Question

Princ of Advertising:

1. Which advertising objectives are the outdoor media most suitable for?
2. What is a brand train and what advantages does it offer over less expensive forms of transit advertising? Use examples.
3. How does specialty advertising differ from premiums? How could a local computer store use these media and which would be better for the store to use?

Answer 1

Which advertising objectives are the outdoor media mostly suitable for?

Reaching the whole population, reminding the population to “drink coke” (or) Outdoor media are most suitable for reach, frequency, and impact of a short, simple message at low cost. They can also be concentrated in areas with attractive demographics.

What is a brand train and what advantages does it offer over less expensive forms of transit advertising?

The whole train in and out is sponsored by one advertiser. The advantages is that there is no other ads to clutter. A brand train is an advertiser’s purchase of all of the cars that run in a particular corridor. Clothing designer Donna Karan’s DKNY line, for example, bought a 10-car brand train that ran under Lexington Avenue on Manhattan’s East Side. It stopped right under Bloomingdale’s, where DKNY had opened its “supershop.” Advertisers like it because it gives them exclusivity.

How does specialty advertising differ from premiums? How could a local computer store use these media, and which would be better for the store to use?

Specialty advertising is a promotional product usually imprinted with an advertiser’s name, message, or logo, which is distributed free as part of a marketing communications program. Premiums are also promotional products but they are typically more valuable and usually bear no advertising message; recipients must buy a product, send in a coupon, witness a demonstration, or perform some other action advantageous to the advertiser. A specialty advertising product is always given free as a goodwill item. Some recipients may keep a specialty item for years, so it serves as a continuous, friendly reminder of the advertiser’s business. Because the cost of goodwill items is high, perhaps offering a premium of a free package of blank CDs with the purchase of a computer would be the best media choice for the local computer store.

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