广告学教学资源(PPT、教师手册、习题、案例分析) Chap_014
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– approximately 450,000 outdoor ad structures in the US, maintained by about 3000 plants
14-5
Pros and Cons of Outdocessibility – Reach – Frequency – Geographic Flexibility – Demographic Flexibility – Cost – Impact – Creative Flexibility – Location
14-6
Outdoor Advertising
• Types of the Outdoor Advertising
– Bulletins – 20-sheet poster panels – eight-sheet posters – nonstandard spectacular
14-7
Outdoor Advertising
Out-of-Home, Direct Mail, and Specialty Advertising
Chapter 14
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
– electronic billboards are changing how outdoor advertising works
• Buying Outdoor Advertising
– 100 Showing
• 100 GRPs daily • theoretical
– can be measured using historical DEC or the newer EOI methods
– Location is key for effective outdoor advertising
• Bulletins
– 14 by 48 feet – painted displays are normally lighted – some can be three-dimensional or have cut-outs
14-8
Outdoor Advertising
• Poster Panels
14-11
Outdoor Advertising
• Technology in Outdoor Advertising
– GPS systems can help advertisers see with bulletin boards are located.
– some companies use digital videos to show billboards in use
off, zipped, zapped, pushed aside or left unopened
14-4
Outdoor Advertising
• Standardization of the Advertising Industry
– standardized outdoor advertising uses scientifically located structures to deliver an advertiser’s message
14-2
Out-of-Home Media
• Out-of-Home Media
– Billboards – Cinema – Transit – Street Furniture – Alternative
14-3
Outdoor Advertising
– Probably the first advertising medium used – lowest CPM of any major medium – Can never be turned
– 30-sheet poster panel (standard billboard) – eight-sheet poster panels (typically in urban areas)
• Spectaculars
– giant electronic signs as in Times Square in NYC
Learning Objectives
• LO1: Discuss the various types of outdoor advertising and its pros & cons.
• LO2: Describe how outdoor advertising is purchased. • LO3: Discuss the various types of transit advertising
14-9
✓ Why can’t outdoor advertising communicate with the same depth as other media?
✓ Which form of outdoor advertising is the most widely used?
14-10
Outdoor Advertising
and its pros & cons. • LO4: Discuss the various types of direct mail and its pros & cons. • LO5: Describe the basic components of direct mail advertising. • LO6: Explain the value of advertising specialties
• Cons
– Fleeting Message – Environmental Influence – Audience Measurement – Control – Planning and Costs – Availability of Locations – Visual Pollution
14-5
Pros and Cons of Outdocessibility – Reach – Frequency – Geographic Flexibility – Demographic Flexibility – Cost – Impact – Creative Flexibility – Location
14-6
Outdoor Advertising
• Types of the Outdoor Advertising
– Bulletins – 20-sheet poster panels – eight-sheet posters – nonstandard spectacular
14-7
Outdoor Advertising
Out-of-Home, Direct Mail, and Specialty Advertising
Chapter 14
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
– electronic billboards are changing how outdoor advertising works
• Buying Outdoor Advertising
– 100 Showing
• 100 GRPs daily • theoretical
– can be measured using historical DEC or the newer EOI methods
– Location is key for effective outdoor advertising
• Bulletins
– 14 by 48 feet – painted displays are normally lighted – some can be three-dimensional or have cut-outs
14-8
Outdoor Advertising
• Poster Panels
14-11
Outdoor Advertising
• Technology in Outdoor Advertising
– GPS systems can help advertisers see with bulletin boards are located.
– some companies use digital videos to show billboards in use
off, zipped, zapped, pushed aside or left unopened
14-4
Outdoor Advertising
• Standardization of the Advertising Industry
– standardized outdoor advertising uses scientifically located structures to deliver an advertiser’s message
14-2
Out-of-Home Media
• Out-of-Home Media
– Billboards – Cinema – Transit – Street Furniture – Alternative
14-3
Outdoor Advertising
– Probably the first advertising medium used – lowest CPM of any major medium – Can never be turned
– 30-sheet poster panel (standard billboard) – eight-sheet poster panels (typically in urban areas)
• Spectaculars
– giant electronic signs as in Times Square in NYC
Learning Objectives
• LO1: Discuss the various types of outdoor advertising and its pros & cons.
• LO2: Describe how outdoor advertising is purchased. • LO3: Discuss the various types of transit advertising
14-9
✓ Why can’t outdoor advertising communicate with the same depth as other media?
✓ Which form of outdoor advertising is the most widely used?
14-10
Outdoor Advertising
and its pros & cons. • LO4: Discuss the various types of direct mail and its pros & cons. • LO5: Describe the basic components of direct mail advertising. • LO6: Explain the value of advertising specialties
• Cons
– Fleeting Message – Environmental Influence – Audience Measurement – Control – Planning and Costs – Availability of Locations – Visual Pollution