In trying to coordinate traditional and emerging advertising and support media, ad agencies

Chapter 16: Event Sponsorship, Product Placements, and Branded EntertainmentRole of Event Sponsorship, Product Placements, and Branded Entertainment in IBPEvents, product placements, and branded entertainment offer advertiser some of mostexciting opportunities for IBPDynamic nature of events, product placement, and branded entertainment make thempotent additions to any IBP campaigndynamic nature means that rules for successhard to pin downBrand builders want to be embedded in entertainment that their target consumers enjoyConvergence of Madison & VineAdvertising, branding, and entertainment are converging at accelerating rate, andbecause of advertising-entertainment linkage, this convergence slotted under Madison& VineoRefers to 2 renown avenues representing advertising and entertainmentindustries, respectivelyImportant issue propelling this search for new ways to reach consumers is erosion ineffectiveness of traditional broadcast media“Chaos Scenario” – predicted several years ago by Advertising Age’s Bob Garfield – massexodus from traditional broadcast media was comingoAdvertisers’ dollars diverted from traditional media because fragmentation,consumers’ desire to control their information environment, and ad-avoidancehardware are undermining their valueoWith reduced funds available, networks will have less to invest in quality of theirprograms, leading to further reduction in size of their audiencescauses evenfaster advertiser defections“inexorable death spiral” for traditional mediaoPredicted brave new world where “marketing, even branding, are conductedwithout reliance on 30-sec spot or glossy spread”

There are things you can do in traditional media creatively that you just can’t do withother IBP techniquesBrand-building options most preferred by marketers with money they shift from old-school advertising are event and experiential marketingEvent SponsorshipInvolves marketer providing financial support to help fund eventIn return, marketer acquires rights to display brand name, logo, or advertising messageon-site at eventSports sponsorships draw biggest share of advertising dollars when it comes to eventsWho Uses Event Sponsorship?oEvents can be international in scope, may have distinctive local flavor – targetsmore local audiencesoProvide captive audience for sponsoroEvent sponsorship can yield face-to-face contact with real consumers and receivesimultaneous and follow-up publicityall good things for brandoEnglish professional soccer has become one of darlings of sports businessbecause of valuable marketing opportunities it supportsIn this world of big-time sports, global companies pay huge amounts tohave their names linked to top players/teamsFinding Sweet Spot for Event Sponsorshipo

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