Exam 16: Event Sponsorship, Product Placements, and Branded Entertainment

Scenario 16-1 MakeWaves is a promotional company with a website that offers the opportunity to sponsor a yacht in Grand Prix yacht racing.Commercial sponsors of the WaveRunner yacht can buy space for logos and graphics on the WaveRunner's sails, hulls, crew member uniforms, and trailer.For enough sponsorship money, the WaveRunner will even change its name to better fit the sponsor.The WaveRunner is scheduled to compete in five Grand Prix yacht-racing events every year.MakeWaves claims on its website that sponsoring the WaveRunner in a race could result in millions of impressions in sailing magazines and newspapers as well as on broadcast media, and offers specific calculations to those who inquire. -(Scenario 16-1) MakeWaves is pitching a very specific sponsorship offer with its own benefits.But overall, the category of event sponsorship has certain advantages.One of the main advantages is that it

What company sponsors NASCAR's longest night, creating one of the most popular televised-and branded-sporting events in North America?

A manufacturer of protein powders and protein bars sponsors a grand slam tennis tournament for the first time.When it evaluates this move, it discovers that the cost per brand name exposure was much higher than it would have been by running its standard advertising.What do company executives need to remember?

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

Scenario 16-3 In July 2010, a sports-focused social networking site named MyMVPs.com was launched. The site, which has been described by founder Mark Monaco as a hybrid of Facebook, ESPN and YouTube, will allow athletes, proud parents and sports fans alike to view highlights of amateur athletes, check out the week's funniest sports bloopers, and chat with various sports celebrities registered with the free online service. Erin Dwyer, co-founder and one of the four individuals responsible for the site's success, believes the service will be incredibly beneficial not only for amateur athletes with college aspirations, but also for colleges with tight recruiting budgets. Dwyer stated, "It's huge for little kids and it's gigantic for high school athletes who want to get to college. For some schools with tight budgets for recruiting, coaches will be able to jump on a website that is clean and safe and gives them information on a player.That can give them an advantage." Still in its early stages, the company is looking to get its name out there as much as possible-and with partnerships with sports legends such as Mike Ditka, the company appears to be headed in the right direction.(Jeff Vorva, "MyMVPs.com Hopes to Fly High With Amateur Athletes." Chicago Trib Local, June 16, 2010.) -(Scenario 16-3) The team at MyMVPs decides to make sponsorship one of their top priorities.Not only can they build community relationships, but they can get the MyMVPs name out with signs and banners.The team also prints hundreds of business cards and stationary to distribute, and sets up a number of tents that will feature the company logo. In a small-scale and local way, this is the same thing large corporations do when they make an effort to

In the world of promotion, authenticity refers to the quality of being perceived as genuine and natural, a definite plus in brand placement.

NASCAR bills itself as the

Scenario 16-4 You are a marketing associate at a promotional firm that specializes in innovative branding.You will be meeting with several clients next week and you need to review their files and get updated on their latest promotional efforts. -(Scenario 16-4) You recall that the owner of one firm had said in the past that you'd done a good job in convincing him that he needed to focus on creating synergy in all advertising efforts.At the time, he wanted you to clarify what you meant by this "synergy stuff." You replied that synergy refers to

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 have their own priorities and often lose sight of the overall goals of an effort.

Scenario 16-3 In July 2010, a sports-focused social networking site named MyMVPs.com was launched. The site, which has been described by founder Mark Monaco as a hybrid of Facebook, ESPN and YouTube, will allow athletes, proud parents and sports fans alike to view highlights of amateur athletes, check out the week's funniest sports bloopers, and chat with various sports celebrities registered with the free online service. Erin Dwyer, co-founder and one of the four individuals responsible for the site's success, believes the service will be incredibly beneficial not only for amateur athletes with college aspirations, but also for colleges with tight recruiting budgets. Dwyer stated, "It's huge for little kids and it's gigantic for high school athletes who want to get to college. For some schools with tight budgets for recruiting, coaches will be able to jump on a website that is clean and safe and gives them information on a player.That can give them an advantage." Still in its early stages, the company is looking to get its name out there as much as possible-and with partnerships with sports legends such as Mike Ditka, the company appears to be headed in the right direction.(Jeff Vorva, "MyMVPs.com Hopes to Fly High With Amateur Athletes." Chicago Trib Local, June 16, 2010.) -(Scenario 16-3) By sponsoring local high schools and high school sporting events, MyMVPs will be able to promote its brand to a large amount of its target audience, which is made up of athletes, parents and fans. This overlap is referred to as

In today's world of marketing, the unconventional is becoming conventional.

Scenario 16-1 MakeWaves is a promotional company with a website that offers the opportunity to sponsor a yacht in Grand Prix yacht racing.Commercial sponsors of the WaveRunner yacht can buy space for logos and graphics on the WaveRunner's sails, hulls, crew member uniforms, and trailer.For enough sponsorship money, the WaveRunner will even change its name to better fit the sponsor.The WaveRunner is scheduled to compete in five Grand Prix yacht-racing events every year.MakeWaves claims on its website that sponsoring the WaveRunner in a race could result in millions of impressions in sailing magazines and newspapers as well as on broadcast media, and offers specific calculations to those who inquire. -(Scenario 16-1) The MakeWaves website offers no information about the conversion of fan loyalty toward a sport into actual purchases of the sponsor's product.Marketers who have set this as their main goal would do well to look into ____ branded entertainment opportunities.

What types of programs have made product placements the norm on television?

Which of these examples represents the earliest instance of product placement in movies?

Today's dynamic marketing environment has led to a "new order" in which brand builders, more than ever before, want to

The "brave new world" of IBP refers to the

Because quirky and gimmicky new formats have been overused, contemporary marketers are returning to traditional media to build brands in the marketing environment and to create meaningful connections with consumers.

Scenario 16-2 HollywoodBranding is a new promotions company formed by three former ad execs who had illustrious careers in large multi-service advertising agencies.Over their years in account management and creative work, they developed close ties with a number of Hollywood movers and shakers.Consequently, they feel poised to respond to the business world's growing desire for branded entertainment.But they are aware that they need to continually fight their "old school" ways of thinking about branding, forged in years of working solely with traditional media. -(Scenario 16-2) A young media expert is hired by HollywoodBranding.He went to college with a bright girl who now does all the marketing for her family's business, a well-established cookie manufacturer with strong national distribution.Her grandparents and parents have run the same facility in St.Louis, have provided virtually the same products, and have run the same types of ads over the decades, seeing slow but steady growth.On impulse, he calls to pitch a branded entertainment idea to her family.He should be sure to let them know that branded entertainment

A marketing director for a bicycle helmet manufacturer has run a number of ads in traditional forms of media.Now she wants to directly measure the effectiveness of the first national bike race that the company is about to sponsor.She should compare the ____ with the ____.

When marketers connect their brand with the potent emotional experiences of powerful events,