Chapter 13 Flashcards
(30 cards)
support media
used to reach people in the target market the primary media may not have effectively reached and to reinforce, or support, their meddages
alternative media, below-the-line media, nonmeasured media, and nontraditional media
terms which describe a vast variety of channels used to deliver communications and to promote products and services
out-of-home advertising
outdoor advertising – IE: billboards, street furniture, alternative media, transit
digital out-of-home media
digital outdoor media comes video advertising networks (outdoor videos) and digital billboards
aerial advertising
skywriting, blimps, banners
mobile billboards
painted trucks and vans
in-store media
in-store ads, aisle displays, store leaflets, shopping cart signage
transit advertising
commercial transportation advertising: taxis, trains, buses, airplanes
inside cards
cards placed above the seats and luggage areas, within restaurant menus
outside posters
may appear on sides, backs, roofs; of buses, taxis, trains, or subways
terminal posters
posters within hallways of airports
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” – more up-to-date name for what used to be called specialty advertising
specialty advertising
has a new definition: a medium of advertising, sales promotion, and motivational communication employing imprinted, useful, or decorative products called advertising specialties, a subset of proportional products
yellow pages
most popular form of advertising – account for $31 billion worldwide in advertising expenditures – referred as a directional medium
directional medium
point consumers who have already decided to buy a service/product in the right direction to purchase a service/product
branded entertainment
a form of advertising that blends marketing and entertainment through television, film, music talent, and technology
product placement
a brand in embedded within the script or program setting so that the image is not intrusive
product integrations
a product is woven throughout the program or becomes the program itself, somewhat like product placement although takes more space within a program
advantages of outdoor advertising (9)
(1) wide coverage of local markets
(2) frequency
(3) geographic flexibility
(4) creativity
(5) ability to create awareness
(6) efficiency
(7) effectiveness
(8) production capabilities
(9) timeliness
disadvantages of outdoor advertising (6)
(1) waste coverage
(2) limited message capabilities
(3) wear out
(4) cost
(5) measurement problems
(6) image problems
advantages of transit advertising (2)
(1) exposure
(2) frequency
disadvantage of transit advertising (2)
(1) reach
(2) mood of the audience
advantages of promotional products marketing (7)
(1) selectivity
(2) flexibility
(3) frequency
(4) cost
(5) goodwill: favorable impression of the advertiser
(6) high recall: name and message can be recollected
(7) supplementing other media
disadvantages of promotional products marketing (3)
(1) image: the image may be cheapened by a poorly designed advertising form
(2) saturation: essentially can be cluttered if too many companies use this form of advertisement
(3) lead time