Chapter 18 - Chapter 18 1 Charmin Restrooms was P&G brand...

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Chapter 18 a. Decemeber 2006 gave New Yorkers an irreplaceable bathroom experience b. 20 plush restrooms with all the amenities c. played continous loop of charmin ultra commercials d. Dec 2009 will be the third year for this experiential marketing event e. Reminds us that traditional mass media is no longer enough 2. More than ever brand builder want to be embedded in the target’s entertainment a. Advertising, branding, and entertainment are converging at an accelerating rate i. Thus Madison and vine 3. Why convergence? a. Garfield’s Chaos Scenario i. A mass exodus from the traditional broadcast media is coming ii. Advertiser dollars stop flowing to traditional media because audience fragmentation and ad avoidance hardware are undermining there value iii. Suggests a death spiral for the 30 second network TV commercial b. NB i. The potential power and value of event sponsorship is set against the backdrop of an increasingly fragmented and expensive media
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Chapter 18 - Chapter 18 1 Charmin Restrooms was P&G brand...

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