2.1

Chapter 12:Chapter 12:

SPONSORSHIP,SPONSORSHIP,

POINT-OF-PURCHASE, POINT-OF-PURCHASE,

and and

SUPPORTIVE SUPPORTIVE

COMMUNICATIONCOMMUNICATION

12.1

SponsorshipSponsorship

WHO USES SPONSORSHIP?WHO USES SPONSORSHIP? Expenditures in 1999 Reached $7.6 BillionExpenditures in 1999 Reached $7.6 Billion May be International in Scope or LocalMay be International in Scope or Local May Already Exist or May Be CreatedMay Already Exist or May Be Created

APPEAL OF SPONSORSHIPAPPEAL OF SPONSORSHIP

SEEKING A SYNERGY AROUND SPONSORSHIPSEEKING A SYNERGY AROUND SPONSORSHIP

12.212.2

Sponsorships HaveSponsorships HaveGrown in PopularityGrown in Popularityas a Promotional Toolas a Promotional Tool

12.3

Point-of-Purchase (P-O-P)Point-of-Purchase (P-O-P)

VALUE OF POINT-OF-PURCHASEVALUE OF POINT-OF-PURCHASETYPES OF POINT-OF-PURCHASETYPES OF POINT-OF-PURCHASE Short-Term Promotional DisplaysShort-Term Promotional Displays Long-Term Promotional DisplaysLong-Term Promotional Displays Materials for Both Include:Materials for Both Include: Window and Door SignageWindow and Door Signage Counter/Shelf UnitCounter/Shelf Unit Floor StandFloor Stand Shelf TalkerShelf Talker Mobile/BannerMobile/Banner Cash RegisterCash Register Full Time MerchandiserFull Time Merchandiser

12.412.4

Point-of-Purchase (P-O-P) Point-of-Purchase (P-O-P) (con’t)(con’t)

TYPES OF POINT-OF-PURCHASE (con’t)TYPES OF POINT-OF-PURCHASE (con’t) Materials for Both Include (con’t):Materials for Both Include (con’t):

End Aisle Display/GondolaEnd Aisle Display/Gondola Sump BinSump Bin Illuminated SignIlluminated Sign Interactive UnitInteractive Unit Overhead MerchandiserOverhead Merchandiser Cart AdvertisingCart Advertising Aisle DirectoryAisle Directory

12.5

Point-of-Purchase (P-O-P) Point-of-Purchase (P-O-P) (con’t)(con’t)

TYPES OF POINT-OF-PURCHASE (con’t)TYPES OF POINT-OF-PURCHASE (con’t) Coordinating P-O-P With Sales ForceCoordinating P-O-P With Sales Force

Careful Coordination of Sales ForceCareful Coordination of Sales Force Sales Force Promotes P-O-PSales Force Promotes P-O-P Sales Force Monitors P-O-PSales Force Monitors P-O-P

Technology, e-Commerce, and P-O-PTechnology, e-Commerce, and P-O-P Interactive Electronic Video DisplaysInteractive Electronic Video Displays On-Shelf ComputersOn-Shelf Computers In-Store KiosksIn-Store Kiosks

12.612.6

Supportive Communications - Media Supportive Communications - Media

OUTDOOR SIGNAGE AND BILLBOARD ADVERTISINGOUTDOOR SIGNAGE AND BILLBOARD ADVERTISING Advantages of Outdoor Signs and BillboardsAdvantages of Outdoor Signs and Billboards

Wide Spread ExposureWide Spread Exposure SizeSize Around-the-Clock ExposureAround-the-Clock Exposure Speaks a Need Immediately RelevantSpeaks a Need Immediately Relevant

DrawbacksDrawbacks Long and Complex Messages Make No SenseLong and Complex Messages Make No Sense Receivers are Doing Something Else when Passing a BillboardReceivers are Doing Something Else when Passing a Billboard Location Assessment is Tedious and ExpensiveLocation Assessment is Tedious and Expensive Environmentalists Attack Billboards as Visual PollutionEnvironmentalists Attack Billboards as Visual Pollution

12.712.7

What are the Advantages of Outdoor SignageWhat are the Advantages of Outdoor Signageas a Supportive Communication Tool?as a Supportive Communication Tool?

Supportive Communications – Media Supportive Communications – Media (con’t)(con’t)

TRANSIT AND AERIAL ADVERTISINGTRANSIT AND AERIAL ADVERTISING Transit AdsTransit Ads Out-of-Home MediaOut-of-Home Media Aerial AdvertisingAerial Advertising

DIRECTORY ADVERTISINGDIRECTORY ADVERTISING Yellow Pages and Other DirectoriesYellow Pages and Other Directories Directories are Available and FamiliarDirectories are Available and Familiar Proliferation and Fragmentation, however, Make This a Difficult Proliferation and Fragmentation, however, Make This a Difficult Medium to Work InMedium to Work In

Many Metro Areas are Covered by Multiple DirectoriesMany Metro Areas are Covered by Multiple Directories

12.912.9

Directories are MovingDirectories are MovingOn-Line Which OffersOn-Line Which OffersAnother Way to ReachAnother Way to Reacha Target Audiencea Target Audience

12.10

Supportive Communications - NonmediaSupportive Communications - Nonmedia

BRANDING, LOGOS, AND SLOGANSBRANDING, LOGOS, AND SLOGANS BrandingBranding LogosLogos SlogansSlogans

PROMOTIONAL EFFECTS OF BRANDING AND LOGOSPROMOTIONAL EFFECTS OF BRANDING AND LOGOS More Efficient PromotionMore Efficient Promotion Broader DistributionBroader Distribution

EVALUATING BRAND NAMESEVALUATING BRAND NAMES

12.1112.11

No Brand Name is MoreNo Brand Name is MoreWell Known or CommunicatesWell Known or CommunicatesMore Than Coca-ColaMore Than Coca-Cola

Supportive Communications – Nonmedia Supportive Communications – Nonmedia (con’t)(con’t)

PACKAGING AND LABELINGPACKAGING AND LABELING

Packaging is the Container or Wrapping for a BrandPackaging is the Container or Wrapping for a Brand Promotional Communication Benefits of Packaging to the Promotional Communication Benefits of Packaging to the

ConsumerConsumer Promotional Values of Packaging to the TradePromotional Values of Packaging to the Trade Communication Values of Packaging to the ConsumerCommunication Values of Packaging to the Consumer

12.1312.13

Supportive Communications – Nonmedia Supportive Communications – Nonmedia (con’t)(con’t)

WORD-OF-MOUTH COMMUNICATIONWORD-OF-MOUTH COMMUNICATION Three Areas Which Provide Opportunities for MarketersThree Areas Which Provide Opportunities for Marketers

New ProductsNew Products

Personal ReferralsPersonal Referrals

Internet “Buzz”Internet “Buzz”

12.1412.14

The Web Has Been Valuable The Web Has Been Valuable in Creating Word-of-Mouth in Creating Word-of-Mouth CommunicationCommunication

12.15

The IMC Coordination ChallengeThe IMC Coordination Challenge

MANY FACTORS WORK AGAINST COORDINATIONMANY FACTORS WORK AGAINST COORDINATION As Organizations Become More Complex, They Rely on More As Organizations Become More Complex, They Rely on More SpecialistsSpecialists Specialists Focus on Their Specialty and May Lose Sight of the Big Specialists Focus on Their Specialty and May Lose Sight of the Big PicturePicture Specialists Want Their Own Budget – This May Work Against Specialists Want Their Own Budget – This May Work Against CoordinationCoordination Coordination May Be Difficult to Fulfill Since Most Ad Agencies Do Not Coordination May Be Difficult to Fulfill Since Most Ad Agencies Do Not Have All Skills In-HouseHave All Skills In-House As More External Facets are Involved, More Coordination As More External Facets are Involved, More Coordination Problems AriseProblems Arise

12.1612.16