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Using Out-of-Home, Exhibitive, and Supplementary Media

Factors advertisers consider when evaluating various out-of-home, exhibitive, and supplementary media. Chapter. Using Out-of-Home, Exhibitive, and Supplementary Media. Chapter 18 Objectives. Discuss the pros and cons of outdoor advertising. Explain how to measure outdoor media exposure.

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Using Out-of-Home, Exhibitive, and Supplementary Media

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  1. Factors advertisers consider when evaluating various out-of-home, exhibitive, and supplementary media Chapter Using Out-of-Home, Exhibitive, and Supplementary Media

  2. Chapter 18 Objectives Discuss the pros and cons of outdoor advertising Explain how to measure outdoor media exposure Describe the types of standard outdoor advertising structures Detail transit advertising options Discuss the importance of exhibitive media in a company’s marketing mix Identify the influences on the cost of transit and other out-of-home media Identify several types of supplementary media Explain issues advertisers face when changing packaging

  3. Out-of-Home Media Usage rates of out-of-home media Insert ex. 18-1, p. 580 Breakdown of out-of-home media Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

  4. Outdoor Advertising One of Garcia’s “Angel in Red” billboards Insert photo 18.1, p. 579 Garcia’s Angel in Red billboard Position = centered horiz., 2.15” vertical Size = 7.11” WIDE Resolution: 300 dpi

  5. Outdoor Advertising Standardized Outdoor Advertising Bulletin Structures 30-SheetPosters 8-SheetPosters Spectaculars Viva Las Vegas

  6. Outdoor Advertising Brazilian ad for Sonrisal is an unusual example of a billboard Insert photo 18.2, p. 581 Sonrisal billboard advertisement Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

  7. Buying Outdoor Advertising Locations of 30-sheet posters for a 100-showing in Baton Rouge Insert ex. 18-3, p. 585 Baton Rouge billboard locations Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi

  8. Regulation ofOutdoor Advertising Highway Beautification Act (1965) Scenic Byways Amendment (1995) State Regulation and Bans

  9. Transit Advertising Innovative Taco Bell ad on hubcap of taxi Insert photo 18.14, p. 594 Taxicab hubcap ad for Taco Bell Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi Transit Ad Types Terminal Posters Transit Shelters Inside/Outside Cards & Posters

  10. Buying Transit Advertising Full (100) Showing:1 ad in each vehicle in the system Special Transit Buys BasicBus TakeOnes Bus-o-RamaSigns Total Bus/Bus Wrap BrandTrains Immersive Advertising

  11. Other Out-of-Home Media Advertisingcan appear on postal stamps Insert photo 18.15, p. 595 Stamp advertisement Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi Trucks Electronic Signs Parking Meters Pay Phones

  12. Exhibitive Media Insert photo 18.17, p. 598 Bags as advertisements Position = 0.35” horiz., 0.4” vertical Size = 5.75” TALL Resolution: 300 dpi Franc franc’s bags advertise the store Packaging Design Green Packaging FDA and NLEA Manufacturing

  13. Exhibitive Media Trade Show Booths and Exhibits Planning Promotion People Productivity

  14. Exhibitive Media How customers learn about trade shows Insert ex. 18-6, p. 599 How customers learn about trade shows Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi

  15. Supplementary Media Insert ex. 18-8, p. 601 Overall advertising reach from media combinations Position = 0.35” horiz., 0.4” vertical Size = 5.75” TALL Resolution: 300 dpi Advertising reach when combined with yellow pages Directories Yellow Pages Local Businesses Ride-Alongs

  16. Supplementary Media Fossil tins: useful and appealing packaging Insert photo 18.19, p. 600 Fossil Watch tins Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi Premiums Cinema Ads Product Placement ATMs

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