ABSTRACT
In this chapter, the authors look at alternative ways of delivering advertising and promotion. More and more, marketers are looking at non-traditional ways of delivering their message. Some alternative ways of delivering marketing communication include sponsorships and events, although there is little evidence that they offer a good return on investment. Nevertheless, when used within an Integrated Marketing Communication (IMC) programme they can help in building brand awareness and positive brand attitude. Fans could also submit one-click 'cheers' online or using mobile on social media such as YouTube. In addition, the Facebook page provided behind-the-scenes videos of Olympic training, and background stories. Visa has been a long-time sponsor of the Olympics, and while there is no obvious link to a brand benefit, as seen in the box nearby it is still possible to build positive corporate brand equity. There are many issues surrounding the use of product placement, including ethical concerns and whether they are effective or not.
