Chapter 17 Support Media P O P Advertising and Event Sponsorship 2006 Thomson South Western 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 2006 Thomson South Western Chapter 17 Support Media 2 Traditional Support Media Purpose To reinforce or extend a message being delivered through other media Signs billboards Transit Aerial Specialty Directory 2006 Thomson South Western Chapter 17 Support Media 3 1 Outdoor Signage and Billboards Advantages Disadvantages Wide local exposure Captivating Around the clock exposure Address an immediate need or desire Message limits Location affects impact Relatively expensive Criticized by environmental groups Chapter 17 Support Media 4 2006 Thomson South Western Transit Ads Transit Ads Urban environments Demographic segmentation Timely to purchase Build brand awareness TRANSIT ADS 2006 Thomson South Western Chapter 17 Support Media 5 Aerial Ads Aerial Ads Blimps increasingly common Common at sporting events Skies are getting crowded Networks are in control 2006 Thomson South Western Chapter 17 Support Media 6 2 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 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 2006 Thomson South Western Chapter 17 Support Media 8 AOL sponsored the 2004 Super Bowl half time Did the wardrobe malfunction fiasco promote or disrupt their exposure 2006 Thomson South Western 3 Guidelines for Sponsorship 1 2 3 4 5 6 7 8 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 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 Coordination Challenge Events Directories Television Internet Billboards Magazines Transit 2006 Thomson South Western Radio Branded Entertainment Chapter 17 Support Media 12 4
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