Chapter 13 Support Media. Last Class srael.mpg srael.mpg Print Media-

Chapter 13

Support Media

Alternative Media

Alternative Media

Nonmeasured Media

Nonmeasured Media

Nontraditional Media

Nontraditional Media

Alternative Media

Alternative Media

Non-measured

Media

Non-measured

Media

Support Media

Support Media Are Also Referred to As:Support Media Are

Also Referred to As:

The Role of Support Media

To reach those people in the target audience that primary media (TV, print, etc.) may not have reached and to reinforce, or support their messages.

To reach those people in the target audience that primary media (TV, print, etc.) may not have reached and to reinforce, or support their messages.

Outdoor AdvertisingOutdoor Advertising

Aerial AdvertisingAerial Advertising

Mobile BillboardsMobile Billboards

In-store MediaIn-store Media

Promotional ProductsPromotional Products

Yellow PagesYellow PagesYellow PagesYellow Pages

Promotional ProductsPromotional Products

In-store MediaIn-store Media


Aerial AdvertisingAerial Advertising

Outdoor AdvertisingOutdoor Advertising

Examples of Support Media

Other MediaOther Media

Support Media

Support Media

A Creative Approach to Support Media- Outdoor Billboard

Billboards!!! – Enjoy the highest gross billings and the largest percentage of the market

Many Options Available to Reach Specific GroupsMany Options Available to Reach Specific GroupsFlexibilityFlexibility

Potential for High Frequency of Impressions Potential for High Frequency of Impressions FrequencyFrequency

Low Cost Per Exposure Depending on Medium UsedLow Cost Per Exposure Depending on Medium UsedCostCost

Size, Shape, Lighting, Motion, and Special Impressions May Lead to ImpactSize, Shape, Lighting, Motion, and Special Impressions May Lead to ImpactImpactImpact

Low Cost Per Exposure Depending on Medium UsedLow Cost Per Exposure Depending on Medium UsedCostCost

Many Options Available to Reach Specific GroupsMany Options Available to Reach Specific GroupsFlexibilityFlexibility

Potential for High Frequency of Impressions Potential for High Frequency of Impressions FrequencyFrequency

Can Reach a Variety of Audiences Very QuicklyCan Reach a Variety of Audiences Very QuicklyReachReach Can Reach a Variety of Audiences Very QuicklyCan Reach a Variety of Audiences Very QuicklyReachReach

Characteristics of Outdoor Advertising

CreativityCreativityCreativityCreativity

Outdoor Advertising Pros & Cons

Limited Message Capability


High CostHigh Cost

Wasted CoverageWasted Coverage

WearoutWearout

Measurement ProblemsMeasurement Problems

Wide Local CoverageWide Local Coverage

High FrequencyHigh Frequency

Geographic FlexibilityGeographic Flexibility

Creation of AwarenessCreation of Awareness

EfficiencyEfficiency

Sales EffectivenessSales Effectiveness

Image ProblemsImage Problems

AdvantagesAdvantages DisadvantagesDisadvantages

Production CapabilityProduction Capability



High CostHigh Cost

Wasted CoverageWasted Coverage

WearoutWearout

Measurement ProblemsMeasurement Problems

Wide Local CoverageWide Local Coverage


Geographic FlexibilityGeographic Flexibility

Creation of AwarenessCreation of Awareness

EfficiencyEfficiency

Sales EffectivenessSales Effectiveness

Production CapabilityProduction Capability

Best serves the awareness objectives!!!

BlimpsBlimpsSky BannersSky Banners Sky WritingSky Writing

Other Out-of-Home MediaAerial AdvertisingAerial Advertising

VansVansTrucksTrucks TrailersTrailers


VideoVideoSignsSigns KiosksKiosks

In-Store MediaIn-Store Media

BlimpsBlimpsSky BannersSky Banners Sky WritingSky Writing

VansVansTrucksTrucks TrailersTrailers

VideoVideoSignsSigns

Blimps Carry the Message High and Wide

Inflatables’ Color and Size Get Attention

+

Buildings Become Billboards

Many Marketers Find Aerial Ads Effective

Aerial advertising is generally used in large metropolitan areas or where there are large gatherings of people such as beaches, outdoor concerts, and sporting events

http://www.aerial-media.com/

Trucks Become Billboards on Wheels

+American Trucking Association estimates that a truck traveling 60,000 miles a year can create nearly 10 million viewer impressions

Gasoline Pumps

Gasoline PumpsGasoline Pumps

Gasoline Pumps

WallDrawings

WallDrawings

Car TopSigns

Car TopSigns

Ski LiftPoles

Ski LiftPoles

TrashCans

TrashCans

ATMDisplays

ATMDisplays

ParkingMeters

ParkingMeters

SidewalkSigns

SidewalkSigns

ParkingMeters

ParkingMeters

ATMDisplays

ATMDisplays

TrashCans

TrashCans

Ski LiftPoles

Ski LiftPoles

Car TopSigns

Car TopSigns

WallDrawings

WallDrawings

Other Miscellaneous Outdoor Media

MediaOptionsMedia

Options

Miscellaneous Outdoor Media Include Car-Tops

+

http://www.keyad.com/ http://www.altterrain.com/ http://www.zezan.com/guerillamarketing.

html

PlatformPosters

PlatformPosters

TerminalPosters

TerminalPosters

OutsidePostersOutsidePosters

InsideCardsInsideCards

StationPostersStationPosters

OutsidePostersOutsidePosters

TerminalPosters

TerminalPosters

PlatformPosters

PlatformPosters

StationPostersStationPosters

Transit Advertising Mediafloor displays, island showcases, electronic signs, and other forms of advertising that appear in transit facilities

placed above the seats and luggage areas of buses or trains

may appear on the sides, backs, and/or roofs of buses, taxis, trains, an subway and trolley cars

City Buses Often Sport Colorful Posters

+

Terminal Posters Gain Attention

+

Transit Advertising Pros & Cons

ReachReach

Image FactorsImage Factors

Copy LimitationsCopy Limitations

Waste CoverageWaste Coverage

Creative Limitations Creative Limitations

ExposureExposure

FrequencyFrequency

TimelinessTimeliness

SelectivitySelectivity

EconomyEconomy

Mood of the AudienceMood of the Audience


ReachReach

Image FactorsImage Factors

Copy LimitationsCopy Limitations

Waste CoverageWaste Coverage

Creative Limitations Creative Limitations

ExposureExposure

FrequencyFrequency

TimelinessTimeliness


EconomyEconomy

Promotional Products Marketing

A medium of advertising, sales promotion, and motivational communications employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products.

A medium of advertising, sales promotion, and motivational communications employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products.

“Got Milk” Promotional Products

+

SaturationSaturation

Poor ImagePoor Image

Lead TimeLead Time


FlexibilityFlexibility

FrequencyFrequency

EconomyEconomy

GoodwillGoodwill

AugmentationAugmentation

SaturationSaturation

Poor ImagePoor Image

AugmentationAugmentation

GoodwillGoodwill

EconomyEconomy

FrequencyFrequency

FlexibilityFlexibility


Promotional Products Pros & Cons


Product Placements

• Including the product or service, an advertisement for the same or mentioning its name in a movie or TV show.

• May also take place in other media such as videogames, books, etc.

• Including the product or service, an advertisement for the same or mentioning its name in a movie or TV show.

• May also take place in other media such as videogames, books, etc.

http://www.brandchannel.com/brandcameo_films.asp#134

Product Placements in Movies and TV

Time of ExposureTime of Exposure

Lack of ControlLack of Control

High Absolute CostHigh Absolute Cost

Limited AppealLimited Appeal

Public ReactionsPublic Reactions

High ExposureHigh Exposure


Media SupportMedia Support

Source AssociationSource Association

EconomyEconomy

High RecallHigh Recall

Bypass RegulationsBypass Regulations

CompetitionCompetition


Viewer AcceptanceViewer Acceptance

Negative PlacementsNegative Placements

Time of ExposureTime of Exposure

Lack of ControlLack of Control

High Absolute CostHigh Absolute Cost

Limited AppealLimited Appeal

Public ReactionsPublic Reactions

High ExposureHigh Exposure


Media SupportMedia Support

Source AssociationSource Association

EconomyEconomy

High RecallHigh Recall

Bypass RegulationsBypass Regulations


Viewer AcceptanceViewer Acceptance

007 Movie Tie-In Product Placement

MagazinesMagazines CatalogsCatalogs

VideosVideosVideosVideos

CatalogsCatalogsMagazinesMagazines

Types of In-flight Advertising

RadioRadio

Chapter 16

Sales Promotion

An Extra Incentive to Buy


A Tool to Speed up Sales






Targeted to Different Parties

Targeted to Different Parties

Sales Promotion

“A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.”

“A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.”

SamplesSamples

CouponsCoupons

PremiumsPremiums

Contests/sweepstakesContests/sweepstakes

Refunds/rebatesRefunds/rebates

Bonus PacksBonus Packs

Price-off DealsPrice-off Deals

Frequency ProgramsFrequency Programs

Cooperative AdvertisingCooperative Advertising

Trade AllowancesTrade Allowances

Training ProgramsTraining Programs

Contests, Dealer IncentivesContests, Dealer Incentives

Point-of-purchase DisplaysPoint-of-purchase Displays

Trade ShowsTrade Shows

Sales Promotion VehiclesConsumer-OrientedConsumer-Oriented Trade-OrientedTrade-Oriented

Event MarketingEvent Marketing

SamplesSamples

CouponsCoupons

PremiumsPremiums

Contests/sweepstakesContests/sweepstakes

Refunds/rebatesRefunds/rebates

Bonus PacksBonus Packs

Price-off DealsPrice-off Deals

Frequency ProgramsFrequency Programs


Training ProgramsTraining Programs

Contests, Dealer IncentivesContests, Dealer Incentives

Point-of-purchase DisplaysPoint-of-purchase Displays

Trade ShowsTrade Shows

Event MarketingEvent Marketing

Growing Power of RetailersGrowing Power of Retailers

Declining Brand LoyaltyDeclining Brand Loyalty

Increased Promotional SensitivityIncreased Promotional Sensitivity

Brand ProliferationBrand Proliferation

Fragmentation of Consumer MarketsFragmentation of Consumer Markets

Short-Term Focus of MarketersShort-Term Focus of Marketers

Increased AccountabilityIncreased Accountability


ClutterClutter


Increased AccountabilityIncreased Accountability

Short-Term Focus of MarketersShort-Term Focus of Marketers

Fragmentation of Consumer MarketsFragmentation of Consumer Markets

Brand ProliferationBrand Proliferation

Increased Promotional SensitivityIncreased Promotional Sensitivity

Declining Brand LoyaltyDeclining Brand Loyalty

Growing Power of RetailersGrowing Power of Retailers

Reasons for Increase in Sales Promotion

ReasonsReasons

Communicate Distinctive Brand

Attributes


AttributesBuild Long-term

Brand PreferenceBuild Long-term

Brand PreferenceDevelop and

Reinforce Brand Identity

Develop and Reinforce Brand

Identity

“Frequency” Programs

Encourage Repeat Purchase



“Frequency” Programs Encourage

Patronage Loyalty


Patronage Loyalty


Patronage Loyalty


Patronage Loyalty





Build Long-term Brand PreferenceBuild Long-term

Brand PreferenceDevelop and

Reinforce Brand Identity

Develop and Reinforce Brand

Identity


Attributes


Attributes

Consumer Franchise-Building (CFB) Promotions

CFB Promotional Objectives

CFB Promotional Objectives

CFB Techniques and Practices

CFB Techniques and Practices

May Improve One-on-one

Communications

May Improve One-on-one

Communications

Accelerate the Purchase Decision

Process


Process

Do Not Identify Unique Brand

Features


Features

Generate an Immediate Sales

Increase


Increase

Do Not Contribute to Brand Identity or

Image

Do Not Contribute to Brand Identity or

Image


Features


Features


Increase


Increase


Process


Process

Nonfranchise-Building (non-FB) Promotions

Non-FB Promotional Objectives

Non-FB Promotional Objectives

Non-FB Promotions . . .Non-FB Promotions . . .

Price-off DealsPrice-off Deals Rebates or Refunds

Rebates or RefundsBonus PacksBonus Packs

Trade Promotions Benefits May Not Reach Customers


If They Do, They May Lead Only to Price Reductions






Rebates or Refunds

Rebates or RefundsBonus PacksBonus PacksPrice-off DealsPrice-off Deals

Nonfranchise-Building (non-FB) Promotions

Non-FB Promotions May Include . . .

Non-FB Promotions May Include . . .

Non-FB Promotions Shortcomings

Non-FB Promotions Shortcomings

Customers May “Buy Price” Rather Than Brand Equity

Customers May “Buy Price” Rather Than Brand Equity

The Products Are of Relatively Low Unit Value,

So Samples Don’t Cost Much



The Products Are Divisible and Can

Be Broken Into Small Sizes That Can Reflect the

Products Features and Benefits




The Purchase Cycle Is

Relatively Short So the

Consumer Can Purchase in a

Relatively Short Time Period

The Purchase Cycle Is

Relatively Short So the

Consumer Can Purchase in a

Relatively Short Time Period











Sampling

Sampling Works Best When

Sampling Works Best When

Contests and Sweepstakes

Contest: a promotion where consumers compete for prizes or money on the basis of skills or ability. Winners are determined by judging entries or ascertaining which entry comes closes to some predetermined criteria

Contest: a promotion where consumers compete for prizes or money on the basis of skills or ability. Winners are determined by judging entries or ascertaining which entry comes closes to some predetermined criteria

Sweepstakes/games: a promotion where winners are determined purely by chance and cannot require a proof of purchase as a condition for entry. Winners are chosen by random selection from a pool of entries or generation of a number to match those held by game entrants.

Sweepstakes/games: a promotion where winners are determined purely by chance and cannot require a proof of purchase as a condition for entry. Winners are chosen by random selection from a pool of entries or generation of a number to match those held by game entrants.

Trade ShowsTrade ShowsTrade ShowsTrade Shows

Contests and Incentives





Point-of-Purchase Displays


Sales Training Programs


Cooperative Advertising

Cooperative Advertising

Trade-Oriented Promotions

Buying Allowances

Buying Allowances

Promotional Allowances


Slotting Allowances

Slotting Allowances

Buying Allowances

Buying Allowances







Sales Training Programs Slotting

AllowancesSlotting

Allowances

Types of cooperative advertising

Cooperative

Advertising

Cooperative

Advertising

VerticalCooperativeAdvertising

Ingredient-Sponsored

Coop Advertising

Horizontal Cooperate Advertising

Ingredient-Sponsored

Coop Advertising

Horizontal Cooperate Advertising

Chapter 19Chapter 19Chapter 19Chapter 19

Measuring the Effectiveness of the Promotional Program

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Reasons for and Against Measuring Effectiveness

Reasons to MeasureReasons to Measure Reasons Reasons NotNot to Measure to Measure

Problems With ResearchProblems With Research

Creative ObjectionsCreative Objections

Cost of MeasurementCost of Measurement

Disagreement About What to Test


Avoid Costly MistakesAvoid Costly Mistakes

Evaluate StrategiesEvaluate Strategies

Increase Efficiency of Advertising in GeneralIncrease Efficiency of Advertising in General

Determine If Objectives Are Achieved


Problems With ResearchProblems With Research

Cost of MeasurementCost of Measurement



Avoid Costly MistakesAvoid Costly Mistakes

Evaluate StrategiesEvaluate Strategies

Increase Efficiency of Advertising in GeneralIncrease Efficiency of Advertising in General



Where to test• Laboratory tests• Field tests


When to test• Pretesting• Posttesting






What to test• Source factors• Message variables • Media strategies• Budget decisions


How to test• Testing guidelines• Appropriate tests

How to test• Testing guidelines• Appropriate tests



Measuring Advertising Effectiveness

On-air TestsOn-air Tests

Dummy Ad VehiclesDummy Ad VehiclesConsumer JuriesConsumer Juries

Portfolio TestsPortfolio Tests

Physiological MeasuresPhysiological Measures

Theater TestsTheater Tests

Rough TestsRough Tests

Concept TestsConcept Tests

Reliability TestsReliability Tests

Comprehension and Reaction Tests


Pretesting MethodsLaboratoryLaboratory FieldField

Dummy Ad VehiclesDummy Ad VehiclesConsumer JuriesConsumer Juries

Portfolio TestsPortfolio Tests

Physiological MeasuresPhysiological Measures


Rough TestsRough Tests

Concept TestsConcept Tests

Reliability TestsReliability Tests



High control but low generalizability

Recall TestsRecall Tests

Inquiry TestsInquiry Tests

Association Measures


Single-Source Systems


Tracking Studies

Tracking Studies

Recognition Tests

Recognition Tests

Recognition Tests

Recognition Tests

Inquiry TestsInquiry Tests






Field Posttesting Methods

MethodsMethods

3.Finished Art or Commercial Testing




1.Concept Testing1.Concept Testing

2.Rough Testing2.Rough Testing

4.Market Testing (Post-testing)

4.Market Testing (Post-testing)

2.Rough Testing2.Rough Testing

1.Concept Testing1.Concept Testing

The Testing Process

Occurs at Various Stages

Occurs at Various Stages


•Measures changes in product preferences

•May also measure . . .•Interest in and reaction to

the commercial•Reaction from an

adjective checklist•Recall of various aspects

included•Interest in the brand

presented•Continuous (frame-by-

frame) reactions

•Measures changes in product preferences

•May also measure . . .•Interest in and reaction to

the commercial•Reaction from an

adjective checklist•Recall of various aspects

included•Interest in the brand

presented•Continuous (frame-by-

frame) reactions

On-Air TestsOn-Air Tests

•Insertion in TV programs in specific markets

•Limitations are imposed by “day-after recall”

•Physiological Measures

•Insertion in TV programs in specific markets

•Limitations are imposed by “day-after recall”

•Physiological Measures


Pretesting Finished Broadcast Ads


Inquiry TestsInquiry Tests Recognition Tests

Recognition Tests

Tracking StudiesTracking Studies Recall TestsRecall Tests

Recognition Tests

Recognition TestsInquiry TestsInquiry Tests

Market Testing Print Ads

TestingTesting

Starch-Scored reflect.com Magazine Ad

+

Noted score– the percentage of readers who remember seeing the adSeen-associated score—the percentage who remember seeing or reading any part of the ad identifying the product or brandRead most score—the percentage of readers who report reading at least half of the copy portion of the ad.

The Reflect.com ad did well in the first of these two categories, but not as well (10%) in the read most categories.

Starch-Scored Nature’s Accents Ad

+

Natures Accents did well on the noted and advertiser associated measures, particularly in respect to the Reflect.com ad shown in the previous slide

ANY QUESTIONS?

Documents

Chapter 13 Support Media. Last Class srael.mpg srael.mpg Print Media-