Marketing bán hàng - Chapter 13: Support media

Chapter 13Support MediaSupport MediaUses a variety of non traditional channels to deliver communications and to promote products and servicesRoleReach target audience that primary media may not have effectively reachedReinforce or support primary media messages2Figure 13.1 - Out-of-Home Media: A Diverse Cross Section of Formats Comprise Outdoor Advertising TodaySource: Reprinted with permission of Outdoor Advertising Association of America, Inc3Outdoor AdvertisingFactors contributing to its success Increase in the number of: Women in the work forceVehicles on the roadAbility to remain innovative through technologyDigital out-of-home mediaVideo advertising networksDigital billboardsAmbient advertising4Alternative Out-of-Home MediaAerial advertisingOutdoor advertising incorporating use of airplanes pulling banners, skywriting, and blimpsNot expensive and reaches specific target marketsMobile billboards: Devices that carry advertisements and are mobileCosts depend on the area and the mobile board company’s fees5In-Store MediaReach shoppers at the place where they buyInclude:In-store adsAisle displaysStore leafletsShopping cart signage In-store TV6Types of Transit AdvertisingInside cardsPlaced above the seats and luggage area inside public transport vehiclesOutside postersAppear on the sides, backs, and/or roofs of buses, taxis, trains, and subway and trolley carsStation, platform, and terminal posters7Advantages of Outdoor AdvertisingWide coverage of local marketsFrequency and Geographic flexibilityCreativityAbility to create awarenessEfficiency and effectivenessProduction capabilitiesTimeliness8Disadvantages of Outdoor AdvertisingWaste coverageLimited message capabilitiesWearoutCostMeasurement problemsImage problems9Advantages and Disadvantages of Transit AdvertisingAdvantagesExposureFrequencyCostDisadvantagesReachMood of the audience10Advantages and Disadvantages of Promotional Products MarketingAdvantages SelectivityFlexibilityFrequencyCostGoodwillHigh recallSupplementing other mediaDisadvantagesImageSaturationLead timeReach11Copyright © 2014 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.Measurement in Promotional Products MarketingSpecialty advertising does not have an established ongoing audience measurement systemStudies show that:Promotional products have a positive impact on brand imageBrand impressions and purchase intent improves by adding promotional products to integrated media mix 12Yellow Pages AdvertisingIs declining due to increased preference for online directoriesYellow Pages are referred to as a directional mediumDirectional medium: Ads do not create awareness or demand for products or services but provide the location13Advantages and Disadvantages of Movie Theater AdvertisingAdvantagesExposureEmotional attachmentCostAttentionClutterProximitySegmentationIntegrationDisadvantagesIrritationCost14Copyright © 2014 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.Methods of Branded EntertainmentAdvertainment: Creation of audio-visual content to entertain users while advertising products Advergames: Online games that are designed to promote productsContent sponsorshipAd-supported video on demand (VOD)Others15Advantages and Disadvantages of Branded EntertainmentAdvantagesExposureFrequencySupport for other mediaSource associationCostRecallBypassing regulationsAcceptance and targetingDisadvantagesHigh absolute costTime of exposureLimited appealLack of controlPublic reactionCompetitionNegative placementsClutter16Copyright © 2014 McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.Guerrilla MarketingNontraditional method of marketingKnown as:StealthStreetBuzzAmbushViral marketing17Miscellaneous Other MediaVideogame adsParking lot adsGas station pump adsPlace-based mediaOthers18