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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
unknowing (and even unwilling) endorsers. (Imagine
Sydney Bristow of Alias carrying a purse even though
she never actually had one in the performance!) Equally
important, they contend, is the potential for crass commercialism,
with ads and placements getting in the way
of program content—again irritating the viewer. Finally,
and no less important, what about the actual sponsor
or advertiser in a commercial break of the program? If
Pepsi buys a regular ad on the program, and Coke, or
even Evian, is allowed to appear as a product placement,
what impact does that have on Pepsi’s commercial? If
General Motors sponsors college football games, and a
virtual ad for Toyota appears every time a field goal or
extra point is kicked, is that fair? FIFA, the governing
body of international soccer (football), doesn’t think
so: After a match in Greece showed a giant spray can of
deodorant hovering above the field, FIFA issued guidelines
designed to limit the use of virtual placements.
Viewers watching CBS’s evening news broadcast from
Times Square saw a billboard advertising CBS news,
but it really wasn’t there—it was a placement.
Summary
This chapter introduced you to the
vast number of support media available
to marketers. These media,
also referred to as nontraditional or
alternative media, are just a few of
the many ways advertisers attempt
to reach their target markets. We
have barely scratched the surface
here. Support media include out-ofhome
advertising (outdoor, in-store,
and transit), promotional products,
product placements in movies and
on TV, and in-flight advertising,
among many others.
Key Terms
support media, 432
alternative media, 432
nonmeasured media,
432
nontraditional media,
432
458
13. Support Media © The McGraw−Hill
Companies, 2003
Support media offer a variety of
advantages. Cost, ability to reach
the target market, and flexibility
are just a few of those cited in this
chapter. In addition, many of the
media discussed here have effectively
demonstrated the power of
their specific medium to get
results.
But each of these support
media has disadvantages. Perhaps
the major weakness with most is
the lack of audience measurement
and verification. Unlike many of
out-of-home advertising,
432
showing, 435
aerial advertising, 436
mobile billboards, 436
in-store media, 437
At this point, virtual advertising and product placements
are in the infancy stage. But who knows how
quickly the medium will catch on? The next time you
watch I Love Lucy, Lucy may be drinking a Diet Coke,
while Ricky takes Viagra. Or the UCLA placekicker—
whose team is sponsored by Adidas—may be kicking
into a Nike ad. The Turner Broadcasting System (TBS)
has recently struck a deal to insert virtual advertising
in its syndicated programming of Law and Order.
The inserts will likely include ads on the coffee cups
police officers drink from and on the soda machine
in the police station. Who knows how things will
change?
Sources: Stuart Elliott, “A Video Process Allows the Insertion of
Brand-Name Products in TV Shows Already on Film,” New York
Times, Mar. 29, 1999, p. 11; John Consoli, “Virtual Ads Set to Pitch,”
Mediaweek, Mar. 22, 1999, mediaweek.com; “Virtual Ads, Real Problems,”
Advertising Age, Mar. 24, 1999, p. 30; “Virtual Signage Breaks
into Prime Time,” Mediaweek, Mar. 29, 1999, mediaweek.com; David
Goetel, “TBS Tries Virtual Advertising,” Advertising Age, May 21,
2001, p. 8; “Virtual Advertising,” Economist, Jan. 15, 2000, p. 68.
transit advertising, 440
inside cards, 441
outside posters, 441
terminal posters, 441
promotional products
marketing, 443
the media discussed earlier in this
text, most nontraditional media do
not provide audience measurement
figures. So the advertiser is
forced to make decisions without
hard data or based on information
provided by the media.
As the number and variety of
support media continue to grow,
it is likely the major weaknesses
will be overcome. When that
occurs, these media may no longer
be considered nontraditional or
alternative.
specialty advertising, 443
Yellow Pages, 446
directional medium, 446
product placement, 450
in-flight advertising, 453