TO PRESENT THE FACTORS advertisers consider when evaluating various out-of-home, exhibitive, and supplementary media. Many advertisers use these media to either complement or replace print and electronic media, so it's important to understand how advertisers buy these media and the advantages and disadvantages of each.
After studying this chapter, you will be able to:
Discuss the pros and cons of outdoor advertising.
Explain how to measure exposure to outdoor media.
Describe the types of standard outdoor advertising structures.
Detail the various options available in transit advertising.
Identify the influences on the cost of transit and other out-of-home media.
Discuss the importance of exhibitive media in a company's marketing mix.
Explain the issues advertisers face when considering a change in packaging.
