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

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 2

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 3

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

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

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 6

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 7

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
Chapter 17: Support Media 8

9. Web based directories offer convenience and speed

10. 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 Media 10

11. 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 11

12. Event sponsorship can target well defined audiences

13. 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 13

14. Coordination Challenge
Events
Directories
P.O.P.
Television
Internet
Billboards
Magazines
Chapter 17: Support Media 14
Transit
Specialty
Radio