Options in Traditional Support Media

Long before there were broadcast or print media options available to marketers, what is today described as support media existed as a place through which ancient peoples communicated about their goods and services. There is a wide range of tools available to employ in both traditional and non$-$traditional media. In recent years, these options have received a renewed vitality as part of IMC plans due to many innovations in creativity of presentations and in technological advances as well.

This activity is important because as an IMC manager, you must be able to identify traditional support media that are available to use in optimal communications to the target market. Traditional support media are often less expensive, able to be used in spot markets, and have enduring exposures with consumers.

The goal of this activity is to demonstrate your understanding of what formats of support vehicles are appropriate in various situations to contributing to reaching IMC goals.

Review the following descriptions of examples of traditional support media efforts and then match each with the correct sub$-$category and group into which it fits.

Digital$-$Out$-$Of$-$Home Billboard: In the stadium for the Dallas Mavericks, there is a large Fan Cam suspended from the ceiling. It captures replays during the game and then zooms in on fans during time outs and half time. On both the top and the bottom of the large device, on all four sides, appears the name Tekron and a tagline for Texaco.

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Mobile Billboard: A local concert venue in an urban area pays a reasonable amount to have a large double$-$sided sign transported for $12$ hours daily on the back of a flat$-$bed truck promoting an upcoming concert for a $$Beatles$$ concert in the city.

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Wrapped Vehicle: An eighteen$-$wheeler hauls a full$-$sized trailer across the highway with five sides of the exterior covered to make it look like a giant Snickers candy bar.

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Inside Card: A commuter on the metro in Washington, D$.$C$.$ is crowded into a car for five stops and is staring at a $15$ x $24$ ad for Tag Heuer Watches. She sees the same ad five days a week.

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Urban Furniture: Kit$-$Kat candy bars, paints the planks of benches along the city street in chocolate brown and in red and white to resemble a partially unwrapped candy bar.

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In$-$store Place$-$based Media: As a shopper is dropping food items into the cart at Kroeger, there is a digital sign facing him and promoting various brands with messages that change as he moves through different aisles. Such messages at point$-$of$-$purchase are known to increase probability of purchase in excess of $75\%.$

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Aerial: A small plane flies over the beach in Ft$.$ Lauderdale during Spring Break, trailing a large sign for Happy Hour at Big Daddy$$s Lounge.

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Convenience Store: In every $7-$Eleven store across the USA, Coca$-$Cola provides the chain with refrigerators that have three$-$dimensional Coke bottle handles on the glass doors which are also rimmed with red and white bands repeating Coca$-$Cola. Coke reinforces the logo on the soda fountain dispenser and with stacks of paper cups bearing the Coke logo$.$

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