Chapter 17
Support Media, P-O-P
Advertising, and
Event Sponsorship
© 2006 Thomson/South-Western
The Brave New World of IBP
The Charmin Pottypalooza promotion shows
•
•
•
•
The creative ways marketers are using promotional tools to
create meaningful connections to consumers.
That 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.
© 2006 Thomson/South-Western
Chapter 17: Support Media 2
Traditional Support Media
Purpose: To reinforce or extend
a message being delivered
through other media
– Signs, billboards
– Transit
– Aerial
– Specialty
– Directory
© 2006 Thomson/South-Western
Chapter 17: Support Media 3
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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 4
© 2006 Thomson/South-Western
Transit Ads
• Transit Ads
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–
–
–
Urban environments
Demographic segmentation
Timely to purchase
Build brand awareness
TRANSIT ADS
© 2006 Thomson/South-Western
Chapter 17: Support Media 5
Aerial Ads
• Aerial Ads
– Blimps increasingly
common
– Common at sporting
events
– Skies are getting
crowded!
– Networks are in
control
© 2006 Thomson/South-Western
Chapter 17: Support Media 6
2
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 7
© 2006 Thomson/South-Western
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
© 2006 Thomson/South-Western
Chapter 17: Support Media 8
AOL sponsored the
2004 Super Bowl half
time. Did the ‘wardrobe
malfunction’ fiasco
promote or disrupt
their exposure?
© 2006 Thomson/South-Western
3
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 10
© 2006 Thomson/South-Western
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.
--Ray Romano chased his wife around the grocery store, knocking over a
display of Ragu products, in the sitcom Everybody Loves Raymond.
--Queer Eye for the Straight Guy has provided a bonanza of placement
opportunities with brands like Amaretto, Redken, and Diesel.
Chapter 17: Support Media 11
© 2006 Thomson/South-Western
Coordination
Challenge
Events
Directories
Television
Internet
Billboards
Magazines
Transit
© 2006 Thomson/South-Western
Radio
Branded
Entertainment
Chapter 17: Support Media 12
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