ADV 318J Chapter Notes - Chapter 16: Bob Garfield, Branded Content, Brand Equity
Document Summary
{b o o k n o t e s} The role of event sponsorship, product placements, and branded entertainment in ipb. Ex: japanese nissan sponsored the champions league european soccer. Brand awareness = consumer knows about the brand + aware of the general offerings. Brand equity = refers to the amount of money the brand name/brand itself is valued at, high equity = market leader. Brand-building and the convergence of advertising and entertainment. Chaos scenario : advertising age"s bob garfield said that a mass exodus from tradition broadcast media was coming. Traditional media is being diverted because of audience fragmentation, consumer desire to control, and ad blockers. Predicted a world where marketing/branding are done without television and magazines. Involves a marketers providing financial support to help fund an event, in return their name/logo/advertisement is displayed on site. Works beyond the capabilities of traditional media, great for building brand community.
