Chapter 13

Eloisa Labuac
Karmela Johanna Quilla
Presentors
- To recognize the various
support media available to
the marketer in developing Support Media
an IMC program.
- To develop an pertains to several titles,
understanding of the among them are
advantages and alternative media, non-
disadvantages of support measured media and
media. non-traditional media.
- To know how audiences It is a vast variety of
for support media are channels used to deliver
measured. communications and to
promote products and
services.
Types of NON-TRADITIONAL Support Media
A.) Out-of-Home Advertising
- includes billboards and
signs, transit both both inside and
outside the vehicle, skywriting, and
other media.

1. Outdoor Advertising
- widely used by
Egyptians and Greeks as early as
5,000 years ago .
TOP 10 OUTDOOR ADVERTISING CATEGORIES

12.80%
11.40%
10%

7.80%
6.60%
5.80%
5.40% 5.30%
4.90% 4.70%
As of 2001 the Total 0utdoor Expenditure

17%

17% Billboards
60%
6% Alternative Outdoor
Transit
Street Furniture

Estimated gross billings

by media category
shows that outdoor
ads are still the most
popular.
 ADVANTAGES & DISADVANTAGES OF
OUTDOOR ADS

Advantages: Disadvantages:

1. Wide Coverage of local markets. 1. Waste coverage

2. Frequency 2. Limited message
3. Geographic flexibility capabilities
4. Creativity 3. Wearout
5. Ability to create awareness 4. Cost
6. Efficiency 5. Measurement problems
7. Effectiveness 6. Image problems
8. Production capabilities
2. Aerial Advertising 3. Mobile Billboards
- airplanes pulling - airplanes pulling
banners, skywriting in banners, skywriting in
letters as high as letters as high as
1,200ft., and blimps. 1,200ft., and blimps.

4. In-Store Media 5. Miscellaneous

- Promoting their Outdoor Media
products in - Billboards like
supermarkets and posters and bulletins,
other stores with street furniture such as
untypical media like shelters, shopping
displays, banners and malls, C-stores and In-
signs, video displays stores, transit like
on shopping carts, buses, commuter
kiosks that provides railways and airports,
recipes and beauty and alternative Out
tips, and coupons at door like sports
counters or cashiers. stadium or arenas.
 Audience Measurement in Out-
of-Home Media
- Competitive Media Reports Transit Advertising
- Simmons Market Research - uses billboards and
Bureau electronic messages ,
- Standard Rate & Data Service targeting people who are
- Eight-Sheet Outdoor Ads exposed to commercial
Association transportation facilities
- Shelter Ads Association including buses, taxis,
- Audience Measurement by commuter trains, elevators,
Market for Outdoor(AMMO) trolleys, airplanes, and
- Institute of Outdoor Ads subways.
- Harris-Donovan Media Systems
- Point of Purchase Institute
- The Outdoor Ads Association of Types of Transit Ads
America(OAAA) 1. Inside cards
- Media Market Guide(MMG) 2. Outdoor Posters
- Traffic Audit Bureau(TAB) 3. Station, Platform, and
- Traffic Audit Bureau for Media Terminal Posters
Measurement
- Scarborough
- Computer packages
 ADVANTAGES & DISADVANTAGES OF
TRANSIT ADS

Advantages: Disadvantages:

1. Exposure 1. Image factors

2. Frequency 2. Reach
3. Timeliness 3. Waste Coverage
4. Geographic selectivity 4. Copy and Creative
5. Cost limitations
5. Mood of the Audience
 Audience Measurement in
Transit Advertising
- A 100 showing means one of
appears on or in each vehicle in
the system, a showing of 50 means
half of the vehicles carry the ad. If
it will be placed such ads on
taxicabs, it may be impossible to
determine who is being exposed
to them.
Promotional Products Marketing
- Is the advertising or promotional
medium or method that uses
promotional products, such as
ad specialties premiums,
business gifts, awards, prizes, or
commemoratives. Promotional
Products Marketing is the more
up-to-date name for “Specialty
Advertising”.

ADVANTAGES & DISADVANTAGES OF PROMOTIONAL

PRODUCTS MARKETING

Advantages: Disadvantages:

1. Selectivity 1. Image
2. Flexibility 2. Saturation
3. Frequency 3. Lead Time
4. Cost
5. Goodwill
6. Supplementing other media
SALES OF PROMOTIONAL PRODUCTS
CATEGORY
Personal
Food
2.90% 2.20% 1.70%
Wearables/Apparel
2.40%2.30%
2.60%
2.60% Writing Instruments
3.10% Desk
3.30% 29% Calendars
3.50%
Bags
Glasswares
3.50%

Recognition
4.00% Buttons
Automotive
5.50%
Sporting Goods
5.90% 10.60% Computer
Housewares
7% 7.60% Games
Textiles
Electronic
Others
 Audience Measurement in Yellow Pages Adertising
Promotional Product Marketing - Specialized Directories
- Advertising - Audiotex
- Personal selling - Interactive
- Trade-shows - Internet Directories
- Direct

ADVANTAGES & DISADVANTAGES OF YELLOW PAGES

Advantages: Disadvantages:

1. Wide availability 1. Market Fragmentation

2. Action Orientation 2. Timeliness
3. Costs 3. Lack of Creativity
4. Frequency 4. Lead times
5. Nonintrusiveness 5. Clutter
6. Size requirements

Audience Measurement in Yellow Pages

- National Yellow Pages Monitor(NYPM)
- Yellow Pages Integrated Media Association
 Advertising in Movie Theaters
- Delivering the message quickly with the use
of movie theaters to promote products and
services. Commercial shown before the film
and previews with both local and national
sponsorships have replaced cartoons.

ADVANTAGES & DISADVANTAGES OF MOVIE THEATER ADVERTISING

Advantages: Disadvantages:

1. Exposure 1. Irritation
2. Mood 2. Cost
3. Cost
4. Recall
5. Clutter
6. Proximity
7. Segmentation
 Product Placements in Movies and on TV

- An increasingly common way to promote a

product or service by showing the actual
product or an ad for it as a part of a movie or
TV show.

ADVANTAGES & DISADVANTAGES OF YELLOW PAGES

Advantages: Disadvantages:

1. Exposure 1. High Absolute Cost

2. Frequency 2. Time of Exposure
3. Support for other media 3. Limited appeal
4. Source Association 4. Lack of control
5. Cost 5. Public Reaction
6. Recall 6. Competition
7. Bypassing Regulations 7. Negative Placements
8. Acceptance
 In-flight Advertising Forms of In-flight Advertising

- rapidly growing 1. In-flight magazines

medium as the number of 2. In-flight videos
passengers increases, the 3. In-flight radio
attractiveness of this medium 4. In-flight catalogs
also increases.

ADVANTAGES & DISADVANTAGES OF YELLOW PAGES

Advantages: Disadvantages:

1. Desirable Audience 1. Irritation

2. Captive Audience 2. Limited Availability
3. Cost 3. Lack of Attention
4. Segmentation 4. Wearout
capabilities
 Miscellaneous Other Media
1. Placed-based Media
- the idea of bringing the advertising medium to the consumers
wherever they may be underlies the strategy behind placed-based
media.

2. Kiosks
- signage and interactive ads on kiosks that are placed in
malls, movie theaters and other high traffic areas.

3. Others
a. Coca-Cola (1,000ft light boxes to show motion picture ads)
b. Motorola (ads on Pages)
c. Muzak (a provider of background music)
d. Tyme ATMs ( broadcast ads at bank ATM sites)
e. and others such as ads appear on luggage conveyors at some
airports, hubcaps, in elevators, on fruit, and on gasoline pumps