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

In the world of promotion,authenticity refers to the quality of being perceived as genuine and natural,yet that is not important in brand placement.

Describe the Chaos Scenario.How does it relate to today's advertising efforts?

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's uniforms, and trailers. 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: 

A firm has decided to sponsor a PGA golf tournament.Its marketing director knows it is critical to find unique ways to leverage the sponsorship.One way to leverage the sponsorship beyond traditional methods would be to: 

Which of the following is an example of product placement? 

Product placement is the practice of placing any branded product into things such as movies or TV shows; for instance,an actor would have a branded beverage throughout the movie.

When using branded entertainment as an IBP tool,a brand can become integrated in the entertainment media.

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 Tribune Local, June 16, 2010.)  -(Scenario 16-3)The team at MyMVPs decides to look into sponsorship as a way of building the brand.At first,they wonder about the cost.Eventually,they come to the conclusion that they would ultimately gain the most-but would also have to spend the most-if the business decided to: 

A reason for event sponsorship success is that brands are seeking out opportunities to be embedded in activities and entertainment that their target consumers enjoy.

A well-fitting sponsored event can be a great addition to an IBP mix.

Which of the following is true of branded entertainment? 

Which of the following is an example of product placement? 

What additional benefit is great for the previous event sponsor but bad for the incoming sponsor? 

An event and their sponsors just ended,and now they want to have data to be able to show how and if the event or sponsorship was successful as an experiential marketing tool or for the community.They need to conduct: 

The dynamic marketing environment entails that brand builders want to: 

NASCAR fans are unusually _________________.

In sponsorship,when there is not a clear sponsor-event congruity,it is a good idea for the advertiser to use sponsorship articulation,or articulate or explain any connection between the two.

For some annual events,the ________is almost as compelling as the event experience itself.

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 Tribune 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: 

A brand needs to conduct event sponsorship measurement; what are some top guidelines for effectively using event sponsorship as a tool?