Transcript Document
Chapter 17 Support Media, P-O-P Advertising, and Event Sponsorship 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 Outdoor Signage and Billboards • Advantages • Disadvantages – Wide local exposure – Captivating – Around-the-clock exposure – Address an immediate need or desire – Message limits – Location affects impact – Relatively expensive – Criticized by environmental groups Chapter 17: Support Media 3 Transit and Aerial Ads • Transit Ads – – – – Urban environments Demographic segmentation Timely to purchase Build brand awareness TRANSIT ADS Chapter 17: Support Media 4 Transit ads can reach a target audience in well defined geographic areas 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 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 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 Web based directories offer convenience and speed 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 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 Event sponsorship can target well defined audiences Guidelines for Sponsorship 1. 2. 3. 4. 5. 6. 7. 8. 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 Coordination Challenge P.O.P. Events Directories Television Internet Billboards Magazines Transit Radio Specialty Chapter 17: Support Media