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55 Cards in this Set
- Front
- Back
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Out-of-Home Media
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Media such as outdoor advertising (billboards) and transit advertising (bus & car cards) that reach prospects outside their homes.
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Bulletin Structures
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Large, outdoor billboards meant for long-term use that work best where traffic is heavy and visibility is good. They carry printed or painted messages, are created in sections, and are brought to the site where they are assembled and hung on the billboard structure. Measure 14 by 48 feet.
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30-Sheet Poster
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The basic outdoor advertising structure; it consists of blank panels with a standardized size and border. Its message is first printed on large sheets of paper and then mounted by hand on the panel. AKA Standard Billboard. Most widely used form of outdoor advertising
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Stock Posters
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A type of outdoor advertising consisting of ready-made 30-sheet posters, available in any quantity and often featuring the work of first-class artists and lithographers.
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Eight Sheet Posters
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A smaller type of outdoor advertising, often used in urban areas, close to the point of purchase. AKA Junior Panels. Excellent for for advertising close to the point of purchase. Concentrated in urban areas, and usually cost half of a 30-sheet posters.
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Spectatculars
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Giant electronic signs usually incorporate movement, color, and flashy graphics to grab the attention of viewers in high-traffic areas.
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100 Showing
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The basic unit of sale for billboards or posters is 100 gross rating points daily.
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Global Positioning Systems (GPS)
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New satellite-based system whereby outdoor advertising companies give their customers the exact latitude and longitude of particular boards. Media buyers, equipped with sophisticated new software on their desktop computers, can then integrate this information with demographic market characteristics and traffic counts to determine the best locations for their boards without ever leaving the office.
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Transit Advertising
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An out-of-home medium that includes three separate media forms: inside cards; outside poster; and stations, platform, and terminal posters.
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Transit Shelter
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A form of out-of-home media where advertisers can buy space on bus shelters and on the backs of bus-stop seats.
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Taxi Cab Exteriors
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in transit advertising, internally illuminated two-sided posters positioned on the roofs of taxis. Some advertising also appears on the doors or rear.
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Terminal Posters
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1-sheet, 2-sheet, and 3-sheet posters in many bus, subway, and commuter train stations as well as in major train and airline terminals. They are usually custom designed and include such designed and include such attention getters as floor displays, island showcases, illuminated signs, dioramas (3-D scenes), and clocks with special lighting and moving messages.
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Inside Card
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A transit advertisement, normally 11 by 28 inches, placed in a wall rack above the window of a bus.
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Car-End Posters
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Transit advertisements of varying sizes, positioned in the bulkhead.
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Outside Posters
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The variety of transit advertisements appearing on the outside of buses, including king size, queen size, traveling display, rear of the bus, and front of bus.
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Types of Out of Home Media
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Bulletins
Digital Billboards Posters Junior Posters Wall/Spectaculars Bus Shelters Phone Kiosks, newsracks, Urban Furniture |
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Pros of Outdoor Advertising
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Accessibility
Reach Frequency Geographic Flexibility Demographic Flexibility Cost Impact Creative Flexibility Location |
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Cons of Outdoor Advertising
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Fleeting Message
Surrounding environment can influence the ad itself Audience difficult to measure Difficult to control Planning can be cumbersome High cost for initial preparation Availability of good locations Visual Pollution (clutter) |
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Pros of Transit Advertising
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Long Exposure
Repetitive Value Eagerly read messages Low costs Creative Flexibility Need satisfying ads Public transit seen as medium of the future do to environmental pressures |
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Cons of Transit Advertising
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Lacks status as a major medium
Crowded environment Limited Selectivity Clutter Locations outside of urban areas decrease reach Creative copy limitations |
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Pros of Direct Mail
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Can communicate directly with intended audience
Intensive coverage and extensive reach Flexibility Control Personal Impact Exclusivity Response Testability |
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Cons of Direct Mail
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High cost per exposure
Delivery problems Lack of content support to hold reader's attention Problems identifying & effectively reaching audience Negative attitudes toward direct mail Environmental concerns Anti-spam laws |
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Showing
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Traditional term referring to the relative number of outdoor posters used during a contract period, indicating the intensity of market coverage.
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Full Showing (or 100 showing)
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A unit of purchase in transit advertising where one card will appear in each vehicle in the system. May be purchase in a half (50) or quarter (25) showing.
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Total Bus
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A special transit advertising buy that covers the entire exterior of a bus, including the front, rear, sides, and top.
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Brand Trains
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An advertising program under which all the advertising in and on a train is from a single advertisers. This advertising concept was first used in NYC subways trains, and is now being used on the Las Vegas monorail.
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Immersive Advertising
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The integration of advertising into the message delivery mechanism so effectively that the product is being promoted while the audience is being entertained.
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Mobile Billboard
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A cross between traditional billboards and transit advertising; some specially designed flatbed trucks carry long billboards up and down busy thoroughfares.
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Digital Signs
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Signs that display text and graphic messages similar to the big screens in sports stadiums. The signs can transmit commercial messages to retail stores, where shoppers see them. The stores pay nothing for the signs and receive a percentage of the advertising revenue.
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Direct Mail Advertising
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All forms of advertising sent directly to prospective customers without using one of the commercial media forms.
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Types of Direct Mail Advertising
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Dimensional direct mail
Sales Letters Postcards Business Reply Mail Folders Brochures Broadsides Self-Mailers Statement Stuffers House Organs Catalogs |
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Dimensional Direct Mail
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Direct mail advertising that utilizes 3-D shapes and unusual materials.
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E-mail
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Electronic mail messages transmitted electronically between computers.
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Sales Letters
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The most common form of direct mail. Sales letters may be typeset and printed, or computer generated.
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Business Reply Mail
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A type return mail that enables the recipent of direct mail advertising to respond without paying postage.
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Folders
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Large, heavy-stock fliers, often folded and sent out as self-mailers.
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Brochures
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Sales materials printed on heavier paper and featuring color photographs, illustrations, and typography.
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Broadsides
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A form of direct mail advertisement, larger than a folder and sometimes used as a window display or wall poster in stores. It can be folded to a compact size and inserted into a mailer.
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Self-Mailers
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Any type of direct-mail piece that can travel by mail without an envelope. Usually folded and secured by a staple or a seal, self-mailers have a special blank space for the prospect's name and address.
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Statement Stuffers
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Advertisements enclosed in the monthly customer statements mailed by department stores, banks, utilities, or oil companies.
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House Organs
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Internal and external publications produced by business organizations, including stockholder reports, newsletters, consumer magazines, and dealer publications. Most are produced by a company's advertising or public relations department or by its agency.
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Catalogs
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Reference books mailed to prospective customers that list, describe, and often picture the products sold by a manufacturer, wholesaler, jobber, or retailer.
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House Lists
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A company's most important and valuable direct-mail list, which may contain current, recent, and long past customers or future prospects.
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Advertising Speciality
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A promotional product, usually imprinted with an advertiser's name, message, or logo, that is distributed free as part of a marketing communications program.
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Mail response lists
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A type of direct mail list, composed of people who have responded to the direct mail solicitations of other companies, especially those whose efforts are complementary to the advertiser's.
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Compiled Lists
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A type of direct mail list that has been compiled by another source, such as lists of automobile owners, new home purchasers, business owners, union members, and so fourth. It is the most readily available type of list but offers the lowest response rate.
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List Broker
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An intermediary who handles rental of mailing lists for list owners on a commission basis.
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Letter Shop
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A firm that stuffs envelopes, affixes labels, calculates postage, sorts pieces into stacks or bundles, and otherwise prepares items for mailing.
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Premiums
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An item offered for free or at a bargain price to encourage the consumer to buy an advertised product.
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Components of Direct Mail Advertising
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Acquiring Direct Mail Lists
Developing the offer to address a the prospects needs Creating, producing, and distributing direct mail ads |
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Painted Bulletins
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Are very costly, but some advertisers overcome this expense by rotating them to different choice locations in the market every 60 or 90 days.
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Basic Bus
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In transit advertising, all the inside space on a group of buses, giving the advertiser complete domination.
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Take Ones
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In transit advertising, pads of business reply cards or coupons, affixed to interior advertisements for an extra charge, that allow passengers to request more detailed information, send in application blanks, or receive some other product benefit.
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Bus-O-Rama Signs
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A bus roof sign, which is actually a full color transparency back-lighted by fluorescent tubes, running the length of the bus.
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Postcards
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Cards sent by advertisers to announce sales, offer discounts, or otherwise generate consumer traffic.
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