University:
California State University, Northridge
Course:
MKT 440 | Integrated Marketing Communications
Academic year:

2023
Views:

191

Pages:

2
Author:

Hallie Randolph

Out of Home, Exhibitive, and Supplementary media - Out of home media & advertising - Out of home: media that reaches consumers outside of home - There are more than 100 different types (on-premise signs - most common) - On premise signs: promote a place of business (target bullseye) - Outdoor advertising: billboards and posters - Bulletins: work well when they can be read and during high traffic times - junior posters, poster panels: cost effective, juniors are just smaller - Spectaculars: giant electronic signs with movement and flashy vibes, very expensive, cities - Who owns billboards? - Individually owned or by large outdoor ad media companies - Build install and rent locations - Advantages of outdoor ads - Reach → same money, ppl see them many times - Frequency - Geographic flexibility - Low cpm - Location - Creativity → lights colors - Disadvantages of outdoor ads - Fleeting message - Planning and costs → takes time - - Measurement → audience hard to measure - Image → some people see them as visual pollution Regulation of outdoor advertising - Highway beautification act 1965 - Maine nh Audience estimation with outdoor ads - Outdoor ads are sold from showings - Showings = impressions but no guarantee - The basic unit of sale for billboards and posters is 100 showing - Showing of 100 reaches 88% of adults over 30 days - A certain number showing is the percentage of the local population who will see you advertising message every day - Transit advertising: category of out of home media - Transit shelters: reaches everyone outside, very inexpensive, good for places that have restrictions - Terminal posters: bus, subway, train, airline - inside/outside cards & posters: printed and placed outside a vehicle - - Audience estimation with transit - When buying transit an advertiser buys a “showing” - Full showing (or No.100 showing) - Half showing (or No.50 showing) - Quarter showing (or No.25 showing) - Discounts available for 3 6 9 month contracts - Ex: Other - Exhibitive media - Product packaging - Important 70% - 4 MAJOR WAYS - Protects, preserves, informs, & promotes - Trade show booths and exhibits - There are more than 14,000 industrial, scientific, medical trades shows each year - An important global medium - everyone there - Supplementary advertising - Specialty advertising - Advertising specialties - useful? Many said YES! - Articles with company logos on them - Mugs hats pens anything you can think of - Banks sports teams colleges who else - Premiums → usually a bit more valuable bear no ad message - Not associated with the same company - Only for those who buy - Emerging media - Cinema advertising - Product placement - ATMs - Boarding pass...etc

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California State University, Northridge MKT 440 | Integrated Marketing Communications

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