Chapter 13 - Out-of-home, direct-mail, and promotional products. After completing this chapter, students will be able to: Discuss the various types of outdoor advertising and its pros and cons, describe how outdoor advertising is purchased, discuss the various types of transit advertising and its pros and cons,. | Chapter Thirteen Out-of-Home, Direct-Mail, and Promotional Products Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Discuss the various types of outdoor advertising and its pros and cons Describe how outdoor advertising is purchased Discuss the various types of transit advertising and its pros and cons Learning Objectives Discuss the various types of direct-mail advertising and its pros and cons Describe the basic components of direct- mail advertising Explain the value of promotional products Types of Outdoor Advertising Bulletins Poster panels Eight-sheet posters Spectaculars Buying Outdoor Advertising 100 showing: Basic unit of sale for billboards or posters is 100 gross rating points daily One rating point equals 1 percent of a particular market’s population Location is key for effective outdoor advertising Rates vary depending on property prices, labor costs, and market size Technology in Outdoor Advertising Global positioning systems (GPS) Give the exact latitude and longitude of particular boards Digitized videos Show the actual boards and the environment in which they are located Computerized painting Guarantees a high-quality, high-resolution reproduction of a message Digital billboards Can be implemented the same day and updated quickly and easily over the Internet Types of Transit Advertising Transit shelter advertising Terminal posters Inside and outside cards and posters Buying Transit Advertising Unit of purchase is a showing Showing: Relative number of outdoor posters used during a contract period, indicating the intensity of market coverage Full showing: Unit of purchase where one card will appear in each vehicle in the system Buying Transit Advertising Space can be purchased as half or quarter showings Cost depends on: Length and saturation of the showing Size of the space Special Inside Buys Basic | Chapter Thirteen Out-of-Home, Direct-Mail, and Promotional Products Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Discuss the various types of outdoor advertising and its pros and cons Describe how outdoor advertising is purchased Discuss the various types of transit advertising and its pros and cons Learning Objectives Discuss the various types of direct-mail advertising and its pros and cons Describe the basic components of direct- mail advertising Explain the value of promotional products Types of Outdoor Advertising Bulletins Poster panels Eight-sheet posters Spectaculars Buying Outdoor Advertising 100 showing: Basic unit of sale for billboards or posters is 100 gross rating points daily One rating point equals 1 percent of a particular market’s population Location is key for effective outdoor advertising Rates vary depending on
