MKTG 420 - Week 5 Notes
MKTG 420 - Week 5 Notes MKTG 420
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This 2 page Class Notes was uploaded by Sonia Brosnan on Thursday April 28, 2016. The Class Notes belongs to MKTG 420 at University of Oregon taught by L Schneider in Spring 2015. Since its upload, it has received 23 views. For similar materials see Marketing Communications in Marketing at University of Oregon.
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Date Created: 04/28/16
MKTG 420 Week 5 Notes ● Madison and Vine ○ Convergence of advertising and entertainment ○ Named after the intersection of Madison Street and Vine Street ● Media impressions ○ Instances in which a product or brand is exposed to consumers through media coverage, rather than through paid advertising ● What are metrics that can be used to measure effectiveness of online marketing communications? ○ Page views ○ Click views ● Product placement ○ Paying to play our product in someone else’s entertainment ● Advantages of product placement: ○ For marketers: ■ Can get to our target market (by choosing which movies to show in) ■ Consumers don’t feel marketed to (more receptive) ■ Get to show our product in action ■ Aspirational status used by celebs (viewed as cool) ○ For consumers: ■ Developing brand attitudes (consumers like to know what’s hip or in) ■ Builds relatability ■ Gives authenticity ■ Makes media consumption more cost friendly ■ Makes media consumption more cost friendly (movies don’t have to rely on ticket sales to profit) ○ For media producers: ■ Make a lot of money → can do cooler things (special effects) ■ We can be cool by the brands we’re featuring ● Downsides with product placement: ○ Consumers can have a negative attitude if product placement seems forced ○ If the movie flops, your brand is associated with that ○ Media producers vs. advertisers (“too many cooks”) ● Product displacement ○ Actively removing a brand from a TV show (blur it out) ○ Don’t want to reward companies who aren’t going to pay (not going to show their product) ● Best chance for success product placement: ○ Sense of authenticity ○ Visibility ■ The more visible, the more consumers will notice ■ Don’t want to be too visible (consumers can develop negative attitudes toward your brand) ■ Raises awareness ○ Connection with desirable celebrity ■ Aspirational status ○ Target market alignment ■ Do your brand’s target market match the film’s target market? ○ IMC integration ■ Before, during, and after ■ Ex: in store displays, commercials
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