Campaign Critique

BUS302

Print and Support Media

Learning objectives

• Identify the advantages and limitations of all form of print media

• Understand the VIEW model

• Identify the range and value of out-of-home marketing communications

Newspaper advertising

Strengths

• Audience in appropriate mental frame to process messages

• Mass audience coverage

• Flexibility

• Ability to use detailed copy

• Timeliness

Limitations

• Clutter

• Not a highly selective medium

• Higher rates for occasional advertisers

• Mediocre reproduction quality

• Complicated buying for national advertisers

• Changing composition of readers

Magazine advertising

Strengths

• Some magazines reach large audiences

• Selectivity

• Long life

• Mass audience coverage

• High reproduction quality

• Ability to present detailed information

• Ability to convey information authoritatively

• High involvement potential

Limitations

• Not intrusive

• Long lead times

• Clutter

• Somewhat limited geographic options

• Variability of circulation patterns by market

Audit Bureau of Circulation

(ABC)

Magazine audience measurement

• Not simple.

• Inconsistent, inaccurate.

• Collected through a variety of intermediaries:

Out-of-home advertising (OOH)

• Billboards are the major segment of OOH.

• Other mediums for marketing messages include:

• bus shelters

• transit vehicles (buses, taxis, trams)

• shopping centre displays.

• The common element of OOH advertising is that it is seen outside of the home.

Billboard advertising

• Creating brand-name recognition is the primary objective.

• Billboards are located in areas with significant pedestrian or vehicular traffic.

• Traditional billboard space is usually sold on a monthly basis.

• Design considerations include:

• letter visibility

• colour visibility

• distance comprehension.

Transit advertising

• Is designed so that the audience comes into contact with advertisements while they are moving or in transit (in an interior or exterior setting)

• May occur on or in buses, trams, taxis, phone booths, toilets, bus shelters and kiosks

• Can appear on the exterior or interior of the vehicles

• Full body displays are used on New Zealand taxis.

Other types of OOH

• Additional forms of out-of-home advertising include:

• aerial advertising (e.g. aircraft pulling banners)

• blow-ups or blimps (used to create excitement and interest)

• mobile billboards (used on trucks or trailers or attached to a person)

• mobile billboards are very effective in areas of high traffic intensity.

Buying out-of-home advertising

Strengths

• Broad reach and high frequency levels

• Geographic flexibility

• Low cost per thousand

• Prominent brand identification

• Opportune purchase reminder

Limitations

• Non-selectivity

• Short exposure time

• Difficult to measure audience size

• Environment problems

Aims of packaging

• Draws attention to the brand

• Breaks through competitive clutter at point of purchase

• Justifies price and value to customer

• Signifies brand features and benefits

• Conveys emotionality

• Motivates consumers’ brand choices

Packaging

Packaging structure

(V)isibility

• Ability of package to attract attention

(I)nformation

• Stimulate trial purchases

• Encourage repeat purchases

• Provide product usage instructions

(E)motional appeal

• Evoke desired feeling or mood

(W)orkability

• Package functions and how it communicates

Packaging evaluation: the VIEW model

Point-of-purchase (POP) advertising

• ‘Perfect’ time to communicate with the consumers, while product/brand choices are being made.

• Consumers’ shopping behaviour; e.g. in search of a new experience, offers an opportunity to influence their decisions.

• Functions of POP materials include:

• informing

• reminding

• encouraging

• merchandising example: Myer back up sales campaigns (TV and catalogues) with

POP displays.

• Interactive displays influence unplanned purchasing.