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Figure 13.1 - Out-of-Home Media: A Diverse Cross Section of Formats Comprise Outdoor Advertising Today

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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 out­of­home media

 Video advertising networks

 Digital billboards

 Ambient advertising

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Alternative Out­of­Home 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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McGraw-Hill Education.



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In­Store Media

 Reach shoppers at the place where they buy

 Include:

 In­store ads

 Aisle displays

 Store leaflets

 Shopping cart signage 

 In­store TV



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McGraw-Hill Education.



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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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McGraw-Hill Education.



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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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McGraw-Hill Education.



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Disadvantages of Outdoor Advertising

Waste coverage

Limited message capabilities

Wearout

Cost

Measurement problems

Image problems

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McGraw-Hill Education.



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Advantages and Disadvantages of 

Transit Advertising

Advantages

• Exposure

• Frequency

• Cost



Disadvantages

• Reach

• Mood of the audience

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McGraw-Hill Education.



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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of McGraw-Hill Education.



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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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McGraw-Hill Education.



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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McGraw-Hill Education.



Advantages and Disadvantages of 

Movie Theater Advertising

Advantages

 Exposure

 Emotional attachment



Disadvantages

 Irritation

 Cost



 Cost

 Attention

 Clutter

 Proximity

 Segmentation

 Integration

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of McGraw-Hill Education.



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