contemporary advertising 11e chapter 18
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chapter18
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e
Using Out-of-Home, Exhibitive, and
Supplementary Media
Factors advertisers consider when evaluating various out-of-home,
exhibitive, and supplementary media
Chapter
18-3
Chapter 18 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
Discuss the importance of exhibitive media in a company’s
marketing mix
Identify several types of supplementary media
Explain issues advertisers face when changing packaging
18-4
Out-of-Home Media
Usage rates of out-of-home media
Insert ex. 18-1, p. 580
Breakdown of out-of-home media
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
18-5
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
18-6
Outdoor Advertising
Standardized Outdoor Advertising
BulletinStructures
8-SheetPosters
30-SheetPosters
Spectaculars
18-7
Outdoor Advertising
Brazilian ad for Sonrisal is an unusual example of a billboard
Insert photo 18.2, p. 581
Sonrisal billboard advertisement
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
18-8
Buying Outdoor Advertising
Locations of 30-sheet posters for a 100-showing in Baton Rouge
Insert ex. 18-3, p. 585
Baton Rouge billboard locations
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL
Resolution: 300 dpi
18-9Regulation ofOutdoor Advertising
Highway Beautification Act (1965)
Scenic Byways Amendment (1995)
State Regulation and Bans
18-10
Transit Advertising
Innovative Taco Bell ad on hubcap of taxi
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 dpiTransit Shelters
Terminal Posters
Inside/Outside Cards & Posters
Transit Ad Types
18-11
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
18-12
Trucks
Electronic Signs
Parking Meters
Pay Phones
Other Out-of-Home Media
Advertisingcan appear on postal stamps
Insert photo 18.15, p. 595
Stamp advertisement
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
18-13
Exhibitive Media
Franc franc’s bags advertise the store
Packaging
Design
Green Packaging
FDA and NLEA
Manufacturing
Insert photo 18.17, p. 598
Bags as advertisements
Position = 0.35” horiz., 0.4” vertical
Size = 5.75” TALL
Resolution: 300 dpi
18-14
Exhibitive Media
Trade Show Booths and Exhibits
Planning
People
Promotion
Productivity
18-15
Exhibitive Media
How customers learn about trade shows
Insert ex. 18-6, p. 599
How customers learn about trade shows
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL
Resolution: 300 dpi
18-16
Supplementary MediaAdvertising reach when combined with yellow pages
Directories
Yellow Pages
Local Businesses
Ride-Alongs
Insert ex. 18-8, p. 601
Overall advertising reach from media combinations
Position = 0.35” horiz., 0.4” vertical
Size = 5.75” TALL
Resolution: 300 dpi
18-17
Supplementary Media
Fossil tins: useful and appealing packaging
Premiums
Cinema Ads
Product Placement
ATMs
Insert photo 18.19, p. 600
Fossil Watch tins
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL
Resolution: 300 dpi
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