ADVT 250 1st Edition Lecture 12Outline of Last Lecture I. TelevisionII. Radio Outline of Current Lecture Out of Home MediaI. Out of Home Media Overview II. Out of Home Media TypesIII. Out of Home Media AdvantagesIV. Out of Home Media DisadvantagesV. Out of Home Media measurementsVI. Out of Home Media PurchasingVII. Out of Home Media ConsiderationsCurrent LectureI. Out of Home Media Overview1.) Out of home media: any advertising media forms that can be seen or heard outside of one’s home. These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.II. Out of Home Media Types2.) There are four types of out of home media:- Billboards: Standardized large format advertising displats intended for viewing from extended distances, generally more than 50 feet. -Bulletins: The ones you see on the interstate: big, allow for a lot of wordsand creativity.-Posters: smaller than bulletins and are on less traveled roads. - Street Furniture: Advertising displays, many that provide a public amenity, positioned in close proximity to pedestrians and shoppers for eye-level viewing, or at curbside to influence vehicular traffic. VERY useful for reaching commuters. -Bus stop, convenience store, kiosks, newsstands and news stacks, pedestrian panels, shopping mall. - Transit: Advertising displays affixed to moving vehicles or positioned in the common areas of transit stations, terminals, and airports.-Airports, buses, trucks, rail systems and subways, taxis. Also very effective in reaching commuters. - Alternative: Alternative is just about anything you could imagine:-Airborne, Beach Advertising, Blimps & Custom Inflatables, Cartons & Cups, Cinema, Dry Cleaning Bags, Gas Station Advertising, Golf Course Advertising, Marine Vessels, Parking Garage Ads, Place-Based Ads, Postcards, projections, rest area ads, ski area ads, Stadium & arena Ads, trash receptacles, vending cart umbrellas, etc. III. Out of home Media Advantages.1.) Powerful attention device.2.) Broad reach and high frequency levels3.) Flexibility4.) Reinforcing the Message5.) Relatively low CPMIV. Out of Home Media Disadvantages1.) Nonselectivity2.) Brief Message Exposure3.) Subjective to Distractions4.) High reach and frequency does not equal effectivenessV. Out of home Media Measurements1.) Traffic Audit Bureau (TAB) does the auditing2.) 3 types of ways they measure-Showing: represents number of people exposed to an ad out of the whole population: expressed as a level.-DEC (Daily Effective Circulation): Total number people that are exposed to an advertisement in a given time frame such as 12 hours, 18 hours, or 24 hours. - EYES ON method consists of: weekly circulation counts (people passing the ad),Visibility adjustment (People seeing the ad), and trip surveys (Demographics and Reach & Frequency).VI. Out of Home Media Purchasing1.) Plant, LAMAR, CBS outdoor, and Fairway are companies that own a lot of resources that will make up out of home media and rent or sell them out to the advertisers. Such as, bus benches, etc. VII. Out of Home Media Considerations1.) Novice v. Appropriateness: if your company and advertiser has never used out of home media, even though it is a new way to advertise, it may not be the most appropriate for your brand image. Ex:2.) Effectiveness: You need to really think about if you will be able to reach the people you truly need to reach. Also, you need to be able to include all the information needed for yourproduct and out of home media can be limiting. 3.) Integration: It is easy to convert your magazine ad to an outdoor media ad but is this an appropriate