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