Transcript Document

Chapter 12:
SPONSORSHIP,
POINT-OF-PURCHASE,
and
SUPPORTIVE
COMMUNICATION
12.1
Sponsorship
WHO USES SPONSORSHIP?
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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)
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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
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Transit Ads
Out-of-Home Media
Aerial Advertising
DIRECTORY ADVERTISING
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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
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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
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Three Areas Which Provide Opportunities for
Marketers
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New Products
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Personal Referrals
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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