of repeat exposures drives down the relative cost per exposure of this advertising. • Goodwill • Goodwill was cited as the No.1 reason for use. • People like to receive gifts and many of the products are functional. • Supplementing other media
Disadvantages of Specialty Advertising • Image • The company image may be cheapened by a chintzy or poorly designed advertising form. • Saturation • The more unusual the specialty, the more value it is likely to have to the receivers. • Lead time
Movie Theater Advertising • The growth rate has averaged 20% a year since 1992, resulting in a $400 million industry by 2001. • More than one-half of all theaters show ads before the films. • Figure 13-11.
Advantages of Movie Theater Advertising • Exposure • Over 1.49 billion tickets were sold in 2001. • Mood • Cost • It is low in terms of both absolute and relative costs per exposure. • Recall • The next day about 83% if viewers can recall the ads they saw in a movie theater. (20% for TV)
Advantages of Movie Theater Advertising • Clutter • Most theaters limit the number of ads. • Proximity • Of moviegoers, 73% combine the activity with dining out, 68% with shopping. • Segmentation • Above-average in education and affluent
Disadvantages of Movie Theater Advertising • Irritation • Most people think these ads are annoying or very annoying. • Cost • Ads exposes nationally are often as much as 20% higher than an equal exposure on TV.
Product Placements in Movies and on TV • Show the actual product or an ad for it as part of a movie. • Examples • Peugeot in Taxi • Audi in Transporter • 家安空調消毒劑
