mkt 13

Exam Information

  • Final Exam Date: Friday, April 25, 7 PM - 9 PM

Sponsorships

  • Purpose of Sponsorships:

    • Gain increased brand visibility.
    • Reach specific target audiences.
    • Enhance and promote brand name and image.
    • Drive sales and generate leads.
    • Support community causes and foster relationships with stakeholders.
    • Partner with celebrities to uphold and promote brands (e.g., Ice Spice, Kim Kardashian, Travis Scott, Kylie Jenner).

  • Examples of Companies Sponsoring Events:

    • Coca Cola and the Olympic Games
    • PepsiCo and NFL
    • Emirates and Arsenal
    • Rolex and TED
    • Nike and Cristiano Ronaldo
    • Jordan and Adidas
    • Phone Companies (Samsung, Apple, Blackberry)

  • Considerations for Choosing Sponsorship Events:

    • Align event with desired brand perception (e.g., sports events for athletic brand appeal).

Product Placement

  • History:

    • Originated around the 1950s/1960s but lacked strategic approach compared to today.

  • Example:

    • The TV show Friends utilized various brands, showcasing the evolution and effectiveness of product placement over time.

  • Modern Product Placement:

    • Utilizes technology for better targeting of consumers based on preferences, behaviors, and demographics.

Personalized Product Placement

  • Definition:

    • A marketing strategy using technology to place customized products in front of consumers based on individual preferences.

  • Examples:

    • Instagram: Shows ads tailored to user’s interests based on past searches and interactions.

Promotion Salespeople

  • Role:

    • Salespeople focused on promoting and selling products/services through appealing attitudes and promotion strategies.

  • Key Example:

    • Brand Ambassadors: Salespeople who act as representatives, sharing updates and generating excitement around products/services, particularly in industries like fashion, beauty, and makeup.