Slide 1Slide 2ObjectivesOut-of-Home MediaOutdoor AdvertisingStandardization of the Outdoor Advertising BusinessBuying Outdoor AdvertisingRegulation of Outdoor AdvertisingTransit AdvertisingBuying Transit AdvertisingSlide 11Slide 12Other Out-of-HomeExhibitive MediaSlide 15Supplementary MediaDirectories and Yellow PagesEmerging Media© 2004 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinChapter18Using Out-of-Home, Exhibitive, and Supplementary MediaPresents the factors advertisers consider when evaluating various out-of-home, exhibitive, and supplementary mediaObjectivesDiscuss the pros and cons of outdoor advertisingExplain how to measure outdoor media exposureDescribe the types of standard outdoor advertising structuresDetail transit advertising optionsIdentify the influences on the cost of transit and other out-of-home mediaDiscuss the importance of exhibitive media in a company’s marketing mix Explain the issues advertisers face when considering a change in packagingIdentify several types of supplementary mediaOut-of-Home MediaOutdoor Advertising2002: $5.2 billionDirectional medium for motoristsEnhances awarenessof and reinforcesthe advertiser’s coremessageStandardization of the Outdoor Advertising Business PlantsPlantsTypes of outdoor adsTypes of outdoor adsBulletins30-sheet posterpanelsStock postersEight-sheet postersSpectacularsBuying Outdoor AdvertisingTechnology in Outdoor AdvertisingGlobal Positioning SystemRegulation of Outdoor AdvertisingHighway Beautification Act 1965MaineVermontHawaiiAlaskaTransit AdvertisingTypes of transit advertisingTransit sheltersTerminal postersInside and outside cards and postersTaxicab exteriorsBuying Transit AdvertisingShowingShowingFullHalfQuarterBuying Transit AdvertisingSpecial InsideBuysSpecial InsideBuysTake-onesBasic BusBuying Transit AdvertisingSpecial OutsideBuysSpecial OutsideBuysTotal busBus-o-ramaMobile BillboardOther Out-of-HomeElectronic SignsParking meter and public phoneExhibitive MediaProductPackagingEnvironmental issuesGovernment impactPackage manufacturingExhibitive MediaTrade show booths and exhibitsPlanningBudgetingPromotionPeopleProductivitySupplementary MediaAdvertisingSpecialtyPremiumDirectories and Yellow PagesProduct PlacementEmerging MediaVideotapesCinema