Instructors Resource Materials

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ADVERTISING AND PROMOTION

An Integrated Marketing Communications
Perspective, 9e (Global Edition)
George E. Belch & Michael A. Belch
San Diego State University

Chapter 13

Copyright 2012 by McGraw-Hill Education (Asia).

All rights reserved.

ISBN: 978-007-131440-4
MHID: 007-131440-7

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 A&P: Chapter 13Support Media

CHAPTER 13
SUPPORT MEDIA

Chapter Overview
In addition to the broadcast and print media discussed in the two previous chapters, marketers have a
variety of alternative media from which to choose. In fact, the number of support media continues to
increase almost daily, with advertisements appearing almost everywhere. In addition to the familiar
outdoor ads and transit ads, a number of new media have recently appeared. Parking meters, trash
cans, restroom walls, parking garages, sidewalks, and shopping carts are just a few of the many places
now carrying ads. These media, often referred to as support media, are assuming an increasing role
in the media mix. In this chapter, we distinguish between traditional and nontraditional support
mediathe former having been around a lot longer than the new media now appearing. The purpose
of this chapter is to familiarize the student with some of these media, and to discuss the advantages
and disadvantages of each.

Learning Objectives
1. To examine the role of support media in the IMC program.
2. To recognize the various traditional and nontraditional support media available to the
marketer in developing a promotional program.
3. To develop an understanding of the advantages and disadvantages of support media.
4. To know how audiences for support media are measured.

Chapter and Lecture Outline

I. THE SCOPE OF THE SUPPORT MEDIA INDUSTRY

Support media are referred to by several titles, among them alternative media, non-measured media,
and nontraditional media. Many advertisers, as the top 10 advertising agencies, have increased their
use of both traditional and nontraditional support media, and as new alternatives are developed this
use will continue to grow.

II. TRADITIONAL SUPPORT MEDIA

A variety of out-of-home advertising are available to the marketer. Outdoor billboards and signs,
transit ads, station posters, and skywriting are just a few of the alternatives that can be used.
A. Outdoor AdvertisingWhile one of the oldest advertising mediums, outdoor advertising has
come under attack by environmentalists, city governments, and the public as a whole. The net
result has been a decline in the number of billboards across the nation.
At the same time, the outdoor advertising industry continues to grow and be successful as the
amount of dollars billed in this medium has increased continuously since 1982. Much of the
reason for this success can be attributed to the ability of the industry to become more creative
and innovative through the design of billboards as well as new media such as inflatables,
rolling boards, and point-of-purchase materials. In addition, an increasing focus on keeping
the advertising message in front of the consumer has contributed to the increased adoption of
this medium.

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B. Alternative Out-of-Home MediaAs noted, the outdoor advertising industry has been able
to remain successful through the development of new outdoor media, as well as innovations
in existing ones. Digital outdoor is one of the fastest growing areas in all outdoor advertising.
Some additional outdoor media of note are aerial advertising, mobile boards, point-of-
purchase media, and a variety of others such as parking meters, ski-lift poles, etc.

C. In-Store MediaAdvertisers promote their products in supermarkets and other stores with
untypical media like displays, banners, and shelf signs. These point-of-purchase materials
include video displays on shopping carts, kiosks that provide recipes and coupons at counters
and cash registers, LED boards, and ads that broadcast over in-house screens.

D. Miscellaneous Outdoor MediaFigure 13-4 lists a number of additional out-of-home media

that can be used.

E. Transit AdvertisingAnother form of out-of-home advertising is transit advertising. While

similar to outdoor in the sense that signs and electronic billboards are often employed, transit
differs in that these ads are oriented around transportation. Buses, taxis, commuter trains,
airplanes, and subways are some of the transit forms employed. Three types of transit
advertising are most commonly employed:
1. Inside cardsfound on the insides of buses, taxis, or commuter trains
2. Outside postersfound on the backs and tops of taxis, and/or on the backs, sides, and
fronts of buses
3. Station, terminal, and platform postersfound in bus and train stations, airport terminals,
and on train platforms

F. Advantages and Disadvantages of Outdoor Advertising

1. Advantages
wide coverage of local markets
frequency
geographical flexibility
creativity
ability to create awareness
efficiency
effectiveness
production capabilities
2. Disadvantages
high waste coverage
limited message capabilities
wearout
high cost
measurement problems
image problems
3. Advantages and Disadvantages of Transit AdvertisingIn addition to sharing some of
the advantages and disadvantages of outdoor media, transit offers the advantages of long
exposure and frequency while being limited in reach and influenced by audience mood.

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III. PROMOTIONAL PRODUCTS MARKETING

The Promotional Products Association International defines promotional products marketing as:
The advertising or promotional medium or method that uses promotional products
such as ad specialties, premiums, business gifts, awards, prizes or commemoratives.
This definition succeeds the older definition of specialty advertising:
...an advertising, sales promotion and motivational communications medium which
employs useful articles of merchandise imprinted with an advertisers name, message,
or logo.
Over 15,000 advertising specialties such as ball-point pens, matchbook covers, mugs, or expensive
gift items have been used to account for over $18.1 billion per year in expenditures in this medium.
A. Advantages and Disadvantages of Promotional Products MarketingBecause of the wide
variety of forms that this form of advertising might assume, this medium offers advertisers a
variety of advantages. As stated in the book, selectivity, flexibility, frequency, low cost,
goodwill, and the ability to supplement other media are just a few of these. At the same time,
image problems brought on by the perception that many of these specialty ad forms are little
more than junk, and the fact that there are so many different companies employing this
medium (leading to saturation), often offset some of the advantages.

B. Audience Measurement in Promotional Products MarketingThe Promotional Products

Association International (PPAI) is the trade organization of the industry. While no formal
audience measurement organizations or effectiveness measures currently exist, this
organization continues to originate and support research in these areas. Some of the findings
of these studies are presented in the chapter.

C. Yellow Pages AdvertisingOne of the more commonly utilized, and overlooked, forms of
advertising is the Yellow Pages. The Yellow Pages account for over $31 billion in worldwide
expenditures ($13 billion in the United States), and 80% of consumers who visited the pages
(print or online) said they made a purchase. Online versions of the Yellow Pages are now
commonly used.
1. Advantages
wide availability
action-oriented ads
costs
high frequency of exposure
non-intrusiveness
2. Disadvantages
highly fragmented markets
timeliness
lack of creativity
long lead times for ad placements
clutter
size restrictions

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IV. OTHER TRADITIONAL SUPPORT MEDIA

Almost everyday, a new advertising medium seems to emerge. (The instructor might stimulate a
lively discussion at this point by asking students where they have seen ads recently. All of those
present for this discussion will be surprised!) Ads are appearing on restroom walls, in elevators, on
movies and videotapes, and seemingly everywhere a message can be fit. Some of the more common
and more pervasive ones are discussed here.
A. Advertising in Movie TheatersOne of the fastest growing advertising mediums is ads at the
movies. While the practice has come under fire from movie makers and consumers, they are
being used more and more for the advertising of new movies and videotapes as well as
products and/or services.
1. Advantages and Disadvantages of Movie and Theater AdvertisingThe text notes that
the advantages associated with these forms of advertising include high exposure, ability to
create mood, low costs, high recall, and the avoidance of clutter. Disadvantages may also
include cost (relative to some other media) and irritation. It is noted that the latter of these
is particularly critical, as strong opposition has been voiced in this regard.

V. NON-TRADITIONAL SUPPORT MEDIA

As advertisers attempt to find different ways to reach consumers when and where consumers want to
be reached, they are turning to a variety of new media. In this section of the chapter, we discuss some
of these new media.
A. Branded EntertainmentThis form of advertising blends marketing and entertainment
through television, film, music talent, and technology. Branded entertainment takes on a
variety of forms including:
1. Product PlacementsWhether one considers product placements an advertising form or
a form of promotion, no one can argue the fact that this means of getting exposure to a
product is on the increase. Ever since the incredible success of Reeses Pieces (in the
movie ET), more and more products are appearing in movie theaters and on television.
(Again, an interesting discussion can be stimulated by asking students to name products
that have appeared in movies or on TV.)
2. Product IntegrationProduct placements are integrated throughout the program, and in
some instances being a key part of the script (i.e., Americas Hottest Mom; Extreme
Makeover Home Edition; Americas Next Top Model).
3. AdvertainmentThe creation of video or music content in an attempt to entertain viewers
while advertising their products.
4. Content SponsorshipAdvertisers sponsor specific programs, receiving placements,
integrations and/or promotions in return for content sponsorships.
5. Ad-supported Video on Demand (VOD)Content programs offered to cable operators for
free with advertising included (i.e., NFL 10 Minute Game Summaries; ESPN College
Football Highlights).
6. OthersVarious other forms of branded media also are increasing in use.

B. Advantages and Disadvantages of Branded Entertainment

1. Advantages
high exposure
potential for high frequency
support for other media
source association

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cost
recall
the ability to bypass regulations
acceptance by viewers
targeting
2. Disadvantages
high absolute cost
limited exposure
limited appeal
lack of control by advertiser
negative public reaction
competition
negative placements
clutter

C. Measurement in Branded EntertainmentWhile there is no accepted standard of

measurements in branded entertainment, a number of companies are now offering
measurement services, including Nielsen Media Research.

D. Guerilla MarketingOften referred to as stealth, street, buzz, ambush, or viral marketing,

this form of promotion attempts to have the product or brand exposed through a variety of no-
or lower-cost methods that attempt to capitalize on free exposures, benefit from competitors
promotional efforts, etc.

E. Other Miscellaneous MediaWhile the list is too extensive to include all here, some media
increasing in usage include videogame advertising, ads in parking lots and garages, restroom
ads, place-based ads and more.
1. Advantages
gaining awareness and attention
targeting
2. Disadvantages
irritation
wearout

Teaching Suggestions
As the instructor is no doubt aware, there is a lot of information that can be (and needs to be)
conveyed regarding support media. When students think about advertising, they usually think about
broadcast and print media. In fact, there is a great deal of money spent to advertise in these alternative
support mediaboth traditional and nontraditional. More and more advertisers are shifting their
monies previously spent on traditional media like TV and newspapers to the various forms of support
media and the Internet. Some of these media will also readily come to mindfor example, outdoor
while others are less likely to do so. Coverage of the characteristics of some of the media presented in
this chapter can lead to interesting discussions. As indicated, discussions of product placements,
advertising in the movies, and new places where ads are appearing generally get students involved,
and may lead to heated discussions. Students may be encouraged to engage in a debate over the merits
and/or ethics of some of these advertising forms.
Our lectures generally follow the outline set forth in the text. We discuss the characteristics of the
various media, the advantages and disadvantages, and some of the sources of information that are
available. We then tie these materials back to the media strategy chapter and the communications
models chapter to demonstrate how and when such media might be employed. It is also possible to

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integrate films, videos, and guest speakers into this coverage. The Yellow Pages Advertising
Association, the PPAI, and many outdoor advertising agencies offer guest speaker programs and/or a
variety of videotapes that can be effectively used.
Finally, outside sources such as Ad Age and Adweek write extensively about these media, and are a
great place to acquire information. The YPPA and PPAI also offer print media directed to the trade
and professors who teach these topics in their classes to keep them up to date.

Answers to Discussion Questions

1. Digital out-of-home media have been experiencing rapid growth. Give examples of some of
these new media forms and why they have an advantage over existing traditional out-of-home
media. (LO2)

Digital has taken on a variety of new forms, including digital billboards as well as smaller
signs. These digital media offer a variety of advantages over existing media. Besides being
able to attract attention, the messages on the boards can be changed very quickly, they can be
put in a number of locations not previously available, and they are affordable.
Digital signage is now appearing in sports arenas, at rock concerts, and in retail locations.
Because of their flexibility, the mediums can be very useful in tailoring the messages and
changing them quickly to provide real time information, offer sales, or other promotions, etc.
Traditional outdoor has been limited by the inability to do these things.

2. Promotional products, often referred to as advertising specialties, constitute a multi-billion

dollar industry. Explain some of the various forms of promotional products and how they
might be used. (LO2)

Promotional products and advertising specialties consist of products and gifts that are given to
clients and/or prospective customers for a variety of reasons. These products may range from
something as simple and inexpensive as matchbooks or ballpoint pens to much more
expensive items such as leather cases, plaques, etc. Promotional products are used to
accomplish a variety of objectives, including creating awareness, building relationships, and
increasing the likelihood of retention.
The products offer a number of advantages including the ability to be creative (thus increasing
awareness and attention to the message), attractive, leading to retention and goodwill, and
inexpensive. Due to these reasons, many employ this advertising medium to achieve reach
and to remind customers of their offerings.
Potential disadvantages of promotional products include the potential for waste (the items are
lost or thrown away), potentially harmful effects to the companys image (cheap products),
and they can be expensive. Some companies will not permit their employees to accept
promotional products that exceed a certain cost, expressing concerns that the employee may
favor the giver in future deals, to the detriment of those not providing specialties.
Promotional products are appropriate in a number of situations. For a company making a sales
presentation and attempting to be creative and/or break through the clutter, the medium holds
strong potential. In addition, when awareness and/or retention are the objectives, specialties
serve as an inexpensive means of achieving reach and reminders, respectively. (Every time
you use your pen, it may remind you of the provider.) Other specialtiesfor example,
desktop items or calendarsserve as an easy way to keep ones name and phone number in
front of the potential customer. It is a lot easier to glance across ones desk than it is to look
up the number in the phone directory.

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3. Traditional out-of-home advertising such as billboards, transit, etc. have recently experienced
growth in years when other media forms have seen their business decline. Why is this so?
Give examples as to when outdoor may be more attractive to advertisers than other media.
(LO3)

Consumers are increasingly attempting to avoid advertising. Using DVRs, they skip or fast
forward through commercials, use pop-up blocker software on their computers, and switch
stations when commercials come on the radio. One of the advantages of outdoor is the fact
that it is often unavoidable. Given this advantage and the improved technologies which make
them more attractive and informative, billboards have seen an increase in advertising
expenditures while other traditional media have experienced declines.
Think about when you are stuck in traffic. It is not at all unusual for drivers to look around
outside of their vehicles, and to read the signage. Likewise when you are in a cab, or riding
mass transit. The inside signage as well as outside is able to get your attentionparticularly
with the new digital alternatives. Advertisers have figured this out as well, and are buying
more outdoor media.

4. Discuss some of the advantages and disadvantages of branded entertainment. Do you see
business in this area increasing or decreasing in the future? Explain your answer. (LO3)

The chapter describes the various forms of branded entertainment. No doubt, by now, even
more forms have been added. As noted therein, a number of reasons for their popularity are
evident, including cost factors, lack of unobtrusiveness, and novelty.
While these media forms are quite popular right now, once the novelty wears off issues will
remain. For example, for all intents and purposes, measurement in this industry does not exist.
On the one hand, advertisers continue to push for accountability and ROI; on the other hand,
they continue to increase investment in media that have no measures of effectiveness and no
track records of success. Most of them do not even have relative cost comparisons or evidence
of impressions that will occur.
Advertisers, like most of us, like new things. Branded entertainmentrelative to traditional
advertising formsis novel, and reaches consumers through a variety of means. However,
like the Internet, there will be mounting pressure for entertainment marketers to come up with
guidelines, standards, and cost and effectiveness measures once the novelty has worn off.
There is already some evidence of wearout in the declining ratings of some of these shows.
As the proliferation of these reality shows continues, consumers will no doubt get tired of
them, and their appeal will diminish.
It seems that between reality shows and branded entertainment shows, the number of viewing
options are declining. As a result, it will not be long before consumers become oblivious to
branded programs.

5. In the lead-in to the chapter, IKEAs multiple out-of-home campaigns were enumerated.
Discuss why the home furnishings company opts for numerous support media activities. Do
you think these ads are clever or simply impediments to consumers daily lives? (LO1)

Most often, IKEA outlets are located on the outskirts of cities because of the large amount of
retail space that the furniture giant requires in its operations. Though logical in terms of
business practices, the stores are relatively inaccessible making it important for IKEA to make
themselves relevant to consumers needs and desires if not in proximity. For IKEA, the use of
out-of-home campaigns allows the brand to showcase to consumers its many products in
closer proximity, becoming more relevant as they interact with the products in the course of
their daily lives. Out-of-home campaigns tend to have more impact, particularly when they
involve actual products in inventive ways such as in public transportation centers instead of

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billboards. These out-of-home campaigns are a clever way for IKEA to lure consumers to
their distant locationsit is an effective use of experiential marketing to make a distant
furniture retail outlet prevalent in their minds. IKEA is able to execute out-of-home
campaigns without impeding consumers daily lives by integrating it into existing routines
and environments. However, failure to do so would cause an impediment in consumers lives,
annoying rather than appealing to them.

6. Recently, there has been an increase in the showing of commercials before movies. Discuss
some of the advantages and disadvantages of this practice, and some of the reasons there has
been an increase in the use of this medium. (LO1)

Pages 456457 in the text list the advantages and disadvantages of advertising in movie
theaters. The advantages include exposure, mood, cost, recall, lack of clutter, segmentation
capabilities, and proximity. The disadvantages include irritation and relative costs.
So long as movie attendance continues to remain high, one might expect to see a continuation
and even increase in such advertising. The captive audience and lack of clutter make this
medium especially attractive, and advertisers are betting that viewers will get used to the ads,
making them less intrusive and irritating.
On the other hand, many people are clearly unhappy with viewing ads before movies, feeling
they have paid and should not have to view them. For those for whom this is the case, the
negative attitudes that may result may not be worth the risk.

7. It seems like guerilla marketers are becoming more and more aggressive. One agency, while
not revealing the client, said that the client actually asked him to break the law so as to get
some publicity. Others seemingly have already broken the law by defacing property and other
means. Discuss some of the potentially unethical or illegal practices of guerilla marketers.
What should be done to curb these activities? (LO1)

Guerilla marketers have attempted everything from giving out free hats at sporting events to
gain free exposure to paying tolls at the Lincoln Tunnel to painting sidewalks with ads. While
many of these may be harmless (they can pay my toll anytime!), others have led to defaced
property, potential for injury, and other negative possibilities.
In the chapter on publicity, we discuss one such effort gone awry which led to the closing
down of traffic in Boston for hours, and hundreds of thousands of dollars in emergency
equipment deployment. While all ended well, it could have been worse. The involved
company had to pay a million-dollar compensation fine.
While guerilla tactics may be harmless in some instances, in others they areat the very
leastunethical and potentially illegal. Marketers seem to be continuing to push the limits as
to when we cross over that line. The net result is likely to be laws passed limiting such
practices.
The reason underlying some of these tactics seems to be the over-anxious quest for publicity.
Many marketing stunts are designed specifically to get in the news at free or minimal costs. In
addition, some marketers believe that any publicity is good publicity (not true) and will push
the envelope to get in the news and in front of potential consumers. Their over-zealous acts
will eventually make it more difficult for everyone to engage in guerilla marketing.

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8. Discuss some recent examples of product placements and/or integrations. Describe the
context in which they were used, and how they intended to reach their target markets. Do you
think these placements/integrations were successful? Why or why not? (LO4)

One of the more natural use of product placements occurred in the movie Sex and the City.
Skyy Vodka, Tiffanys, Nieman Marcus, and Apple computers were just some of the
placements that appeared therein. The moviea makeover of the TV hitwas all about
shopping, sex, drinking, and the stores shopped in, and the vodka was a natural fit. In
addition, star Sarah Jessica Parkera newspaper writerprominently displayed her work
using a Mac. In this case, the placements seemed to be a natural part of the movie.
In the movie Transformers, GM cars and trucks were the movie. The movie was one big
integration of GM products fighting the bad guys, leading to hours of product exposure. Audi
had a major placement in Ironman 2.
Apple, one of the largest users of product placements, has had recent product exposures on
The Office, CSI: New York, and other television shows as well as many movies, believing the
exposures are good for promoting the brand. BMW and Heineken are also commonly seen
placements.
As the product placement/integration industry continues to grow, more and more companies
are making use of this method of promotion. While some are successful, one has to wonder if
GM sold any additional trucks or if Apples five percent of the market would be lower
without the placements. In a review of the product placement industry, Russell and Belch
(Journal of Advertising Research) found that few metrics are used to determine placement
effectiveness. Even more alarming is that few companies want to know whether or not they
work. Right now, they seem to be content just seeing their products and brands in the movies
or on TV.

9. Advertising in video games is becoming more popular. Discuss some of the reasons this
medium is attractive. Do you see any downside to advertising through video games? (LO3)

Once again, it all comes down to the target market. The size of the videogame target market
continues to increase. Likewise, the video gamers lifestyles make the advertising of certain
products a natural for this medium. Finally, the gamers obviously have money, or they would
not be buying games!
In addition to the advertising, product placements in video games is on the increase. Like
movies and TV, advertisers claim that the placements add a touch of a more natural
environment. The placements actually enhance the atmosphere, they say.
The potential downside is the same as product placements and/or movie ads. Some gamers
may not like the fact that ads appear and the backlash may be negative for the marketer. Over
a period of time, these ads and placementslike product placements in movies or on TV
will become so routine as to lose all effectiveness.

10. Over the past few years, there has been enormous growth in the use of product placements.
Explain some of the reasons for this growth. Do you think this growth will likely continue into
the future? Why or why not? (LO2)

While product placements are really nothing new, their recent increase in use is somewhat
amazing. Some companies like Apple and BMW have extensively increased their placements,
and likely will continue to do so. Others have just entered the game and are finding
placements an inexpensive way to get product exposure.
Product placements offer the client a number of positive aspects. The exposure is not
obtrusive; it is usually inexpensive, and the product and/or brand can benefit from source

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association. To this point, the placements are not considered as intrusive as commercials, and
thus have not met with too much negative feedback (though there is evidence that this may be
changing).
The fact that many segments are getting more difficult to reach (for example, teens) through
traditional media has also led to the increased adoption of placementsparticularly in the
movies.
For now, it appears that product placements will continue to be a darling of many companies.
At the same time, increasing irritation, clutter resulting from too many placements, and
blatant placements may lead to consumer backlash and decrease the attractiveness of this
form of marketing. (For example, in one episode of Desperate Housewives at least two scenes
started with the camera focused on the Toyota emblem on a car and truck. The placement was
so obvious it was obnoxious.)

Additional Discussion Questions (Not in Text)

11. What is going to happen to the Yellow Pages directories? The Yellow Pages, which have been
in existence for quite some time, seem to be at a crossroads for their future. As consumers
become more and more comfortable with the Internet, there are indications that customers
are using this medium to provide the services the traditional hard-copy books have provided.
Do you think the traditional Yellow Pages directories will eventually go away? What should
the Yellow Pages be doing to ensure their survival? (LO2)

There is little doubt that the Yellow Pages (YP), as we know them, will need to undergo
significant changes to continue to exist. Changing media habits and lifestyles have affected all
print media, and the YP are no exception. A quick glance through your local YP will indicate
some of the problems. Notice the number of empty spaces on each page, where there could be
ads. Many of these are due to space constraints, others due to advertisers pulling their ads.
Long lead time, production limitations, etc., are also contributing to the decline of this
medium.
The online YP are also an issue. As more and more people go online to conduct their
activities, including search, they are less likely to turn to the print versions. Stanley Steemer,
the carpet cleaner, recently announced in San Diego that they will no longer advertise in the
print YP as most of their customers come from onlineshould this be the rule rather than the
exception, it will not bode well for the print pages.
At this point, YP are still a viable print medium. However, there is little doubt that they are at
a crossroad, and that changes in their existing practices will have to occur for them to survive.

12. Discuss some of the various means of measuring effectiveness in branded entertainment, and
their advantages and disadvantages. Given the emphasis by marketers on ROI, discuss how
these measures fit in with this attempt to determine return on investment. (LO4)
A review of the measures provided in the chapter will indicate the paucity of available
effectiveness measures for branded entertainment. The companies listed therewhile highly
respected companiesare new at measuring these new media. As can easily be seen, they
mostly discuss their future plans. Many of these will necessarily involve more traditional
measures such as tracking, etc.
As noted in later chapters in the text, measures that involve tracking, recall, etc., have been
around for quite some time and are generally accepted practices in the advertising world.
Media equivalencies are wrought with problems and are less valid and reliable.
When considering the branded entertainment media in light of the discussion in Chapter 7,
one finds a contradiction: on the one hand, there is increased pressure for accountability being
placed on traditional media; on the other, monies are being transferred into the new

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nontraditional media even though audience measures and measures of effectiveness are not
proven or do not exist. This speaks to the sophistication (or lack thereof) of media buyers. As
noted, there has been a rush to get involved in these media, yet no one truly knows who, or
how many are being reached, and the effects of these buys. Unfortunately, as pointed out in
the JAR article cited in question 3 above, it seems most do not care.

13. Transit advertising takes a variety of forms, and many advertisers may be reluctant to use
these media. Discuss some of the various forms of transit advertising and their relative
advantages and disadvantages. Give examples of which products and/or services might
effectively utilize this medium. (LO3)

As noted in the text, there are a variety of types of transit advertising including:
inside cards (ads inside of busses, subways, etc)
outside posters (those that appear on the sides of buses, trains, trolleys, etc., and on
the tops of taxis
Station, platform, and terminal posters (those appearing in the terminals of trains,
subways, etc.
The advantages of transit advertising include many of those associated with out-of-home
advertising in general. In addition, transit offers the advantages of:
long length of exposure
frequency of exposure
The disadvantages of transit advertising include:
poor reach
audience mood

14. Describe what is meant by guerilla marketing. Give examples of products and/or services
that you know have employed this strategy. Then describe some of the characteristics of
companies that might most benefit from stealth marketing. (LO3)

A variety of terms including stealth marketing, viral marketing, guerilla marketing, and
ambush marketing all have been used to describe a strategy of attaining free or very low-cost
exposure to ones products and/or services. Akin to guerilla warfare, in which the warrior is
not large enough or strong enough to compete in traditional combat, these forms of marketing
attempt to market the brand through less conventional and/or traditional techniques. Rather
than mass advertising, these companies may get their products exposed in a variety of
methods including product placements, on-campus opinion leaders, appearances at events,
etc. The book discusses a variety of companies that have explored these methods. Others like
Calvin Klein, Revlon, Sony, and P&G have also employed these methods. In the heyday of
the dotcoms, guerilla marketing was even more rampant as these start-up companies
employed a variety of methods to get their names noticed.
Initially, guerilla marketing tactics were the domain of small companies with limited budgets
and marketing capabilities who were being creative in getting their name out. (One
particularly interesting example was a dot.com that paid drivers tolls at the Lincoln Tunnel if
they would accept a bumper sticker with the companys name on it). Due in part to some of
these early success stories and the cost efficiencies involved, larger companies have employed
these methods as well. As noted later in the chapter, many very large companies now employ
these methods as well.

Professor Notes 1312

 A&P: Chapter 13Support Media

15. Advertising in movie theaters is on the increase. A variety of reasons as to why this medium
may be effective are offered in the chapter. Discuss the reasons why movie theater advertising
may be advantageous. Then discuss some of the reasons why it might not be as successful as
planned. (LO2)
The primary reason for the attractiveness of movie theater advertising is the exposure. As
noted in the text, almost 1.5 billion persons attend movies each year. An advertisement placed
in this venue has the capability of significant exposure. A second reason for movie theater
advertisings attractiveness is the mood of the audience. As noted in the text, the mood one is
in when exposed to an ad may impact perceptions of that ad. For the most part, attendees at
movies are on an enjoyable experience and in a good mood for viewing an ad.
Low cost in both relative and absolute terms is an advantage of this medium, as is the lack of
clutter. Movie theater ads also enjoy high recall with as many as 83 percent stating they recall
an ad they saw in a theaterfour times as many as might on TV. Because of the ratings of
movies, the marketer can segment the audience. G-rated movies, for example will be attended
primarily by children and their parents. R-rated movies (at least are supposed to) reach only
those over the age of 17, etc. Thus, depending on the movie playing and the rating, the
advertiser can get a good indication of its audience. Finally, the proximity of many theaters to
shopping malls, eateries, etc. may serve as an advantage. It is thought that the movie ad might
serve as a cue to the viewer to get something to eat or drink, or even use their ticket stub to
get a discount on products after the show.
Of course, the major negative impact of the movie ad is the fact that many viewers find them
irritatingparticularly the commercial variety (versus slides of local advertisers). Many feel
that they have paid to come to the theater and should not have to be subject to commercials as
they might on TV. In some instances, movie goers have booed when commercials have
appeared, and at least one study indicates a potential negative attitude may result. Thus, the
advertiser must be careful when using this medium.

IMC Exercise
Have students find examples of what they feel are product placement and product integration efforts
being used by marketers. They should explain the objectives they believe are being sought through the
use of these techniques, who they are targeting, and whether they feel they will be effective.

Professor Notes 1313