Chapter Eighteen using out-of-home, exhibitive, and supplementary media
Activities & EXERCISES
Watch your mail and choose a direct-mail package that contains a letter as well as a brochure, business reply envelope, or other items. Bring the package to class, along with answers to the questions below.
1. What is the purpose of the direct-mail piece you have chosen? Is it to obtain a sales lead, make a mail-order sale, and obtain a charitable contribution? Alternatively, is it intended to accomplish some other purpose?
2. What kind of letter is included? Is the letter fully printed, printed with a computer fill-in, or fully computer typed?
3. Is there anything distinctive about the outer envelope in which the literature arrived?
4. How many and what kind of enclosures (supporting pieces) are there? For example, is there a brochure, order card, or letter with tantalizing copy? Is the company name included?
5. What, if anything, held your interest?
6. Are the messages in the letter and on the supporting pieces believable? Do you feel it is truthful?
7. What is said in the letter and on the supporting pieces to try to motivate you to respond? (Note especially the closing lines of the letter, e.g., Act now! Send your order today!)
8. From your perspective, what is the most important reader benefit offered?
9. Is an unusual format used? Are there eye-catching graphics?
Should Outdoor Advertising Be Severely Restricted?
In response to growing public concern, the federal government and many cities have enacted legislation, which limits both the number of outdoor advertising signs allowed in given areas and their formats. Members of the outdoor advertising industry claim that these laws are discriminatory. They maintain that, under our free enterprise system, they should be allowed to operate without restriction.
Outdoor advertising should be severely restricted because...
Our nation's once beautiful and scenic countryside’s are being polluted by billboard blight. Billboards have replaced open spaces. They are a distraction and a public eyesore.
Billboards are a visual hazard for motorists. They interfere with concentration and have been known to contribute to accidents.
Our nation's freeways, highways, and streets are a precious limited commodity, just like the airwaves. Thus, their use should be protected by the government to assure that it is in the best interest of the public.
The vast amount of energy used to illuminate outdoor advertising signs is a waste of a valuable and rapidly dwindling national resource.
Outdoor advertising should not be severely restricted because...
Private enterprise should be allowed to operate without government interference. Over the years, the outdoor advertising industry has provided jobs and income for countless thousands of workers.
Outdoor advertising can be a boon to travelers. It provides directions, distance readings, and guides them to rest stops and other conveniences.
Outdoor advertising aids consumers by helping to keep product costs down. It does this by promoting consumption, which is essential in our mass-production economy.
Outdoor advertising has long been an important and cost-efficient way for advertisers to promote and sell their products. It reaches audiences not always obtainable through other advertising media.
Advertisers should have the right to advertise how and where they wish, as guaranteed under the First Amendment. Similarly, outdoor advertising companies should not be subjected to undue and unusual forms of discrimination not levied against other advertising media.
1. What additional arguments can you make in support of each point of view?
2. Which side do you feel has the strongest arguments?
Images from the Text
Images are available as color acetates through your local McGraw-Hill/Irwin sales representative.
A18-1 Angel in Red billboard (p. 581)
A18-2 Exhibit 18-1 Breakdown of out-of-home media (p. 582)
A18-3 Outdoor spectaculars example (p.586)
A18-4 Example of transit advertising (p.596)
A18-5 Men’s urinal advertising (p.597)
A18-6 Example of product packaging (p.598)
A18-7 Exhibit 18-8 Overall ad reach media plus Yellow Pages (p. 603)
Located on the McGraw-Hill
Contemporary Advertising website:
RL 18-1 Common sizes for outside posters and inside cards
RL 18-2 The package production process
RL 18-3 Trade show budgeting checklist
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