TRADITIONAL

SUPPORT
MEDIA

BIZMARK
Consulting Ltd.

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Scope of support media
industry

Support media can be described as a

variety of channels that are Used to
communicate information and
promote products and services and
are referred to as:
1. Alternative Media
2. Non Traditional Media
3. Unmeasured Media

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THE SCOPE OF THE SUPPORT
MEDIA

• The BrandCameo Awards honor the best, worst and most product placements.

• In 2016 Mercedes Benz was identified as the overall product placement winner .

• Consumers seem to be avoiding commercials at an increasing rate due to

oversaturation.

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Traditional support media

1) Traditional
2) Non-Traditional

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Traditional Support Media

OUT OF HOME ADVERTISING MEDIA (OHAM)

Advertising that is seen or heard outside of the home
Mainly focuses on marketing to consumers when they are on the go in public
places, in transit, waiting.
Categories of OHAM include : Billboards, Street Furniture, Place Based and
Transit.

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Types of Traditional Support Media

• Billboards
• Digital Out-Of-Home
• Aerial Advertising
• Mobile Billboards
• In-store Media

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Miscellaneous Out of Home
Media

The unusual way of

advertising.

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 Transit Advertising

Transit Advertising is advertising placed

in or on modes of public transportation
or in public transportation areas. These
include buses, taxis and trains.

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 Types of Transit Advertising

 Inside cards-Placed above seats In

luggage areas.
 Outside posters-On the sides,
backs, roofs On busses, taxis,
trains, etc.
 Station, platform and terminal
posters-Floor displays Island
showcases Electric signs, posters
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 Transit Advertising
Advantages Disadvantages
 Exposure - Businesses can control the exposure  Reach - The nature of transit advertising makes it difficult to
that customer has to their advertisement through transit reach a specific segment of the audience.
advertisement.

 Mood of Audience - Many times commuters might not be

 Frequency - Most daily commuters travel on fixed in the mood to look at the advertisement. While at other times,
routes at scheduled times in buses or trains, meaning they might be busy reading the newspaper or a book, thus
they get to see your ad repeatedly. limiting the reach of the advertisement.
 
 Cost - The CPM for transit advertising is low on
relative cost basis.
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Out of Home Advertising

Advantages Disadvantages
 Wide Local Coverage Broad base of day and  Wasted Coverage - The market isn’t
night local exposure geographically concentrated
 Frequency - High exposure for frequently  Limited message capability Limited reading
purchased goods. speed and exposure time
 Wear out High frequency may lead to quick
 Creativity - Use of color, size, shape and
wear out
awareness. Use of short, high-impact
 High cost Due to reduced availability and cost
messages.
creep.
 Efficiency CPM - Very competitive with other
media which often leads directly to sale of the
goods.
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Measurement for Out of Home Advertising

There are numerous methods for measuring out of home media

effectiveness, usually in relation to OOH viewing compared to radio
listenership, television viewership, newspaper and magazine
readership, and internet usage. OOH metrics often includes
demographic and psychographic information to help advertisers
determine who is being exposed to advertising, rather than how many
people are being exposed to a message. A cornerstone of OOH
metrics is Geopath's Audience Measurement Ratings. They are a
standardized, quantitative and reliable measurement that is consistent
with other common media metrics. 12
Promotional Product Marketing

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 Promotional Product Marketing

• According to the Promotional Products • There are thousands of advertising

Association International (PPAI), specialty items, including ballpoint pens,
promotional products marketing is “the coffee mugs, key rings, calendars, T-shirts,
advertising or promotional medium or and matchbooks. Unconventional
method that uses promotional products, specialties such as plant holders, wall
such as ad specialties, premiums, plaques, glassware and gloves etc.
business gifts, awards, prizes, or
commemoratives.”

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Measurements in Promotional
Products Marketing
• The impact of PPM is challenging to quantify but Research has shown the following :
• 70 percent report having received a promotional product in the last 12 months.
• 88 percent recalled the advertiser’s name.
• 83 percent say they like receiving promotional products.
• 38 percent say it is a constant reminder of the advertiser.
• 53 percent of those using the promotion used it once a week.
• 71 percent generally keep it.
•
Major Keys for Measurement
• PPM Promotes positive brand image
• Positive Brand Image 
• Likely to recommend business
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 Yellow Pages Advertising
• Out with the Yellow Pages , In with YP.com
•
Advertising expenditures in the Yellow Pages have been in serious decline as advertisers
see the increased usage of online directories such as Yelp and YP.com. 
•
In 2014, YP.com reported 80 million visits to their website with over 20 million listings.
•
The opportunity for the Yellow Pages does still exist as Baby Boomers remain heavy
users.
•
Yellow Pages are referred to as a directional medium, they do not create awareness but
point consumers in the direction where their purchase can be made. 
•
Final link in the buying cycle
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 OTHER TRADITIONAL SUPPORT
MEDIA
Advertising through the movie theater Advantages Disadvantages

Exposure Irritation

Attention Cost

Segmentation

Integration

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Non-Traditional Support Media

Branded Entertainment is an umbrella term for all brand

produced content where the goal is to have audiences watch
or engage with the same mindset they would a film or tv
series; as opposed to more traditional forms of advertising
where brand messages can be placed before or during the
experience of other unrelated content.

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Examples of Branded Entertainment

• Product Placement - This is a form of Advantages Disadvantages

advertising in which branded goods and Exposure High Absolute Cost
services are featured in a video production
that targets a large audience. Also known Frequency Time of Exposure
as embedded marketing or embedded
Support for Other Media Lack of Control
advertising. Product placements are
typically found in movies, television shows, Source Association Public Reaction
personal videos, radio, and less
Recall
commonly, live performances. 

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Examples Cont’d

• Product Integration
• Advertainment
• Content Sponsorship
• AD Supported VOD

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 Guerilla Marketing

• This is an advertisement strategy in which a company uses surprise and/or

unconventional interactions in order to promote a product or service. It is a type of
publicity and you may encounter examples of other business' guerilla marketing
tactics, without even realizing it in your daily lives.

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Miscellaneous Media
• Types of Miscellaneous Media 

• Place-based Media - this is the concept of bringing the advertising medium to the
consumers, wherever they might be.
•
Kiosks - even though the Kiosks is not commonly used, it does have a growing
population among advertisers, who pay a considerate amount monthly on these
advertisements.
•
Other – Coca Cola has installed 1,000 feet of light boxes in the Atlanta subway to show
motion picture ads for Dasani; ads now appear on luggage conveyors at some airports, on
hubcaps, in elevators, on fruit, and on gasoline pumps (visual and talking).  22
 Discussion

• Explain how various support media can be used as part of an IMC program.
• Support media is vital for the role it plays in the delivering marketing communications and
to promote products or services. Support Media allows an organization to create
awareness, get attention and enhance retention. The various types of support media
available can be used simultaneously to deliver one consistent message to buyers across
an organization’s IMC program. Integrated campaigns are effective at improving both short-
term sales and long-term brand-building by combining a range of different channels.

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• Take any three of the media discussed in the chapter.

• Advertising in Movie Theaters

• Billboard Advertising
• In-store media

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• Explain how they might be used for automobiles, cellular telephones and
Internet services.

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THANK
YOU!
GROUP SIX