Chapter 13

Support
Media

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 Learning Objectives
 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
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 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

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Other Terms for Support Media
Alternative media

Below-the-line media

Nonmeasured media

Nontraditional media

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 Figure 13.1 - 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

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 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
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 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

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 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

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 Transit Advertising
 Targets people who are exposed to commercial
transportation facilities
 Gained popularity due to:
 Increased number of women in the work force
 Audience segmentation
 People spending more time outdoors

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 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

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Advantages of Outdoor Advertising
Wide coverage of local markets

Frequency and Geographic flexibility

Creativity

Ability to create awareness

Efficiency and effectiveness

Production capabilities

Timeliness

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Disadvantages of Outdoor Advertising
Waste coverage

Limited message capabilities

Wearout

Cost

Measurement problems

Image problems

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 Advantages and Disadvantages of
Transit Advertising

Advantages
• Exposure
• Frequency
• Cost

Disadvantages
• Reach
• Mood of the audience

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Sources of Audience Measurement in
Out-of-Home Media
Competitive Media Reports

Simmons Market Research Bureau

Point of Purchase Advertising Institute

Outdoor Advertising Association of America

Traffic Audit Bureau

Scarborough

American Public Transportation Association

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 Promotional Products Marketing
 Promotional medium or method that uses the
following promotional products
 Ad specialties
 Premiums
 Business gifts
 Awards
 Prizes
 Commemoratives

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 Specialty Advertising
 Employs imprinted, useful, or decorative products
for:
 Advertising
 Sales Promotion
 Motivational Communication
 Distributed free

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 Advantages and Disadvantages of
Promotional Products Marketing
Advantages Disadvantages
 Selectivity  Image
 Flexibility  Saturation
 Frequency  Lead time
 Cost  Reach
 Goodwill
 High recall
 Supplementing other media

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 Measurement in Promotional Products
Marketing
 Specialty advertising does not have an established
ongoing audience measurement system
 Studies show that:
 Promotional products have a positive impact on
brand image
 Brand impressions and purchase intent improves by
adding promotional products to integrated media
mix

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 Yellow Pages Advertising
 Is declining due to increased preference for online
directories
 Yellow Pages are referred to as a directional
medium
 Directional medium: Ads do not create awareness
or demand for products or services but provide the
location

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 Advantages and Disadvantages of
Movie Theater Advertising
Advantages Disadvantages
 Exposure  Irritation
 Emotional attachment  Cost
 Cost
 Attention
 Clutter
 Proximity
 Segmentation
 Integration

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 Branded Entertainment
 Blends marketing and entertainment through
television, film, music talent, and technology
 Methods
 Product placements: Refers to advertising within
another program
 Product integration: Placement is integrated
throughout the program content and/or script

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 Methods of Branded Entertainment
 Advertainment: Creation of audio-visual content
to entertain users while advertising products
 Advergames: Online games that are designed to
promote products
 Content sponsorship
 Ad-supported video on demand (VOD)
 Others

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 Advantages and Disadvantages of
Branded Entertainment
Advantages Disadvantages
 Exposure  High absolute cost
 Frequency  Time of exposure
 Support for other media  Limited appeal
 Source association  Lack of control
 Cost  Public reaction
 Recall  Competition
 Bypassing regulations  Negative placements
 Acceptance and targeting  Clutter

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 Guerrilla Marketing
 Nontraditional method of marketing
 Known as:
 Stealth
 Street
 Buzz
 Ambush
 Viral marketing

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 Miscellaneous Other Media
Videogame ads

Parking lot ads

Gas station pump ads

Place-based media

Others

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 Advantages and Disadvantages of
Miscellaneous Alternative Media
Advantages Disadvantages
 Awareness and attention  Irritation
 Cost efficiencies  Wearout
 Targeting

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