tài liệu truyền thông - chap20 - biển báo và pointofpurchase com

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All rights reserved.
PowerPoint Presentation by Charlie Cook
The University of West Alabama
Eighth Edition
Signage and Point-of-
Purchase Communications
CHAPTER
20
1. Appreciate the role and importance of on-premise
business signage.
2. Review the various forms and functions of on-premise
signage.
3. Appreciate the role and importance of out-of-home, or
off-premise, advertising.
4. Understand billboard advertising’s strengths and
limitations.
5. Appreciate the role and importance of point-of-
purchase advertising.
Chapter Objectives
After reading this chapter you should be able to:
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6. Review evidence of P-O-P’s role in influencing
consumers’ in-store decision making.
7. Examine empirical evidence revealing the
effectiveness of P-O-P displays.
8. Appreciate the importance of measuring audience
size and demographic characteristics for out-of-home
as well as in-store advertising messages.
Chapter Objectives (cont’d)
After reading this chapter you should be able to:

© 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–3
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Cengage Learning. All rights
reserved. 20–4
Introduction
Introduction
On-Premise
Business Signage
Out-of-Home
Advertisements
Point-of-Purchase
(P-O-P) Messages
Signage and
Point-of-Purchase
Marcom
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Cengage Learning. All rights
reserved. 20–5
On-Premise Business Signage
On-Premise Business Signage
•
On-premise Business Signs
On-premise Business Signs

Provide new customers with their first knowledge of
Provide new customers with their first knowledge of
the company and first impression of the company
the company and first impression of the company

Considered the most cost-effective and efficient form

Considered the most cost-effective and efficient form
of communication available to retail businesses
of communication available to retail businesses
•
Importance of Signage
Importance of Signage

Legible, conspicuously placed signage, easily
Legible, conspicuously placed signage, easily
discernable and understood by the public is essential
discernable and understood by the public is essential
to the survival of many businesses
to the survival of many businesses
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Cengage Learning. All rights
reserved. 20–6
Types of On-Premise Signs
Types of On-Premise Signs
•
Free-Standing
Free-Standing
(Unattached) Signs
(Unattached) Signs

Monument signs
Monument signs

Pole signs
Pole signs


A-frame (sandwich-board)
A-frame (sandwich-board)
signs
signs

Portable signs
Portable signs

Inflatable signs
Inflatable signs
•
Building-Mounted
Building-Mounted
(Attached) Signs
(Attached) Signs

Projecting signs
Projecting signs

Wall signs
Wall signs

Roof signs
Roof signs

Banners
Banners

Murals
Murals


Canopy and awning signs
Canopy and awning signs
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reserved. 20–7
Illustration of
Free-Standing Sign
Figure 20.1
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Cengage Learning. All rights
reserved. 20–8
Illustration of
Building-Mounted
Sign
Figure 20.2
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Cengage Learning. All rights
reserved. 20–9
The ABCs of On-Premise Signs
The ABCs of On-Premise Signs
B
B
Brand the retail site in consumers’ minds
A
A
Attract new customers
C
C
Create impulse buying decisions

Conspicuity
Conspicuity
Signage characteristics that enable walkers or
drivers and their passengers to distinguish a sign
from its surrounding environment.
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reserved. 20–10
Out-of-Home (Off-Premise) Advertising
Out-of-Home (Off-Premise) Advertising
•
Out-of-Home (OOH) Advertising
Out-of-Home (OOH) Advertising

Is the oldest form of advertising
Is the oldest form of advertising

Is seen by consumers while they in transit to a
Is seen by consumers while they in transit to a
destination or away from home
destination or away from home

Is regarded as of major importance but
Is regarded as of major importance but
supplementary to other forms of advertising
supplementary to other forms of advertising

Has many delivery modes:
Has many delivery modes:


Billboards, bus shelters, street furniture, shopping-
Billboards, bus shelters, street furniture, shopping-
mall displays, transit vehicles, skywriting, blimps
mall displays, transit vehicles, skywriting, blimps
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reserved. 20–11
Forms of Billboard Ads
Forms of Billboard Ads
Poster Panels
Digital (Electronic)
Billboards
Painted Bulletins
Specialty Boards
Major Forms of
Billboard Advertising
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reserved. 20–12
Forms of Billboard Ads (cont’d)
Forms of Billboard Ads (cont’d)
Poster
Poster
Panels
Panels
•
Located alongside highways in heavily traveled locales
Located alongside highways in heavily traveled locales
•
Silk-screened or lithographed

Silk-screened or lithographed
•
Sold on a monthly basis
Sold on a monthly basis
Painted
Painted
Bulletins
Bulletins
•
Are hand painted directly on the billboard
Are hand painted directly on the billboard
•
Purchased for a 1-3 year period
Purchased for a 1-3 year period
•
Achieve a consistent and relatively permanent presence
Achieve a consistent and relatively permanent presence
Electronic
Electronic
(Digital)
(Digital)
Billboards
Billboards
•
Capable of rotating ads frequently
Capable of rotating ads frequently
•
Can be integrated with ads in other media
Can be integrated with ads in other media
•

Outlawed in some areas as distracting to drivers and a
Outlawed in some areas as distracting to drivers and a
form of visual pollution
form of visual pollution
Specialty
Specialty
Billboards
Billboards
•
Use different artistic and graphical techniques to present
Use different artistic and graphical techniques to present
advertising messages in an especially engaging and
advertising messages in an especially engaging and
creative way
creative way
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reserved. 20–13
Neiman Marcus Interactive Media Wall
Figure 20.3
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reserved. 20–14
Specialty Billboard for a Fitness Center
Figure 20.4
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Cengage Learning. All rights
reserved. 20–15
Buying Billboard Advertising
Buying Billboard Advertising

•
Plants
Plants

Are companies that own the billboards on which
Are companies that own the billboards on which
outdoor advertising space is purchased
outdoor advertising space is purchased
•
Showing
Showing

Is the percentage of the population exposed to an
Is the percentage of the population exposed to an
advertiser’s messages quoted in increments of 25:
advertiser’s messages quoted in increments of 25:

#25 = 25% of population exposed
#25 = 25% of population exposed
•
Gross Rating Points (GRPs)
Gross Rating Points (GRPs)

Represent the percentage and frequency of an
Represent the percentage and frequency of an
audience an advertising vehicle is reaching
audience an advertising vehicle is reaching

One outdoor GRP = 1% of the population
One outdoor GRP = 1% of the population

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Billboard Advertising’s
Billboard Advertising’s
Strengths and Limitations
Strengths and Limitations
•
Strengths
Strengths

Board reach and high
Board reach and high
frequency
frequency

Geographic flexibility
Geographic flexibility

Low cost per thousand
Low cost per thousand

Substantial brand
Substantial brand
identification
identification

Opportune purchase
Opportune purchase
reminder

reminder
•
Limitations
Limitations

Nonselectivity
Nonselectivity

Short exposure time
Short exposure time

Difficult to measure
Difficult to measure
audience size and
audience size and
characteristics
characteristics

Environmental
Environmental
concerns
concerns
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Cengage Learning. All rights
reserved. 20–17
Humans Playing
Soccer on a
Japanese Billboard
Figure 20.5
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Cengage Learning. All rights
reserved. 20–18
Measuring Billboard Audience Size and
Measuring Billboard Audience Size and
Characteristics
Characteristics
•
Typical Media Buying Decision Factors
Typical Media Buying Decision Factors

The size of the audience reached and the average
The size of the audience reached and the average
OTS frequency of the media
OTS frequency of the media

The demographic characteristics of audiences
The demographic characteristics of audiences
reached by the chosen media vehicles
reached by the chosen media vehicles
•
OOH Measurement Problem
OOH Measurement Problem

Developing ways to determine the characteristics of
Developing ways to determine the characteristics of
outdoor audiences
outdoor audiences

Nielsen Personal Outdoor Devices (Npods) may
Nielsen Personal Outdoor Devices (Npods) may

provide better information about audiences
provide better information about audiences
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reserved. 20–19
Illustrations from
the Outhouse
Springs Billboard
Campaign
Figure 20.6
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reserved. 20–20
A Transit Advertisement for SmartWater
Figure 20.7
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A Transit Advertisement for Kodak Digital Cameras
Figure 20.8
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reserved. 20–22
A Cause-related OOH Advertisement
Figure 20.9
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Point-of-Purchase Advertising
Point-of-Purchase Advertising

•
The Point-of-Purchase Environment
The Point-of-Purchase Environment

Is the time and place at which all elements of the sale
Is the time and place at which all elements of the sale
(consumer, money and product) come together
(consumer, money and product) come together

Is the final opportunity for an IMC program to
Is the final opportunity for an IMC program to
influence consumer behaviors related to product and
influence consumer behaviors related to product and
brand choices
brand choices
•
Spectrum of P-O-P Materials
Spectrum of P-O-P Materials

Permanent displays (in use six months or more)
Permanent displays (in use six months or more)

Temporary displays (in use less than two months)
Temporary displays (in use less than two months)

In-store media (use determined by third party)
In-store media (use determined by third party)
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Illustration of a
Permanent Display
Figure 20.10
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Cengage Learning. All rights
reserved. 20–25
Illustration of a
Semi-Permanent
Display
Figure 20.11