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Marketing Communications - Chapter 20

Tham khảo tài liệu 'marketing communications - chapter 20', kinh doanh - tiếp thị, internet marketing phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả Signage and Point­of­ CHAPTER 20 Purchase Communications © 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook All rights reserved. The University of West Alabama Eighth Edition Chapter Objectives After reading this chapter you should be able to: 1. Appreciate the role and importance of on-premise busines

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  1. Signage and Point­of­  CHAPTER 20 Purchase Communications © 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook All rights reserved. The University of West Alabama Eighth Edition
  2. Chapter Objectives After reading this chapter you should be able to: 1. Appreciate the role and importance of on-premise business signage. 2. Review the various forms and functions of on-premise signage. 3. Appreciate the role and importance of out-of-home, or off-premise, advertising. 4. Understand billboard advertising’s strengths and limitations. 5. Appreciate the role and importance of point-of- purchase advertising. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–2
  3. Chapter Objectives (cont’d) After reading this chapter you should be able to: 6. Review evidence of P-O-P’s role in influencing consumers’ in-store decision making. 7. Examine empirical evidence revealing the effectiveness of P-O-P displays. 8. Appreciate the importance of measuring audience size and demographic characteristics for out-of-home as well as in-store advertising messages. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–3
  4. Introduction Signage and Point-of-Purchase Marcom Out-of-Home On-Premise Point-of-Purchase Advertisements Business Signage (P-O-P) Messages © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–4
  5. On-Premise Business Signage • On-premise Business Signs  Provide new customers with their first knowledge of Provide the company and first impression of the company the  Considered the most cost-effective and efficient form Considered of communication available to retail businesses of • Importance of Signage  Legible, conspicuously placed signage, easily Legible, discernable and understood by the public is essential to the survival of many businesses to © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–5
  6. Types of On-Premise Signs • Free-Standing • Building-Mounted Free-Standing Building-Mounted (Unattached) Signs (Attached) Signs (Unattached) (Attached)  Monument signs  Projecting signs  Pole signs  Wall signs  A-frame (sandwich-board)  Roof signs A-frame signs signs  Banners  Portable signs  Murals  Inflatable signs  Canopy and awning signs © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–6
  7. Figure 20.1 Illustration of Free-Standing Sign © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–7
  8. Figure 20.2 Illustration of Building-Mounted Sign © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–8
  9. The ABCs of On-Premise Signs A Attract new customers B Brand the retail site in consumers’ minds C Create impulse buying decisions Signage characteristics that enable walkers or Conspicuity drivers and their passengers to distinguish a sign from its surrounding environment. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–9
  10. Out-of-Home (Off-Premise) Advertising • Out-of-Home (OOH) Advertising  Is the oldest form of advertising  Is seen by consumers while they in transit to a Is destination or away from home destination  Is regarded as of major importance but Is supplementary to other forms of advertising supplementary  Has many delivery modes: Billboards, bus shelters, street furniture, shopping-  mall displays, transit vehicles, skywriting, blimps © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–10
  11. Forms of Billboard Ads Poster Panels Painted Bulletins Major Forms of Billboard Advertising Digital (Electronic) Billboards Specialty Boards © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–11
  12. Forms of Billboard Ads (cont’d) Poster • Located alongside highways in heavily traveled locales Poster Panels Panels • Silk-screened or lithographed • Sold on a monthly basis Painted • Are hand painted directly on the billboard Painted Bulletins Bulletins • Purchased for a 1-3 year period • Achieve a consistent and relatively permanent presence Electronic • Capable of rotating ads frequently Electronic (Digital) • Can be integrated with ads in other media Billboards Billboards • Outlawed in some areas as distracting to drivers and a Outlawed form of visual pollution form Specialty • Use different artistic and graphical techniques to present Specialty Use Billboards advertising messages in an especially engaging and Billboards © 2010 South-Western, away of creative part creative Cengage Learning. All rights reserved. 20–12
  13. Neiman Marcus Interactive Media Wall Figure 20.3 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–13
  14. Specialty Billboard for a Fitness Center Figure 20.4 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–14
  15. Buying Billboard Advertising • Plants  Are companies that own the billboards on which Are outdoor advertising space is purchased outdoor • Showing  Is the percentage of the population exposed to an Is advertiser’s messages quoted in increments of 25: advertiser’s #25 = 25% of population exposed  • Gross Rating Points (GRPs)  Represent the percentage and frequency of an Represent audience an advertising vehicle is reaching audience © 2010 South-Western, a part ofof the population  One outdoor GRP = 1% Cengage Learning. All rights reserved. 20–15
  16. Billboard Advertising’s Billboard Strengths and Limitations Strengths • Strengths • Limitations  Board reach and high  Nonselectivity Board frequency frequency  Short exposure time  Geographic flexibility  Difficult to measure Difficult  Low cost per thousand audience size and characteristics characteristics  Substantial brand Substantial identification  Environmental identification Environmental concerns concerns  Opportune purchase Opportune © 2010 South-Western, a part of reminder reminder Cengage Learning. All rights reserved. 20–16
  17. Figure 20.5 Humans Playing Soccer on a Japanese Billboard © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–17
  18. Measuring Billboard Audience Size and Characteristics • Typical Media Buying Decision Factors  The size of the audience reached and the average The OTS frequency of the media  The demographic characteristics of audiences The reached by the chosen media vehicles reached • OOH Measurement Problem  Developing ways to determine the characteristics of Developing outdoor audiences outdoor  Nielsen Personal Outdoor Devices (Npods) may Nielsen © 2010 South-Western, a part of provide better information about audiences provide Cengage Learning. All rights reserved. 20–18
  19. Figure 20.6 Illustrations from the Outhouse Springs Billboard Campaign © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–19
  20. A Transit Advertisement for SmartWater Figure 20.7 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–20
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