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