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Out-of-Home, Direct-Mail and Specialty Advertising

Out-of-Home, Direct-Mail and Specialty Advertising. Chapter 14 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.

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Out-of-Home, Direct-Mail and Specialty Advertising

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  1. Out-of-Home, Direct-Mail and Specialty Advertising

  2. Chapter 14 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 Identify the influences on the cost of transit and other out-of-home media Enumerate the various types of direct-mail advertising Detail direct-mail advertising costs Assess which kinds of mailing lists are best Explain the value of advertising specialties

  3. Out-of-Home Media Spending in the four major out-of-home product categories

  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 Ad for the Museum of Flight: an unusual example of a billboard

  7. Buying Outdoor Advertising An inventive ad for Fiat that employs photographic adhesives

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

  9. Transit Advertising Clever transit ad promoting health insurance plan 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 Mobile billboard from Ads 4 Tow Trucks Electronic Signs Parking Meters Pay Phones

  12. Direct-Mail Advertising Types ofDirect-Mail Ads E-Mail Sales Letters, Postcardsand Business-Reply Mail Folders, Brochuresand Broadsides Self-Mailers Statement Stuffers House Organs Catalogs

  13. Components of Direct-Mail Advertising Acquiring Direct-Mail Lists HouseDatabase Rented Mail- Response Compiledby Broker Production and Handling Distribution

  14. Developing the Offer Offer Clear and specific Offer value Believable Easy to acquire

  15. Specialty Advertising Almost every business uses specialties Advertising Specialties Consumer Specialties Business-to-Business Specialties

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