© 2006 Thomson/South-Western Chapter 17 Support Media, P-O-P Advertising, and Event Sponsorship © 2006 Thomson/South-Western

The Brave New World of IBP The Charmin Pottypalooza promotion shows The creative ways marketers are using promotional tools to create meaningful connections to consumers. That the unconventional is becoming conventional and mass media are no longer enough to provide impact for a brand. IBP efforts are directed at hard-to-reach niche markets often in urban locations, where new market trends tend to originate. Other examples of new methods include trucks that drive endlessly through city streets as mobile billboards ads beamed onto the sides of office buildings; racks of postcard ads placed in trendy restaurants and nightspots ads printed on coffee cups with coordinated signage attached to coffee carts small signs attached to the backs of messenger bikes that patrol the canyons of downtown corporate America. Chapter 17: Support Media 2 © 2006 Thomson/South-Western

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 © 2006 Thomson/South-Western

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 © 2006 Thomson/South-Western

© 2006 Thomson/South-Western Transit Ads Transit Ads Urban environments Demographic segmentation Timely to purchase Build brand awareness TRANSIT ADS Chapter 17: Support Media 5 © 2006 Thomson/South-Western

© 2006 Thomson/South-Western Aerial Ads Aerial Ads Blimps increasingly common Common at sporting events Skies are getting crowded! Networks are in control Chapter 17: Support Media 6 © 2006 Thomson/South-Western

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 Chapter 17: Support Media 7 © 2006 Thomson/South-Western

© 2006 Thomson/South-Western 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 Chapter 17: Support Media 8 © 2006 Thomson/South-Western

© 2006 Thomson/South-Western AOL sponsored the 2004 Super Bowl half time. Did the ‘wardrobe malfunction’ fiasco promote or disrupt their exposure? © 2006 Thomson/South-Western

Guidelines for Sponsorship Match the brand and the event Define the target audience Stick to a few key messages Develop a plot line Deliver exclusivity Deliver relevance Use the Internet Plan for the before and after Chapter 17: Support Media 10 © 2006 Thomson/South-Western

Branded Entertainment Embedding a brand or brand symbol in entertainment programming Product placement is placing a brand into the content of an entertainment product. Agents, marketers, producers and writers are finding ways to incorporate brands in movies, short films on the Internet, and reality TV. Anywhere and any time people are being entertained, there is opportunity for branded entertainment. Examples include: --On Time Warner’s WB network, a shiny orange Volkswagen Beetle convertible played an important role in the teen superhero drama Smallville. --Ray Romano chased his wife around the grocery store, knocking over a display of Ragu products, in the sitcom Everybody Loves Raymond. --Queer Eye for the Straight Guy has provided a bonanza of placement opportunities with brands like Amaretto, Redken, and Diesel. Chapter 17: Support Media 11 © 2006 Thomson/South-Western

Coordination Challenge Events Directories Television Internet Billboards Magazines Chapter 17: Support Media 12 Transit Branded Entertainment Radio © 2006 Thomson/South-Western