Exam 12: Sponsorship, Product Placements, and Branded Entertainment

The consumer question that launched Proctor & Gamble's hugely successful Charmin Restrooms IMC effort in Times Square in 2006 was "Where's the beef?"

Branded entertainment refers only to sponsorships of sports events, TV shows and movies.

Which of the following best describes the typical effect of event sponsorship as an advertising medium?

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) The website did not offer any information regarding the conversion of Grand Prix yacht racing fan loyalty into sales. Advertisers that set this as the key objective of their sponsorship efforts are best served by looking into the sponsorship of

Which of the following is a reason for the convergence of Madison & Vine?

The keys to success of any IMC campaign is choosing the right set of options to engage the target segment and then coordinating message placement to ensure coherent communication.

Because traditional media are not enough in today's marketing environment, brand builders are using unconventional means to create meaningful connections with consumers.

Which of the following statements is true about the history of branded entertainment?

The story of how Prilosec OTC successfully used sponsorship of Bunco gaming, in particular the Bunco World Championship illustrates what principle of the ideal branding-through-sponsorship scenario?

An additional advantage of event sponsorships is that it can be used

NASCAR fans are three times more likely to purchase a product promoted by their favorite driver relative the fans of other types of sports.

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) A company that sponsors the Bird of Prey may do so with the hopes of the sponsorship playing a role in its IMC effort. What potential exists with this desire?

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) In characterizing their new venture, Hollywood, Inc. as a provider of "brandertainment" they are telling prospective clients that their business is