support media, p-o-p advertising, and event sponsorship
DESCRIPTION
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. - PowerPoint PPT PresentationTRANSCRIPT
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