Support Media, P-O-P Advertising, and Event Sponsorship Chapter 17

Chapter 17: Support Media 2 Traditional Support Media Purpose: To reinforce or extend a message being delivered through other media –Signs, billboards –Transit –Aerial –Specialty –Directory

Chapter 17: Support Media 3 Outdoor Signage and Billboards Advantages –Wide local exposure –Captivating –Around-the-clock exposure –Address an immediate need or desire Disadvantages –Message limits –Location affects impact –Relatively expensive –Criticized by environmental groups

Chapter 17: Support Media 4 Transit and Aerial Ads Transit Ads –Urban environments –Demographic segmentation –Timely to purchase –Build brand awareness TRANSIT ADS

Transit ads can reach a target audience in well defined geographic areas

Chapter 17: Support Media 6 Transit and Aerial Ads Aerial Ads –Blimps increasingly common –Common at sporting events –Skies are getting crowded! –Networks are in control

Chapter 17: Support Media 7 Specialty Advertising Defining elements –Contains the sponsor’s logo –Useful or decorative item –Given as a gift from the sponsor Premiums –Specialty items that help motivate a purchase

Chapter 17: Support Media 8 Directory Advertising Advantages –High acceptance –High availability –Final link to purchase Disadvantages –Too many directories –Long lead times –Limited creativity New: CD-ROM and Web-based directories

Web based directories offer convenience and speed

Chapter 17: Support Media10 Point-of-Purchase (P-O-P) Advertising Materials used in retail settings to attract attention to a product, convey product benefits, or highlight pricing information Short-term promotional displays Long-term promotional displays Requires retailer cooperation

Chapter 17: Support Media11 Event Sponsorship Involves a marketer providing financial support to help fund an event The appeal of event sponsorship: –Effective media coverage and exposure –Fan loyalty converts to sales –Events can foster brand loyalty –Events attract well-defined audiences

Event sponsorship can target well defined audiences

Chapter 17: Support Media13 Guidelines for Sponsorship 1.Match the brand and the event 2.Define the target audience 3.Stick to a few key messages 4.Develop a plot line 5.Deliver exclusivity 6.Deliver relevance 7.Use the Internet 8.Plan for the before and after

Chapter 17: Support Media14 Coordination Challenge DirectoriesDirectories EventsEvents P.O.P.P.O.P. TransitTransit BillboardsBillboards TelevisionTelevision SpecialtySpecialty MagazinesMagazines InternetInternet RadioRadio