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Chapter Thirteen Out-of-Home, Direct-Mail, and Promotional
Products
Arens|Schaefer|Weigold
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
13-2
Learning Objectives
• Discuss the various types of outdoor advertising and its pros and cons
• Describe how outdoor advertising is purchased
• Discuss the various types of transit advertising and its pros and cons
13-3
Learning Objectives
• Discuss the various types of direct-mail advertising and its pros and cons
• Describe the basic components of direct- mail advertising
• Explain the value of promotional products
13-5
Buying Outdoor Advertising
• 100 showing: Basic unit of sale for billboards or posters is 100 gross rating points daily• One rating point equals 1 percent of a
particular market’s population
• Location is key for effective outdoor advertising• Rates vary depending on property
prices, labor costs, and market size
13-6
Technology in Outdoor Advertising
Global positioning systems (GPS)• Give the exact latitude and longitude of particular boards
Digitized videos• Show the actual boards and the environment in which they are located
Computerized painting• Guarantees a high-quality, high-resolution reproduction of a message
Digital billboards• Can be implemented the same day and updated quickly and easily over
the Internet
13-7
Types of Transit Advertising
Transit shelter advertising
Terminal posters
Inside and outside cards and posters
13-8
Buying Transit Advertising
• Unit of purchase is a showing– Showing: Relative number of outdoor
posters used during a contract period, indicating the intensity of market coverage
– Full showing: Unit of purchase where one card will appear in each vehicle in the system
13-9
Buying Transit Advertising
• Space can be purchased as half or quarter showings
• Cost depends on:– Length and saturation of the showing – Size of the space
13-10
Special Inside Buys
• Basic bus: All the inside space on a group of buses, giving the advertiser complete domination
• Take-ones: Pads of business reply cards or coupons affixed to interior advertisements for an extra charge – Allow passengers to request for more
information, send in application blanks, or receive other product benefit
13-11
Special Outside Buys
• Bus-o-rama signs: Bus roof sign– Full-color transparency backlighted by
fluorescent tubes running the length of the bus
• Total bus: Covers the entire exterior of a bus, including the front, rear, sides, and top
13-12
Special Outside Buys
• Brand trains: Advertising program under which all the advertising in and on a train is from a single advertiser
• Immersive advertising: Integration of advertising into the message delivery mechanism in a way that promotes the product and entertains the audience
13-13
Types of Direct Mail Advertising
Dimensional direct mail
E-mailSales letters
Postcards
Business reply mail Folders Brochures Broadsides
Self-mailers Statement stuffers
House organs Catalogs
13-14
Promotional Products
• Useful or decorative articles of merchandise imprinted with a company’s name, logo, or message– Utilized in marketing communications
programs
• Advertising specialties: Promotional products that are distributed free