MKTG 313 Lecture Notes - Lecture 1: Skywriting, Liquid-Crystal Display, Out-Of-Home Advertising
Support Media - Lecture #1
Support media are referred to by several titles, among them alternative media, below-the-
line media, nonmeasured media, and nontraditional media.
These terms describe a vast variety of channels used to deliver communications and to
promote products and services.
In this chapter we will discuss many of these media (though, as you might imagine, it
would be impossible for us to discuss them all).
• Many advertisers, as well as the top 100 advertising agencies, have increased
their use of support media, and as new alternatives are developed, this use will
continue to grow.
• Given the rapid emergence of a variety of new media, we will further divide
support media into traditional and nontraditional support media categories.
• There are actually hybrids as well because some traditional media have adapted
to the new media environment by updating their offerings.
• There is no particular necessity for this further distinction other than to
demonstrate that many of the various forms of support media have been around
for quite some time, while others have surfaced only recently.
• Let us examine some of these in more detail.
TRADITIONAL SUPPORT MEDIA
Out of home (OOH) advertising - media encompass many advertising formats found out
of the home
As can be seen, the Outdoor Advertising Association of America (OAAA) categorizes
these media as out of home—including billboards, street furniture, place-based media,
and transit
find more resources at oneclass.com
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Document Summary
Support media are referred to by several titles, among them alternative media, below-the- line media, nonmeasured media, and nontraditional media. These terms describe a vast variety of channels used to deliver communications and to promote products and services. Out of home (ooh) advertising - media encompass many advertising formats found out of the home. As can be seen, the outdoor advertising association of america (oaaa) categorizes these media as out of home including billboards, street furniture, place-based media, and transit. Increased expenditures from local services and amusements, insurance, real estate, and telecom companies have more than made up for the losses: companies like mcdonald"s, apple, verizon, warner brothers, samsung, at&t, and. Coca-cola are some of the top spenders in this medium: miscellaneous services and amusements, retail, media and advertising, restaurants, public transportation, hotels, and resorts, financial, insurance and real estate, government, politics, and organizations, communications, automotive dealers and services.
