MKTG 313 Lecture Notes - Lecture 7: Alternative Media, Product Placement, Branded Content
Support Media - Lecture #7
NONTRADITIONAL SUPPORT MEDIA
Branded Entertainment
• Branded entertainment is a form of advertising that blends marketing and entertainment
through television, film, music talent, and technology. Essentially, the goal is to use
entertainment media to gain consumers’ attention and exposure to products and/or
brands. It is extremely difficult to place a dollar amount on branded entertainment, but
there is no doubt that its use continues to increase yearly.
• On one end of the continuum are product placements, which Hudson describes as only
a visual or verbal passive placement of the brand, with no integration into the program,
movie, and so on.
• At the other end is branded entertainment, in which the brand is woven into the story line
at a much higher level of integration.
• At the same time the effectiveness of the strategy chosen (placement vs. branded
entertainment) will be impacted by the media used, the brand characteristics, consumer
attitudes toward brand placements, and other factors, including regulations.
Product Placements
• While product placements account for only a small portion of major advertisers’
budgets, the use of this medium has increased tremendously in recent years and is likely
to continue to do so. Estimates are that in 2015 paid product placement spending in the
United States reached $6.0 billion—a growth of 13.2 percent.30 It should be noted,
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