cx 3 outdoor marketing environment cx 3 tier 2 webinartraining june 21, 2011
TRANSCRIPT
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CX3 Outdoor Marketing Environment
CX3 Tier 2 WebinarTraining June 21, 2011
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Purpose: To evaluate the marketing of
healthy and unhealthy cues on outdoor advertising for food, beverages, and physical activity around schools, parks and playgrounds.
CX3 Outdoor Marketing Environment
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CX3 Outdoor Marketing Documents
1. Instructions
2. Survey tool plus outdoor advertising examples
3. Training PowerPoint
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• 1000 feet radius of middle/high schools, parks and playgrounds
• Buffer using GIS• 1000 feet = approximately 2 blocks• Limit outdoor survey to same areas covered
in fast food marketing survey (1/2 mile for fast food; 1000 feet for outdoor)
• Fill out one survey tool for each school, park, playground
• Take pictures!
CX3 Outdoor Marketing Environment
Instructions
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• Record outdoor ads for food, beverages, restaurants, physical activity, sporting equipment– Limited only to food, beverages…– NOT ads for real estate, cell phones, furniture, etc.
• Record type/size • Record product/ad (1 through 6)• Remember: Complete 1 survey instrument
for each school, park or playground. • Total all ads & put at the bottom of survey
CX3 Outdoor Marketing Environment
Instructions (cont.)
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Type/Size: “1” Large Billboard
Product/Ad: “4” Unhealthy food items
Note: This size billboard usually by freeways and large highways
Messages and Products in Marketing
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Messages and Products in Marketing
Type/Size: “2” Medium BillboardProduct/Ad: “4” Unhealthy food items(even though for fast food restaurant, image of food is displayed)Note: Even though there is fruit parfait with yogurt and granola, the predominant foods in the
ad are burgers and fries (2/3)Note: Medium billboards usually by roads and can be on top of buildings
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Type/Size: “2” Medium Billboard
Product/Ad: “4” Unhealthy food items
(even though for fast food restaurant, image of food is displayed)
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Messages and Products in Marketing
Type/Size: “2” Medium Billboard
Product/Ad: “3” Healthy food items
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Messages and Products in Marketing
Type/Size: “2” Medium Billboard
Product/Ad: “4” Unhealthy food items
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Messages and Products in Marketing
Example of cross-promotion
Type/Size: “3” Small Billboard
Product/Ad: “4” Unhealthy food items
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Messages and Products in Marketing
Type/Size: “3” Small billboardsTop - Product/Ad is for: “3” Healthy Food Item/Message Bottom -Product/Ad: “1” Fast food restaurant(even though image of food is displayed, fast food restaurant is predominant message)
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Messages and Products in Marketing
Type/Size: “4” Transit AdProduct/Ad: “4” Unhealthy food items
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Messages and Products in Marketing
Type/Size: “4” Transit Ad (Bus shelter)
Product/Ad: “3” Healthy food items
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Other Transit Examples… but these are not of food or
beverages. Just ignore, don’t record.
Bus shelter transit
Subway ads
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Messages and Products in Marketing
A board that flips!!Record each side as individual types and messages
Type/Size: “5” Sandwich board ad1- Product/Ad is for: “4” Unhealthy food item (prime rib
sandwich)
2- Product/Ad is for: “3” Healthy food item (salad)
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Messages and Products in Marketing
Type/Size: “6” Electronic Billboard
Product/Ad: “4” Unhealthy food item
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Messages and Products in Marketing
Type/Size: “7” Mobile billboard
Product/Ad: “4”
(even though for other restaurant, image of food is displayed/dominant)
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CX3 Outdoor Marketing EnvironmentReminders
• Calculate totals at bottom– Q7 Total # ads recorded– Q8 Total ads visible from school/park– Q9 Total # ads for each type/size– Q10 Total ads healthy– Q11 Total ads unhealthy or FF restaurant
• Remember - Fill out disposition – (Page 1, Q6)
• Review for accuracy!