Support Media Support Media l l l Support

Support Media

Support Media l l l Support media are referred to alternative, nonmeasured or nontraditional media. Support media are used to reach those people in the target market the primary media may not have reached to reinforce, or support, their messages. Types of support media: out-of-home media, promotional products and others.

Out-of-Home Media l l l Outdoor advertising Transit advertising Aerial advertising l l l Airplanes pulling banners, skywriting, and blimps Low absolute cost and useful for reaching specific target markets In-store media l l l Signs/Banners/Displays; Video displays; Kiosks Approximately 2/3 of consumers’ purchase decisions are made in the store. Some impulse categories demonstrate an 80 percent rate.

Examples of Aerial Advertising

Outdoor Advertising l l Outdoor advertising is referred to billboards along streets and highways, as well as posters in other publication locations. Two kinds of billboards: l l Printed posters (海報) l Two common sizes: 8 sheet (5× 11 feet) and 30 sheet (12× 25 feet). Note: 1 ft = 0. 3048 m. Painted bulletin (看板) l Standard size: 14× 48 feet l Cutouts: extensions to the painted billboards to expand the scale and break away from the limits of the long rectangle.

Outdoor Advertising l l Account for about 2. 3% of all advertising expenditure. Total outdoor ad revenue (in billions): 4. 4 (1998) → 4. 8 (2000) → 5. 2 (2001) → 5. 2 (2002) → 5. 2 (2003)

Total Outdoor Ad Revenue

Allocation of Outdoor Advertising

Top 10 Outdoor Advertising Categories

Outdoor Ad Revenue in Taiwan l Advertiser l l Sony – 71 million NT dollars Nike – 34 million NT dollars Nokia – 30 million NT dollars Category – 建築業最多、金融財經次之。

Advantages of Outdoor Advertising l l Wide coverage of local markets Frequency l l Geographic flexibility l l l The purchase cycles are typically for 30 -day periods. Along high ways, near stores, or on mobile billboards Local, regional, or even national markets may be covered. Creativity l Outdoor advertising goes beyond two dimensions.

Creativity of Outdoor Advertising

Creativity of Outdoor Advertising

Creativity of Outdoor Advertising

Creativity of Outdoor Advertising

Creativity of Outdoor Advertising

Creativity of Outdoor Advertising

Advantages of Outdoor Advertising l Ability to create awareness l l Efficiency l l E. g. Ford Escape, 大樂透「曉玲，嫁給我吧！」 The average CPM of outdoor is approximately 1/2 of radio and far less than that of TV, magazines, and newspapers. Timeliness l Many outdoor ads appear in or near shopping areas or on or in the vehicles taking customers there, thus resulting in timely exposures.

Ability to Create Awareness

Ability to Create Awareness

Advantages of Outdoor Advertising l Effectiveness l l l Outdoor advertising can have a significant effect on sales, particularly when combined with a promotion. 35% of consumers surveyed said they had called a phone number they saw on an out-of-home ad. Production capabilities

Higher Sales from Outdoor Advertising Brand Outdoor Used Results Sunsplash 25 GRP billboards 6, 000 new customers in Amusement Park first 14 days Bennett Infiniti Altoids 25 GRP billboards Moved from #35 to #3 in in upscale markets sales in state; sales increased form 8 to 30 per month 30 sheet posters; transit, bus panel; kiosks Sales increased 50%; sales increased 5 to 1 in advertised vs. nonadvertised markets

Disadvantages of Outdoor Advertising l l Waste coverage Limited message capabilities l l Messages are limited to a few words and/or illustration. Wearout l People are likely to get tired of seeing the same ad every day.

Disadvantages of Outdoor Advertising l Cost l l The decreasing signage available and the higher cost associated with inflation E. g. 台北金融中心大樓（敦化北路� 南京東路口） — 100萬/月. Measurement problems Image problems

Most Desirable Out-of-Home Advertising Locations

Other Outdoor Media l l l l Parking meters ATM displays Trash cans Ski lift poles Car top signs Sidewalk signs Garden plantings Wall drawings

Transit Advertising l l l Transit is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, elevators, trolleys, airplanes, and subways. The increased number of women in the work force, audience segmentation, and the rising cost of TV advertising Types of transit advertising: (1) inside card (車廂廣 告); (2) outside posters (車體海報); (3) station, platform, and terminal posters.

Examples of Outside Posters

Examples of Outside Posters

Examples of Outside Posters

Example of Station, Platform, and Terminal Posters

Advantages of Transit Advertising l Exposure l l About 9 million people ride mass transit every week. Plenty of exposure time (the average ride on mass transit is 45 minutes) Captive Frequency l 20~40 times/month

Advantages of Transit Advertising l Timeliness l l l Many people get to stores on mass transit. Geographic Cost l One of the least expensive media in terms of both absolute and relative costs.

Disadvantages of Transit Advertising l l l Image factors Reach Waste coverage Copy and creative limitation Mood of the audience

Specialty Advertising l l l Examples: ballpoint pens, coffee mugs, key rings, calendars, T-shirts. Advertisers spend over $16. 5 billion per year on specialty advertising items. The increased use of this medium makes it the fastest-growing of all advertising or sales promotion media.

Sales of Promotional Products by Category

Effects of Specialty Advertising l l l The average household has almost 4 calendars; if they had not been given such items free, 2/3 of the respondents said they would purchase one. 39% of people receiving advertising specialties could recall the name of the company as long as 6 months later. 31% of respondents were still using at least one specialty they had received a year or more earlier.

Effects of Specialty Advertising l l The inclusion of a specialty item in a direct-mail piece generated a greater response rate and 321% greater dollar purchases per sale than mail piece without such item. Including an ad specialty in a thank-you latter can improve customers’ attitudes toward a company’s reps by as much as 34% and toward the company itself by as much as 52%.

Advantages of Specialty Advertising l Selectivity l l Flexibility l l l Specialty advertising items are generally distributed directly to target customers. Variety of specialty items A message as simple as a logo or as long as is necessary can be distributed through a number of means. Frequency l More forms of specialty advertising are designed for retention.

Advantages of Specialty Advertising l Cost l l Goodwill l The high number of repeat exposures drives down the relative cost per exposure of this advertising. Goodwill was cited as the No. 1 reason for use. People like to receive gifts and many of the products are functional. Supplementing other media

Disadvantages of Specialty Advertising l Image l l Saturation l l The company image may be cheapened by a chintzy or poorly designed advertising form. The more unusual the specialty, the more value it is likely to have to the receivers. Lead time

Movie Theater Advertising l l l The growth rate has averaged 20% a year since 1992, resulting in a $400 million industry by 2001. More than one-half of all theaters show ads before the films. Figure 13 -11.

Advantages of Movie Theater Advertising l Exposure l l l Mood Cost l l Over 1. 49 billion tickets were sold in 2001. It is low in terms of both absolute and relative costs per exposure. Recall l The next day about 83% if viewers can recall the ads they saw in a movie theater. (20% for TV)

Advantages of Movie Theater Advertising l Clutter l l Proximity l l Most theaters limit the number of ads. Of moviegoers, 73% combine the activity with dining out, 68% with shopping. Segmentation l Above-average in education and affluent

Disadvantages of Movie Theater Advertising l Irritation l l Most people think these ads are annoying or very annoying. Cost l Ads exposes nationally are often as much as 20% higher than an equal exposure on TV.

Product Placements in Movies and on TV l l Show the actual product or an ad for it as part of a movie. Examples l l l Peugeot in Taxi Audi in Transporter 家安空調消毒劑

Advantages of Product Placements l Exposure l l Over 1. 4 billion admissions per year Life span: 3~6 months Increasing home video rental market and network and cable TV (ex. HBO) Frequency l l Depending on how the product is used in the movie (or program) Higher frequency for regular watchers

Advantages of Product Placements l Support of other media l l Cross-promote the product and movie tie-in in multiple media venues as well as through the Internet and sales promotions. Source association l l Celebrities as spokesmen Association with the proper source is critical to success.

Advantages of Product Placements l Cost l l l Absolute cost: range from free samples to $1 million. Relative cost: Because of the high volume of exposures, the CPM can be very low. Recall l l Average recall is approximately 38% (better than TV viewing). Prominently displayed placements lead to strong recall.

Advantages of Product Placements l Bypassing regulation l l Circumvent the legal restrictions, ex. cigarette and liquor. Acceptance l Viewers are accepting of product placements and in general evaluate them positively, though some products (alcohol, guns, cigarettes) are perceived as less acceptable.

Disadvantages of Product Placements l High absolute cost l l The increased demand by the studios for crosspromotions drives costs up considerably. Time of exposure l When the product is not featured prominently, the advertisers runs the risk of not being seen.

Disadvantages of Product Placements l Limited appeal l Appeals are limited to source association, use, and enjoyment. Less detailed information about the product, indirect endorsement, inflexibility. Lack of control l In many movies, the advertisers has no say over when and how often the product will be shown.

Disadvantages of Product Placements l Public reaction l l Competition l l If the placement is too intrusive, consumers may develop negative attitudes toward the brand. Increased competition to get one’s product placed Negative placements l Some products may appear in movie scenes that are disliked by the audience or create a less than favorable mood.

In-Flight Advertising l l In-flight magazine In-flight videos In-flight radio In-flight catalogs

Advantages of In-Flight Advertising l A desirable audience l l The average travelers is 45 years old and has a household income over $83, 700. American Airlines’ Celebrated Living: median income - $174, 500 United Airlines’ Hemispheres: business professionals (4%) & professionals (71%). Figure 13 -12

Advantages of In-Flight Advertising l A captive audience l l Cost l l l The audience in an airplane cannot leave the room. United Airlines vs. Forbes & Fortune SKY-TV vs. The Wall Street Journal Segmentation Capabilities l Reach specific demographic groups as well as specific destination.

Disadvantages of In-Flight Advertising l l Irritation Limited availability Lack of attention Wearout