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

2. 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

3. Sponsorships Have
Grown in Popularity
as a Promotional Tool
12.3

4. 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

5. 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

6. 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

7. 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

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

9. 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

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

11. 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

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

13. 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

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

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

16. 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