Author Question: Explain how branded entertainment differs from product placement, and what its future is as a ... (Read 63 times)

tiara099 · **on:** Jun 29, 2018

Explain how branded entertainment differs from product placement, and what its future is as a branding tool. Give two examples of branded entertainment to support your answer.

Question 2

Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for new custom homes and kitchen remodeling jobs. The line of cabinets is to be called Signature Hardwoods and a new magazine advertising campaign is being tested. Each of the ads that is being tested has a photograph of a woodworker handcrafting some part of the cabinet. In addition, his or her signature is shown at the bottom of the page as an indicator that the cabinets are carefully hand made. Wood Carver wants to know if readers remember having seen its magazine ads, and possibly its name. Unlike testing television ads, Wood Carver should use a as the standard to test these ads.
a. print recall test
b. tracking study
c. brand-talk search
d. recognition test

irishcancer18 · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

Branded entertainment entails the development and support of any entertainment property where the primary objective is to feature one's brand or brands to impress and connect with consumers in a unique and compelling way.
Branded entertainment and brand placement differ in one clear way. In branded entertainment, the property would not exist without the marketer's support. In product placement, the property already exists or is already in development, and the branded product will be added to it.
One example of this distinction is seen in two BMW promotions. In 1995, product placement was used in the BMW placement of the Z3 in the James Bond thriller GoldenEye. In 2001, branded entertainment was seen with the BMW promotion of the Z4 in the firm's own custom-made, Web-distributed short films that featured Marilyn Manson, Clive Owen, and other stars that launched a new era of branded entertainment.
The obvious obstacle that may limit the future of branded entertainment is oversaturation. Like any other faddishly popular promotional tactic, if advertisers pile it on too quickly, a jaded consumer and cluttered environment will result.

Answer to Question 2

d