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

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 potential client has lunch with the owners of HollywoodBranding to discuss a new kind of promotion for his gourmet cookware.Beyond his magazine and newspaper advertising, he is looking for the perfect form of branded entertainment.The owners come prepared to pitch several ideas involving projects they're aware of, and by the time coffee is served, they all agree to have the

A majority of the promotional funds spent on event sponsorships today go toward sporting events.

Branded entertainment involves developing and supporting any entertainment property or media format with the goal of featuring the brand in a way that is compelling to consumers.

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) A company that thinks about sponsoring the WaveRunner does so with the hopes that it will play a major role in its IBP effort.One potential risk of using nontraditional forms of promotion is that they

Industry research indicates that NASCAR fans are unusually loyal to the brands that sponsor the cars.

An important guideline for effective event sponsorship is to look for a match or overlap between the lifestyles of the event attendees and the benefits your product can deliver.

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) HollywoodBranding promotes itself to prospective clients by saying that it is "located at Madison & Vine" and offers innovative "brandertainment." This means that it will

A major "sweet spot" for the brand occurs in event sponsorship when there is significant overlap between the

An up-and-coming chain of "green" grocers has reasonable prices, friendly staff, local produce, and a focus on organic and natural products.The company wants to connect with consumers in a fresh way and considers creating a show on the Food Network.What concept is this grocer considering?

The concept of Madison & Vine refers to the convergence of the advertising and entertainment industries in the branding efforts of marketers.

Today's advertisers are looking to benefit by associating with something new and hip, a process that anthropologist Grant McCracken labeled

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) One client was initially willing to pay a hefty fee for its fruit snack bar to appear in a summer action movie full of spies and car chases, but the fit just didn't seem right to you.You convinced the client to go instead with a teen romance also released in the summer.It appears to have done very well, building popularity with kids who bought it at the concessions stand and went on to buy it at their local retailer.What concept did you rely on?

A marketing director meets with her staff to review recent problems they have encountered in coordinating widespread and diverse aspects of their marketing plan.She lists all the reasons she can think of that explain why coordinating an IBP effort is a huge challenge.But which of the following would not be one of her reasons?

Which of the following would most likely offer event sponsorship on a global basis?

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) How would an advertiser hope to benefit from sponsoring the WaveRunner?

Coordination of an IBP effort often leads to disagreement and conflict within the business environment.What kind of factors commonly work against coordination? Include those specific to an organization that handles the entire effort internally, and those specific to an organization that uses some external sources.

One common problem seen in the new media mix involves matching the brand with the entertainment property.

A sponsored event can still be considered a positive addition to the IBP mix for the advertiser even if predetermined exposure figures are not met.

Despite their widespread use and their repetitive exposures during games, brand placements in video games do not affect purchase intent as much as placement in traditional media does.

What was the reason, cited in the text, behind the convergence of Madison & Vine?