Chapter 12: SPONSORSHIP, POINT-OF-PURCHASE, and SUPPORTIVE COMMUNICATION 12.1

1. Chapter 12: SPONSORSHIP, POINT-OF-PURCHASE, and SUPPORTIVE COMMUNICATION 12.1

2. Sponsorship WHO USES SPONSORSHIP? • Expenditures in 1999 Reached $7.6 Billion • May be International in Scope or Local • May Already Exist or May Be Created APPEAL OF SPONSORSHIP SEEKING A SYNERGY AROUND SPONSORSHIP 12.2

3. Sponsorships Have Grown in Popularity as a Promotional Tool 12.3

4. Point-of-Purchase (P-O-P) VALUE OF POINT-OF-PURCHASE TYPES OF POINT-OF-PURCHASE • Short-Term Promotional Displays • Long-Term Promotional Displays • Materials for Both Include: • Window and Door Signage • Counter/Shelf Unit • Floor Stand • Shelf Talker • Mobile/Banner • Cash Register • Full Time Merchandiser 12.4

5. Point-of-Purchase (P-O-P) (con’t) TYPES OF POINT-OF-PURCHASE (con’t) • Materials for Both Include (con’t): • End Aisle Display/Gondola • Sump Bin • Illuminated Sign • Interactive Unit • Overhead Merchandiser • Cart Advertising • Aisle Directory 12.5

6. Point-of-Purchase (P-O-P) (con’t) TYPES OF POINT-OF-PURCHASE (con’t) • Coordinating P-O-P With Sales Force • Careful Coordination of Sales Force • Sales Force Promotes P-O-P • Sales Force Monitors P-O-P • Technology, e-Commerce, and P-O-P • Interactive Electronic Video Displays • On-Shelf Computers • In-Store Kiosks 12.6

7. Supportive Communications - Media OUTDOOR SIGNAGE AND BILLBOARD ADVERTISING • Advantages of Outdoor Signs and Billboards • Wide Spread Exposure • Size • Around-the-Clock Exposure • Speaks a Need Immediately Relevant • Drawbacks • Long and Complex Messages Make No Sense • Receivers are Doing Something Else when Passing a Billboard • Location Assessment is Tedious and Expensive • Environmentalists Attack Billboards as Visual Pollution 12.7

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

9. Supportive Communications – Media (con’t) TRANSIT AND AERIAL ADVERTISING • Transit Ads • Out-of-Home Media • Aerial Advertising DIRECTORY ADVERTISING • Yellow Pages and Other Directories • Directories are Available and Familiar • Proliferation and Fragmentation, however, Make This a Difficult Medium to Work In • Many Metro Areas are Covered by Multiple Directories 12.9

10. Directories are Moving On-Line Which Offers Another Way to Reach a Target Audience 12.10

11. Supportive Communications - Nonmedia BRANDING, LOGOS, AND SLOGANS • Branding • Logos • Slogans PROMOTIONAL EFFECTS OF BRANDING AND LOGOS • More Efficient Promotion • Broader Distribution EVALUATING BRAND NAMES 12.11

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

13. Supportive Communications – Nonmedia (con’t) PACKAGING AND LABELING • 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

14. Supportive Communications – Nonmedia (con’t) WORD-OF-MOUTH COMMUNICATION • Three Areas Which Provide Opportunities for Marketers • New Products • Personal Referrals • Internet “Buzz” 12.14

15. The Web Has Been Valuable in Creating Word-of-Mouth Communication 12.15

16. The IMC Coordination Challenge MANY FACTORS WORK AGAINST COORDINATION • As Organizations Become More Complex, They Rely on More Specialists • Specialists Focus on Their Specialty and May Lose Sight of the Big Picture • Specialists Want Their Own Budget – This May Work Against Coordination • Coordination May Be Difficult to Fulfill Since Most Ad Agencies Do Not Have All Skills In-House • As More External Facets are Involved, More Coordination Problems Arise 12.16