Promotion Methods

A flyer explaining ambient media.

Ambient Media

Strengths

  1. One of the main strengths of ambient media is that it can easily attract lots of attention. This is because ambient media can be located in lots of different locations that appear in everyday life, as opposed to just a big advertisement that might not be noticed by everyone.
  2. Another strength that ambient media has is the element of surprise. This is because it is different to other types of media and therefore, it means that it isn't in competition with other types of media and this differentiates it from the others making it stand out and attract attention.
  3. A strength of ambient media is that it often isn't perceived as an advertisement and therefore, it won't cause aggravation to the target audience because it's a different method of advertising.

Reference:

Page 322 in Textbook

Weaknesses

One of the main weaknesses of ambient media is that it's not very easy to analyse how many people actually notice the advertisement and take recognition of it. This is because it's not electronic and they are often placed in random places (eg. a moving bus.)

Another weakness of ambient media is that the messages must be brief in order for all audiences to be able to receive the message. Therefore, ambient media can't contain much information on them and this could mean that people are un-informed or confused.

Reference:

Page 324 of textbook

Production Requirements

  1. One of the production requirements is that the employees will need to be trained in order for it to be appropriate for the specific place. For example, the piece of ambient media will need to be the right size for the location that it is going to be put.
  2. Another production requirement is that the raw materials that are needed are available for use. They need to be ready so that initial designs can be made and edited, and then be printed for different locations.
  3. A production requirement is the finance of the ambient media because the wages for employees will be paid for, along with the raw materials that are used to create the ambient media.
  4. A place for the media to be created and land for this place to be located is another production requirement because the ambient media needs a place to be created and sometimes it can be complex due to the fact that it's located in different locations. This differes to something like a TV advert because they are all in the same format, but in the case of ambient media, something like a bus ticket advertisement is different to a petrol pump nozzle advertisement.

Reference

www.businesscasestudies.co.uk

Cost of Media Space

The cost of 10,000 beer mats is £399.00 + VAT and beer mats are a popular way of using ambient media.

The cost of putting a sign on the side of 30 London buses for four weeks is £5,500.

The cost of advertising on petrol pump nozzles is £2000 a week for 20 forecourts.

An aerial banner that gets towed behind a plane is £260 per hour.

A1 size in a hospital waiting room is £880 per poster per annum.

The interior panel of a taxi from £24 per month.

Teletext which is national from £3,500 for a full page per week.

Reference:

www.psvmedia.co.uk

Examples of Ambient Media

Side of Buses

Petrol Pump Nozzles

Beet Mats

Business Cards

Poster Sites

T signs on golf courses

Interior panel of a taxi

Posters in hospital waiting rooms

Balloon displays

Balloon releases

Aerial banner behind an aeroplane

Teletext

Reference: Textbook and sheets