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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
13. Support Media © The McGraw−Hill
Companies, 2003
Exhibit 13-6 An interesting and
unusual example of a mobile billboard Trucks often serve as mobile billboards
others paint trucks and vans. Still others put ads on small billboards, mount them on
trailers, and drive around and/or park in the geographic areas being targeted (Exhibit
13-6). Costs depend on the area and the mobile board company’s fees, though even
small and large organizations have found the medium affordable. One small company
in California found that its five mobile cars account for 25 percent of its earnings, and
a study conducted jointly by 3M and the American Trucking Association estimated
that one truck traveling about 60,000 miles a year would create about 10 million
viewer impressions of the ad placed on it. 6 In a study employing tracking methodology,
the Traffic Audit Bureau (TAB) estimated that three trucks with a Seiko watch ad
on them were seen by an average of 121,755 people per day in the Chicago area. 7
America Online, Lexus, Wolfgang Puck, and numerous dot-com companies are some
of the advertisers that have used this medium.
In-Store Media
Advertisers spend an estimated $17 billion to promote their products in supermarkets
and other stores with untypical media like displays, banners, and shelf signs. These
point-of-purchase materials include video displays on shopping carts, kiosks that provide
recipes and beauty tips, and coupons at counters and cash registers, LED (lightemitting
diode) boards, and ads that broadcast over in-house screens. At one time,
Miller Brewing Co. used 30 to 40 agencies to provide these services (it now uses 10).
Figure 13-4 lists a few of the many in-store media options.
Much of the attraction of point-of-purchase media is based on figures from the
Point of Purchase Advertising Institute (POPAI) that state approximately two-thirds of
consumers’ purchase decisions are made in the store; some impulse categories demonstrate
an 80 percent rate. 8 Many advertisers are spending more of their dollars where
decisions are made now that they can reach consumers at the point of purchase, providing
additional product information while reducing their own efforts.
Miscellaneous Outdoor Media
As shown in Figure 13-5, there are numerous outdoor media available, adding to the
pervasiveness of this medium. The next time you are out, take a few moments to
observe how many different forms of outdoor advertising you are exposed to.
Audience Measurement in Out-of-Home Media
A number of sources of audience measurement and other information are available:
• Competitive Media Reports (formerly BAR/LNA) provides information on expenditures
on outdoor media by major advertisers.
• Simmons Market Research Bureau conducts research annually for the Institute of
Outdoor Advertising, providing demographic data, exposures, and the like.
Mediamark Research Inc. (MRI) provides similar data.
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Chapter Thirteen Support Media