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

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Question 41

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In order to make the most of event sponsorships,marketers should not only establish media impressions,but also: 

A)  rally viewer support with promotions for it in traditional media. 
B)  invite other companies to share the cost of sponsoring the event. 
C)  find a way to get television and radio coverage that will help target global audiences. 
D)  find a way to link the brand with a positive feeling that will go beyond the duration of the event.

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Question 42

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The major sweet spot in event sponsorship comes when there is a significant overlap between the: 

A)  event participants and the marketer's target audience. 
B)  primary sponsor and the secondary sponsor. 
C)  brand preferences of attendees and the brand preferences of competitors. 
D)  international sponsors and the local sponsors.

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Question 43

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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) One drawback for advertisers when subcontracting out to creative teams or external sources like HollywoodBranding is that: 

Which of the following is a reason for the convergence of advertising/marketing/IBP and entertainment? 

A car brand,VW,sponsored a major professional cycling event.They needed event sponsorship measurement,which includes (but isn't limited to) models and metrics on: 

Branded entertainment,along with event sponsorship and product placements is popular with marketers because they can work in numerous ways to assist with a brand-building agenda beyond the capabilities of traditional media.

            can be considered a natural extension and outgrowth of product placement. 

Which of the following is a reason for brand builders to participate in various forms of event sponsorships? 

Whether the economy is up or down,automakers in the United States remain aggressive with their event sponsorship.

What is the major sweet spot in event sponsorship for advertising and IBP? 

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) How would an advertiser hope to benefit from sponsoring the WaveRunner? 

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) MyMVPs arranges to sponsor a few high schools,and begins to think of ways to leverage the sponsorship.In this context,leverage can be described as: 

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 make sponsorship one of their top priorities.Not only can they build community relationships,but they can get the MyMVP's name out with signs and banners.The team also prints hundreds of business cards and stationery to distribute,and sets up a number of tents that will feature the company logo.In a small-scale and local way,this is the same thing large corporations do when they make an effort to: 

What is event social responsibility? 

Event social responsibility provides an opportunity for sports sponsors to demonstrate good corporate citizenship,generate positive word-of-mouth,and boost both attendance and patronage intent.

Product placement in video games has little potential; with 2 million U.S.households having at least some gaming capability,it is considered a niche market.

Ultimately,a point of coordination of supportive media is to achieve a synergistic effect.

Procter & Gamble is a prime example of a giant advertiser that has successfully used branded entertainment over many decades.How has P&G incorporated branded entertainment into its marketing mix over the years?

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 was initially willing to pay a hefty fee for its fruit snack bar to appear in a summer action movie full of spies and car chases,but the fit just didn't seem right.You convinced the client to go instead with a teen romance that also released in the summer.It appears to have done very well,building popularity with kids who bought it at the concessions stand,and went on to buy it at their local retailer.Which of the following concepts did you rely on? 

Event sponsorship is often seen in the context of sports,such as Nissan Europe's sponsorship of soccer.