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

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.

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

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  1. Chapter 17 Support Media, P-O-P Advertising, and Event Sponsorship

  2. 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

  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 3

  4. TRANSIT ADS Transit and Aerial Ads • Transit Ads • Urban environments • Demographic segmentation • Timely to purchase • Build brand awareness Chapter 17: Support Media 4

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

  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 6

  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 7

  8. Directory Advertising • Advantages • High acceptance • High availability • Final link to purchase • Disadvantages • Too many directories • Long lead times • Limited creativity Chapter 17: Support Media 8 New: CD-ROM and Web-based directories

  9. Web based directories offer convenience and speed

  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 10

  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 Chapter 17: Support Media 11

  12. Event sponsorship can target well defined audiences

  13. 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 13

  14. Coordination Challenge Directories Events P.O.P. Television Internet Billboards Magazines Chapter 17: Support Media 14 Specialty Transit Radio

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