. So, magazines, TV, radio, and the Internet don't qualify. Neither does direct mail. But Johnny ads, ads on the backs of transit benches, kiosks at the mall, signs painted on sidewalks, messages painted on blimps and barns, yard signs, posters inside subway cars, and ads steam-rolled onto beaches are just a few of the zillion or so media that qualify as out-of-home. Believe it or not, at the right time, for the right audience, all of the aforementioned, and more, deliver ad messages somewhat efficiently and occasionally even effectively Media planning involves researching, analyzing and then selecting the right media from the many channels of communications--TV, radio, backs of transit benches, posters at Otter's games, match books, table-top tents, t-shirts, blimp, movie placement, etc.--that will direct advertising messages to the target audience the increasing amount of media alternatives
In plain terms, there are more TV stations, more radio channels, more magazine titles, more places offering kiosk space, more places to hang posters, more opportunities to hand out ink pens, each medium with a thumbprint or identifiable, describable audience, e.g. F, ages 24-36, higher socio-economic (Cosmopolitan magazine)—or—high energy M, ages 16-24, relatively low income (recognize Mountain Dew?). Non-traditional media include the backs of grocery receipts, computer screen-like screens in the backs of taxis, magnetic signs of the backs of snow plows touting Florida, "Johnny " ads in various hang outs, and advertising impressions pressed into the sand at spring break beach sites. Pepsi Cola once had NASA inflate a 40' Pepsi can in outer space and had the space shuttle crew beam back views of the can so the pix could be used in commercials...and giving new meaning to "a taste that's out of this world"!
1. Adds tangible, immediate extra value or value-added (not "added value" which is part of the psychological or symbolic element of product utility)...literally, more for the same money
2. Maximizes sales volume...consumers often buy a larger volume of a product or buy it more often because of a short-term price cut, cents-off coupon, buy-two-get-one-free, free chance to win a free vacation or car...through March 24 Coca-Cola was offering chances to win tickets for the NCAA Final Four when consumers, by chance, found the winning number(s) under the caps of 20-oz Cokes...often an inducement is the deciding factor for a sale when products are compared
3. Is better than advertising at inducing consumers to try new products...less risk in the purchase because of a reduced price, two-for-one, etc.
4. Influences the timing of purchases...encourages consumers (and wholesalers and retailers) to buy and buy more in a specific time period, allowing manufacturing to anticipate and meet increased product demand
5. Effects shift of inventory...projected greater demand enables retailers to maintain sufficient on-hand supply; retailers can reduce on-hand stock of a product; encourages wholesalers to "push" products up through the distribution channel to retailers and consumers