1Support Media, P-O-PAdvertising, andEvent SponsorshipChapter 17© 2006 Thomson/South-WesternChapter 17: Support Media 2The Brave New World of IBPThe Charmin Pottypalooza promotion shows• The creative ways marketers are using promotional tools tocreate meaningful connections to consumers.• That the unconventional is becoming conventional and massmedia are no longer enough to provide impact for a brand.• IBP efforts are directed at hard-to-reach niche markets often inurban 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 tocoffee carts– small signs attached to the backs of messenger bikes that patrol thecanyons of downtown corporate America.© 2006 Thomson/South-WesternChapter 17: Support Media 3Traditional Support MediaPurpose: To reinforce or extenda message being deliveredthrough other media– Signs, billboards– Transit– Aerial– Specialty– Directory© 2006 Thomson/South-Western2Chapter 17: Support Media 4Outdoor Signage andBillboards• Advantages– Wide localexposure– Captivating– Around-the-clockexposure– Address animmediate need ordesire• Disadvantages– Message limits– Location affectsimpact– Relatively expensive– Criticized byenvironmentalgroups© 2006 Thomson/South-WesternChapter 17: Support Media 5Transit Ads• Transit Ads– Urban environments– Demographic segmentation– Timely to purchase– Build brand awarenessTRANSIT ADS© 2006 Thomson/South-WesternChapter 17: Support Media 6Aerial Ads• Aerial Ads– Blimps increasinglycommon– Common at sportingevents– Skies are gettingcrowded!– Networks are incontrol© 2006 Thomson/South-Western3Chapter 17: Support Media 7Directory Advertising• Advantages– High acceptance– High availability– Final link topurchase• Disadvantages– Too manydirectories– Long lead times– Limited creativityNew: CD-ROM and Web-baseddirectories© 2006 Thomson/South-WesternChapter 17: Support Media 8Event Sponsorship• Involves a marketer providing financialsupport 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-WesternAOL sponsored the2004 Super Bowl halftime. Did the ‘wardrobemalfunction’ fiascopromote or disrupttheir exposure?© 2006 Thomson/South-Western4Chapter 17: Support Media 10Guidelines forSponsorship1. 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© 2006 Thomson/South-WesternChapter 17: Support Media 11Branded EntertainmentEmbedding a brand or brand symbol in entertainmentprogramming• Product placement is placing a brand into the content of an entertainmentproduct.• Agents, marketers, producers and writers are finding ways to incorporatebrands in movies, short films on the Internet, and reality TV. Anywhere andany time people are being entertained, there is opportunity for brandedentertainment.• Examples include:--On Time Warner’s WB network, a shiny orange Volkswagen Beetleconvertible played an important role in the teen superhero dramaSmallville.--Ray Romano chased his wife around the grocery store, knocking over adisplay of Ragu products, in the sitcom Everybody Loves Raymond.--Queer Eye for the Straight Guy has provided a bonanza of placementopportunities with brands like Amaretto, Redken, and Diesel.© 2006 Thomson/South-WesternChapter 17: Support Media 12CoordinationChallengeDirectorie sDirectorie sEventsEventsTransitTransitBillboardsBillboardsTelevisionTelevisionBrandedBrandedEntertainmentEntertainmentMagazinesMagazinesInternetInternetRadioRadio© 2006
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