Support Media, P-O-P Advertising, and Event Sponsorship

Chapter 17

Chapter 17: Support Media 2

Traditional Support MediaPurpose: To reinforce or extend a

message being delivered through other media

– Signs, billboards

– Transit

– Aerial

– Specialty

– Directory

Chapter 17: Support Media 3

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

Transit and Aerial Ads

• Transit Ads– Urban environments– Demographic segmentation– Timely to purchase– Build brand awareness

TRANSIT ADS

Transit ads can reach a target audience in well defined geographic areas

Transit ads can reach a target audience in well defined geographic areas

Chapter 17: Support Media 6

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 7

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 8

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

Web based directories offer convenience and speed

Web based directories offer convenience and speed

Chapter 17: Support Media 10

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 11

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

Event sponsorship can target well defined audiences

Event sponsorship can target well defined audiences

Chapter 17: Support Media 13

Guidelines for Sponsorship

1. Match the brand and the event2. Define the target audience3. Stick to a few key messages4. Develop a plot line5. Deliver exclusivity6. Deliver relevance7. Use the Internet8. Plan for the before and after

Chapter 17: Support Media 14

Coordination ChallengeDirectoriesDirectoriesDirectoriesDirectoriesEventsEventsEventsEvents

P.O.P.P.O.P.P.O.P.P.O.P.

TransitTransitTransitTransit

BillboardsBillboardsBillboardsBillboards

TelevisionTelevisionTelevisionTelevision

SpecialtySpecialtySpecialtySpecialty

MagazinesMagazinesMagazinesMagazines

InternetInternetInternetInternet

RadioRadioRadioRadio