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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
deceptive, arguing that such practices attempt to
trick the consumer. Some have even fought back.
One such group is the Federation Internationale de
Football Association (FIFA), the governing body of
international soccer (“football” to most of the
world). During the 2002 World Cup the agency took
on the role of policing unauthorized promotions at
the games in South Korea. Pushed by Coca-Cola,
Adidas, and Philips Electronics—all of whom paid
$35 million to $40 million to be official sponsors,
the “cops” clamped down on competitors that
attempted to gain exposure to the estimated 40 billion
TV viewers through stealth methods. One such
effort—according to FIFA, but denied by the company—was
that by Samsung. At one game more
than 100 Chinese spectators were adorned in bright
red hats with a logo of South Korea’s Samsung electronics
prominently emblazoned on them. The
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13. Support Media © The McGraw−Hill
Companies, 2003
police made them remove the hats prior to entering
the stadium, as Samsung just happens to be a competitor
of sponsor Philips Electronics. At another
game, more than thirty 10-meter-long banners
were confiscated, each trying to promote companies
ranging from electronics to car-repair shops.
While some success was achieved at the World
Cup games, the reality is that stealth methods are
on the rise and are almost impossible to stop. And
not everyone believes that they should be stopped.
As noted by Salim Ahmed of Marketing, a London
business magazine, stealth may be the only future
marketing has—at least for some companies.
Sources: Daniel Eisenberg, “It’s an Ad, Ad, Ad, Ad World,” Time
Magazine, Sept. 2, 2002, pp. 38–41; Gabriel Kahn, “Stop That
Logo!” The Wall Street Journal Europe, June 21–23, 2002, p. N1;
“Colman’s Mustard,” Marketing, Aug. 1, 2002, p. G19; Salim
Ahmed, “Stealth May Be the Only Future Marketing Has,” Marketing,
Nov. 2, 2000, p. 32.
The stealth marketing techniques discussed in the lead-in to this chapter reflect the
many different ways (some unconventional) that companies and organizations get
their messages out. Ads have also appeared on manhole covers, inside rest-room stalls,
on lettuce wrappers in grocery stores, on hubcaps, on cell phones, and even on beepers.
In this chapter, we review a number of support media, some that are new to the
marketplace and others that have been around a while. We discuss the relative advantages
and disadvantages, cost information, and audience measurement of each. We
refer to them as support media because the media described in the previous chapters
dominate the media strategies of large advertisers, particularly national advertisers.
Support media are used to reach those people in the target market the primary media
may not have reached and to reinforce, or support, their messages.
You may be surprised at how many different ways there are to deliver the message
and how often you are exposed to them. Let’s begin by examining the scope of the
support media industry and some of the many alternatives available to marketers.
Support media are referred to by several titles, among them
The Scope of the Support alternative media, nonmeasured media, and nontraditional
media. These terms describe a vast variety of channels
Media Industry
used to deliver communications and to promote products and
services. In this chapter we will discuss many of these media
(though, as you might imagine, it would be impossible for us to discuss them all).
Many advertisers, as well as the top 100 advertising agencies, have increased their
use of nontraditional support media, and as new alternatives are developed, this use
will continue to grow. Figures for nontraditional media do not include some of the
most popular support media, such as out-of-home advertising, specialty advertising,
and advertising in the Yellow Pages. Let us examine some of these in more detail.
Out-of-Home Media
Out-of-home advertising encompasses many advertising forms, including
outdoor (billboards and signs), transit (both inside and outside the
vehicle), skywriting, and a variety of other media. While outdoor advertising
is used most often, as shown in Figure 13-1, the others are also increasing in use.