Chapter 14 Advertising Flashcards

out-of-home media: Media that reach prospects outside of their homes. There are more than 30 different types of out-of-home media. The most common out-of-home media are on-premise signs.
Media that reach prospects outside their homes, like outdoor advertising, bus and taxicab advertising, subway posters, and terminal advertising, are part of the broad category of out-of-home media.

uses scientifically located structures to deliver an advertiser’s message in markets around the world.
In the U.S. today, there are approximately 400,000 outdoor ad structures maintained by some 3,000 outdoor companies, known as plants Plant operators (outdoor advertising companies who own and maintain outdoor structures) find suitable locations, lease or buy the property, acquire the necessary legal permits, erect the structures in conformance with local building codes, contract with advertisers for poster rentals, and post the panels or paid bulletins.--some big companies own these, some small

Billboards (largest percent) - lowest CPM, $600/month, up with premium location (outdoor)Cinema (3rd)Transit (2nd)Street FurnitureAlternative
Many different forms but are growing and popular, look out for emerging media! anywhere goes!

Standardized structures come in three basic forms: bulletins, 30-sheet poster panels, and eight-sheet posters. Some companies use the nonstandard “spectacular” for extra impact
Bulletins are used to display hand-painted or computer generated vinyl images. They create a high-impact, long term message in the market place. The large, full-color displays offer prestige, dominance and advertising continuity. Bulletin panels are found on freeways and arteries. Their large size allows for eye-popping cut-out extensions. Bulletins are meant for long use. Bulletin structures work best where traffic is heavy andvisibility is good. They may be painted in sections at the shop, and then transported to the site. They are usually custom made; are larger and longer than posters (14 × 48 feet); are usually illuminated; are repainted several times each year; and may be three-dimensional or have cutouts that extend beyond the frame (e.g., time and temperature units, called jump clocks). Painted bulletins can be justified financially by a rotary plan, in which the bulletins are moved to different choice locations in the market every month or two.

Thirty sheet posters are located on freeways, major arteries, and secondary streets, providing wide-area coverage. With a 30 sheet poster showing, you will blanket the market with your advertisement. The 30-sheet poster panel (12 × 25 feet for a standard billboard) costs less per unit than a bulletin. It is the basic outdoor advertising structure. It is printed at a lithography or screen plant, then assembled and hung by hand at the site.(no huge printer do it in parts, taped like wallpaper)
Stock posters are ready-made and available in any quantity at a cost that is reasonable for local advertisers
Eight sheet posters are found along surface streets throughout the market. Eight-sheet Posters (or junior panels) offer a 5 × 11 foot printing area on a 6 × 12 panel surface. They are an excellent medium for point-of-purchase coverage and for viewing by pedestrians.

As a national and global medium, outdoor advertising has achieved great success. It is the one medium that carries a message 24 hours a day, seven days a week, without interruption. It’s never turned off, zipped, zapped, put aside, or left unopened. In addition, it’s big. Some experts now refer to billboards as the last mass medium. In 2004, U.S. advertisers spent $5.8 billion in standardized outdoor advertising. 2011- spent 6.4 bill on outdoor ads
--have diff types- can also be creative, sideways fitness, use surroundings with bubblegum, razor and grass, south of border, digital mini hey jim is personal medium, soccer bridge,
Good when hard to ID TM, ex. travelers, may or may not have radio, not from a specific place-becoming more digital, clever, sophisticated but this is more expensive as a startup for plant, variable lower no painting etc, can now target with time of day, etc, price down over time, risk is too many messages

giant electronic signs that incorporate movement, color, and flashy graphics in order to grab attention in high-traffic areas; they are very expensive to produce and are found primarily in the world’s largest cities, e.g., Tokyo, New York, and Las Vegas.type of outdoor ad

Regulation of Outdoor Advertising •Highway Beautification Act of 1965 on federally subsidized roads •Some states prohibit outdoor advertising altogether-- can't have too many, clutter road Buying Outdoor Advertising –100 Showing •100 GRPs daily potential –can be measured using historical Daily Effective Circulation (DEC) or the newer Eyes on Impressions (EOI) method –Location is key for effective outdoor advertising(size, how far away from road, angle, all factors in)

Pros •Accessibility •Reach •Frequency •Geographic flexibility •Demographic flexibility •Cost •Impact •Creative flexibility •Location*easy access if hard to get a TM

Cons •Fleeting message •Environmental influence •Audience measurement •Control •Long lead time •Planning & Costs •Availability of locations •Visual Pollution*quality ranges a lot, people stop paying attention

Inside cards are placed in a wall rack above a vehicle windshield & can be reversed to save expenses- printed both sides to save money Outside posters are used on the outside of buses, good for urban audienceex. in metro-tvs with ads/news, etc., wells fargo all over bus, cough out exhaust, shark for national geographic, creative allover bus, perfect match with london

–Unit of purchase is a showing –A full showing (100 showing) means that one card will be in each vehicle in the system –Can also purchase half or quarter showings

•Transit Shelters –reaches virtually everyone who is outdoors –inexpensive –often available where billboards are not permittedexs. punching bag, toilets, milk and cookies smell,

•Terminal Posters –in bus, subway and
train stations –one, two and
three-sheet postersex. posters in wall of terminal, beer holding in subway,

Station Domination" enables a single advertiser to blanket the traditional media within a terminal and to enhance the display with special sites strategically placed in high-traffic areas. The result is a virtual exhibit that surrounds the consumer with multiple messages throughout their commute. With so many sites in one high-profile location, these sponsorship venues are ideally suited to advertisers who have an umbrella message to impart with multiple facets. The overall concept of Station Domination is to create a "surround-site" experience. immersive advertising