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Definition
| markerter provides financial support to help fud an event, hot-dog-eating contest; mktr acquires the rights to display a brand name, logo, or ad.ing msg on-site at the event. brand "owns" event. |
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Definition
| a reference to continually converging advertising and entertainment, coined from the names of 2 renowned avenues that represent the 2 industries, respectively. |
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Term
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Definition
| as predicted by Bob Garfield, the mass exodus of ad.ing revenue from trad'l broadcast media due to audience fragmentation and ad-avoidance hardware, which in turn reduces fudning for the affected media and serves to limit their product quality, reducing aud. size. this of course accelerates diversion of a.ding dollars even further until there is little reliance on these media at all for mktg. |
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Term
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Definition
| instances in which a product or brand is exposed to potential consumers by direct newspaper, television, radio, or magazine coverage (rather than the payment of these media as venues in which to advertise). the effectiveness of sponsorship spending is often judged by the comparison of media impressions to traditional media advertising, such as commercials. |
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Definition
| any collateral communication or activity reinforcing the link between a brand an an event |
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Term
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Definition
| the quality of genuineness inherent in somehting. ad.ers value product placement witha high degree of apparent authen.y, as more blatant approaches are easily detected by consumrs, resulting in psbl disgust or ittitation and achieving the oppo. of the ad.er's aim. |
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Term
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Definition
| embedding one's brand or brand icons as part of any entertainment property (ex. a sporting event) in an effort to impress and connect with consumers in a unique and compelling way. |
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Definition
| getting products in movies, tv, etc. - sales promo technique |
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Term
| guidelines for event sponsorship (8) |
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Definition
| 1. match the brand to the event. 2. tightly define the tgt aud. 3. stick to a few key msgs. 4. develop a plot line. 5. deliver exclusivity 6. deliver relevance 7. use interwebz 8. plan for the before and after |
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