SUPPORTIVE COMMUNICATION Chapter 12: SPONSORSHIP, POINT-OF-PURCHASE, and SUPPORTIVE COMMUNICATION 12.1

Sponsorship WHO USES SPONSORSHIP? APPEAL OF SPONSORSHIP Expenditures in 1999 Reached $7.6 Billion May be International in Scope or Local May Already Exist or May Be Created APPEAL OF SPONSORSHIP SEEKING A SYNERGY AROUND SPONSORSHIP 12.2

Sponsorships Have Grown in Popularity as a Promotional Tool 12.3

Point-of-Purchase (P-O-P) VALUE OF POINT-OF-PURCHASE TYPES OF POINT-OF-PURCHASE Short-Term Promotional Displays Long-Term Promotional Displays Materials for Both Include: Window and Door Signage Counter/Shelf Unit Floor Stand Shelf Talker Mobile/Banner Cash Register Full Time Merchandiser 12.4

Point-of-Purchase (P-O-P) (con’t) TYPES OF POINT-OF-PURCHASE (con’t) Materials for Both Include (con’t): End Aisle Display/Gondola Sump Bin Illuminated Sign Interactive Unit Overhead Merchandiser Cart Advertising Aisle Directory 12.5

Point-of-Purchase (P-O-P) (con’t) TYPES OF POINT-OF-PURCHASE (con’t) Coordinating P-O-P With Sales Force Careful Coordination of Sales Force Sales Force Promotes P-O-P Sales Force Monitors P-O-P Technology, e-Commerce, and P-O-P Interactive Electronic Video Displays On-Shelf Computers In-Store Kiosks 12.6

Supportive Communications - Media OUTDOOR SIGNAGE AND BILLBOARD ADVERTISING Advantages of Outdoor Signs and Billboards Wide Spread Exposure Size Around-the-Clock Exposure Speaks a Need Immediately Relevant Drawbacks Long and Complex Messages Make No Sense Receivers are Doing Something Else when Passing a Billboard Location Assessment is Tedious and Expensive Environmentalists Attack Billboards as Visual Pollution 12.7

What are the Advantages of Outdoor Signage as a Supportive Communication Tool?

Supportive Communications – Media (con’t) TRANSIT AND AERIAL ADVERTISING Transit Ads Out-of-Home Media Aerial Advertising DIRECTORY ADVERTISING Yellow Pages and Other Directories Directories are Available and Familiar Proliferation and Fragmentation, however, Make This a Difficult Medium to Work In Many Metro Areas are Covered by Multiple Directories 12.9

Directories are Moving On-Line Which Offers Another Way to Reach a Target Audience 12.10

Supportive Communications - Nonmedia BRANDING, LOGOS, AND SLOGANS Branding Logos Slogans PROMOTIONAL EFFECTS OF BRANDING AND LOGOS More Efficient Promotion Broader Distribution EVALUATING BRAND NAMES 12.11

No Brand Name is More Well Known or Communicates More Than Coca-Cola

Supportive Communications – Nonmedia (con’t) PACKAGING AND LABELING Packaging is the Container or Wrapping for a Brand Promotional Communication Benefits of Packaging to the Consumer Promotional Values of Packaging to the Trade Communication Values of Packaging to the Consumer 12.13

Supportive Communications – Nonmedia (con’t) WORD-OF-MOUTH COMMUNICATION Three Areas Which Provide Opportunities for Marketers New Products Personal Referrals Internet “Buzz” 12.14

The Web Has Been Valuable in Creating Word-of-Mouth Communication 12.15

The IMC Coordination Challenge MANY FACTORS WORK AGAINST COORDINATION As Organizations Become More Complex, They Rely on More Specialists Specialists Focus on Their Specialty and May Lose Sight of the Big Picture Specialists Want Their Own Budget – This May Work Against Coordination Coordination May Be Difficult to Fulfill Since Most Ad Agencies Do Not Have All Skills In-House As More External Facets are Involved, More Coordination Problems Arise 12.16