1. Cause-Related Marketing Marketing messages that identify corporate sponsorship
of philanthropic activities. The organization attaches themselves to different causes in
a positive way to gain consumers who are interested in those causes.
The goal of cau
By Stimulating Demand, promotion results in economies of scale. As a result, the products cost
less than if there was less promotion and hence less demand.
1. Promotion increases the probability that new products will succeed, so
consumers have a greater
Challenges of Product Placement and Branded Entertainment There are some
countervailing forces that could hinder the use of both of these.
Oversaturation When a promotional tactic becomes overused it could result in
cluttering the media environment, and d
Comparison Advertisements Ads that compare the advertisers brand with a competitors
brand. These ads if done inappropriately will create unfair competition, and this is why it is
Monopoly Power - A companys ability, either through advertising o
Branded entertainment is a natural extension and outgrowth of product placement. In branded
entertainment, marketers create their own shows, so they dont have to find a place for their
This of course, guarantees that the brand
Authenticity The quality of being perceived as genuine and natural. This is
another factor affecting the value of product placement.
When marketers and their agents look for more chances to write their brands into
the script of shows, it is to be expected
Budgets Establishing a budget for the personal selling effort requires painstaking effort. The
budget includes a variety of expenses such as:
Salaries and Benefits
Incentive Programs bonuses, awards
There are three elements that are essential for declaring an ad deceptive:
1. There must be a representation, omission, or practices that is likely to
mislead the consumer.
2. This representation, omission, or practice must be judged from the
Company Newsletters These are in-house publications, such as newsletters, that disseminate
positive information about a firm to its employees.
These letters can be given to important constituents in the community, such as government
officials, the chamber
Choosing an Event A major sweet spot in event sponsorship comes when an events
participants overlap significantly with the marketers target audience. It is even better
when the event also has big numbers of fans and/or participants.
Assessing Event Result