Exam 12: Sponsorship, Product Placements, and Branded Entertainment

One of the advantages of video games is that 1000 U.S. households have at least some gaming capability.

You manage event sponsorships at an advertising agency. Write a brief memo to a client who has never used event sponsorship as a marketing tool. In the memo, explain what event sponsorship is. Present four reasons why event sponsorship can be an effective support medium.

Due to the increasing complexities associated with the advertising industry, there is a tendency for organizations to become reliant on ____. However, this can create a problem because these people often lose sight of the overall goals of an effort.

One major problem with event sponsorship is that people seldom actually purchase the products they see at sponsored events.

Authenticity of a brand being integrated with an entertainment vehicle depends on whether or not the content of the show and the essence of the brand are completely intertwined.

Instead of making direct comparisons to traditional media, some experts now think that the advantages of event sponsorship can be fundamentally different than traditional media can provide.

Scenario 12-3 You are a media planner at a small but nevertheless full service advertising agency. Since it's Friday, you decide to take a long lunch, returning to the office around 2:00 P.M. When you get back to your desk, there's a stack of messages waiting for you. You must answer them all before you can go home for the weekend. -(Scenario 12-3) The account executive in charge of the agency's largest-billing client, the Acme angina prevention medication aimed at special heart disease symptoms unique to women, has emailed you that on Monday the brand team will be visiting the agency. She needs you to be prepared to discuss at least three elements of a good IMC program that will work with the national advertising campaign they have already approved. She reminds you that the options have to build on the heart health connection that women feel toward the brand as a result of the advertising. You email back which set of suggestions below?

One way to measure the benefits of sponsorship of an event is to determine how often the name of the sponsor appears in print and broadcast coverage of the event.

If a marketer wants to directly compare the effectiveness of an event sponsorship with that of traditional advertising efforts, he or she should

What is the term in marketing that entails embedding your brand as part of an entertainment property (e.g., a sporting event, TV show, theme park, short film, movie, or video game) in an effort to connect with your consumer in a unique and compelling way?

Scenario 12-1 The People to People Sports Committee has a site on the World Wide Web that informs potential advertisers of the opportunity to sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of the Bird of Prey yacht can buy space for logos and graphics on the Bird of Prey's sails, hulls, crewmember uniforms, and trailer. For enough sponsorship money, the Bird of Prey will even change its name to that of any sponsor. The Bird of Prey is scheduled to compete in five Grand Prix yacht-racing events a year. The People to People Sports Committee claims that sponsoring the Bird of Prey could result in more than 60 million gross impressions in sailing magazines and newspapers. In addition, it is possible for sponsors and their guests to arrange for sailing sessions on the yacht. -(Scenario 12-1) Which of the following statements regarding sponsorship of Bird of Prey is NOT true?

Coordination is complicated by which of these factors?

Scenario 12-3 You are a media planner at a small but nevertheless full service advertising agency. Since it's Friday, you decide to take a long lunch, returning to the office around 2:00 P.M. When you get back to your desk, there's a stack of messages waiting for you. You must answer them all before you can go home for the weekend. -(Scenario 12-3) The account executive approves your suggestions of a 10K heart health race sponsorship for promoting the Acme brand women's angina medication, and asks whether you can "enrich" the idea by presenting some related ideas that will leverage the event to support the brand even further. You email back and offer some ideas. Among those ideas is (are) ____.

Coordination of an IMC effort can be a tremendous challenge in any business environment. Describe the factors working against coordination. Include those specific to an organization that handles the entire effort internally, and those specific to an organization that uses external sources.

Scenario 12-2 Hollywood Inc. is a new promotions company formed by three ex-ad agency execs who had illustrious careers in large multi-service agencies. Over their years in account management and creative roles they developed close ties with a number of Hollywood movers and shakers. Consequently they think they are poised to facilitate advertisers' increasing need for branded entertainment. Unfortunately their "old school" ways of thinking about branding, forged in traditional media, sometimes work against their new business venture. -(Scenario 12-2) After making the mistake of proposing using Hollywood Inc. without checking on the existing marketing communications plan, the young Jaguar North America manager learns her lesson. When she hears from a friend that another James Bond film has been approved for production, she calls the senior account executive at their lead ad agency to check whether placement in this film would be consistent with the brand imagery being created for the brand and whether they have contacts that can achieve such placement, before telling her boss of her idea. What aspect of coordination is happening in this situation?

Scenario 12-4 Prudential Prime Properties is a local real estate office franchise that serves a medium sized metropolitan market. This business is the second largest real estate office in town with a 23% share of the market. Even with an annual advertising budget of over $200,000, this office is not seeing significant sales growth. Prudential Prime Properties has spent the majority of its advertising budget on simple newspaper ads showing specific home listings and promoting weekend open houses. Roy Becker, sales manager, has been questioning whether or not this office should consider additional spending on programs that take advantage of the convergence of Madison & Vine. At present, only about 20% of the promotional budget is allocated which is half what was spent on traditional advertising last year. -(Scenario 12-4) Roy is considering using billboard advertising to enhance the awareness of the specific services that are offered by this real estate office. His office manager, who just earned an M.B.A. in marketing, suggests that it might be better to build connections with local developers and builders as a way to reach consumers, since traditional media aimed at consumers didn't do the job last year. If Roy agrees, which of the following is likely to be one of the branding tools he considers this year?

NASCAR has yet to understand the marketing value of brands.

Many critics contend that event sponsorships, especially those of the sporting kind, can be

Scenario 12-4 Prudential Prime Properties is a local real estate office franchise that serves a medium sized metropolitan market. This business is the second largest real estate office in town with a 23% share of the market. Even with an annual advertising budget of over $200,000, this office is not seeing significant sales growth. Prudential Prime Properties has spent the majority of its advertising budget on simple newspaper ads showing specific home listings and promoting weekend open houses. Roy Becker, sales manager, has been questioning whether or not this office should consider additional spending on programs that take advantage of the convergence of Madison & Vine. At present, only about 20% of the promotional budget is allocated which is half what was spent on traditional advertising last year. -(Scenario 12-4) When Roy entertains clients like the developers and builders he hopes to work with at an event sponsored by his brand what is he doing?

The brave new world of IMC refers to