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

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)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 and have run the same types of ads over the decades.On impulse,he calls to pitch a branded entertainment idea to her family.He should be sure to inform them that 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'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)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 fan loyalty as their main goal would do well to look into the branded entertainment opportunities of _________,who are known to be especially loyal to sponsors of this sport.

Using events,product placement,and branded entertainment in an IBP entails the consumer experience and sponsorship of such can be examples of activating a sponsorship if they reinforce the sponsorship.

One way to justify event sponsorship is via: 

Recent research indicates that a brand gets the most benefit when product placement of the item: 

Which of the following components of American movies have been regularly used as a platform for launching new brands? 

For companies,it is free to incorporate their branded products deliberately as part of the show.

A coordination challenge is in: 

A running shoe brand sponsors a race that is also broadcast to large audiences on the television and radio.The company measures a huge number of gross media impressions.However,this does not result in a huge rise in the sales of the shoes.Which of the following is one possible reason? 

Which of the following is a reason for advertisers to divert their funds from traditional media? 

A 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.

Which of the following can advertisers accomplish if they create their own story for a branded entertainment initiative? 

Marketing of and with the consumer experience is a form of IBP,often entailing__________.

Branded entertainment entails the development and support of any entertainment property,where a primary objective is to feature a firm's brands in an effort to impress,and connect with consumers in a unique and compelling way.

Explain how branded entertainment differs from product placement,and what its future is as a branding tool.Give two examples of branded entertainment to support your answer.

A marketing director meets with her staff to review recent problems they have encountered in coordinating widespread and diverse aspects of their marketing plan.Which of the following reasons can explain why coordinating an IBP effort is easy? 

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

The only way to measure the benefits of sponsoring an event is to determine how often the sponsor's name appears at the event and in media coverage of the event.

The success of any IBP campaign involves choosing the right set of options and coordinating the placement of messages.

For digital engagement,sponsorship mixes in a fantastic way with social media.