Advertising and Promotion Belch 11th - Chapter 13

support media

those media used to support or 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

below-the-line media

a term used to refer to support media whose costs are not assigned directly

nonmeasured media

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

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, coupons 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

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.

yellow pages

A telephone directory providing names of companies that provide specific products and/or services

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 of a directional medium.

branded entertainment

The combined use of an audiovisual program (such as TV, radio, podcast, or videocast) and a brand to market a product or service. The purpose of this kind of program 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 (for example, in-game advertising, advergaming).

advergame

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