471 final exam

Support media

nontraditional media used to reinforce messages sent to target markets through other more "dominant" and/or more traditional media

alternative media

A term commonly used in advertising to describe support media (1)

below-the-line media

A term used to refer to support media whose costs are not assigned directly to advertising and/or promotional budgets.

nonmeasured media

a term commonly used in the advertising industry to describe support media (2)

nontraditional media

Newer media, including various forms of support media such as entertainment marketing, guerrilla marketing, product placements, and the like, as well as Internet and interactive media, such as blogs, podcasts, and more.

out of home (OOH) advertising

the variety of advertising forms including outdoor, transit, skywriting, and other media viewed outside the home

digital out of home media

Traditional out-of-home media

(billboards, transit ads, etc.), now presented in a digital format.

aerial advertising

a form of outdoor advertising where messages appear in the sky in the form of banners pulled by airplanes, skywriting, and on blimps

mobile billboard

An out-of-home medium in which advertisements are able to be transported to different locations (signs painted on automobiles, trailers pulling billboards, and the like).

in-store media

Advertising and promotional media that are used inside of a retail store such as point-of-purchase displays, ads on shopping carts, coupon dispensers, and display boards.

transit advertising

advertising targeted to target audiences exposed to commercial transportation facilities, including buses, taxis, trains, elevators, trolleys, airplanes, and subways

inside cards

a form of transit advertising where messages appear on cards or boards inside of vehicles such as buses, subways, or trolleys

outside posters

Outdoor transit posters appearing on buses, taxis, trains, subways, and trolley cars.

terminal posters

Floor displays, island showcases, electronic signs, and other forms of advertisements that appear in train or subway stations, airline terminals, and the like.

promotional products marketing

the advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives

-formerly known as specialty advertising

specialty advertising

An advertising, sales promotion, and motivational communications medium that employs useful articles of merchandise imprinted with an advertiser's name, message, or logo.

-now more commonly known as promotional products marketing

Yellow Pages

A telephone directory providing names of companies that provide specific products and/or services; the final link in the buying cycle

directional medium

Advertising media that are not used to create awareness or demand for products or services but rather to inform customers as to where purchases can be made once they have decided to buy. The Yellow Pages are an example

branded entertainment

The combined use of an audio-visual program (such as TV, radio, podcast, or videocast) and a brand to market a product or service. The purpose is to entertain, while at the same time provide the opportunity for brands or products to be promoted.

product placement

a form of advertising and promotion in which products are placed in television shows and/or movies to gain exposure

product integration

the act of integrating the product into television program content

advertainment

Media combining the use of advertising and entertainment

advergame

Online game designed to promote a product and/or brand.

Forms of nontraditional support media

-branded entertainment**

-guerilla marketing**

-place-based media**

-parking lot ads

-gas station pump

-manhole covers

-inside restroom stalls

-bus shelters

-grocery stores

-hubcaps

-cell phones

-people's bodies

Pros of Out-of-Home (outdoor) Advertising

-wide coverage of local markets

-frequency

-geographic flexibility

-creativity

-ability to create awareness

-efficiency

-effectiveness

-production capabilities

-timeliness

Cons of out of home (outdoor) advertising

-waste coverage

-limited message capabilities

-wearout

-cost

-measurement problems

-image problems

pros of transit advertising

-exposure

-frequency

-cost

cons of transit advertising

-reach

-mood of the audience

What is considered the "final link" in the buying cycle?

Yellow Pages because they do not create awareness or demand for products or services; rather, once consumers have decided to buy

Promotional Products Association International

the trade organization of specialty advertising

pros of promotional product marketing

-selectivity

-flexibility

-frequency

-cost

-goodwill

-high recall

-supplementing other media

cons of promotional product marketing

-image

-saturation

-lead time

-reach

pros of branded entertainment

-exposure

-frequency

-support for other media

-source association

-cost

-recall

-bypassing regulations

-acceptance

-targeting

cons of branded entertainment

-high absolute cost

-time of exposure

-limited appeal

-lack of control

-public reaction

-competition

-negative placement

-clutter

guerilla marketing

marketing activity in which a firm "ambushes" consumers with promotional content in places they are not expecting to encounter this kind of activity

types of branded entertainment

-product placement

-product integration

-advertainment

-advergames

-content sponsorship

-ad-supported video on demand

-guerilla marketing

misc:

-parking lot ads

-gas station pump ads

-place-based media