Ch 16 Book Notes - CHAPTER 16: Event Sponsorship, Product...

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Note: The potential power and value of event sponsorships and branded entertainment are set against the backdrop of an increasingly fragmented, expensive and less effective media environment. Hence, expect event sponsorships and experiential marketing to become an increasingly important component of the IBP mixes of savvy marketers. Healthy Choice’s Fresh Mixers IBP Product Intro o Target : 25-35, health-conscious working professionals, seeking lunch options, commonly eat lunch at their desk and multi-task, heavy users of social networking sites, like to share humorous good stuff o Key : how does each brand reach them in their cubicles at lunchtime in an engaging manner? o Answer : live improv comedy from Second City via the Internet that spoofs office meetings at a whacky ad agency with characters often preparing and eating Fresh Mixers (excellent example of branded entertainment) A Central Premise of Direction of IBP The fields of advertising, branding, and entertainment are converging and collapsing on one another, hence, brand builders want their brand to be embedded in the entertainment their target consumers enjoy Why the Convergence of Madison and Vine? More than ever, brand builders want to be embedded in the targets entertainment Advertising, branding, and entertainment are converging at an accelerating rate (e.g., iPad in Modern Family episode cited in class) Why Convergence?
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This note was uploaded on 12/04/2011 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.

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Ch 16 Book Notes - CHAPTER 16: Event Sponsorship, Product...

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