23/3, Khilji Road, Shyamoli, Mohammadpur, Dhaka-1207

Marketing communication
Topic: Nontraditional support media
Submitted to:
Prof. Dr. Serajul Hoque Director ,MBA Faculty of Business ASA University Bangladesh

Submitted by:
Foysal Ahmed ID: 11-3-14--0090 14st Batch
MBA Department

Date of Submission: 20 april,2012

Topic: Nontraditional support media

Introduction
Support media are referred to by several titles, among them alternative media, non-measured media, and non-traditional media. These terms describe a vast variety of channels used to deliver communication and to promote products and services. Many advertisers, and as well as the top hundred advertising agencies; have increased their use of support media and as new alternatives are developed, media use will continue to grow. Support media is a non-traditional media which are used to reinforce messages sent to target markets through more traditional media.

The Role of Support Media

The role of support media is to reach those people in the target audience that primary media such as TV or print may not have reached and to reinforce or support the advertising message.

Support Media

Nontraditional Support Media Includes

The various types of branded entertainment, which is a form of advertising that blends marketing and entertainment through television, film, music talent, and technology: which include-

Product Placements A form of advertising (usually not involving ads) in which branded
products and services are noticeable within a drama production with large audiences. Product placements are presented in way that will generate positive feelings towards the advertised brand and are implemented, mentioned, or discussed through the program. This enables the audience to develop a stronger connection with the brand and provides justification for their purchase decision. Showing the actual product or an ad for it as part of a movie or TV show. Product placement or embedded marketing is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, music videos, the story line of television shows, or news programs. The product placement is not disclosed at the time that the good or service is featured.

Advantages of Product Placement

1. Exposure: Life span: 3~6 months Over 1.4 billion admissions per year Increasing home video rental market and network and cable TV. 2. Frequency: Depending on how the product is used in the movie (or program). Higher frequency for regular watchers. 3. Support of other media: Cross-promote the product and movie tie-in in multiple media venues as well as through the Internet and sales promotions.

4. Source association: Celebrities as spokesmen. Association with the proper source is critical to success.

5. Cost:

Absolute cost: range from free samples to $1 million. Relative cost: Because of the high volume of exposures, the CPM can
be very low.
6. Recall
Average recall is approximately 38% (better than TV viewing).

Prominently displayed placements lead to strong recall.

7. Bypassing regulation
Circumvent the legal restrictions, ex. cigarette and liquor.

8. Acceptance
Viewers are accepting of product placements and in general evaluate them

positively, though some products (alcohol, guns, and cigarettes) are perceived as less acceptable.

Disadvantages of Product Placement

1. High absolute cost:

The increased demand by the studios for cross-promotions drives costs

up considerably.
2. Time of exposure:

When the product is not featured prominently, the advertiser runs the
risk of not being seen. 3. Limited appeal:

Appeals are limited to source association, use, and enjoyment.

 Less

detailed information about the product, indirect endorsement, inflexibility.

4. Public reaction

If

the placement is too intrusive, consumers may develop negative attitudes toward the brand.

5. Competition

Increased competition to get ones product placed.

6. Negative placements

Some

products may appear in movie scenes that are disliked by the audience or create a less than favorable mood.

Nontraditional Support Media

Produ ct Placem ents Others

Product Integration

Branded Ente rtainm ent

Ad -Supported VO D Content Sponsorship Advertainm ent

 Product Integration a more Involved form of product placement actually

leads to the placement being integrated throughout the program content and/or script. In product placement the product is woven throughout the program or because the program itself. Like product placement. product integration are on the increase as, and the networks continue to search the for new program content, and the proliferation of cable media channel affords marketers with numerous integration opportunities.
Advertainment The creation of video and/or music content by an advertiser in

an attempt to entertain viewers while advertising their products is known as advertainment.

Content Sponsorship Rather than developing their own content, some

advertisers agree to sponsor specific programs, receiving product placements, integration, and promotions in return.
Ad-Supported Video on Demand specialized content programs offered

through cable TV networks that are developed by advertisers and provided to the cable operators for free.
Others Other forms of branded entertainment (through wireless, mobile, etc.)

continue to develop

Conclusion
The media landscape has changed so much. One of the reasons for this is that what we now classify as media is a lot broader than ten years ago. Day by day Many advertisers, and as well as the top hundred advertising agencies; have increased their use of support media and as new alternatives are developed, media use will continue to grow. Over the last few weeks the traditional advertising supported role of television has been brought into question due to the downturn in the advertising industry. Besides the economic climate, this is due to the proliferation of choice and segmentation of audiences. This started with the

emergence of digital television but more recently has been affected by the growing proportion of advertising spend being used online.