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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
Figure 13-6 Posting space rates, Memphis market (per-month basis)
13. Support Media © The McGraw−Hill
Companies, 2003
18+ 4-Week 4-Week Total
Pop. Total Circulation Rate per 4-Week
(000) GRP Faces (000) Face Rate CPM
898.3 100 65 26,098.8 $800 $52,000 $1.99
853.3 95 62 24,925.6 847 52,514 2.11
808.4 90 58 23,276.4 847 49,126 2.11
763.5 85 55 22,103.2 847 46,585 2.11
718.6 80 52 20,930.0 847 44,044 2.10
673.7 75 49 19,756.8 847 41,503 2.10
628.8 70 45 18,107.6 882 39,690 2.19
Note: Memphis-Memphis, 30-sheet poster, general market.
Exhibit 13-7 The FBI uses
outdoor to recruit
Figure 13-6. For example, a 100 GRP showing would theoretically provide coverage
to the entire 18-plus market. In Memphis, this would mean coverage of approximately
26 million people for a monthly rate of $52,000. Along with rate information, the companies
offering outdoor billboards provide reach and frequency estimates—but there
is no valid way to verify that the showings are performing as promised. The buyer is
somewhat at the mercy of the selling agent.
In response to criticism, the industry has implemented a gross ratings point system similar
to that used in the television industry. While the system has helped, problems associated
with the use of GRPs (discussed earlier in this text) limit the usefulness of this
information. Many experts think the new service provided by Harris Media Systems is a
significant improvement over the AMMO system, resulting in more credible information. 9
Transit Advertising
Another form of out-of-home advertising is transit advertising. While similar to outdoor
in the sense that it uses billboards and electronic messages, transit is targeted at
the millions of people who are exposed to commercial transportation facilities, including
buses, taxis, commuter trains, elevators, trolleys, airplanes, and subways.
Transit advertising has been around for a long time, but recent years have seen a
renewed interest in this medium. Due in part to the increased number of women in the
work force (they can be reached on their way to work more easily than at home), audience
segmentation, and the rising cost of TV advertising, yearly transit ad spending
increased from $43 million in 1972 to over $900 million in 2001. 10 Much of this
spending has come from packaged-goods companies such as Colgate, Nestlé,
Kraft–General Foods, America Online, and Lycos, which like transit’s lower costs and
improved frequency of exposures. Other retailers, movie studios, and business-tobusiness
companies have also increased expenditures in this area (Exhibit 13-7).