Chapter
chapter18
Using Out-of-Home, Exhibitive, and Supplementary Media
Factors advertisers consider when evaluating various out-of-home, exhibitive, and supplementary media
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin Contemporary Advertising, 11e
18-3
Chapter 18 Objectives
Discuss the pros and cons of outdoor advertising
Explain how to measure outdoor media exposure
Detail transit advertising options
Describe the types of standard outdoor advertising structures
Discuss the importance of exhibitive media in a company’s marketing mix
Identify the influences on the cost of transit and other out-of-home media
Identify several types of supplementary media
Explain issues advertisers face when changing packaging
18-4
Out-of-Home Media
Insert ex. 18-1, p. 580
Breakdown of out-of-home media Usage rates of out-of-home media
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
18-5
Outdoor Advertising
One of Garcia’s “Angel in Red” billboards
Insert photo 18.1, p. 579
Garcia’s Angel in Red billboard
Position = centered horiz., 2.15” vertical
Size = 7.11” WIDE
Resolution: 300 dpi
18-6
Outdoor Advertising
Standardized Outdoor Advertising
Bulletin Structures 30-Sheet Posters
Spectaculars 8-Sheet Posters
18-7
Outdoor Advertising
Insert photo 18.2, p. 581
Sonrisal billboard advertisement
Position = 2.9” horiz., 1.5” vertical
Brazilian ad for Sonrisal is an unusual example of a billboard
Size = 5.7” WIDE
Resolution: 300 dpi
18-8
Buying Outdoor Advertising
Insert ex. 18-3, p. 585
Locations of 30- sheet posters for a 100-showing in Baton Rouge Baton Rouge billboard locations
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL
Resolution: 300 dpi
18-9
Regulation of Outdoor Advertising
Highway Beautification Act (1965)
Scenic Byways Amendment (1995)
State Regulation and Bans
18-10
Transit Advertising
Insert photo 18.14, p. 594
Innovative Taco Bell ad on hubcap of taxi
Transit Ad Types
Taxicab hubcap ad for Taco Bell
Terminal Posters
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL
Transit Shelters
Inside/Outside Cards & Posters
Resolution: 300 dpi
18-11
Buying Transit Advertising
Full (100) Showing: 1 ad in each vehicle in the system
Special Transit Buys
Basic Bus
Take Ones
Bus-o-Rama Signs
Total Bus/ Bus Wrap
Brand Trains
Immersive Advertising
18-12
Other Out-of-Home Media
Insert photo 18.15, p. 595
Advertising can appear on postal stamps Stamp advertisement
Trucks
Position = 2.9” horiz., 1.5” vertical
Electronic Signs
Size = 5.7” WIDE
Parking Meters
Pay Phones
Resolution: 300 dpi
18-13
Exhibitive Media
Insert photo 18.17, p. 598
Bags as advertisements
Franc franc’s bags advertise the store
Packaging
Position = 0.35” horiz., 0.4” vertical
Size = 5.75” TALL
Design
Green Packaging
FDA and NLEA
Manufacturing
Resolution: 300 dpi
18-14
Exhibitive Media
Trade Show Booths and Exhibits
Planning
Promotion
People
Productivity
18-15
Exhibitive Media
Insert ex. 18-6, p. 599
How customers learn about trade shows
How customers learn about trade shows
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL
Resolution: 300 dpi
18-16
Insert ex. 18-8, p. 601
Overall advertising reach from media combinations
Position = 0.35” horiz., 0.4” vertical
Supplementary Media Advertising reach when combined with yellow pages
Size = 5.75” TALL
Directories
Yellow Pages
Local Businesses
Ride-Alongs
Resolution: 300 dpi
18-17
Supplementary Media
Insert photo 18.19, p. 600
Fossil Watch tins Fossil tins: useful and appealing packaging
Premiums
Position = 2.9” horiz., 1.5” vertical
Cinema Ads
Size = 4.6” TALL
Product Placement
ATMs
Resolution: 300 dpi
