Managing the Advertising Campaign

Sponsorships

A subtle method of advertising is an approach in which marketers pay, or offer resources and services, for the purpose of being seen as a supporter of an organization’s event, program or product offering (e.g., section of a website).  Sponsorships are intended not to be viewed a blatant advertisement and in this way may be appealing for marketers looking to establish credibility with a particular target market.  However, many sponsorship options lack the ability to tie spending directly to customer response.  Additionally, the visibility of the sponsorship may be limited to relatively small mentions especially if the marketer is sharing sponsorship with many other organizations.

Others

While the nine media outlets discussed above represent the overwhelming majority of advertising methods, there are several more including:

• advertising using telephone recordings (e.g., political candidate’s messages)
• advertising via fax machine (though there may be certain legal issues with this method)
• advertising through inserted material in product packaging (e.g., inside credit card bill)
• advertising imprinted on retail receipts (e.g., grocery store, cash machine)