Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 13 - George E. Belch, Michael A. Belch

Chapter 13
Support 
Media

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Support Media
 Uses a variety of non traditional channels to deliver 
communications and to promote products and 
services
 Role
 Reach target audience that primary media may not 
have effectively reached
 Reinforce or support primary media messages

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Figure 13.1 ­ Out­of­Home Media: A Diverse Cross 
Section of Formats Comprise Outdoor Advertising Today

Source: Reprinted with permission of Outdoor Advertising Association of America, Inc

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Outdoor Advertising
 Factors contributing to its success 
 Increase in the number of: 
 Women in the work force
 Vehicles on the road

 Ability to remain innovative through technology

 Digital out­of­home media
 Video advertising networks
 Digital billboards
 Ambient advertising
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Alternative Out­of­Home Media
 Aerial advertising
 Outdoor advertising incorporating use of airplanes 
pulling banners, skywriting, and blimps
 Not expensive and reaches specific target markets

 Mobile billboards: Devices that carry 
advertisements and are mobile
 Costs depend on the area and the mobile board 
company’s fees
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In­Store Media
 Reach shoppers at the place where they buy
 Include:
 In­store ads
 Aisle displays
 Store leaflets
 Shopping cart signage 
 In­store TV

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Types of Transit Advertising
 Inside cards
 Placed above the seats and luggage area inside 
public transport vehicles

 Outside posters
 Appear on the sides, backs, and/or roofs of buses, 
taxis, trains, and subway and trolley cars

 Station, platform, and terminal posters

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Advantages of Outdoor Advertising
Wide coverage of local markets
Frequency and Geographic flexibility
Creativity
Ability to create awareness
Efficiency and effectiveness
Production capabilities
Timeliness
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Disadvantages of Outdoor Advertising
Waste coverage
Limited message capabilities
Wearout
Cost
Measurement problems
Image problems
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Advantages and Disadvantages of 
Transit Advertising
Advantages
• Exposure
• Frequency
• Cost

Disadvantages
• Reach
• Mood of the audience
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Advantages and Disadvantages of 
Promotional Products Marketing
Advantages

Disadvantages

 Selectivity

 Image

 Flexibility

 Saturation

 Frequency

 Lead time

 Cost

 Reach

 Goodwill
 High recall
 Supplementing other media

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Measurement in Promotional Products 
Marketing
 Specialty advertising does not have an established 
ongoing audience measurement system
 Studies show that:
 Promotional products have a positive impact on 
brand image
 Brand impressions and purchase intent improves by 
adding promotional products to integrated media 
mix 

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Yellow Pages Advertising
 Is declining due to increased preference for online 
directories
 Yellow Pages are referred to as a directional 
medium
 Directional medium: Ads do not create awareness 
or demand for products or services but provide the 
location

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Advantages and Disadvantages of 
Movie Theater Advertising
Advantages
 Exposure
 Emotional attachment

Disadvantages
 Irritation
 Cost

 Cost
 Attention
 Clutter
 Proximity
 Segmentation
 Integration
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Methods of Branded Entertainment
 Advertainment: Creation of audio­visual content 
to entertain users while advertising products 
 Advergames: Online games that are designed to 
promote products

 Content sponsorship
 Ad­supported video on demand (VOD)
 Others

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Advantages and Disadvantages of 
Branded Entertainment
Advantages

Disadvantages

 Exposure
 Frequency

 High absolute cost
 Time of exposure

 Support for other media
 Source association

 Limited appeal
 Lack of control

 Cost
 Recall

 Public reaction
 Competition

 Bypassing regulations
 Acceptance and targeting

 Negative placements
 Clutter

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Guerrilla Marketing
 Nontraditional method of marketing
 Known as:
 Stealth
 Street
 Buzz
 Ambush
 Viral marketing

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Miscellaneous Other Media
Videogame ads
Parking lot ads
Gas station pump ads
Place-based media
Others
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