Product Placement and Event Sponsorship Discussion

PART I

Product placement is the practice of embedding a branded product into the content of an entertainment vehicle, whether a television show, film, or print article. A classic example was the prominent appearance of Reese’s Pieces in the movie e.t. the Extra-Terrestrial.

1. Select a favorite brand, and identify placement opportunities for it in popular television series, movies, or video games.

2. List three ways the brand could be placed naturally, and explain why you think this product placement would be an appropriate and effective marketing tool for the brand.

PART II

Event sponsorship is becoming increasingly important to advertisers as the effectiveness of traditional media is eroded due to audience fragmentation.

1. Select an example of event sponsorship you are familiar with.

2. Describe the relationship between the marketer and the event.

3. What role does the marketer perform during the event?

4. Why would a company consider the event an effective method to reach its target audience?

 

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