Branded entertainment involves integrating brands into entertainment properties like films, TV shows, and games. It has two main forms: advertiser-funded programming and product placement. The document outlines the history of branded entertainment and product placement. It also discusses how to measure effectiveness and provides best practices like ensuring a strong fit between the brand and content. Branded entertainment units are expected to play a larger role by creating custom content for brands across different platforms and screens.
A white paper presented by the Digital Lab and written by Troy Hitch and Doug Worple covering the field of branded entertainment - distributed storytelling in...
50 great reasons and creative examples for brands to use branded entertainmen...nous sommes vivants
Branded entertainment is not only "fun" brand content it's all the types of brand content that can satisfy the centers of interest of an audience on TV or on line : sports, music, films, ... It's not editorial content however it embodies the brand values and communicates on it's products.
1- Brands as fun destinations
Firstly, we're all used to seeing brands sponsoring entertainment as a means to get their logo and messaging in front of consumer eyeballs now brands are becoming destination sites and platforms for entertainment, in and of themselves.
2- Branded fun for new brand fans
Secondly, branded entertainment challenges brands to deliver a more enriching experience that consumers want yet communicate effectively what the brand values or the product benefits. Therefore it requires brands to create high quality branded contents, and not just sponsor an event, advertise within the programs, or create an ephemeral buzz.
3- Fun campaigns to promote fun contents
Brands investing in branded entertainment don‘t simply advertise on line. They use the tools that are available to best promote their content : paid media, owned media, earned media.
4- The new brand to fans relationship
Brands are able to develop an enduring direct-to-consumer relationship thanks to the quality content, however their potential fan base is much wider than their brand fans and they need to animate the extended fan community.
5- Live events for real time experiences
Communication enters a new era of real time marketing and brands come to life when people access their content all together at the same time and share their experience.
6- Data to spot fun insights on consumers
Trust me you are going to need it to do all the above !
Use this hashtag to participate in this document, join the conversation, or have a 5 mn laught at work #entertain_me
In this Harvard Business School Case, I have analysed the case study of Disney Consumer Products : Marketing Nutrition to Children during marketing internship under the guidance of Prof. Sameer Mathur (IIM Lucknow).
An Overview of the Mass Media Scenario in India & Current Indian demographicYogesh Dubey
Current Indian demographic & media landscape | An Overview of the Mass Media Scenario in India | Indian Media Scenario | Mass Media | Adverting Media of India | Present scenario of print media in India | Present scenario of Radio media in India | Present scenario of TV media in India | Present scenario of TV media in India
This document analyzes competitive spending across various media for five copier brands: Canon, Mita, Ricoh, Sharp, and Xerox. It provides data on expenditures in magazines, national newspapers, outdoor, network TV, spot TV, cable TV, and radio. Some key findings are:
- Canon spent the most overall at over $14 million, with heavy investments in network TV ($4.9 million) and magazines (50.5% of its budget).
- Ricoh spent the most on cable TV ($1.3 million) and had the largest share of voice in that medium (39.9%).
- Xerox allocated over 95% of its budget to just two media
This document defines key media terminology used to measure audience reach and engagement. It explains concepts like universe, reach, gross reach, net reach, opportunities to see, ratings, share of voice, and media weights. Reach refers to the number of people exposed, while ratings consider both reach and time spent viewing. Gross and net reach differentiate counting audiences multiple times.
Media planning involves making a series of decisions to determine the best way to deliver advertisements to a brand's target audience. This includes defining the target audience, determining reach and frequency goals, selecting appropriate media and vehicles, and scheduling placements. Key terms in media planning include target audience, demographics, psychographics, socio-economic class, media/vehicles, ratings, gross rating points, reach, average frequency, and channel share. Media are broadly categorized, while vehicles are specific placements within each medium.
A white paper presented by the Digital Lab and written by Troy Hitch and Doug Worple covering the field of branded entertainment - distributed storytelling in...
50 great reasons and creative examples for brands to use branded entertainmen...nous sommes vivants
Branded entertainment is not only "fun" brand content it's all the types of brand content that can satisfy the centers of interest of an audience on TV or on line : sports, music, films, ... It's not editorial content however it embodies the brand values and communicates on it's products.
1- Brands as fun destinations
Firstly, we're all used to seeing brands sponsoring entertainment as a means to get their logo and messaging in front of consumer eyeballs now brands are becoming destination sites and platforms for entertainment, in and of themselves.
2- Branded fun for new brand fans
Secondly, branded entertainment challenges brands to deliver a more enriching experience that consumers want yet communicate effectively what the brand values or the product benefits. Therefore it requires brands to create high quality branded contents, and not just sponsor an event, advertise within the programs, or create an ephemeral buzz.
3- Fun campaigns to promote fun contents
Brands investing in branded entertainment don‘t simply advertise on line. They use the tools that are available to best promote their content : paid media, owned media, earned media.
4- The new brand to fans relationship
Brands are able to develop an enduring direct-to-consumer relationship thanks to the quality content, however their potential fan base is much wider than their brand fans and they need to animate the extended fan community.
5- Live events for real time experiences
Communication enters a new era of real time marketing and brands come to life when people access their content all together at the same time and share their experience.
6- Data to spot fun insights on consumers
Trust me you are going to need it to do all the above !
Use this hashtag to participate in this document, join the conversation, or have a 5 mn laught at work #entertain_me
In this Harvard Business School Case, I have analysed the case study of Disney Consumer Products : Marketing Nutrition to Children during marketing internship under the guidance of Prof. Sameer Mathur (IIM Lucknow).
An Overview of the Mass Media Scenario in India & Current Indian demographicYogesh Dubey
Current Indian demographic & media landscape | An Overview of the Mass Media Scenario in India | Indian Media Scenario | Mass Media | Adverting Media of India | Present scenario of print media in India | Present scenario of Radio media in India | Present scenario of TV media in India | Present scenario of TV media in India
This document analyzes competitive spending across various media for five copier brands: Canon, Mita, Ricoh, Sharp, and Xerox. It provides data on expenditures in magazines, national newspapers, outdoor, network TV, spot TV, cable TV, and radio. Some key findings are:
- Canon spent the most overall at over $14 million, with heavy investments in network TV ($4.9 million) and magazines (50.5% of its budget).
- Ricoh spent the most on cable TV ($1.3 million) and had the largest share of voice in that medium (39.9%).
- Xerox allocated over 95% of its budget to just two media
This document defines key media terminology used to measure audience reach and engagement. It explains concepts like universe, reach, gross reach, net reach, opportunities to see, ratings, share of voice, and media weights. Reach refers to the number of people exposed, while ratings consider both reach and time spent viewing. Gross and net reach differentiate counting audiences multiple times.
Media planning involves making a series of decisions to determine the best way to deliver advertisements to a brand's target audience. This includes defining the target audience, determining reach and frequency goals, selecting appropriate media and vehicles, and scheduling placements. Key terms in media planning include target audience, demographics, psychographics, socio-economic class, media/vehicles, ratings, gross rating points, reach, average frequency, and channel share. Media are broadly categorized, while vehicles are specific placements within each medium.
Marketing 1 (Chapter 5: Market Segmentation, Targeting and Positioning)Angelie De Roxas
This document provides an overview of market segmentation, targeting, and positioning. It defines key terms like market, target market, consumer and business products. It describes how markets can be segmented geographically, demographically, psychographically, and based on product attributes. Specific geographic segmentation criteria covered include cities, metropolitan areas, and geographic information systems. Demographic segmentation variables discussed include age, gender, ethnicity, income, family lifecycle, and household type. The document also outlines several psychographic profiling systems and how psychographic segmentation can be used globally.
Dell Computers (A) : Field Service for Corporate Clients Vijay Somu
Dell is considering expanding into the large server business by outsourcing field service to Decision One. This would allow Dell to leverage Decision One's experience while maintaining its strategy of outsourcing non-core functions. Financial projections estimate an initial loss of $38 million but profitability going forward. Outsourcing to Decision One is determined to be the best option to support the new large server business while maintaining Dell's customer-centric and low-cost business model.
Rupak khatri presented a case study on Burger King. The study explored Burger King's management strategy, market growth, and how it faced challenges. Burger King was founded in 1953 in Florida and is now the second largest fast food chain. It analyzed Burger King's S-curve, marketing tactics like "Have it your way", and strategies like hiring from McDonald's and launching an IPO. The study concluded that Burger King struggled but sustained itself through numerous ideas, and success requires quality people with strong vision. It recommended Burger King focus on competing with rivals, healthy options, franchise monitoring, and reducing costs.
A brand is forever a framework for revitalizing declining and dead brandsSameer Mathur
Brand decline and death can be reversed through strategic revitalization efforts. There are three key steps: 1) Assess whether the brand can regain former levels of awareness and differentiate itself again. 2) Reposition the brand through investment and educating consumers on its new uniqueness. 3) Address past mismanagement by rebuilding quality, resisting overuse of the brand, and clearly defining the target market. Overall success requires a long-term perspective and commitment to the revitalization process.
The document discusses account planning in marketing communications. Account planning involves managing the four Ms: the right market, motivation, message, and media. It focuses on deeply understanding consumers to ensure marketing communications have the right message for the target audience. The account planner acts as a representative for consumers within agencies. Their role is to research consumers and provide insights to help create effective and creative advertising.
This document discusses product placement as a marketing technique. It defines product placement as subtly promoting products through appearances in media. Companies often pay fees to have their products featured. Examples are given of successful product placements boosting sales. The benefits of product placement include exposure, audience captivation, and bypassing advertising regulations. Challenges include lack of control over context and potential negative audience reactions.
Timbuk2 was invented by a bike messenger out of necessity and became known for its high quality, customizable messenger bags. Over the years, the messenger bag moved from a working tool to a mainstream fashion accessory. As the brand grew more popular, there was a risk it could become too generic. The document proposes that for Timbuk2 to maintain its legacy, it needs to re-establish its relationship with bike messengers and incorporate today's messengers back into the brand.
Launching Krispy Natural: Harvard Case analysisShubhayu Khedia
Pemberton, a snack food division of a large multinational company, launched a new product called Krispy Natural crackers to enter the growing cracker market. Market research showed potential for a healthier cracker option. Initial tests of Krispy Natural in a single city market exceeded sales projections and gained an 18% market share through effective marketing, distribution through Pemberton's Direct Store Delivery system, and a premium pricing strategy. However, the product saw limited growth in a separate regional market launch, potentially due to insufficient marketing and brand engagement tailored for that region. Overall results indicated potential for Krispy Natural to become a successful new product line with further marketing investments and customization.
This series constitutes co-branding and corporate branding, where student will study how the brand partnership and corporate branding can result in making an image in the mind of customers.
McDonald's started in 1940 and became the world's leading hamburger chain after being franchised by Ray Kroc in 1955. It expanded globally through reinforced quality, service, cleanliness and value. Key to its success was targeting children through Ronald McDonald and maintaining consistency. However, international expansion led to decreased quality. More recently, it faces risks from health-conscious consumers avoiding high-fat products. McDonald's responded by adding healthier options and refurbishing restaurants.
Rent the Runway was founded in 2009 by Jenny Fleiss and Jennifer Hyman to allow women to rent designer dresses online for special occasions at a fraction of the retail price. They tested the concept by renting dresses to Harvard students and found that women enjoyed being able to access expensive dresses at a low cost. The company pivoted to a subscription model where women could rent a variety of designer dresses and expanded their inventory. Rent the Runway now partners with over 550 designer brands and has raised over $541 million in funding. Their main customers are millennial and Gen-Z women looking for trendy designer options without the high prices.
This is MBA project submitted for Strategic Diversification of Walt Disney. States the steps taken by Disney to diversify from just cartoons to more of established entertainment company.
McDonald's is the world's largest restaurant chain founded in 1940 in California. It now has over 37,000 outlets globally serving 69 million customers daily. McDonald's uses extensive advertising including billboards, sports sponsorships, and television commercials focusing on emotions and family. It has had celebrity partnerships promoting meals like the Travis Scott and BTS meals. McDonald's also sponsors NASCAR racing and has faced challenges like declining sales in the late 1990s that it overcame through new marketing strategies and improved management.
Blockbuster began as a single video rental store in 1985 and grew to become the dominant video rental chain through acquisitions of other local chains. It was acquired by Viacom in 1994 for $8.4 billion. Increased competition from Netflix, cable video-on-demand, and other online options has reduced Blockbuster's market share. In response, Blockbuster launched mail and online subscription services like Total Access to compete directly with Netflix and adapt to changing consumer preferences for online and on-demand access to movies and TV shows.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand positioning
Faculty Name: Vishal Desai
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
The document discusses marketing to children and perceptions of child psychology. It notes that modern children are decision-makers who can influence parents' purchasing, and that marketers should understand children are tomorrow's consumers. However, advertising targeting children is unfair as it exploits their inability to recognize persuasive intent. Everything from product design to communication should be linked to what makes children happy about products in an ethical way.
Home Solutions (India) Limited is a venture of Future Group that sells kitchen products and provides installation services. The case study discusses a customer, Mrs. Dogra, who had a poor experience with Home Solutions when getting her kitchen renovated. Home Solutions failed to meet promised timelines, delivered incorrect products, and provided subpar installation and customer service. The manager ignored Mrs. Dogra's calls and complaints. As a result, Home Solutions did not fulfill its core values of customer focus, communication, and responsiveness. The experience showed that building a home through Home Solutions was not as easy as promised.
In this short presentation for the LADIES ONLY, we will share our take of the ‘BEAT’, with respect to Financial Literacy so that . . .
You can Define What You Want From Your Money and Take Confident Steps to Achieve Success.
The document describes how the author's magazine cover, contents page, and double page spread use and develop conventions of real magazines. Key points:
1) The magazine was modeled after Billboard magazine in terms of design elements like font, colors, and inclusion of features such as straplines, issue numbers, and barcodes.
2) The contents page and double page spread continue the color scheme and layout established on the cover to link the elements.
3) Conventions like quotes and photos are used in typical magazine styles, such as a central quote on the double page spread.
4) The magazine is aimed at teenagers and represents new artists as role models, conveying messages of courage and bringing people
Marketing 1 (Chapter 5: Market Segmentation, Targeting and Positioning)Angelie De Roxas
This document provides an overview of market segmentation, targeting, and positioning. It defines key terms like market, target market, consumer and business products. It describes how markets can be segmented geographically, demographically, psychographically, and based on product attributes. Specific geographic segmentation criteria covered include cities, metropolitan areas, and geographic information systems. Demographic segmentation variables discussed include age, gender, ethnicity, income, family lifecycle, and household type. The document also outlines several psychographic profiling systems and how psychographic segmentation can be used globally.
Dell Computers (A) : Field Service for Corporate Clients Vijay Somu
Dell is considering expanding into the large server business by outsourcing field service to Decision One. This would allow Dell to leverage Decision One's experience while maintaining its strategy of outsourcing non-core functions. Financial projections estimate an initial loss of $38 million but profitability going forward. Outsourcing to Decision One is determined to be the best option to support the new large server business while maintaining Dell's customer-centric and low-cost business model.
Rupak khatri presented a case study on Burger King. The study explored Burger King's management strategy, market growth, and how it faced challenges. Burger King was founded in 1953 in Florida and is now the second largest fast food chain. It analyzed Burger King's S-curve, marketing tactics like "Have it your way", and strategies like hiring from McDonald's and launching an IPO. The study concluded that Burger King struggled but sustained itself through numerous ideas, and success requires quality people with strong vision. It recommended Burger King focus on competing with rivals, healthy options, franchise monitoring, and reducing costs.
A brand is forever a framework for revitalizing declining and dead brandsSameer Mathur
Brand decline and death can be reversed through strategic revitalization efforts. There are three key steps: 1) Assess whether the brand can regain former levels of awareness and differentiate itself again. 2) Reposition the brand through investment and educating consumers on its new uniqueness. 3) Address past mismanagement by rebuilding quality, resisting overuse of the brand, and clearly defining the target market. Overall success requires a long-term perspective and commitment to the revitalization process.
The document discusses account planning in marketing communications. Account planning involves managing the four Ms: the right market, motivation, message, and media. It focuses on deeply understanding consumers to ensure marketing communications have the right message for the target audience. The account planner acts as a representative for consumers within agencies. Their role is to research consumers and provide insights to help create effective and creative advertising.
This document discusses product placement as a marketing technique. It defines product placement as subtly promoting products through appearances in media. Companies often pay fees to have their products featured. Examples are given of successful product placements boosting sales. The benefits of product placement include exposure, audience captivation, and bypassing advertising regulations. Challenges include lack of control over context and potential negative audience reactions.
Timbuk2 was invented by a bike messenger out of necessity and became known for its high quality, customizable messenger bags. Over the years, the messenger bag moved from a working tool to a mainstream fashion accessory. As the brand grew more popular, there was a risk it could become too generic. The document proposes that for Timbuk2 to maintain its legacy, it needs to re-establish its relationship with bike messengers and incorporate today's messengers back into the brand.
Launching Krispy Natural: Harvard Case analysisShubhayu Khedia
Pemberton, a snack food division of a large multinational company, launched a new product called Krispy Natural crackers to enter the growing cracker market. Market research showed potential for a healthier cracker option. Initial tests of Krispy Natural in a single city market exceeded sales projections and gained an 18% market share through effective marketing, distribution through Pemberton's Direct Store Delivery system, and a premium pricing strategy. However, the product saw limited growth in a separate regional market launch, potentially due to insufficient marketing and brand engagement tailored for that region. Overall results indicated potential for Krispy Natural to become a successful new product line with further marketing investments and customization.
This series constitutes co-branding and corporate branding, where student will study how the brand partnership and corporate branding can result in making an image in the mind of customers.
McDonald's started in 1940 and became the world's leading hamburger chain after being franchised by Ray Kroc in 1955. It expanded globally through reinforced quality, service, cleanliness and value. Key to its success was targeting children through Ronald McDonald and maintaining consistency. However, international expansion led to decreased quality. More recently, it faces risks from health-conscious consumers avoiding high-fat products. McDonald's responded by adding healthier options and refurbishing restaurants.
Rent the Runway was founded in 2009 by Jenny Fleiss and Jennifer Hyman to allow women to rent designer dresses online for special occasions at a fraction of the retail price. They tested the concept by renting dresses to Harvard students and found that women enjoyed being able to access expensive dresses at a low cost. The company pivoted to a subscription model where women could rent a variety of designer dresses and expanded their inventory. Rent the Runway now partners with over 550 designer brands and has raised over $541 million in funding. Their main customers are millennial and Gen-Z women looking for trendy designer options without the high prices.
This is MBA project submitted for Strategic Diversification of Walt Disney. States the steps taken by Disney to diversify from just cartoons to more of established entertainment company.
McDonald's is the world's largest restaurant chain founded in 1940 in California. It now has over 37,000 outlets globally serving 69 million customers daily. McDonald's uses extensive advertising including billboards, sports sponsorships, and television commercials focusing on emotions and family. It has had celebrity partnerships promoting meals like the Travis Scott and BTS meals. McDonald's also sponsors NASCAR racing and has faced challenges like declining sales in the late 1990s that it overcame through new marketing strategies and improved management.
Blockbuster began as a single video rental store in 1985 and grew to become the dominant video rental chain through acquisitions of other local chains. It was acquired by Viacom in 1994 for $8.4 billion. Increased competition from Netflix, cable video-on-demand, and other online options has reduced Blockbuster's market share. In response, Blockbuster launched mail and online subscription services like Total Access to compete directly with Netflix and adapt to changing consumer preferences for online and on-demand access to movies and TV shows.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand positioning
Faculty Name: Vishal Desai
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
The document discusses marketing to children and perceptions of child psychology. It notes that modern children are decision-makers who can influence parents' purchasing, and that marketers should understand children are tomorrow's consumers. However, advertising targeting children is unfair as it exploits their inability to recognize persuasive intent. Everything from product design to communication should be linked to what makes children happy about products in an ethical way.
Home Solutions (India) Limited is a venture of Future Group that sells kitchen products and provides installation services. The case study discusses a customer, Mrs. Dogra, who had a poor experience with Home Solutions when getting her kitchen renovated. Home Solutions failed to meet promised timelines, delivered incorrect products, and provided subpar installation and customer service. The manager ignored Mrs. Dogra's calls and complaints. As a result, Home Solutions did not fulfill its core values of customer focus, communication, and responsiveness. The experience showed that building a home through Home Solutions was not as easy as promised.
In this short presentation for the LADIES ONLY, we will share our take of the ‘BEAT’, with respect to Financial Literacy so that . . .
You can Define What You Want From Your Money and Take Confident Steps to Achieve Success.
The document describes how the author's magazine cover, contents page, and double page spread use and develop conventions of real magazines. Key points:
1) The magazine was modeled after Billboard magazine in terms of design elements like font, colors, and inclusion of features such as straplines, issue numbers, and barcodes.
2) The contents page and double page spread continue the color scheme and layout established on the cover to link the elements.
3) Conventions like quotes and photos are used in typical magazine styles, such as a central quote on the double page spread.
4) The magazine is aimed at teenagers and represents new artists as role models, conveying messages of courage and bringing people
The document describes how the student's media magazine product uses and develops conventions of real magazines. The magazine cover, contents page, and double page spread follow conventions found in researching the Billboard magazine specifically and other magazines generally. Key conventions included are strap lines, typography, colors, issue numbers, dates, barcodes, and layouts with writing and images. The magazine is aimed at representing teenagers and younger adults aged 15-22 as a way to showcase new artists as role models. A music media company would be suited to distribute the magazine to further represent and bring together this target audience.
The document is a summary report from the USDA's National Agricultural Statistics Service on land values in the United States in 2012. Some key findings include:
- The average value of US farmland rose 10.9% from 2011 to $2,650 per acre in 2012. Regional increases ranged from 26.7% in the Northern Plains to a 4.1% decline in the Southeast.
- US cropland values increased 14.5% to $3,550 per acre. Cropland values rose over 30% in the Northern Plains and 18.5% in the Corn Belt but fell 3.8% in the Southeast.
- US pastureland values rose 4.5%
The document describes how the author's magazine cover, contents page, and double page spread use and develop conventions of real magazines. Key points:
1) The magazine was modeled after Billboard magazine in terms of design elements like font, colors, and inclusion of features such as straplines, issue numbers, and barcodes.
2) The contents page and double page spread continue the color scheme and layout established on the cover to tie the elements together.
3) Conventions like quotes and photos are used prominently and strategically to draw readers in, mirroring techniques seen in researched magazines.
The document describes how the student's media magazine product uses and develops conventions of real magazines. The magazine cover, contents page, and double page spread include typical magazine features like strap lines, consistent fonts, issue numbers, and colors that match across pages. The student researched magazines like Billboard to include realistic details. The contents page and double page spread also follow magazine conventions through their layouts, use of photos and quotes, and inclusion of contact information. The magazine represents teenagers and younger adults by profiling new artists of similar ages as role models.
Infopreneuring is gold - Operation Just Do ItMark Chew
The document advertises an infopreneur workshop to teach participants how to build an alternate income stream by becoming an infopreneur. It outlines two project options for participants - creating a fiction book based on story cards or interviewing successful students for a non-fiction book. Participants can join a team to collaborate and help fund the book projects in exchange for marketing support and profits from book sales. The goal is to leverage the team's efforts to profit from publishing and selling books.
The document describes how the student's media magazine product uses and develops conventions of real magazines. The magazine cover, contents page, and double page spread follow conventions found in researching the Billboard magazine specifically and other magazines more generally. Key conventions included colors, layout, inclusion of things like issue numbers, dates, and websites. The goal was to make the magazine look professional and realistic so it could be sold in stores like real magazines. The magazine represents teenagers and younger adults by profiling new artists of similar ages as role models.
How to write a successful business plan by chew markMark Chew
This document provides guidance on writing a successful business plan. It begins by outlining the typical scope or chapters included in a business plan, such as the executive summary, business background, market analysis, operations, management, proposal, forecast, financials, risks, and questions. It then discusses each chapter in more detail, providing examples and recommendations for what to include. Specifically, it focuses on how to analyze the target market, trends, market structure, customers, competitors, competitive advantages, product differentiation, distribution, and proposed product pricing. The overall document serves as a template to help readers develop their own comprehensive business plan.
The document describes how the student's media magazine product uses and develops conventions of real magazines. The magazine cover, contents page, and double page spread follow conventions found in researching the Billboard magazine specifically and other magazines more generally. Key conventions included are color schemes, layouts, inclusion of details like issue numbers and websites. The magazine is aimed at representing teenagers and younger adults as a demographic interested in new artists as role models. A music-focused media institution would be suited to distribute the magazine.
This document contains a photo journal from a geography student documenting several field trips to sites in California. It describes volcanic features like Cinder Hill and Fossil Falls, Native American archaeological sites showing petroglyphs and house rings, and geological formations like Mormon Rocks and the San Andreas Fault. It also documents places along the Sierra Nevada mountains like Mt. Whitney, Mono Lake with its islands and shoreline features, and man-made sites like Keoughs Hot Springs, Convict Lake, and the former Japanese internment camp at Manzanar. In addition to photos, it includes brief captions describing the geographic and historical significance of each location.
Comentarios sobre Encuesta Mensual Manufacturera Enero 2016Aurelio Suárez
Este documento discute los cambios metodológicos realizados en la Encuesta Mensual Manufacturera del DANE para enero de 2016. Se pasó de 48 a 39 actividades industriales clasificadas, y el número de establecimientos encuestados aumentó de 1,344 a 2,666. Además, ahora las actividades se ponderan por su valor agregado, a diferencia de antes de enero de 2015 cuando tenían el mismo peso. El documento también analiza los índices de producción de varias actividades con altos crecimientos en enero de 2016, sugiri
Product placement involves strategically incorporating branded products or logos into movies, TV shows, and other media. It has grown tremendously, with over 100 agencies devoted to placements that generated $2.21 billion in 2005. Placements can be effective at increasing brand awareness and liking even if the brand is not consciously recalled. However, some argue that many placements are too brief or obscured to be effective, and placements aimed at children for unhealthy products are controversial.
Francis Lambert has extensive experience leading brand communication strategies and campaigns. He provides strategic counsel to clients, develops multi-channel plans to achieve objectives, and inspires teams. Notable successes include a Sony HD TV launch partnership with Sky TV that increased Bravia TV sales by 14% and the Vaionation social media platform that drove increased sales of Sony Vaio laptops and software. He has expertise in measuring effectiveness across all media and building partnerships.
"Consumers Willing To Interact In Return For A Worthwhile Experience" Naked C...brandedent
This document discusses the rise of branded entertainment, where brands create engaging content to interact with consumers rather than just product messaging. It notes that spending on branded entertainment has grown 9% annually in recent years. Branded entertainment takes many forms, from short films and videos to interactive experiences. The key is giving consumers a role in the narrative to make them a participant rather than passive viewer. However, the document warns of "branded content landfill" and says not all entertainment entertains, so brands must ensure their content truly resonates with audiences.
Irn-Bru is a popular soft drink in Scotland. Job requirements are listed for careers in the video game and animation industries, including facial animator and game designer. Skills and qualifications needed include experience with animation software like Maya, good communication skills, creativity, and a degree or relevant qualifications. Graphic designer roles involve creating visual designs, interpreting client briefs, meeting deadlines, and having a strong portfolio. Research is provided on A.G. Barr, the company that produces Irn-Bru, and their advertising approaches, which commonly use humor and portray luxurious lifestyles. Analysis is given of some Irn-Bru advertisements and how they appeal to audiences. Coca-Cola is identified
The effects of product placement in cinemaPapatya Senol
The document discusses product placement in films from the perspective of building brand image and the profitable returns for brands. It covers three main topics: branding, entertainment marketing, and consumer behavior. Product placement refers to integrating brands into cultural vehicles like films and can increase brand awareness and recall of the products among audiences. While it provides funding for film productions, some view it as a form of subliminal advertising that can influence consumers' purchasing decisions.
The document provides information about several product failures by major companies:
McDonald's Arch Deluxe burger failed in 1996 due to inappropriate marketing that targeted adults but showed kids rejecting it, high calorie content, and being too expensive. It showed McDonald's losing touch with its customers.
Crystal Pepsi, launched by PepsiCo in 1992, failed because it did not have a compelling difference from regular Pepsi and the "crystal" name was not appealing. The product and market were not well defined.
Nintendo's Virtual Boy game console from 1995 failed because it caused motion sickness, was uncomfortable to play, and lacked a "killer app" game. It also had an isolating gameplay experience
This presentation takes into account the analysis of the marketing strategy, product strategy and pricing strategy followed by P&G and how it led to the creation of million dollar brands.
The presentation concludes with the recommendations for P&G to strive in the market.
Procter & Gamble (P&G) is an American consumer goods company founded in 1837 and headquartered in Cincinnati, Ohio. P&G has a portfolio of iconic brands like Tide, Pampers, and Crest. It pioneered direct consumer advertising in the 1880s. Throughout its history, P&G has focused on innovation, research, and marketing to build strong brand equity and reach billions of consumers worldwide.
This document provides an analysis of the Blababooth photo booth brand. It begins with an overview of the photo booth market trends, noting declining popularity in the US but growth potential. An internal analysis finds Blababooth's social media integration distinguishes it from competitors like standard photo booths and smartphone apps. The target audience is identified as trend-setting teenage girls influenced by peers. Strategies proposed include partnerships with brands this group engages with and rewards for sharing via Blababooth's social media features. Competitive strengths and weaknesses are assessed along with opportunities in the growing social media and mobile technology spaces.
The document provides an overview of Unit 1 Presentation by Caleb Browning covering several topics:
1. An agency profile of AMV BBDO, including its ownership structure and operation model. It is one of the largest agencies globally and created successful campaigns like "You're not you when you're hungry" for Snickers.
2. A print case study on WPP creating black and white newspaper advertisements for a Turkish appliance brand focusing on environmental messages using imagery of a whale.
3. Audience research on Snickers advertisements shown to different age groups, finding younger audiences responded more positively while older groups found the ads intimidating and not leaving a positive brand image.
4. An analysis of distribution
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Branded Entertainment
1. BRANDED ENTERTAINMENT
Outline
Defining branded entertainment
History & development
Measurement of effectiveness
Golden rules for branded entertainment
Background of product placement in Turkey
Key changes to be expected
Role of branded entertainment units
DEFINING BRANDED ENTERTAINMENT
Branded entertainment, also known as branded content or advertainment, is ideas that
bring entertainment value to brands and that integrate brands into entertainment. It means
taking the philosophy and message of a brand and translating that into entertainment
properties that consumers want to engage with, e.g. films, TV programs, music, events,
digital, sponsorship and merchandising.
There are two forms of branded entertainment:
1) Advertiser funded programming
• When there is no standard sponsorship opportunity and the traditional spot campaign
is not sufficient, an Advertiser Funded Program (AFP) could provide the solution.
• The longer format (>2 min) is enforced by the way that audiences view the program; it
isn’t aired in commercial time.
• In different forms of AFP, an advertiser:
- pays for a broadcaster’s content;
- creates content in isolation from a broadcast;
- wholly or partly funds a program series with a broadcaster
2. Case Study: IKEA and What You Wish For
• Ikea wanted to add depth to their "Unlimited Possibilities" communication strategy.
• BBC Broadcast created an animated program titled, "What You Wish For” which
advice viewers on how best to transform their properties.
• A website www.ukstyle.co.uk was referenced at the end of each program. The
• results: The programs were seen by 2,75 million people. They were also
downloaded from the website over 12.000 times. Sales increased by 15% year on
year in this same period.
Case Study: Renault and Scenic Days Out
• Renault wanted to support the launch of their new Renault Scenic car.
• BBC Broadcast created a program about historical sites around the UK that offer a
„scenic day out‟ for the family.
• Magazines, DVDs and direct mail were also used to support the program.
• The results: 6,5 million people saw the programs. The total sponsorship/program
awareness was 38%. Consumers in research groups told that the programs were
"informative", "interesting" and "memorable".
2) Product placement
• It’s a form of advertising used by marketers in which characters in a fictional play,
movie, television series, or book use a real commercial product.
• There are three main types of product placement that are used:
Visual placement: A product, service or logo can be simply observed within the
setting of a television show or film.
Auditory placement: A character verbally refers to a product or service that is
scripted within the program. It has a greater effect than visual placement on
viewers.
Plot connection: A brand makes a low or high-level contribution to a storyline. It
has the greatest impact on viewer.
3. Product placement on television
All the good guys on FBI drama On “The Apprentice”, the candidates were
“24” consistently used Apple required to name, build, market and sell a
Macs; the baddies used PCs. new menu item at Burger King restaurants.
• On “American Idol”, each of the three judges sits behind large red cups
emblazoned with the Coca-Cola logo.
• In the "elimination episodes," contestants nervously await their turn in the
Coca-Cola room, perched on a Coca-Cola sofa.
Product placement in movies
First product placement occurred in E.T. and BMW received major promotions and the waiting
sale of the Reese’s Pieces candy increased lists for its new Z-3 Roadster increased as a
by 65% within just a couple weeks. result of the placement in 007‟s Goldeneye.
4. Ray-Ban claims that sales of the sunglasses Cast Away establishes FedEx as a kind of character. This
worn by Men in Black have tripled to $5 million strategy isn’t the traditional form of product placement; it
since the release of the movie. is the embedment of brand into the culture.
Product placement in books
The world famous jewelry It is an entertaining book for youngest
company, Bvlgari, paid noted children, which teaches to count with
British author Fay W eldon to Oreo cookies.
write a novel that would
feature Bvlgari products.
Product placement in video games
In Crazy Taxi, you have occasionally to drop off your In Die Hard: Nakatomi Plaza, you’ll use a Zippo
passenger at the local KFC or Fila clothing store. lighter to light your way and a Motorola two-way
radio to contact the outside world.
5. HISTORY & DEVELOPMENT
Eduard Manet's 1882 painting of the bar at the Folies-Bergere clearly favors Bass
beer over the beverages showing its label.
In the 1890s, La Diaphane powder advertised that performer Sarah Bernhardt wore
their product on stage.
The Brothers Auguste and Louis Lumiere included Sunlight soap in certain films
made in 1896.
At the beginning of the 20th century, Model T Fords were included in the comedies of
Mack Sennett and were listed in the credits of the movies.
The most successful product placement occurred in E.T. and sale of the Reese’s
Pieces candy increased by 65% within just a couple weeks.
Most placed brands in commercial movies are Ford, Apple and Coca Cola between
2001 and 2010.
Casino Royale with the Omega watch placement is widely regarded as one of the
most forced product placements.
6. The lion’s share of product placement spend still goes to television and film. America
is the main market for product placement, but the practice is growing elsewhere.
The BMW series of branded content films introduced the concept of short,
entertaining films made by brands delivered primarily via Internet.
Easy to Assemble is a web series created for IKEA by actress Illena Douglas and
garnered over 5 million views in its second series. Features a host of well-known
actors.
Dove adapted the Ugly Betty television series for the Chinese market and created
Ugly Wudi taking the concept of branded content to new heights.
7. MEASUREMENT OF EFFECTIVENESS
Nielsen asked 10,145 people to view 50 programs that encompassed 199 brands.
The survey (October 2005 – June 2006) found:
Brand recognition goes up if you combine placement and commercial
Chance of brand being recognized after standalone placement: 39.8%
Chance of brand being recognized after standalone commercial: 46.6%
Chance of brand being recognized after placement + commercial: 57.5%
Consumers‟ good feelings decline if you combine placement and commercial
Positive brand association with product placement: 57.4%
Positive brand association with commercial: 53.7%
Positive brand association with combined placement and commercial: 55.9%
Buyers‟ intentions to purchase decline if you combine placement and commercial
Expressed interest in purchase after seeing commercial: 36.1%
Expressed interest in purchase after seeing placement: 37.4%
Expressed interest in purchase after seeing placement + commercial: 35.4
Initial high visibility helps placements get recognized
Chance someone familiar with a brand will recognize the brand in a
placement: 44.1%
Chance someone unfamiliar with a brand will recognize the brand in a
placement: 25.6%
Chance a „loyal viewer‟ will recognize a brand in a placement: 49.0%
Chance a nonloyal viewer will recognize a brand in a placement: 37.1%
.
Conducted by SMG Poland in 2010
Research objectives
• To evaluate the effectiveness of three communication forms:
– Standard copy
– Branded Content
– Synergy of Branded Content & Copy
...using effectiveness measures:
– Ad awareness
– Brand attributes / call to action
– Purchase
8. Experimental scheme
Branded content + copy synergy increased spontaneous ad awareness of our brand
Branded content + copy synergy increased aided ad awareness of our brand
9. Branded content can strengthen the purchase of our brand
Copy has the potential to build product attributes: Neither branded content alone, nor
synergy branded content + copy can generate attributes change
Main findings of Beyond Awareness Studies
Purchase: Branded Content in series models the consumption behavior patterns and
stimulates purchase
Attributes: Copy strengthens attributes towards product
Awareness: Using TV spots in breaks within TV program with branded content
generates the highest ad awareness of our brand
10. GOLDEN RULES FOR BRANDED ENTERTAINMENT
Based on observations of Millward Brown
The success of brand integration and the magnitude of ROI depend on three major factors:
Fit, Focus and Fame.
Fit: Does your brand have mojo?
The degree of interest in the brand or product category
The relevance of the content to the target audience
The fit between the content and the brand
Shampoo seems almost as unlikely a subject for popular entertainment as trash collection,
but P&G earned a Silver Effie award in 2005 for an Herbal Essences campaign that
included brand integration in the Mexican series Rebelde. After the teenage characters in the
soap opera formed a band, they entered a contest sponsored by Herbal Essences,
which required them to write an original song featuring the words “Liso Sensual” (the name of
a new Herbal Essences line extension). The TV audience was invited to join the contest as
well, with the promise that the winning song would be performed on the soap and recorded
on a CD by the actual Mexican band RBD.
Focus: The balancing act
The degree to which the integration is engaging
The degree to which attention is focused on the brand
In Casino Royale, the connection between James Bond and his watch brand, Omega, is
reinforced in the brief dialogue between Vesper Lynd and 007:
Vesper: “Beautiful watch. Rolex?”
Bond: “No, Omega.”
While this integration would be too blatant for a brand that did not already enjoy a long-
standing association with the Bond franchise, it illustrates the power of such a placement.
Fame: Publicity beyond the placement
The level of additional supporting activity (advertising or publicity)
Omega reinforced its appearance in Casino Royale with dual-branded print and TV ads as
well as a special section on its brand Web site.
Based on case studies analyzed by BCMA (Branded Content Marketing Association)
1. Reactions to branded content are more positive than to traditional advertising
2. Original, interesting branded content can impact positively on your brand
3. Branded content can have a strong synergy with traditional advertising
4. The promotion of branded content can itself have a powerful impact on a brand
5. Combined campaigns can be informative and emotive
6. Branded content helps you to stand out from your competitors
7. Branded content is powerful – and with web support is even more powerful
11. BACKGROUND OF PRODUCT PLACEMENT IN TURKEY
Sep 2007: With RTÜK regulations, commercial break duration is restricted to 7 minutes.
Feb 2009: Commercial break duration is restricted to 6 minutes.
Oct 2010: Duration of outside commercial breaks is adjusted. 20% decrease in ad space.
Apr 2011: The rule of “12 minutes of ad space within 1-hour” is valid.
RTÜK (Radio Television Supreme Council) allows commercial product placement on Turkish
television and the first executions have been started on the 1st April.
Coca-Cola has been the first advertiser which implements this new execution through top
prime-time programs of Turkish TV channels. Other brands placed in programs are Genc
Turkcell, Maggi, Tefal, Is Bankasi and Pizza Hut for the first half of April.
12. KEY CHANGES TO BE EXPECTED
Brands will increasingly become content and content will become brands.
Some brand owners will own and exploit their own media assets but the risks & success
factors required will make it only for the few.
Strong brands (any retailers) will get stronger partly through exploitation of content &
interactivity.
Information, interactivity and content will proliferate.
How brands can enter into the „interactive‟ content space will become a key issue.
13. ROLE OF BRANDED ENTERTAINMENT UNITS
“87% of advertisers say branded entertainment will play a stronger role in TV advertising.””
Association of National Advertisers and Forrester Research
Marketers, in collaboration with the TV industry, continue to find the most effective and
innovative ways to reach their customers through the TV medium, utilizing the emerging
technologies available to them. Media agencies have been improving their ability to help
their clients deal with the changes in TV advertising. The next step, they need to form
branded entertainment units that are geared to create and sequence content across every
screen to advance marketer goals.
t are geared to create entertainment units comprise of?
What should branded and sequence content across every screen to advance marketer
goals.
Placing brands in ready-made entertainment properties
Curating sponsorships, AFPs (advertiser funded programming)
Measurement approaches
Consolidation of content related offerings from local market
Strategic content partnership management
Sharing best practices from global network
Branded entertainment units should work closely with digital units in order to combine owned
(website), earned (community management) and emerging platforms (mobile, gaming, video).
Öncü Gülmez
E-mail: oncug@hotmail.com
Twitter: http://twitter.com/oncug
LinkedIn: http://tr.linkedin.com/in/oncug
References
Collings, Patrick “Branded Entertainment Conference”, Johannesburg, March 2010
Czaja, Laura “Nielsen Measures The Impact Of Product Placement”, November 2006
SMG Poland “Branded Content and TV Spot Effectiveness”, February 2011
Hollis, Nigel “Branded Content: More Than Just Showing Up”, March 2007
Utalkmarketing.com “New Golden Rules For Branded Content”, May 2010
Marketingcharts.com “Marketers: TV Advertising Less Effective Than Two Years Ago”, February 2008
Adweek.com “SMG Spins Liquid Thread”, April 2010
Liquid Thread “The Future of Content at SMG”, Warsaw, December 2010