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

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.

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)Another client was considering videogame placement the last time you met,and will be making a decision next week.She wasn't sure about placing her product in a game,since her company sells mostly to adults and has never specifically targeted kids.You will remind her of research that shows that: 

Scenario 16-2 HollywoodBranding is a new promotions company formed by three former ad executives who had illustrious careers in large multi-service advertising agencies. Over the years, 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 thoughts about branding forged in years of working solely with traditional media.  -(Scenario 16-2)The HollywoodBranding staff has an idea for a corporate giant in the household cleaning products industry; a reality show using all of its products in crazy stunts,timed contests,and obstacle races.But the client is worried about playing it straight with consumers,and openly disclosing its role as a paid advertiser for the show.This worry stems from the concern that: 

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 has made the move to have signs and billboards for his product show up in a video game that takes users through city streets,down country roads,and across bridges and overpasses.Which of the following is a reason why this strategy will have a positive/negative impact? 

Which of the following best describes event sponsorship? 

Branded entertainment involves developing new,creative forms of entertainment as a means to feature brands and connect with customers.

Discuss the nature and use of product placement.Explain,with examples,which forms of media today's advertisers specifically use for product placement.

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)Still looking to get the company name out,the team at MyMVPs begins to think of ways to make people aware of the site's benefits.To date,they have relied on word-of-mouth advertisement,but they are interested in any possibility that may help build brand awareness.This means that they are basically looking for: 

The majority of the promotional funds invested in event sponsorships today are in the context of sporting events.

A car brand decides to sponsor an online tournament for the video game World of Warcraft.This manufacturer hopes to make the tournament a branded experience.How can this event help the car brand? 

Authenticity of a brand is weakest when the content of the show and the essence of the brand become completely intertwined and integrated.

Sponsor-event congruity/fit is: 

One way that companies assess the benefits of event sponsorship is by: 

Which of the following is an important aspect of sponsorship assessment? 

A key asset for event sponsorship is that it can relate with the consumer experience.

A benefit for advergaming is that product placements in video games: 

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)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: 

A point related to branded entertainment and IBP is the: 

Events,product placements,and branded entertainment offer the advertiser few opportunities for integrated brand promotion.

Sponsor spillover is great for the previous sponsor and bad for the incoming sponsor.