MKTG 313 Study Guide - Spring 2018, Comprehensive Midterm Notes - Lincoln Mkt, Customer Relationship Management, Sales
12 Oct 2018
School
Department
Course
Professor
MKTG 313
MIDTERM EXAM
STUDY GUIDE
Fall 2018
Support Media - Lecture #1
Support media are referred to by several titles, among them alternative media, below-the-
line media, nonmeasured media, and nontraditional media.
These terms describe a vast variety of channels used to deliver communications and to
promote products and services.
In this chapter we will discuss many of these media (though, as you might imagine, it
would be impossible for us to discuss them all).
• Many advertisers, as well as the top 100 advertising agencies, have increased
their use of support media, and as new alternatives are developed, this use will
continue to grow.
• Given the rapid emergence of a variety of new media, we will further divide
support media into traditional and nontraditional support media categories.
• There are actually hybrids as well because some traditional media have adapted
to the new media environment by updating their offerings.
• There is no particular necessity for this further distinction other than to
demonstrate that many of the various forms of support media have been around
for quite some time, while others have surfaced only recently.
• Let us examine some of these in more detail.
TRADITIONAL SUPPORT MEDIA
Out of home (OOH) advertising - media encompass many advertising formats found out
of the home
As can be seen, the Outdoor Advertising Association of America (OAAA) categorizes
these media as out of home—including billboards, street furniture, place-based media,
and transit
find more resources at oneclass.com
find more resources at oneclass.com
Out of Home Advertising (OOH)
• OOH advertising has probably existed since the days of cave dwellers.
• Both the Egyptians and the Greeks used it as early as 5,000 years ago.
• OOH is certainly one of the more pervasive communication forms, particularly if you live
in an urban or suburban area.
• While showing steady growth since 2000, OOH advertising—like most other media—
saw a decline in billings during the recession but is now again on the increase with
expenditures of approximately1$7.3 billion in 2015—a total of approximately 5 percent of
all advertising dollars.
• The medium was once dominated by tobacco advertisers (25 percent of its $1.5 billion
revenue came from cigarette advertising in 1991), so there were concerns in the industry
when an agreement was reached with 46 states in November 1998 to ban all cigarette
ads.
• Increased expenditures from local services and amusements, insurance, real estate, and
telecom companies have more than made up for the losses.
• Companies like McDonald’s, Apple, Verizon, Warner Brothers, Samsung, AT&T, and
Coca-Cola are some of the top spenders in this medium.
1. Miscellaneous services and amusements
2. Retail
3. Media and advertising
4. Restaurants
5. Public transportation, hotels, and resorts
6. Financial
7. Insurance and real estate
8. Government, politics, and organizations
9. Communications
10. Automotive dealers and services
Digital Out of Home (DOOH)
One of the fastest-growing out of home industries is that of digital out of home (DOOH) media.
DOOH media take three forms:
(1) video advertising networks, which include digital video screens that appear in offices, stores,
theaters, inside transit networks, and entertainment venues such as health clubs, sporting
arenas, bars, and restaurants;
(2) digital billboards, or screens that transmit in LED (light-emitting diode) or LCD (liquid crystal
display) technologies. Digital billboards include large boards found at sports and entertainment
venues, retail locations (like malls), in transit locations (terminals, etc.), and at roadsides or
large traffic locations.
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Support media are referred to by several titles, among them alternative media, below-the- line media, nonmeasured media, and nontraditional media. These terms describe a vast variety of channels used to deliver communications and to promote products and services. Out of home (ooh) advertising - media encompass many advertising formats found out of the home. As can be seen, the outdoor advertising association of america (oaaa) categorizes these media as out of home including billboards, street furniture, place-based media, and transit. Increased expenditures from local services and amusements, insurance, real estate, and telecom companies have more than made up for the losses: companies like mcdonald"s, apple, verizon, warner brothers, samsung, at&t, and. Coca-cola are some of the top spenders in this medium: miscellaneous services and amusements, retail, media and advertising, restaurants, public transportation, hotels, and resorts, financial, insurance and real estate, government, politics, and organizations, communications, automotive dealers and services.
