chapter fourteen
Out-of-Home, Trade Shows, and
Supplementary Media
McGraw-Hill/IrwinEssentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
14-2
Objectives_1
Discuss the pros and cons of outdoor advertising
Explain how to measure exposure to outdoor media
Describe the types of standard outdoor advertising structures
Detail the various options available in transit advertising
14-3
Objectives_2
Identify the influences on the cost of transit and other out-of-home media
Discuss the importance of trade shows in a company’s marketing mix
Identify several types of supplementary media
14-4
Pros of Outdoor Advertising
Accessibility Reach Frequency Geographic
flexibility
Demographic flexibility
Cost Impact Creative flexibility Location
14-5
Cons of Outdoor Advertising
Fleeting message Environmental
influence Audience
measurement Lack of quality
control Long lead time
High initial preparation costs
Complexity in national buying
Low supply in desirable location
Perceived as pollution
14-6
Types and Use of Out-of-Home Media
Bulletins (35%) 30-sheet posters
(22%) In-store (12%) Sports stadiums
(8%) Transit (6%) Bus shelters (5%)
Supplemental forms (5%)
8-sheet posters (4%)
Airport advertising (2%)
Mall advertising (1%)
14-7
Billboards
Billboards offer the lowest CPM of any major media. This example includes a 3-D extension.
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Spectaculars
Spectaculars are elaborate, animated signs that grab attention in high-traffic areas. Times Square is well-
known for the spectaculars located there.
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Outdoor Advertising Industry
400,000 outdoor ad structures owned and maintained by 3,000 plants
Plant responsibilities include– Identifying locations– Leasing or buying property– Acquiring legal permits– Erecting structures– Contracting with advertisers– Posting panels or painting bulletins
14-10
Outdoor Advertiser Categories
Local services and amusements
Media entertainment and advertising
Public transportation, hotels, and resorts
Retail Insurance and real
estate
Financial services Automotive dealers
and services Restaurants Automotive,
accessories, and equipment
telecommunications
14-11
Buying Outdoor Advertising
Basic unit is 100 GRPs (100 showing)
1 rating point equals 1 percent of a particular market’s population
Exhibit 14-3 illustrates locations in Baton Rouge that would achieve 100 GRPs per day
14-12
Transit Advertising
Category of out-of-home media that includes bus and taxicab advertising as well as posters on transit shelters, terminals, and subways
Suitable for reaching middle- to lower-income urban consumers
14-13
Pros of Transit Advertising
Long exposure time
Repetitive value Eagerly read
messages
Low cost Creative flexibility Need satisfying
14-14
Cons of Transit Advertising
Less status Crowded
environment Limited selectivity Limited to urban
markets
Clutter Less access to
suburbanites Creative
restrictions
14-15
Types of Transit Advertising
Transit shelters Terminal posters Inside cards Outside posters Exteriors (taxicabs
and buses)
14-16
Buying Transit Advertising
Unit of purchase is a showing (also called a run or service)
Full showing(100 showing) means that one card will appear on each vehicle in a system
Rates quoted for 30-days with discounts for multi-month contracts
Special buys available
14-17
Trade Shows
Used in every major industry
Booths and exhibits used to attract traffic
Allows for demonstrations, lead generation, and sales meetings
14-18
Establishing Trade Show Exhibits
Planning
People Budgeting
PromotionProductivity
14-19
Supplementary Media
Specialty advertising– Premiums– Consumer
specialties– Business-to-
Business specialties
Directories and Yellow Pages
Emerging Media– Videotapes– Cinema
Advertising– Product
Placement– ATMs– Gas Pumps
14-20
Key Terms_1
Advertising specialty Basic bus Booth Brand integration Brand trains Bulletin structure Bus-o-rama sign Car-end poster
Cinema advertising Directories Eight-sheet posters Electronic sign Exhibit Full showing Global positioning
system
14-21
Key Terms_2
Immersive advertising
Inside card Mobile billboard 100 showing Outdoor advertising Out-of-home media Outside poster
Premium Product placement Showing Spectaculars Stock poster Take-ones Taxicab exterior Terminal poster
14-22
Key Terms_3
30-sheet poster panel
Total bus Trade show
Transit advertising Transit shelter
advertising Video brochure