Out door advertising, transit media, share of voice, typical media strategies

1. Explain the uses and limitation out door advertising.

Uses: Used for local markets, good for wide local coverage if displayed at a busy location. High frequency can be reached, if u put it to the highway for a month, everyone who goes to work and back home daily can see it 40 times. As these are the largest vehicles, huge prints are available. They are flexible geographically, and 24 hrs /day visibility.

Limitation: Can be only a simple picture or a short text, so only simple message can be put on it. Has low recall, but high cost. As they take up big space, there is limited availability of best locations.

2. What is transit media?

Transit media is all the media what can be experienced at public transport locations and vehicles inside and out.

3. Explain share of voice and give an example.

It is a number in %, what tells the spending in % compare to the whole category spending.

Example:

CocaCola spent 20 Million USD in 2008 in the media, and all the others in the soft drink industry spent also 20 M USD,

than SOV of CocaCola is 50%.

4. Name three types of typical media strategies and explain each.

· Flighting

Choose advertising periods, when your brand can be prominent to competitor’s brands. In this strategy we use additional frequency for a short period of time, because we have the assumption that it will be more effective. This means concentrated advertising for about 4-6 weeks. The effect of this strategy is, that money is available to be spent during the bursts.

· Scheduling

When the market brand seems flat during the entire year. This strategy ignores the competition. The net effect of even spending is to have lower reach and frequency.

For example the basic food market, bread, milk etc.

· Heavy-up scheduling

When planners spend more on advertising when consumer buying is heaviest and spend less at other times.

For example electric equipments market before Christmast.