OTHER ADVERTISING MEDIA:POINT OF PURCHASE (POP), TRANSIT ADVERTISING, LIMITS OF ADVERTISING

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Advertising and Promotion (MKT621)

Lesson 36

OTHER ADVERTISING MEDIA

OVERVIEW

This lecture will introduce the students with other important advertising media such as point of

purchase, billboards, transit advertising and the few advertising specialty. Besides this the

constraints of advertising power because of practical limitations will be explained in detail.

POINT OF PURCHASE (POP):

Point of purchase is used to call the attention to your products or services right at the location

of sale.

Who should use POP?

It can be used by retailers for their own use or by manufacturers for the retail outlets and for

introducing sales promotion e.g. contest, game etc.

Advantages:

Following are the advantages of Point of Purchase materials

· Very visible Ideal for introducing new product.

· Convey positioning

· For introducing sales promotion e.g. contest, game etc.

Disadvantages:

Despite having advantages point of purchase material have certain disadvantages as under:

· Easily Diluted by so many displays.

· If you are a manufacturer cannot be always sure your retailers will use the displays you

provide.

· May not be properly displayed.

· Inexpensive to produce.

Cost of POP:

This varies depending upon quantities & design.

Types of POP:

Following are four major types:

1. Table tents: Free standing tents made of heavy paper for restaurants for menus etc.

2. Shelf talkers: Cards on shelves etc.

3. Countertops: Free standing cards for banks.

4. Display Racks: For retail, grocery to feature certain items.

Tips for Using POP:

All types of POP have two basic rules which you should follow as under:

Keep the message simple: Use large size headline oriented message.

Use Effective color: Use sharp colors as these are grabbers.

BILL BOARDS (OUTDOOR ADVERTISING):

As is visible in almost all urban areas out door advertising (billboards) are used now a days

very extensively as an effective advertising medium.

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Advertising and Promotion (MKT621)

Who should use Outdoor Advertising?

The outdoor advertising can be useful for following business as their target audiences are

located in one geographical area.

· Retail businesses.

· Service businesses.

· Event promoters.

Cost of Outdoor Advertising:

Depends upon type, street or road location.

Types of Billboards:

Posters (Pre printed sheets): Mass produced so buy many boards. These are screen printed.

Painted Bulletins: Larger than posters. These are giant boards. Much more expensive than

posters.

Electronic Boards: Video, computer & projection aided boards.

Tips on Using Billboards:

Following are the important tips to be kept in mind for using billboards effectively:

· Keep both copy and visuals simple: Viewers are seeing boards from distance and may be

driving past it rapidly.

· Keep type as large as possible: A 2 feet high letters are read from a distance of 840 feet.

· Use simple typefaces & simple graphics.

· Color selection is very critical.

· Experiment how your Artwork will look from distance.

TRANSIT ADVERTISING:

The most common form of transit advertising are large signs on outside & inside of vehicles

buses, subway trains, cable cars , trains, taxis and other moving vehicles.

Who should use:

· Retail or service businesses.

· Event promoters.

· Whose target is one urban area.

Preparing Artwork:

Following rules should be kept in mind while preparing the artwork for transit advertising:

· Viewing area should be smaller than actual sign dimensions.

· Artwork similar to Bill Boards needed.

· Screen printing is ideal.

· Brief copy & bold design parameters be used.

Tips for Using Transit:

Following are few tips for using transit advertising effectively:

· Same like billboards.

· Exterior signs require boldness & simplicity.

· Interior ads too should not be overloaded.

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Advertising and Promotion (MKT621)

Cost of Transit Advertising:

Varies as it is done in different sizes and the cost will also be different from location to

location.

ADVERTISING SPECIALTIES:

Give away Items like pens, key rings, diaries calendars, and paper weights etc. can be classified

as advertising specialties.

Who Should Use:

Almost any business can use this.

Cost of Advertising Specialties:

Anywhere from few Rupees to thousands depending upon quantity, quality and complexity.

Advantages:

Following are the advantages of using advertising specialties:

· Customers consider these as gifts rather than advertising.

· Used day in and day out.

· Highly visible items, turning customers as walking advertisements.

· Vast variety & customized options available.

Disadvantages:

Despite being advantageous advertising specialty can have following disadvantages:

· Many are cheap, create bad impression.

· Can be expensive and difficult to distribute.

· High quality specialties can cost a lot.

How to Select Right Ad Specialty:

Following methods can help you to select the right ad specialty:

· Discuss with Sales Rep of Company.

· Keep budget in mind.

· Keep Deadlines in mind.

· For smaller clients select something unique.

· Choose item which supports your positioning.

· Choose item which will be kept & used.

· Choose item which the competitor will not send to your target.

Can Ad Specialty Items Be Sold?

Yes you can do that! - If following factors apply:

1. You have a young target audience.

2. Selected item is something truly desirable.

3. Your product or business has some status or group identity to it.

LIMITS OF ADVERTISING:

Often advertising power is constrained as much by practical limitations as by absolute

limitations. Following factors play an important role in determining the constraints of

advertising.

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Advertising and Promotion (MKT621)

Competitor's Advertising

· Activity of competitors.

· Several advertisers of same product category.

· Level & frequency of competitor's advertising.

Limitations of Budget

High cost for longer time advertisements.

More cost when a product is not unique.

Creating "Needs"

People feel being manipulated.

Feel being forced to buy even without need.

People criticize the persuasive role.

Accelerates Mass Markets

Expands markets

Creates interest in buying innovation.

Makes product more available.

First introduces product &then affordability.

For Brands or for Products

Makes people buy one brand instead of another.

Create demand by brand advertising yet is not conclusive.

Resistance to Change

Generally people resist to changes.

People reject inconsistent with their present mindset.

Advertising is the Weaker Influence

Message can fail if inconsistent & incredible.

May lead to a wrong decision & people may change back.

Ads That Work or That Win Awards

More important to help in sales.

Marketing research essential for evaluation.

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