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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
13. Support Media © The McGraw−Hill
Companies, 2003
3. Wearout. Because of the high frequency of exposures, outdoor may lead to a quick
wearout. People are likely to get tired of seeing the same ad every day.
4. Cost. Because of the decreasing signage available and the higher cost associated
with inflatables, outdoor advertising can be expensive in both an absolute and a relative
sense.
5. Measurement problems. One of the more difficult problems of outdoor advertising
lies in the accuracy of measuring reach, frequency, and other effects. (As you will see
in the measurement discussion, this problem is currently being addressed, though it
has not been resolved.)
6. Image problems. Outdoor advertising has suffered some image problems as well as
some disregard among consumers.
In sum, outdoor advertising has both advantages and disadvantages for marketers.
Some of these problems can be avoided with other forms of out-of-home advertising.
Additional Out-of-Home Media
Several other forms of outdoor advertising are also available. As you read about them,
keep in mind the advantages and disadvantages of outdoor in general mentioned earlier
and consider whether these alternatives have the same advantages and/or provide a
possible solution to the disadvantages.
Aerial Advertising Airplanes pulling banners, skywriting (in letters as high as
1,200 feet), and blimps all constitute another form of outdoor advertising available to
the marketer: aerial advertising. Generally these media are not expensive in absolute
terms and can be useful for reaching specific target markets. For example, Coppertone
has often used skywriting over beach areas to promote its tanning lotions, beer companies
(among others) commonly employ aerial advertising at sporting events, and local
advertisers promote special events, sales, and the like. Exhibit 13-4 shows one of the
many products, services, and/or events that have used this medium. Perhaps one of the
more interesting examples of aerial advertising is that shown in Exhibit 13-5. Pizza
Hut paid about $1 million to have a 30-foot version of its new logo on an unmanned
Russian Proton rocket. The logo was visible for only a few seconds, but Pizza Hut felt
the exposure was well worth the investment. (The company also put pizza on the
Space Shuttle for those assembling the orbiting space platform.)
Mobile Billboards Another outdoor medium is mobile billboards (see Exhibit
13-6). Some companies paint Volkswagen Beetles with ads called Beetleboards;
Exhibit 13-4 A variety of companies use blimps as an advertising medium
Exhibit 13-5 Pizza Hut takes
aerial advertising to new heights