Chapter 13

Support Media

Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Advantages of Outdoor
Advertising
• Wide coverage of local markets
• Frequency
• Geographic flexibility
• Creativity
• Ability to create awareness
• Efficiency
• Production capabilities
©The McGraw-Hill Companies, Inc., 1998
Slide 13-1
 Disadvantages of Outdoor
Advertising
• Waste coverage
• Limited message capabilities
• Wearout
• Cost
• Measurement problems
• Image problems
Slide 13-2
Irwin/McGraw-Hill
©The McGraw-Hill Companies, Inc., 1998
 Types of Transit Advertising

• Inside cards
• Outside posters
• Station, platform, and terminal
posters

Slide 13-3
Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998
 Advantages of the Yellow Pages

• Wide availability
• Action-oriented ads
• Cost
• High frequency of exposure
• Nonintrusive
Slide 13-4
Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998
 Disadvantages of the Yellow Pages

• Highly fragmented markets

• Timeliness
• Lack of creativity
• Long lead times for ad
placements
Slide 13-5
Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998
 How People Feel about Video Ads

How annoying are video

Do people watch ads on
ads?
video?
32.50% 1.00%

57.00%
36.30%
42.00%
Not at all Fast-
31.20% forward
Very Don't
Somewhat know
Watch

Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998 Slide 13-6

 Advantages of Product Placement

• Exposure
• Frequency
• Support for other media
• Source association
• Cost
• Recall
Irwin/McGraw-Hill ©The McGraw-Hill Companies, Inc., 1998 Slide 13-7
Disadvantages of Product
Placement

• High absolute cost

• Time of exposure
• Limited appeal
• Lack of control
• Public reaction
• Competition
Slide 13-8
• Negative placement
©The McGraw-Hill Companies, Inc., 1998