ABSTRACT
This chapter analyzes and compares brand visibility opportunities, and evaluates the performance of brand visibility arrangements. It explores emerging retail marketing technologies. While advertising, sales promotion, and public relations are very different Integrated Marketing Communication (IMC) strategies, brand visibility has characteristics that are similar to all three. The eight categories of brand visibility are: product placement, venue identification, event sponsorships, featured prize, licensing rights, brand logo merchandise, product packaging, and retail display materials. Each category has its own requirements, challenges, and opportunities as an IMC strategy. The majority of brand visibility situations involve long-term contracts or commitment. Brand visibility is a long-term IMC strategy that is designed to increase awareness and a positive image for a product or service. The financial value of visibility proposals is evaluated using a comparison of the equivalent cost of media. Other methods are awareness research surveys, or advertising models to measure consumer perception over time.
