Chapter 12 SPONSORSHIP POINTOFPURCHASE and SUPPORTIVE COMMUNICATION 12

Chapter 12: SPONSORSHIP, POINT-OF-PURCHASE, and SUPPORTIVE COMMUNICATION 12. 1

Sponsorship WHO USES SPONSORSHIP? Expenditures in 1999 Reached $7. 6 Billion n May be International in Scope or Local n May Already Exist or May Be Created n APPEAL OF SPONSORSHIP SEEKING A SYNERGY AROUND SPONSORSHIP 12. 2

Sponsorships Have Grown in Popularity as a Promotional Tool 12. 3

Point-of-Purchase (P-O-P) VALUE OF POINT-OF-PURCHASE TYPES OF POINT-OF-PURCHASE Short-Term Promotional Displays n Long-Term Promotional Displays n Materials for Both Include: n Window and Door Signage n Counter/Shelf Unit n Floor Stand n Shelf Talker n Mobile/Banner n Cash Register n Full Time Merchandiser n 12. 4

Point-of-Purchase (P-O-P) (con’t) TYPES OF POINT-OF-PURCHASE (con’t) n Materials for Both Include (con’t): n End Aisle Display/Gondola n Sump Bin n Illuminated Sign n Interactive Unit n Overhead Merchandiser n Cart Advertising n Aisle Directory 12. 5

Point-of-Purchase (P-O-P) (con’t) TYPES OF POINT-OF-PURCHASE (con’t) n Coordinating P-O-P With Sales Force n Careful Coordination of Sales Force n Sales Force Promotes P-O-P n Sales Force Monitors P-O-P n Technology, e-Commerce, and P-O-P n Interactive Electronic Video Displays n On-Shelf Computers n In-Store Kiosks 12. 6

Supportive Communications - Media OUTDOOR SIGNAGE AND BILLBOARD ADVERTISING n Advantages of Outdoor Signs and Billboards n Wide Spread Exposure n Size n Around-the-Clock Exposure n Speaks a Need Immediately Relevant n Drawbacks n Long and Complex Messages Make No Sense n Receivers are Doing Something Else when Passing a Billboard n Location Assessment is Tedious and Expensive n Environmentalists Attack Billboards as Visual Pollution 12. 7

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

Supportive Communications – Media (con’t) TRANSIT AND AERIAL ADVERTISING n n n Transit Ads Out-of-Home Media Aerial Advertising DIRECTORY ADVERTISING n n n Yellow Pages and Other Directories are Available and Familiar Proliferation and Fragmentation, however, Make This a Difficult Medium to Work In n Many Metro Areas are Covered by Multiple Directories 12. 9

Directories are Moving On-Line Which Offers Another Way to Reach a Target Audience 12. 10

Supportive Communications - Nonmedia BRANDING, LOGOS, AND SLOGANS n Branding n Logos n Slogans PROMOTIONAL EFFECTS OF BRANDING AND LOGOS n More Efficient Promotion n Broader Distribution EVALUATING BRAND NAMES 12. 11

No Brand Name is More Well Known or Communicates More Than Coca-Cola

Supportive Communications – Nonmedia (con’t) PACKAGING AND LABELING n n Packaging is the Container or Wrapping for a Brand Promotional Communication Benefits of Packaging to the Consumer Promotional Values of Packaging to the Trade Communication Values of Packaging to the Consumer 12. 13

Supportive Communications – Nonmedia (con’t) WORD-OF-MOUTH COMMUNICATION n Three Areas Which Provide Opportunities for Marketers n New Products n Personal Referrals n Internet “Buzz” 12. 14

The Web Has Been Valuable in Creating Word-of-Mouth Communication 12. 15

The IMC Coordination Challenge MANY FACTORS WORK AGAINST COORDINATION n As Organizations Become More Complex, They Rely on More Specialists n Specialists Focus on Their Specialty and May Lose Sight of the Big Picture n Specialists Want Their Own Budget – This May Work Against Coordination n Coordination May Be Difficult to Fulfill Since Most Ad Agencies Do Not Have All Skills In-House n As More External Facets are Involved, More Coordination Problems Arise 12. 16