Marketing Communications - Chapter 20

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Signage and Pointof CHAPTER 20 Purchase Communications © 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook All rights reserved. The University of West Alabama Eighth Edition
Chapter Objectives After reading this chapter you should be able to: 1. Appreciate the role and importance of on-premise business signage. 2. Review the various forms and functions of on-premise signage. 3. Appreciate the role and importance of out-of-home, or off-premise, advertising. 4. Understand billboard advertising’s strengths and limitations. 5. Appreciate the role and importance of point-of- purchase advertising. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–2
Chapter Objectives (cont’d) After reading this chapter you should be able to: 6. Review evidence of P-O-P’s role in influencing consumers’ in-store decision making. 7. Examine empirical evidence revealing the effectiveness of P-O-P displays. 8. Appreciate the importance of measuring audience size and demographic characteristics for out-of-home as well as in-store advertising messages. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–3
Introduction Signage and Point-of-Purchase Marcom Out-of-Home On-Premise Point-of-Purchase Advertisements Business Signage (P-O-P) Messages © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–4
On-Premise Business Signage • On-premise Business Signs  Provide new customers with their first knowledge of Provide the company and first impression of the company the  Considered the most cost-effective and efficient form Considered of communication available to retail businesses of • Importance of Signage  Legible, conspicuously placed signage, easily Legible, discernable and understood by the public is essential to the survival of many businesses to © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–5
Types of On-Premise Signs • Free-Standing • Building-Mounted Free-Standing Building-Mounted (Unattached) Signs (Attached) Signs (Unattached) (Attached)  Monument signs  Projecting signs  Pole signs  Wall signs  A-frame (sandwich-board)  Roof signs A-frame signs signs  Banners  Portable signs  Murals  Inflatable signs  Canopy and awning signs © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–6
Figure 20.1 Illustration of Free-Standing Sign © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–7
Figure 20.2 Illustration of Building-Mounted Sign © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–8
The ABCs of On-Premise Signs A Attract new customers B Brand the retail site in consumers’ minds C Create impulse buying decisions Signage characteristics that enable walkers or Conspicuity drivers and their passengers to distinguish a sign from its surrounding environment. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–9
Out-of-Home (Off-Premise) Advertising • Out-of-Home (OOH) Advertising  Is the oldest form of advertising  Is seen by consumers while they in transit to a Is destination or away from home destination  Is regarded as of major importance but Is supplementary to other forms of advertising supplementary  Has many delivery modes: Billboards, bus shelters, street furniture, shopping-  mall displays, transit vehicles, skywriting, blimps © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–10
Forms of Billboard Ads Poster Panels Painted Bulletins Major Forms of Billboard Advertising Digital (Electronic) Billboards Specialty Boards © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–11
Forms of Billboard Ads (cont’d) Poster • Located alongside highways in heavily traveled locales Poster Panels Panels • Silk-screened or lithographed • Sold on a monthly basis Painted • Are hand painted directly on the billboard Painted Bulletins Bulletins • Purchased for a 1-3 year period • Achieve a consistent and relatively permanent presence Electronic • Capable of rotating ads frequently Electronic (Digital) • Can be integrated with ads in other media Billboards Billboards • Outlawed in some areas as distracting to drivers and a Outlawed form of visual pollution form Specialty • Use different artistic and graphical techniques to present Specialty Use Billboards advertising messages in an especially engaging and Billboards © 2010 South-Western, away of creative part creative Cengage Learning. All rights reserved. 20–12
Neiman Marcus Interactive Media Wall Figure 20.3 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–13
Specialty Billboard for a Fitness Center Figure 20.4 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–14
Buying Billboard Advertising • Plants  Are companies that own the billboards on which Are outdoor advertising space is purchased outdoor • Showing  Is the percentage of the population exposed to an Is advertiser’s messages quoted in increments of 25: advertiser’s #25 = 25% of population exposed  • Gross Rating Points (GRPs)  Represent the percentage and frequency of an Represent audience an advertising vehicle is reaching audience © 2010 South-Western, a part ofof the population  One outdoor GRP = 1% Cengage Learning. All rights reserved. 20–15
Billboard Advertising’s Billboard Strengths and Limitations Strengths • Strengths • Limitations  Board reach and high  Nonselectivity Board frequency frequency  Short exposure time  Geographic flexibility  Difficult to measure Difficult  Low cost per thousand audience size and characteristics characteristics  Substantial brand Substantial identification  Environmental identification Environmental concerns concerns  Opportune purchase Opportune © 2010 South-Western, a part of reminder reminder Cengage Learning. All rights reserved. 20–16
Figure 20.5 Humans Playing Soccer on a Japanese Billboard © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–17
Measuring Billboard Audience Size and Characteristics • Typical Media Buying Decision Factors  The size of the audience reached and the average The OTS frequency of the media  The demographic characteristics of audiences The reached by the chosen media vehicles reached • OOH Measurement Problem  Developing ways to determine the characteristics of Developing outdoor audiences outdoor  Nielsen Personal Outdoor Devices (Npods) may Nielsen © 2010 South-Western, a part of provide better information about audiences provide Cengage Learning. All rights reserved. 20–18
Figure 20.6 Illustrations from the Outhouse Springs Billboard Campaign © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–19
A Transit Advertisement for SmartWater Figure 20.7 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–20