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Unformatted text preview: Chapter 13 T HE SCOPE OF T HE SUPPORT M ED IA I N DUSTRY Support Media-support media- used to reach those people in the target market the primary media may not have effectively reached and to reinforce, or support, their messages.-alternative media, nonmeasured media, nontraditional media- these terms describe a vast variety of channels used to deliver communications and to promote products and services. TRAD I T IONAL SUPPORT M ED IA-Out-of-home advertising- OAAA categorizes these media as outdoor-including billboards, street furniture, alternative media, and transit-as well as specific forms of radio. (Billboards & Street furniture makeup 73%) T raditional Support Media OUTDOOR ADVERT ISING Characteristics of Outdoor Advertising ALTERNAT IVE OUT-OF-HO ME M ED IA o Aerial Advertising-aerial advertising- airplanes pulling banners, skywriting, and blimps all constitute another form of outdoor advertising available to the marketer. These media are not expensive in absolute terms and can be useful for reaching specific target markets....
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- Fall '08