Document
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
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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
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Transit and Aerial Ads
• Transit Ads
– Urban environments
– Demographic segmentation
– Timely to purchase
– Build brand awareness
TRANSIT ADS
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Transit ads can reach a target audience in well defined geographic areas
Transit and Aerial Ads
• Aerial Ads
– Blimps increasingly common
– Common at sporting events
– Skies are getting crowded!
– Networks are in control
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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
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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
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Web based directories offer convenience and speed
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
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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
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Event sponsorship can target well defined audiences
Guidelines for Sponsorship
1. Match the brand and the event
2. Define the target audience
3. Stick to a few key messages
4. Develop a plot line
5. Deliver exclusivity
6. Deliver relevance
7. Use the Internet
8. Plan for the before and after
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Coordination Challenge
Events Directories
P.O.P.
Television
Internet
Magazines
Billboards
Transit Radio
Specialty
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