MRKT1002 Lecture Notes - Lecture 2: Morgan Spurlock, Pom Wonderful, Jetblue
Document Summary
Makreting: pom wonderful movie notes final exam essay question will be about the pom wonderful movie. (12pts) Co-promotion: what takes a regular movie and turns it into a block buster movie . Last year more than 412 billion was spent on advetising. They made a movie that was funded by brands. They had brands that would want to be featured in their film and then they would pay for their featured spot. So the challenge is that they have to find enough clients (brands) to sponsor the movie. Brands they think they could get for free: beer, hotel, airplane, sports car. They went to different agencies who specialize in predicting advertising media trends and they got insight on who/what they should be targeting to be able to fund their movie. Playful and mindful brand is a strong brand. They (morgan spurlock) called hundreds of brands tottery to get them to want to be sponsored in his movie.
