2. Copyright © 2006 Thomson Business and Economics. All rights reserved. Chapter 17 Support Media, P-O-P Advertising, and Event Sponsorship

3. 17–2Copyright © 2006 Thomson Business and Economics. All rights reserved. The Brave New World of IBP The Charmin Pottypalooza Promotion shows that: –The creative ways marketers are using promotional tools to create meaningful connections to consumers. –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.

4. 17–3Copyright © 2006 Thomson Business and Economics. All rights reserved. Traditional Support Media Purpose: To reinforce or extend a message being delivered through other media –Signs, billboards –Transit –Aerial –Specialty –Directory

5. 17–4Copyright © 2006 Thomson Business and Economics. All rights reserved. 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

6. 17–5Copyright © 2006 Thomson Business and Economics. All rights reserved. Transit Ads –Urban environments –Demographic segmentation –Timely to purchase –Build brand awareness TRANSIT ADS

7. 17–6Copyright © 2006 Thomson Business and Economics. All rights reserved. Aerial Ads –Blimps increasingly common –Common at sporting events –Skies are getting crowded! –Networks are in control Buy Now!!

8. 17–7Copyright © 2006 Thomson Business and Economics. All rights reserved. Directory Advertising: CD-ROM and Web-based Directories Disadvantages –Too many directories –Long lead times –Limited creativity Advantages –High acceptance –High availability –Final link to purchase New: CD-ROM and Web-based directories

9. 17–8Copyright © 2006 Thomson Business and Economics. All rights reserved. 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

10. 17–9Copyright © 2006 Thomson Business and Economics. All rights reserved. Rewind Video Rewind Video Rewind Video Rewind Video  Click Bar To Start Video  Next Slide Next Slide Next Slide Next Slide AOL sponsored the 2004 Super Bowl half time. Did the ‘wardrobe malfunction’ fiasco promote or disrupt their exposure?

11. 17–10Copyright © 2006 Thomson Business and Economics. All rights reserved. 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

12. 17–11Copyright © 2006 Thomson Business and Economics. All rights reserved. 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. –In the sitcom Everybody Loves Raymond, Ray Romano chased his wife around a grocery store, knocking over a Ragu products display. –Queer Eye for the Straight Guy has provided a bonanza of placement opportunities with brands like Amaretto, Redken, and Diesel.

13. 17–12Copyright © 2006 Thomson Business and Economics. All rights reserved. Coordination Challenge DirectoriesDirectories EventsEvents TransitTransit BillboardsBillboards TelevisionTelevision BrandedEntertainmentBrandedEntertainment MagazinesMagazines InternetInternet RadioRadio