support media chapter 13 Flashcards
support media
uses a variety of non traditional channels to deliver communications and to promote products and services
main problem in advertising
getting your ad seen–must break through the clutter
role of support media
reach target audience that primary media may not effectively reached
outdoor advertising examples
billboards, street furniture, transit, bus shelters, trucksides
makes up 5%
why do outdoor advertising
many people commute to work. not as high of reach but increased frequency
digital out of home media
video advertising networks
digital billboards
ambient advertising
aerial advertising
outdoor advertising incorporating use of airplanes pulling banners, skywriting and blimps
inexpensive and reaches specific targers
mobile billboards
mobile devices that carry advertisements
in store media
reach shoppers at the place where they buy
ex: in-store ads
aisle displays
shopping cart signage
transit advertising
targets people who are exposed to commercial transportation vehicles
transit advertising gained popularty due to
increased population in workforce
people spending more times outdoors
inside cards
placed above seats and luggage area inside public transportation vehicles
outside posters
appear on sides, backs, and or roofs of buses, taxis, trains, and subways
advantages out outdoor ads (7)
wide coverage of local markets frequency and geographic flexibility creativity ability to create awareness efficiency and effectiveness produciton capabilities timeliness
disadvantages (6)
waste coverage limited message capabilities wearout cost measurement problems image problems
promotional products marketing
promotional medium or method that uses the following promotional products
examples of promotional products
ad specialities
premiums buiness gifts
awards
prizes
specialty advertising
employers imprinted, useful, or decorative products for advertising, sales promotion, motivational communication
advantages of promotional advertising
high recall and goodwill
biggest advantage in movie theater advertising
segmentation
branded entertainment
blends marketing and entertainment through television, film, music, talent, and technology
product placement
form of branded entertainment
refers to advertising within another program
product integration
form of branded entertainment
placement is integrated throughout the program content and/or script
guerilla marketing
nontraditional methods of marketing
ex: street, buzz, ambush, viral
work for smaller brands with smaller budgets
