Chapter 5: The Advertising Media - Out-of-Home and Direct Response PDF

CHAPTER 5 THE ADVERTISING MEDIA: OUT-OF-HOME AND DIRECT RESPONSE ❑ understand the concept of outdoor advertising; ❑ know the different forms of outdoor advertising; ❑ know what to consider when choosing an outdoor advertising space position; ❑ understand the definition of transit ad...

CHAPTER 5 THE ADVERTISING MEDIA: OUT-OF-HOME AND DIRECT RESPONSE ❑ understand the concept of outdoor advertising; ❑ know the different forms of outdoor advertising; ❑ know what to consider when choosing an outdoor advertising space position; ❑ understand the definition of transit advertising; ❑ know the primary media of transit advertising; ❑ learn the concept of direct response advertising; and ❑ determine the benefits and downsides of outdoor advertising. WHAT IS OUTDOOR ADVERTISING? Is advertising experienced outside of the home. This includes billboards, wall scapes, and posters seen while “on the go.” WALL SCAPES FORMS OF OUTDOOR ADVERTISING FORMS OF OUTDOOR ADVERTISING 1. Poster panels are standardized outdoor signs which measure 12 by 25 feet either illuminated or unilluminated. The contract period is usually a minimum of 30 days, with volume and continuity discounts given.  FORMS OF OUTDOOR ADVERTISING 2. Painted bulletins are outdoor signs that are painted rather than papered. These are more permanent and expensive than poster panels and are usually placed in high-traffic locations.  FORMS OF OUTDOOR ADVERTISING 3. Spectaculars are outdoor signs that make use of lights, motion, or action. This is the most expensive outdoor advertising form, in terms of cash outlay, since it entails the reconstruction of steelwork and neon lights according to the requirements of the advertiser. It is usually bought on a longer term of three to five-year basis. FORMS OF OUTDOOR ADVERTISING OTHER FORMS OF OUTDOOR ADVERTISING Lamp post banner Roving billboard (Portapanel) OTHER FORMS OF OUTDOOR ADVERTISING Tire cover advertising Photographic tarpaulin OTHER FORMS OF OUTDOOR ADVERTISING Cinema advertising Street furniture ads  WHAT TO CONSIDER IN CHOOSING OUTDOOR ADVERTISING SPACE POSITION ✓ First, the length of the unobstructed approach – the distance from which the outdoor advertisement is visible to commuters or pedestrians. ✓ Second, the traffic – wherein the heavier the traffic, the better. ✓ Third, is the placement. ✓ Fourth, the size and type of outdoor advertisement. ✓ Fifth, is the immediate surroundings – what other outdoor advertisements are available in the same location; is it near a busy, commercial area; or a traffic light.  TRANSIT ADVERTISING Transit advertising is a form of advertising that uses public transportation to deliver messages.  THE PRIMARY MEDIA OF TRANSIT ADVERTISING Interior transit advertisements are found inside public utility vehicles. Exterior transit advertisements are outside the public utility vehicles.  THE PRIMARY MEDIA OF TRANSIT ADVERTISING Car cards are commonly used, which make two Options for exterior displays are: impressions a day since commuters go back and forth on the same route with the same King size –right side of the bus; transit line. These car cards are sold in a Queen size – left side of the bus; number of units like 11 inches x 28 inches; 11 Busorama – on top of the public inches x 42 inches; 11 inches x 56 inches; those utility vehicle; that we see in MRT or LRT; or a large unit near Traveling display – in front and back of the door, 22 inches x 21 inches. Rates are the vehicle; determined on a one-month-per-card basis Headlight – in front of the vehicle; and with discounts for longer-period contracts. Tail light – rear/back of the vehicle. The advertiser specifies the card size, the service unit, and length of time the ad will run, and the price.  THE PRIMARY MEDIA OF TRANSIT ADVERTISING Station & shelter advertisements are found in bus fleet stations, or public commuters waiting sheds on national roads, which are negotiated with the engineering office of the locality.  KINDS OF CONTRACT FOR TRANSIT ADVERTISING Total-Total Bus Contract – when advertisers are desiring to buy both the interior and exterior space of the public utility bus. Basic Bus Contract – when to buy only interior space. Total Bus Contract – When to buy only exterior space.  DIRECT RESPONSE ADVERTISING Direct response advertising is a type of advertising that aims to get an immediate response from viewers by offering incentives or emphasizing a call to action.  DIRECT RESPONSE ADVERTISING Direct response advertising is a type of advertising that aims to get an immediate response from viewers by offering incentives or emphasizing a call to action.  DIRECT RESPONSE MEDIA 1. Direct mail is a form of direct marketing that uses mail service to deliver printed marketing materials like postcards, flyers, catalogs, brochures, and newsletters to the physical mailing address of potential or existing customers. DIRECT RESPONSE MEDIA 2. Home TV shopping demonstrates how the product is used, its features, and its advantages.  DIRECT RESPONSE MEDIA 3. Telemarketing is the use of telephone or other technology to contact potential customers and sell products or services. It does not involve face-to-face meetings.  DIRECT RESPONSE MEDIA Four Categories of Telemarketing 1. Outbound: Companies actively reach out to customer prospects and existing customers via outbound telemarketing calls. 2. Inbound: These telemarketing calls are based on inbound inquiries about products or services as prompted by advertising or other marketing efforts. 3. Lead generation: This type of telemarketing is used to identify potential customers and create interest in a product or service. 4. Customer retention: This type of telemarketing is used to retain existing customers by providing them with information about new products or services.  BASIC MEDIA STRATEGY Four Categories of Telemarketing 1. Outbound: Companies actively reach out to customer prospects and existing customers via outbound telemarketing calls. 2. Inbound: These telemarketing calls are based on inbound inquiries about products or services as prompted by advertising or other marketing efforts. 3. Lead generation: This type of telemarketing is used to identify potential customers and create interest in a product or service. 4. Customer retention: This type of telemarketing is used to retain existing customers by providing them with information about new products or services.  1. Large reach: OOH can have a much larger reach than other advertising media, especially when placed in busy areas, such as highways or bus stations. 2. Higher returns: OOH campaign cost is lesser compared to online advertising. 3. Market diversity: OOH ads introduce your product OUT-OF-HOME or service to a large and diverse market, comprised of ADVERTISING middle-and-upper classes consumers. 4. Brand recognition: Since most people frequent the same outdoor areas, they are likely to see your brand over and over again. 5. Immediacy. OOH ads can be great for startups, which often have difficulty penetrating existing markets.  1. Limited focus: With limited control of who sees your ads, you may have a harder time connecting with niche audiences. 2. Difficult to evaluate: Unless you are only marketing your business through OOH advertising, you will have trouble quantifying its precise impact on sales. 3. Startup costs: You may need to sign a long-term contract for a specific location. You may also endure costs related to design and production. OUT-OF-HOME 4. Consumer apathy: Ad blindness can render your ADVERTISING campaign ineffective over time. 5. Consumer contempt. If passersby regard your ad as visual pollution in their community, they may transfer these feelings to your product or service.  REFERENCES Everything you need to know about out-of-home advertising (broadsign.com) what is telemarketing advertising - Search (bing.com) Pros & Cons of Out-of-Home Advertising for Small Business | Intelligent Office Out Of Home Advertising (OOH) - All You Need To Know In 2023 - Tamoco THANKS