Support Media - Chap-013-updated PDF

13 Support Media  The Role of Support Media To reach those people in the target audience that primary media (TV, print, etc.) may not have effectively reached and to reinforce, or support, their messages. 13-2  Support Media Su...

13 Support Media  The Role of Support Media To reach those people in the target audience that primary media (TV, print, etc.) may not have effectively reached and to reinforce, or support, their messages. 13-2  Support Media Support media are also referred to as Alternative Nonmeasured Nontraditional Media Media Media 13-3  1. TRADITIONAL SUPPORT MEDIA A.Outdoor Advertising B.Alternative Out-of-Home Media C.In-Store Media D.Miscellaneous Outdoor Media E.Transit Advertising Out-of-Home Advertising Media 13-5 Attention-Getting Billboards 13-7  Alternative Out-of-Home Media Aerial Advertising Sky Banner Blimp Sky Writing Mobile Billboards Trucks Vans Trailers 13-8 Blimps Carry Messages High and Wide 13-9 Sky banner Sky writing Transit Advertising 13-12 Trucks Become Billboards on Wheels 13-13  Transit Advertising Inside Cards Outside Posters Station, Platform, Terminal Posters 13-14 Posters Gain Attention in Terminals 13-15 Metro Advertising  In-Store Media Typical in-store media In-store ads Aisle displays Store leaflets Shopping cart signage In-store TV 13-17 In store ads In store ads In store media Aisle display In store TV  Test Your Knowledge Which of the following is an example of an out-of- home advertising medium? A) A billboard on the top of a taxi B) An ad placed inside a bus shelter C) Banners pulled by airplanes D) An ad on a park bench E) All of the above 13-24 2. Promotional Products Marketing The advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives. 13-25 Promotional products 3. OTHER TRADITIONAL SUPPORT MEDIA Almost everyday a new advertising medium seems to emerge. Ads are appearing on restroom walls, in elevators, on movie theater, and seemingly everywhere a message can be fit. Examples  4. Nontraditional Support Media 1. Branded Entrainment 2. Guerrilla Marketing 3. Other Media  Branded Entertainment this form of advertising blends marketing and entertainment through television, film, music talent and technology.  4. Branded Entertainment Product Placements Product Others Integration Branded Entertainment Ad-Supported Advertainment VOD Content Sponsorship 13-32  Types of Branded Entertainment 1.Product Placements —whether one considers product placements an advertising form or a form of promotion, no one can argue the fact that this means of getting exposure to a product is on the increase. Ever since the incredible success of Reese’s Pieces (in the movie ET) more and more products are appearing in movie theaters and on television. (Again, an interesting discussion can be stimulated by asking students to name products that have appeared in movies or on TV) 2. Product Integration—product placements are integrated throughout the program, and in some instances being a key part of the script (i.e., America’s Hottest Mom; Extreme Makeover Home Edition; America’s Next Top Model) 3. Advertainment—the creation of video or music content in an attempt to entertain viewers while advertising their products. 4. Content Sponsorship—advertisers sponsor specific programs, receiving placements, integrations and/or promotions in return for content sponsorships. 5. Ad-supported Video on Demand (VOD)—content programs offered to cable operators for free with advertising included (i.e., NFL 10 Minute Game Summaries; ESPN College Football Highlights). Product placement  Product Integration FedEx is an example of product integration as it is a key part of the script of the movie!  Test Your Knowledge Which of the following is the best example of place- based media? A) Movie ads on popcorn bags B) Televisions in classrooms C) Interactive kiosks D) Internet banners E) Mobile billboards 13-36  Guerilla Marketing often referred to as stealth, street, buzz, ambush or viral marketing, this form of promotion attempts to have the product or brand exposed through a variety of no or lower cost methods that attempt to capitalize on free exposures, benefit from competitors’ promotional efforts, etc. Guerrilla Marketing a.k.a. Stealth Street Buzz Ambush Viral 13-38 Guerrilla Marketing examples  Other Media Parking lot ads Videogame Gas station ads pump ads Place-based Others media 13-43 See you!