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FORM OF ADVERTISING AND MARKETING - Coggle Diagram
FORM OF ADVERTISING AND MARKETING
sponsorship
definition
a company grants money/resources
sponsor
parties involved
given to company organizing event
sponsee
displays the sponsor’s logo or name
exchange for
promotional benefits
goal
links name
to popular/cared
for items to improve
reputation
it's about
association
the brand wants people
associate
them with the activity/group they support
visibility
the company gets its name/logo
seen
by many people
effectiveness
sponsor
and
sponsee
agree on
similar goals
and
values
example
Coca Cola at the Olympic Games
2016 Rio Olympics
Coca Cola Olympic Station
use of individuals in marketing
endorsers (celebrities)
involved in ads
speaking up for a product
focus on
popularity
to excite people about
brand
product
sevice
consumers are often
skeptical
paid large sums
marketers must consider
celebrity's
suitability
for brand image
credibility
profession
a
well-known person
is hired by a company to recommend a specific product or service
celebrity
influencer
expert
it's about
credibility
recommendation
publicly recommending the product
trust
influence
influencers
affect
buying decisions
of other people
because of the
relationship
they have created with their audience
built
relationship/reputation
with audience
known for
knowledge
and
expertise
on specific topic
public pays close
attention
to their views
may or may not be
well-known people
become popular thanks to the content they publish
create
buzz
(dicerie) around a brand or product
displaying products "casually"
product placement
examples
James Bond and Aston Martin
James Bond ordering Martini
shaken, not stirred
types
product exposure
seen on screen
verbal exposure
character mentions brand
brand signage
logo (signature) on item used by character
definition
a form of
advertising
in which branded goods and services are featured in video production
that
targets
(rivolgersi) large audience
also known as
embedded
(incorporato)
advertising
found in
radio
live performances
songs
TV
movies
embedded
(incorporato)
marketing
companies
pay
via
cash
goods
services
how it works
products presented to create
positive feelings
sense of
trust
not explicit advertising
it's a
hidden
(nascosta)
advertisement
aim
is to use entertainment to
increase sales
more their products are
seen
more they will
remembered
more they will
purchased
stronger audience connection with brand