Chapter 16

Question 1

Madison & Vine

Answer 1

Refers to two renowned avenues representing the advertising and entertainment industries, respectively. The name represents a convergence of entertainment and advertising.

Question 2

Appointment viewing definition

Answer 2

The practice of setting time aside to watch particular television programmes.

Question 3

Event sponsorship definiton

Answer 3

Involves a marketer providing financial support to help fund an event, such as a rock concert, tennis tournament, or hot-dog eating contest.

Question 4

Bunco World Championship example

Answer 4

Scenario where there was overlap between the lifestyles of event enthusiasts and benefits that your product can deliver. Supporting Bunco allowed Pirlosec OTC to connect with its core customer in a fun and meaningful way, and the unique connection between Pirlosec OTC and Bunco fostered brand loyalty and favourable word of mouth.

Question 5

Media impressions and how to establish them?

Answer 5

Establishing media impressions entails creating a metric that lets a marketer judge sponsorship spending in a direct comparison to spending in the traditional measured media.

Question 6

Leveraging or activating a sponsorship

Answer 6

Any collateral communication or activity reinforcing the link between a brand or an event

Question 7

Guidelines for event sponsorship

Answer 7

1. Match the brand to the event
2. Tightly define the target audience
3. Stick to a few key messages
4. Develop a plot line
5. Deliver exlusivity
6. Deliver relevance
7. Use the internet
8. Plan for the before and after

Question 8

Consumer-event congruity

Answer 8

Where consumer participation in the event enhances the persuasiveness of the event and, in turn, causes the participants to think more positively about the sponsor and increases the desire to patronize the sponsor.

Question 9

Product placement

Answer 9

The practice of placing any branded product into the content and execution of an established entertainment vehicle.

Question 10

Key points about product placement

Answer 10

1. Integrate the placement within the IBP campaign
2. Make the placement look authentic
3. Develop the right industry relationships
4. Don’t expect qualifiable ROI

Question 11

Difference between branded entertainment and product placement

Answer 11

♠ Product placement - “what shows are in development that we might fit our brand into?”
♠ Branded entertainment - advertisers can create their own shows, so they never have to worry about finding a place for their brand.

Question 12

Madison & Vine - convergence of entertainment and advertising - why?

Answer 12

• consumers have more media options, more power (e.g. time-shifting)
• more ADV clutter than ever before

Question 13

Madison & Vine - convergence of entertainment and advertising - brands must find ways to…

Answer 13

• operate in this new media ecosystem and connect with potential customers in meaningful ways

Question 14

Branded entertainment definition

Answer 14

the development and support of any entertainment property with a primary objective to feature one’s brand(s) in an effort to connect with
consumers

Question 15

BMW’s “The Hire” web series - revolutionized the notion of branded entertainment (2001-2002)

Answer 15

• eight short internet-only films, each conceived by a different Hollywood filmmaker and starring actor Clive Owen
• 11 million views in 4 months
• BMW sales increased 12% that year

Question 16

What makes a product placement effective?

Answer 16

• complements the rest ofthe IBP plan
• celebrity connections
• good match between product and media

Question 17

BE resists a clear definition … but here’s what’s key:

Answer 17

(1) that the brand creates the content and

(2) that it seeks to entertain (at minimum) and tell stories. It’s all about connecting with the consumer.

Question 18

PP & BE are growing … but this growth may slow

Answer 18

1. Oversaturation; loss of novelty
2. Chance of success is rather unpredictable
3. Marketers and media producers don’t always agree
4. Consumer resistance: aren’t PP and BE just ads cloaked as entertainment?

Question 19

The percentage of the $378 billion spent on ads overall in 2014 on product placement

Answer 19

2%

Question 20

Bob Garfields “Chaos scenario”

Answer 20

Predicted the mass exodus from mass media

Question 21

John Hancock

Answer 21

Pioneer in developing detailed estimates of the advertising equivalencies of its sponsorships

Question 22

Co-promotion

Answer 22

a marketing practice that allows two or more companies to combine their sales force in order to promote a product under the same brand name and price with a single marketing strategy.[1] It is considered as one of the two major forms of joint marketing