TAILIEUCHUNG - Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 13 - George E. Belch, Michael A. Belch

Chapter 13 - Support media. The main goals of this chapter are: To examine the role of support media in the IMC program, to recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program, to develop an understanding of the advantages and disadvantages of support media, to know how audiences for support media are measured. | Chapter 13 Support Media Support Media Uses a variety of non traditional channels to deliver communications and to promote products and services Role Reach target audience that primary media may not have effectively reached Reinforce or support primary media messages Figure - Out-of-Home Media: A Diverse Cross Section of Formats Comprise Outdoor Advertising Today Source: Reprinted with permission of Outdoor Advertising Association of America, Inc Outdoor Advertising Factors contributing to its success Increase in the number of: Women in the work force Vehicles on the road Ability to remain innovative through technology Digital out-of-home media Video advertising networks Digital billboards Ambient advertising Alternative Out-of-Home Media Aerial advertising Outdoor advertising incorporating use of airplanes pulling banners, skywriting, and blimps Not expensive and reaches specific target markets Mobile billboards: Devices that carry advertisements and are mobile Costs depend on the area and the mobile board company’s fees In-Store Media Reach shoppers at the place where they buy Include: In-store ads Aisle displays Store leaflets Shopping cart signage In-store TV Types of Transit Advertising Inside cards Placed above the seats and luggage area inside public transport vehicles Outside posters Appear on the sides, backs, and/or roofs of buses, taxis, trains, and subway and trolley cars Station, platform, and terminal posters Advantages of Outdoor Advertising Wide coverage of local markets Frequency and Geographic flexibility Creativity Ability to create awareness Efficiency and effectiveness Production capabilities Timeliness Relation to Text This slide relates to page 462 of the text. Summary Overview This slide summarizes the advantages of using outdoor advertising. Disadvantages of Outdoor Advertising Waste coverage Limited message capabilities Wearout Cost Measurement problems Image problems

• Marketing - Bán hàng
• Marketing communications
• Integrated marketing communications
• Integrated marketing program
• Communication process
• Support media
• Outdoor advertising
• Lectures Marketing management
• Marketing management
• Managing integrated marketing communications
• The role of marketing communications
• Developing effective communications
• Deciding on the marketing communications mix
• Promotional program
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• Marketing strategy
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• Lecture Principles of marketing
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• Advertising agencies
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