Experiential Marketing, Sponsorships, and Support Media in IBP

What is the convergence of Madison and Vine?

The convergence of entertainment and advertising.

Why is there a convergence between entertainment and advertising?

Consumers have more media options and power, leading to more clutter.

What is event sponsorship?

Financial support of an existing event or creation of a new event.

Name three types of events that can be sponsored.

Festivals, concerts, sporting events.

What are key criteria for sponsorship selection?

Event sponsor fit, attitude, social responsibility, sponsorship awareness.

What is image transfer in sponsorship?

The first thing you think of in an image related to the brand.

What is product placement?

The practice of placing branded products into established entertainment content.

How has product placement changed with technology?

Brands now have more say in product placement than movie makers.

What is branded entertainment?

Development of entertainment content primarily to feature a brand.

What distinguishes branded entertainment from product placement?

Branded entertainment is content created for and about the brand.

What is the primary objective of branded entertainment?

To connect with consumers through storytelling.

What is a key benefit of storytelling in marketing?

It helps consumers remember messages in a cluttered world.

What are the objectives of sales promotion?

Stimulate purchases, repeat purchases, larger purchases, introduce new brands, combat competitors.

What is the difference between sales promotion and advertising?

Sales promotion creates immediate action; advertising cultivates brand image.

What are the advantages of using coupons in promotions?

Incentivizes price-sensitive customers and stimulates repeat purchases.

What are the disadvantages of coupon programs?

Time of redemption cannot be controlled and can lead to fraud.

What are price-off deals?

Offers consumers a reduced price at the point of purchase.

What is sampling in sales promotion?

Giving consumers a chance to use a brand on a trial basis with little to no risk.

What are the types of sampling?

In-store, door-to-door, mail, in print, on package, mobile.

What are rebates and refunds in sales promotions?

Offers to return a certain amount of money to consumers after purchase.

What is the difference between contests and sweepstakes?

Contests require skill; sweepstakes winners are picked by chance.

What are premiums in sales promotions?

Free or reduced-price items given with the purchase of another item.

What is a frequency program?

Offers discounts or free products for repeat patronage.

What are the risks of sales promotion?

Focus on price instead of brand, legal challenges, and potential alienation of loyal customers.

What is Point of Purchase (POP) marketing?

Using the retail setting to attract shoppers' attention to a brand.

What are the objectives of Point of Purchase marketing?

Draw consumer attention, stimulate trial use, and maintain purchase loyalty.

What is the significance of consumer experiences at the point of purchase?

Consumers bring prior knowledge that affects their choices.

What are the types of Point-of-Purchase (P-O-P) displays?

Window signs, counter/shelf units, floor stands, mobile banners, aisle directories.

Why is Point-of-Purchase advertising effective?

It places advertising, brand, and consumer together in the same retail environment at the same time.

What are support media in advertising?

Media that reinforces or extends a message being delivered through other media, including signs, billboards, posters, transit ads, and cinema advertising.

What are the advantages of transit ads?

They provide reasonable geo-demographic segmentation, good message repetition, timely purchase locations, and can subtly build brand awareness.

What types of advertisements can be found in airports?

Dioramas, kiosks, cylinder showcases, skyscreens, and baggage carts.

What promotional benefits does packaging offer to advertisers?

Packaging carries the brand name and logo, communicates value, and conveys image and quality.

Who are campus ambassadors in marketing?

College students who work on behalf of a brand to promote it among their classmates.

What is experiential marketing?

Marketing that focuses on the consumer experience, integrating advertising with enjoyable and unique consumer interactions.

What is brand awareness?

When a consumer knows about the brand and is aware of its offerings.

What does brand equity refer to?

The monetary value of a brand name or the brand itself, often associated with being a market leader.

What is sponsor spillover?

When an earlier sponsor still receives credit in consumer memory even after a new brand takes over sponsorship.

What is event social responsibility in sponsorship?

An opportunity for sponsors to demonstrate good corporate citizenship and generate positive word of mouth.

What is sponsorship articulation?

Integrated brand promotion that explains the event sponsorship through traditional media or other forms of integrated brand promotion.

What is consumer-event congruity?

The fit between an event sponsor and a consumer's image, enhancing the persuasiveness of the event.

What are the guidelines for effective event sponsorship?

Match the brand to the event, define the target audience, stick to key messages, develop a plot line, deliver exclusivity and relevance, use the internet, and plan for before and after.

What is sponsorship activation?

Any collateral communication or activity that reinforces the link between a brand and an event.

What is the importance of authenticity in branding?

Authenticity is the quality of being genuine and natural, which significantly influences brand loyalty.

What role does ROI play in marketing?

Return on Investment (ROI) measures the profitability of marketing efforts and strategies.

What is the significance of media impressions?

Media impressions create metrics to judge sponsorship spending compared to traditional media advertising.

What is the sweet spot in event sponsorship?

Achieving significant overlap between an event's participants and the marketer's targeted audience.

How can experiential marketing enhance brand awareness?

By creating unique and enjoyable experiences that fit into consumers' lifestyles.

What is the impact of audience fragmentation on advertising?

It has diverted advertisers' dollars from traditional media, leading to a need for new technologies and experiences.

What is the role of event sponsorship in building brand community?

It fosters connections between brands and consumers through shared experiences at events.

How does branded entertainment differ from product placement?

Branded entertainment is created by marketers, while product placement involves integrating a brand into existing entertainment.

What is the primary advantage of branded entertainment for advertisers?

It guarantees that the brand will be a central focus of the show.

What can result from instant oversaturation in advertising?

A jaded consumer and a cluttered advertising environment.

What do some consumer advocacy groups accuse TV networks of regarding product placement?

Deceiving the public by failing to disclose product-placement deals.

What is a key challenge of branded entertainment?

Discovering what will attract and delight targeted customer groups.

What is the objective of coordinating advertising messages?

To achieve a synergistic effort in brand communication.

What are some examples of support media in Integrated Brand Promotion (IBP)?

Sales promotion, point-of-purchase advertising, billboards, and transit advertising.

What is the significance of choosing the right set of options in advertising?

To effectively engage a target segment and ensure coherent communication.

What does the term 'playing it straight with consumers' refer to?

The ethical obligation of advertisers to be transparent about product placements.

What is the role of technology in modern hotel room experiences?

Technology personalizes the guest experience by adjusting settings based on preferences upon room entry.

What is the impact of branded entertainment on consumer connection?

It aims to impress and connect with consumers in a unique and compelling way.

What is a potential downside of branded entertainment?

It can be an unpredictable path for marketers.

What does 'synergy of IBP' refer to?

Leveraging various marketing strategies to support brand building positively.

What are some platforms for product placement?

Television shows, movies, and online content.

What is the challenge of discovering what delights targeted customer groups?

It requires understanding consumer preferences and behaviors.

How can advertisers ensure timely communication of messages?

By coordinating the placement of messages across various media.

Support media

To supplement more substantial or longer-term media investments.

What is the goal of advertisers when creating branded entertainment?

To create engaging content that features their brand prominently.

What is the significance of organic brand placement?

It should feel natural and integrated into the content without being forced.

What is the primary goal of sales promotion?

To create a perception of greater brand value and generate short-term increases in sales.

What does P-O-P stand for in marketing?

Point of Purchase.

Name one example of consumer market sales promotion.

Coupons.

What is a loyalty/frequency program?

A sales promotion that offers discounts or free product rewards for repeat purchases.

What type of sales promotion is designed to induce household consumers to purchase a firm's brand?

Consumer market sales promotion.

What are trade market sales promotions primarily aimed at?

Cultivating buyers from large corporations making purchase decisions.

What is a self-liquidating premium?

A sales promotion that requires a consumer to pay most of the cost of the item received as a premium.

What is the purpose of price promotions?

To temporarily lower the price, saving money or offering discounts to consumers.

What is the significance of coupons in sales promotions?

They entitle a buyer to a designated reduction in price for a product or service.

What are some objectives for consumer market sales promotions?

Stimulate trial purchases, repeat purchases, larger purchases, and introduce new brands.

What is a push strategy in trade market promotions?

A strategy where marketers offer incentives to encourage purchases by members of the trade.

What are advertising specialties?

Useful items that carry a key message and are given to consumers without obligation to purchase.

What is the role of trade shows in business market sales promotions?

To display and demonstrate related products from many manufacturers to members of a trade.

What are some techniques used in trade market sales promotions?

Incentives, allowances, and push money.

What is directory advertising?

Advertising included in local phone directories and business advertising books.

How much time might brand management spend on designing sales promotions in a year?

As much as 30 percent.

What is the impact of increased retailer power on sales promotions?

Retailers demand more from manufacturers and use sales promotions to compete with one another.

What is the definition of a premium in sales promotions?

A product offered for free or at a reduced price as an incentive to purchase.

What are some examples of trade market sales promotion techniques?

Merchandise allowances, slotting fees, and bill back allowances.

What is the first moment of truth in marketing?

The moment when a consumer first interacts with a product, often described as packaging.