1. © 2006 Thomson/South-Western
Chapter 17
Support Media, P-O-P Advertising, and Event Sponsorship
© 2006 Thomson/South-Western

2. 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.
Chapter 17: Support Media 2
© 2006 Thomson/South-Western

3. 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 3
© 2006 Thomson/South-Western

4. 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
Chapter 17: Support Media 4
© 2006 Thomson/South-Western

5. © 2006 Thomson/South-Western
Transit Ads
Transit Ads
Urban environments
Demographic segmentation
Timely to purchase
Build brand awareness
TRANSIT ADS
Chapter 17: Support Media 5
© 2006 Thomson/South-Western

6. © 2006 Thomson/South-Western
Aerial Ads
Aerial Ads
Blimps increasingly common
Common at sporting events
Skies are getting crowded!
Networks are in control
Chapter 17: Support Media 6
© 2006 Thomson/South-Western

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 7
© 2006 Thomson/South-Western

8. © 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
Chapter 17: Support Media 8
© 2006 Thomson/South-Western

9. © 2006 Thomson/South-Western
AOL sponsored the 2004 Super Bowl half time. Did the ‘wardrobe malfunction’ fiasco promote or disrupt their exposure?
© 2006 Thomson/South-Western

10. Guidelines for Sponsorship
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

11. 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

12. Coordination Challenge
Events
Directories
Television
Internet
Billboards
Magazines
Chapter 17: Support Media 12
Transit
Branded
Entertainment
Radio
© 2006 Thomson/South-Western