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Chapter 18

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83 views

Chapter 18

Uploaded by

Piyush Seth
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Chapter 18

Event Sponsorship, Product


Placements, and Branded
Entertainment

1
© 2009 South-Western, a part of Cengage Learning
PPT 18- 1
The Brave New World of IBP
The Charmin Restrooms promotion shows:
 The creative ways marketers are using promotional tools to
create meaningful connections to consumers.
 That the unconventional is becoming conventional and mass
media are no longer enough to provide impact for a brand.
 IBP efforts are directed at hard-to-reach niche markets often in
urban locations, where new market trends tend to originate.
 Other examples of new methods include:
– trucks that drive endlessly through city streets as mobile billboards
– ads beamed onto the sides of office buildings
– racks of postcard ads placed in trendy restaurants and nightspots
– ads printed on coffee cups with coordinated signage attached to
coffee carts
– small signs attached to the backs of messenger bikes that patrol the
canyons of downtown corporate America
2
PPT 18- 2
Why the Convergence of
Madison & Vine?
 Advertising, branding and entertainment are converging
though social networking, videogames, and events.
 Mass media erosion has fueled the convergence.
 More IBP options provide more opportunities for brand
visibility.
 A mass exodus from traditional media – Chaos Scenario:
– Dollars will leave traditional media because of audience
fragmentation and ad avoidance
– Reduced funds from ads will compromise programming
– Compromised programming will reduce audience size leading to
more ad erosion
– Billions of dollars will flow to alternative IBP techniques
 Events, product placements, and branded entertainment
offer exciting ways to build brands in the market. 3
PPT 18- 3
Ad in Context Example

Ad
Ad avoidance
avoidance isis
fueling
fueling product
product
placement
placement and
and
branded
branded
entertainment.
entertainment.

4
PPT 18- 4
Event Sponsorship

 Involves a marketer providing financial


support to help fund an event

 The appeal of event sponsorship:


– Effective media coverage and exposure

– Fan loyalty converts to sales

– Events can foster brand loyalty

– Events attract well-defined audiences


5
PPT 18- 5
Ad in Context Example

Event
Event sponsorship
sponsorship can
can
target
target well
well defined
defined
audiences.
audiences.

6
PPT 18- 6
Finding the Sweet Spot:
Guidelines for Sponsorship
1. Match the brand and the event
2. Define the target audience
3. Stick to a few key messages
4. Develop a plot line
5. Deliver exclusivity
6. Deliver relevance
7. Use the Internet
8. Plan for the before and after

7
PPT 18- 7
Managing Event Sponsorship

 Assess the Benefits


– Hard to determine, esp. if CEO ego is involved
– Nielsen has developed software for assessment
– Advertisers seek “media impressions”
 Leverage the Event
– Collateral communication that reinforces the event—
news coverage, word of mouth, etc.
– Can be used to entertain/reward key customers,
motivate sales force and employees
– Can be used to sell branded premiums
8
PPT 18- 8
Ad in Context Example

Events
Events can
can be
be leveraged
leveraged
to
to sell
sell branded
branded
premiums.
premiums.

9
PPT 18- 9
Product Placements
Placing a branded product in the content of an
entertainment product:
 Television—over 100,000 placements in 2005
 In movies—Under 25 segment most likely to notice
and try brands placed in movies
 In video games—Game placement expenditures
could reach $1 billion by 2010
 “Authenticity” and “celebrity connection” are keys to
success in placement

10
PPT 18- 10
Branded Entertainment
The development and support of a sporting event, TV show, theme park,
short film, movie, or video game where the objective is to feature a brand
to impress and connect with consumers in a unique and compelling way.
 The surge of these techniques relates to reaching unreachable segments.
 There is the risk of oversaturation resulting in consumer annoyance.
 Marketers and entertainment providers can have trouble working together and agreeing on
priorities.
 Consumer advocacy groups like Consumer Alert argue that product (brand) placements
are really just paid advertising and consumers should be informed of such.
 Attitudes and regulations vary from country to country.

11
PPT 18- 11
Coordination Challenge
Events Directories
Newspapers
Television
Internet

Magazines Billboards

Transit Radio Branded


Entertainment 12
PPT 18- 12
Factors Working Against
Coordination
 Organizations rely on functional specialists who focus on
their specialty and lose sight of what others in the
organization are doing.

 Internal competition for budget dollars often leads to


rivalries and animosities that work against coordination.

 Few agencies have all the internal skills necessary to


fulfill clients’ demands for IBP.

 The objective underlying coordination is to achieve a


synergistic effect: media and IBP can build on one
another and work together.
13
PPT 18- 13

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