Chapter 12 – Sponsorship, Product Placements, and Branded Entertainment
TRUE/FALSE
1. The consumer question that launched Proctor & Gamble’s hugely successful Charmin Restrooms IMC
effort in Times Square in 2006 was “Where’s the beef?”
2. Because traditional media are not enough in today’s marketing environment, brand builders are using
unconventional means to create meaningful connections with consumers.
3. The “new order” of using media strategically to build brands is based on the premise that the fields of
advertising, branding and entertainment are converging.
4. The term “Madison & Vine” refers to the fifth President of the United States and his gardener.
5. The convergence of Madison & Vine refers to the two renowned avenues of the advertising and
entertainment industries respectively and their convergence with the branding efforts of marketers.
6. Event sponsorship is a supportive component of a media plan that involves a marketer providing
financial support to help fund an event, such as a rock concert, football game or local hot dog eating
contest.
7. One way to measure the benefits of sponsorship of an event is to determine how often the name of the
sponsor appears in print and broadcast coverage of the event.
8. One major problem with event sponsorship is that people seldom actually purchase the products they
see at sponsored events.
9. Instead of making direct comparisons to traditional media, some experts now think that the advantages
of event sponsorship can be fundamentally different than traditional media can provide.
10. Product placement is the practice of placing any branded product in any movie.
11. One of the advantages of video games is that 1000 U.S. households have at least some gaming
capability.
12. Unlike for television where consumers want to eliminate ads, Nielsen research has established that the
majority of video game players see brand placements as enhancing the gaming experience.
13. NASCAR has yet to understand the marketing value of brands.
14. NASCAR aggressively bills itself as the best marketing opportunity in sports.
15. NASCAR fans are three times more likely to purchase a product promoted by their favorite driver
relative the fans of other types of sports.
16. Branded entertainment refers only to sponsorships of sports events, TV shows and movies.
17. A possible downside of branded entertainment as an IMC tool is the possibility of oversaturation when
every brand’s marketing manager figures out what a good idea it is.
18. Authenticity of a brand being integrated with an entertainment vehicle depends on whether or not the
content of the show and the essence of the brand are completely intertwined.
19. The keys to success of any IMC campaign is choosing the right set of options to engage the target
segment and then coordinating message placement to ensure coherent communication.
20. The objective underlying the coordination of supportive media is to achieve a synergistic effect.
MULTIPLE CHOICE
1. The brave new world of IMC refers to
a.
a famous television commercial that launched the first Macintosh laptop
b.
a novel by Alduous Huxley
c.
new tools and practices in the marketing of brands that are fundamentally different from
traditional media
d.
the upcoming demise of advertising in favor of sponsored events
2. Which of the following contributed to the success of the Charmin Restroom IMC campaign given as
an example in this chapter?
a.
20 plush restrooms on Broadway equipped with 10,000 mega rolls of toilet tissue
b.
the Flush-O-Meter
c.
Doris Roberts, the meddling mother-in-law on Everybody Loves Raymond
d.
all of these factors contributed to the Charmin Restroom campaign
3. What kind of consumers were in contact with the Charmin brand during the Charmin Restrooms
campaign?
a.
Americans who need restrooms
b.
Families from all 50 states and more than 70 countries
c.
New Yorkers who need luxurious
d.
Children and older people who need restrooms more often
4. Which of the following is a reason for the convergence of Madison & Vine?
a.
New York City needed to extend Madison Avenue into Greenwich Village where it
becomes Vine Street
b.
People have an ever-expanding set of options beyond traditional media with which to fill
their leisure time – from playing video games to watching DVD’s.
c.
People like movies better than TV where the ads are limited to pre-screening 20 minute
segments
d.
there really isn’t a convergence; the idea of Madison & Vine is just a way for “ad men” to
recapture some of the fading glamour of their industry
5. What is the “Chaos Scenario” envisioned by Ad Age’s Bob Garfield?
a.
the meltdown of television as a medium
b.
audience confusion over too many brand messages
c.
a massive exodus from traditional broadcast media
d.
the upcoming wars of movie makers and TV series makers as their world’s collide
6. The story of how Prilosec OTC successfully used sponsorship of Bunco gaming, in particular the
Bunco World Championship illustrates what principle of the ideal branding-through-sponsorship
scenario?
a.
connect with your consumer in a fun and meaningful way
b.
take advantage of excellent overlaps between your customer and your brand’s benefit
c.
leverage the unique connection between consumer and brand to build loyalty and
favorable word of mouth
d.
all of these are characteristics of the ideal branding-through-sponsorship scenario
7. Many critics contend that event sponsorships, especially those of the sporting kind, can be
a.
differentiated in their products ambience.
c.
too local.
b.
spread over a larger array of offerings.
d.
ego-driven and thus a waste of money.
8. One way to leverage event sponsorship is to
a.
select appropriate targets which cannot see the event.
b.
issue a publicity warrant for selected targets.
c.
open retail outlets in retail outlets.
d.
entertain important clients
9. In return for providing financial support to help fund an event, a marketer
a.
acquires the right to broadcast the event.
b.
acquires the right to direct the broadcast of the event.
c.
acquires the right to display a brand name, logo or advertising message at the event.
d.
can demand that the event be held at a time and place suitable to the marketer
10. If a marketer wants to directly compare the effectiveness of an event sponsorship with that of
traditional advertising efforts, he or she should
a.
calculate the number of exposures to the brand at the event and from coverage of the event
and decided whether it is comparatively cost effective.
b.
compare the money spend sponsoring the event with the amount needed to run traditional
advertising over the same time period.
c.
compare sales figures in the weeks before and after the event with sales figures preceding
and following traditional advertising efforts.
d.
compare brand-preference figures in the weeks before and after the event with brand-
preference figures preceding and following traditional advertising efforts.
11. An additional advantage of event sponsorships is that it can be used
a.
as a way to entertain important clients
b.
to motivate a firm’s salespeople
c.
to recruit new customers
d.
all of these are additional advantages of event sponsorship
12. Which of the following best describes the typical effect of event sponsorship as an advertising
medium?
a.
it is useful in creating primary demand for a product category
b.
it is a base for synergies with brand advertising, sales promotion and public relations
elements of IMC.
c.
It is often best used as a stand alone element of promotion
d.
it is useful for creating brand awareness
13. What is the term in marketing that entails embedding your brand as part of an entertainment property
(e.g., a sporting event, TV show, theme park, short film, movie, or video game) in an effort to connect
with your consumer in a unique and compelling way?
a.
Fan loyalty
c.
Splashing Events
b.
Branded entertainment
d.
Premiums
14. Which of the following is the earliest of these examples of product placement in a movie?
a.
Reese’s pieces in E.T.
c.
The BMW Z3 in Golden Eye
b.
The Mini Cooper in the Italian Job
d.
Wonder Bread in Talledega Nights
15. NASCAR bills itself as
a.
the most popular form of car racing
b.
bigger and faster than the Kentucky Derby
c.
the best marketing opportunity in sports
d.
old school in the good way
16. Why does Proctor & Gamble sponsor a Tide car in the NASCAR races?
a.
lot’s of women are NASCAR fans
b.
research indicates that NASCAR fans are brand loyal to the brands that sponsor the cars
c.
NASCAR fans are three times more likely to purchase a brand promoted by their favorite
NASCAR driver
d.
All of these statements are reasons why P&G might sponsor the Tide car
17. Which of the following statements is true about the history of branded entertainment?
a.
It began even before television
b.
The longest lasting branded entertainment vehicle is the Guiding Light, a soap opera that
has been running continually for just over 70 years
c.
No firm has managed this marketing collaboration technique better than P&G
d.
All of these statements are true of branded entertainment’s history as a marketing tactic
18. Due to the increasing complexities associated with the advertising industry, there is a tendency for
organizations to become reliant on ____. However, this can create a problem because these people
often lose sight of the overall goals of an effort.
a.
vice presidents
c.
the clerical staff
b.
low-level managers
d.
specialists
19. The goal of achieving a synergistic effect through IMC is to
a.
achieve as large of a reach and frequency from advertising as possible.
b.
make sure that any marketing effort uses all media available.
c.
make various media build on each other‘s efforts, to ensure coherent and timely
communication
d.
keep to a minimum the number of different media that need to be coordinated.
20. Coordination is complicated by which of these factors?
a.
Competition for internal dollars often yields rivalries that work against it
b.
There can be a lack of alignment around who is responsible for achieving the integration
c.
Diversity of functional specialists can mean miscommunication or non communication
that undermines coordination
d.
All of these factors complicate synergistic coordination of IMC
Scenario 12-1
The People to People Sports Committee has a site on the World Wide Web that informs potential
advertisers of the opportunity to sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of
the Bird of Prey yacht can buy space for logos and graphics on the Bird of Prey‘s sails, hulls,
crewmember uniforms, and trailer. For enough sponsorship money, the Bird of Prey will even change
its name to that of any sponsor. The Bird of Prey is scheduled to compete in five Grand Prix yacht-
racing events a year.
The People to People Sports Committee claims that sponsoring the Bird of Prey could result in more
than 60 million gross impressions in sailing magazines and newspapers. In addition, it is possible for
sponsors and their guests to arrange for sailing sessions on the yacht.
21. (Scenario 12-1) Which of the following statements regarding sponsorship of Bird of Prey is NOT true?
a.
It would be part of the $8.7 billion event-sponsoring industry.
b.
Critics claim that sponsorship of events like this is the result of ego-driven decision
making.
c.
If the sponsorship does not compare well with the cost efficiency of traditional
advertising, the sponsorship may still be a good decision.
d.
The positive feelings that one was watching Grand Prix yacht racing may be transferred to
the sponsor’s products.
22. (Scenario 12-1) The website did not offer any information regarding the conversion of Grand Prix
yacht racing fan loyalty into sales. Advertisers that set this as the key objective of their sponsorship
efforts are best served by looking into the sponsorship of
a.
college football
c.
tennis
b.
baseball
d.
NASCAR
23. (Scenario 12-1) A company that sponsors the Bird of Prey may do so with the hopes of the
sponsorship playing a role in its IMC effort. What potential exists with this desire?
a.
Support vehicles often do not have the impact to play a meaningful role in an IMC effort.
b.
There are no measures to ascertain the efficiency of this sort of sponsorship.
c.
The people that manage event sponsorships within the company may work against
coordination of IMC efforts.
d.
Event sponsorships cannot offer the highly targeted audience necessary for an effective
IMC effort.
Scenario 12-2
Hollywood Inc. is a new promotions company formed by three ex-ad agency execs who had illustrious
careers in large multi-service agencies. Over their years in account management and creative roles
they developed close ties with a number of Hollywood movers and shakers. Consequently they think
they are poised to facilitate advertisers’ increasing need for branded entertainment. Unfortunately their
“old school” ways of thinking about branding, forged in traditional media, sometimes work against
their new business venture.
24. (Scenario 12-2) In characterizing their new venture, Hollywood, Inc. as a provider of
“brandertainment” they are telling prospective clients that their business is
a.
a new kind of ad agency
b.
located at Madison & Vine
c.
a new film studio
d.
inventing humorous or imaginative brand symbols
25. (Scenario 12-2) After making the mistake of proposing using Hollywood Inc. without checking on the
existing marketing communications plan, the young Jaguar North America manager learns her lesson.
When she hears from a friend that another James Bond film has been approved for production, she
calls the senior account executive at their lead ad agency to check whether placement in this film
would be consistent with the brand imagery being created for the brand and whether they have
contacts that can achieve such placement, before telling her boss of her idea. What aspect of
coordination is happening in this situation?
a.
The lead agency is acting as architect and general contractor for Jaguar’s IMC
b.
The lead agency is behaving as a jack of all trades and master of none
c.
The Jaguar marketing executive is taking control of external specialists
d.
The Jaguar IMC are fragmented
26. (Scenario 12-2) A representative of Jaguar North America sees a Business Week article about
Hollywood Inc. and recognizes one of the three founders as an ad exec she once worked with. She
calls him to ask about the new firm and what it can do for Jaguar, hoping to be seen by her boss as
“forward thinking” on behalf of the Jaguar brand. Her boss informs her that the ad agency of record
has already proposed a movie placement as part of next season’s media plan, using another
brandertainment firm. This is an example of which of the following problems that often accompanies
the variety of new branding tools?
a.
the insidious infiltration of “crony” management
b.
a lack of alignment around who is responsible for achieving brand promotion integration
c.
the inappropriate application of brand communications tools
d.
“old school” thinking that only traditional media will do the right job for the brand
Scenario 12-3
You are a media planner at a small but nevertheless full service advertising agency. Since it’s Friday,
you decide to take a long lunch, returning to the office around 2:00 P.M. When you get back to your
desk, there’s a stack of messages waiting for you. You must answer them all before you can go home
for the weekend.
27. (Scenario 12-3) The account executive in charge of the agency’s largest-billing client, the Acme
angina prevention medication aimed at special heart disease symptoms unique to women, has emailed
you that on Monday the brand team will be visiting the agency. She needs you to be prepared to
discuss at least three elements of a good IMC program that will work with the national advertising
campaign they have already approved. She reminds you that the options have to build on the heart
health connection that women feel toward the brand as a result of the advertising. You email back
which set of suggestions below?
a.
Local evening news TV advertising, event sponsorship of a men’s golf tournament and
product placement in a network comedy
b.
Sponsorship of a women’s heart health awareness 10K race, product placement in an
upcoming movie starring Jack Nicholson and Diane Keaton who find love in their 60’s
and ongoing sponsorship of a mature women’s romance TV series on the Lifetime
Channel
c.
Sponsoring a pink NASCAR competitor, embedding the product in an upcoming Bruce
Willis police drama, and signing on as the sponsor of public service spots for the ASPCA
d.
None of these sets of options will leverage the Acme brand with women who suffer from
angina
28. (Scenario 12-3) The account executive approves your suggestions of a 10K heart health race
sponsorship for promoting the Acme brand women’s angina medication, and asks whether you can
“enrich” the idea by presenting some related ideas that will leverage the event to support the brand
even further. You email back and offer some ideas. Among those ideas is (are) ____.
a.
Creating a limited edition tee shirt specially designed by a local artist that will incorporate
the race name and the Acme brand name. The client management team who will attend in
support of the race will personally give a tee to each woman who runs.
b.
Brand placement in a video game currently under development
c.
All of these statements are leveraging ideas
d.
A series of kinetic billboards designed to highlight Acme’s sponsorship of the race and be
posted for two months in advance of race day that also sends interested consumers to the
Acme website.
Scenario 12-4
Prudential Prime Properties is a local real estate office franchise that serves a medium sized
metropolitan market. This business is the second largest real estate office in town with a 23% share of
the market. Even with an annual advertising budget of over $200,000, this office is not seeing
significant sales growth. Prudential Prime Properties has spent the majority of its advertising budget on
simple newspaper ads showing specific home listings and promoting weekend open houses. Roy
Becker, sales manager, has been questioning whether or not this office should consider additional
spending on programs that take advantage of the convergence of Madison & Vine. At present, only
about 20% of the promotional budget is allocated which is half what was spent on traditional
advertising last year.
29. (Scenario 12-4) Roy is considering using billboard advertising to enhance the awareness of the specific
services that are offered by this real estate office. His office manager, who just earned an M.B.A. in
marketing, suggests that it might be better to build connections with local developers and builders as a
way to reach consumers, since traditional media aimed at consumers didn’t do the job last year. If Roy
agrees, which of the following is likely to be one of the branding tools he considers this year?
a.
Support media
c.
Event sponsorships
b.
Outdoor advertising
d.
Point-of-Purchase
30. (Scenario 12-4) When Roy entertains clients like the developers and builders he hopes to work with at
an event sponsored by his brand what is he doing?
a.
co-opting
c.
selling
b.
leveraging
d.
pretending
ESSAY
1. You manage event sponsorships at an advertising agency. Write a brief memo to a client who has
never used event sponsorship as a marketing tool. In the memo, explain what event sponsorship is.
Present four reasons why event sponsorship can be an effective support medium.
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
ANS:
Event sponsorship involves a marketer providing financial support to help fund an event, like a rock
concert or sporting event. In return, that marketer acquires the rights to display a brand name, logo, or
advertising message on-site at the event.
Among the reasons that event sponsorship can be an effective tool are the following: (1) if the event is
covered on TV, the marketer‘s brand name and logo will also receive exposure with the television
audience; (2) events may be selected or created to attract a specific segment of a target audience; (3) a
sponsor can get name exposure for a lower cost than it if had used traditional media; (4) research
indicates that the loyalty of fans at sponsored events can be turned into sales; (5) when a marketer
connects a brand with the potent emotional experiences often found at events, positive feelings are
attached to that brand; and (6) events can be leveraged as ways to entertain important clients, recruit
new customers, motivate the firm’s salespeople, and generally enhance employee morale.
PTS: 1 DIF: Moderate REF: p. 247-251 OBJ: 12-1
2. Coordination of an IMC effort can be a tremendous challenge in any business environment. Describe
the factors working against coordination. Include those specific to an organization that handles the
entire effort internally, and those specific to an organization that uses external sources.
3. Describe what branded entertainment is, how it differs from brand/product placement, and what its
future is as a branding tool.
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
How branded entertainment and brand placement differ is that without the marketer’s support the
entertainment property would not exist whereas product placement inserts a branded product into an
already developing vehicle. An example of the distinction is the BMW placement of the Z3 in the
1995 James Bond thriller Goldeneye contrasted to the web-distributed short films BMW used to
promote the BMW Z4. These were custom made short films that featured Marilyn Manson, Clive
Owen and other stars that launched a new era of branded entertainment.
The obvious countervailing force that may limit the future of branded entertainment is over-saturation.
Like any other faddishly popular promotional tactic, if advertisers pile on too quickly a jaded
consumer and cluttered environment will result.
PTS: 1 DIF: Moderate REF: p. 255-260 OBJ: 12-3