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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 13-15 Ads often
appear in the strangest
places
V. Developing the
Integrated Marketing
Communications Program
13. Support Media © The McGraw−Hill
Companies, 2003
Miscellaneous Other Media
As noted earlier in this chapter, the variety of advertising support media continues to
increase, and discussing or even mentioning all is beyond the scope of this text. However,
the following are provided just to demonstrate a few of the many options:
• Place-based media. The idea of bringing the advertising medium to the consumers
wherever they may be underlies the strategy behind place-based media. TV monitors
and magazine racks have appeared in classrooms, doctors’ offices, and health clubs,
among a variety of other locations. After an initial introduction and failure by Whittle
Communications, Promedia now owns Channel One; Cass Communications offers
place-based media options for the college market. Place-based media have become a
profitable venture and an attractive alternative for media buyers. Many advertisers,
like Vans, Paramount Pictures, and Disney, support and use this medium in the classroom,
arguing that both the sponsor and the “cash-strapped” schools benefit. But some
observers, like the Consumers Union and consumer advocate Ralph Nader, denounce
it as “crass commercialism.” 53
• Kiosks. The growth of interactive kiosks was briefly mentioned in Chapter 10.
Advertisers pay rates ranging from $1,000 to $2,500 a month for signage and interactive
ads on kiosks that are placed in malls, movie theaters, and other high-traffic areas.
Additional charges may accrue for more complex interactive programs. Companies
like Ameritech and North Communications have increased their involvement in this
medium. Intel has deployed over 1,000 kiosks in computer stores to give consumers
immediate access to the Internet. 54 Kmart estimates that 20 percent of its sales comes
from its in-store kiosks.
• Others. Just a few other examples of the use of support media: Coca-Cola has
installed 1,000 feet of light boxes in the Atlanta subway to show motion picture ads
for Dasani; Motorola is advertising on pagers; Muzak, a provider of background
music, has teamed with Tyme ATMs to broadcast ads at bank ATM sites; ads now
appear on luggage conveyors at some airports, on hubcaps, in elevators, on fruit, and
on gasoline pumps (visual and talking). There are many other examples, as is well
demonstrated in IMC Perspective 13-2 and Exhibit 13-15 (at least he earned
something from the fight!).