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2.7 Entertainment Branding Part 1

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International Entertainment and Sports Marketing

Universidad Yonsei

4.7 (142 calificaciones) | 5.4K estudiantes inscritos

Curso 5 de 6 en International Marketing & Cross Industry Growth Programa Especializado

This course will provide learners with a fundamental understanding of the characteristics and marketing strategies related to two key global industries, sports and entertainment. The growth in both industries have been fueled by their ability to innovate via CCCI, i.e. cross-country and cross-industry expansion. There will be a graded quiz that will consists of 10 questions during the first two weeks (together worth 50% of the grade) and a final quiz that contains 20 questions (worth 50% of the grade) in the third week. People who successfully complete this course will obtain the following outcomes: (1) You will learn the key characteristics of sports marketing. (2) You will learn the key characteristics of entertainment marketing. (3) You will be able to apply cross country growth strategies to your business in the sports and entertainment industry. (4) You will be able to apply cross industry growth strategies to your business in the sports and entertainment industry”. (5) You will be able to reference CCCI, i.e. cross-country and cross-industry Innovation best practices via interviews with key experts in the sports and entertainment industry such as from adidas, Audi, and YG Entertainment (home to Psy and Gangnam Style).

Destrezas que aprenderás

Sports Marketing, Marketing By Medium, Marketing, Educational Entertainment

Revisiones

4.7 (142 calificaciones)

5 stars
108 ratings
4 stars
26 ratings
3 stars
7 ratings
1 star
1 ratings

ES

Aug 10, 2016

Very fun to watch without losing the educational purpose, the course offers a lot of good examples and interviews with professionals in marketing.

TT

May 26, 2017

great course...clear material...awesome interviews...definitely an eye-opener on the sports and entertainment marketing characteristics

De la lección

Entertainment Marketing

During Week 2, learners will conceptualize the basic definition of Entertainment Marketing. Entertainment Marketing, as with sports, is not only the marketing of entertainment properties but also marketing via entertainment characteristics. Therefore here too learners will discover that entertainment itself can be marketed but also that other industries can benefit by employing entertainment characteristics or as a medium. Learners will then identify the many of differentiating and trending characteristics of entertainment such as Show Business Marketing, Creating Creative Content, Virtual Reality and Over the Top TV, Entertainment Branding (Placement) and Digital Viral Marketing. In this module you will learn how to apply the wisdom and expertise of Woo Jin Kim, the manager of Psy at YG Entertainment, to your own viral marketing campaigns.

2.1 What is Entertainment Marketing?10:25

2.2 Show Business Marketing10:42

2.3 Creating Creative Content Part 18:55

2.4 Creating Creative Content Part 26:32

2.5 Virtual Reality and Over the Top Part 16:07

2.6 Virtual Reality and Over the Top Part 27:44

2.7 Entertainment Branding Part 16:37

2.8 Entertainment Branding Part 28:59

2.9 Viral Marketing9:00

2.10 Expert Interview with Woo Jin Kim, YG Entertainment18:03

Impartido por:

Dae Ryun Chang
Professor of Marketing

Transcripción

Welcome to the segment, Branded Entertainment.

Here is the agenda.

I'll talk about branded entertainment and what it is,

and it's also called placement.

So I'll talk about the advantages as well as the disadvantages of placing.

I'll talk about other types of placement.

And finally wrap it up with the notion of the SFU vector test.

So let's get started.

Okay, what is branded entertainment?

Again, it could also be called placement, and this is, I think,

a very good definition of branded entertainment.

That it's an organic placement of a brand or product in entertainment content.

So, we've learned that content is important.

But within, that content it can organically place your brand.

And organic here means natural, so ideally it should be natural.

It should be part of the movie, but

it doesn't always happen that way.

Okay, so this is, I hope, an example of organic product placement.

So this is part of the trailer, the introduction for this specialization.

So I put in BMW Who is a sponsor for our school.

And so, I placed it because I wanted to show

that again, we are a very globalized school and

that BMW is one of our sponsors of our many research centers.

And I wanted to show our appreciation.

Okay, so there are many pros and

cons related to placement.

Keep that in mind because not all placement works.

But if you meet the rolling conditions this is where

placement can be very effective.

So as with advertising placement can lead to greater exposure.

And if people watch the movie many times greater frequency

of exposure of your brand.

It could support other media that you're using.

If television has been your only resource,

then more and more people tend to watch less television, and

therefore you can support that through the use of placement.

Which people do see more of.

It could be a transfer of some positive image

of if the movie that you are placing the product

in is a cool movie you want some of that to rub off on you.

A key advantage of movies is that it lowers

the defense that most people have about ads.

So it's consistent with what I called two-step communication

in sports marketing.

The same applies here.

Work as you have this wall of distrust in most ad situations here.

Because you're just paying much more attention to the movie or

the television show.

You don't have your guarded defense up.

So you will actually get exposed to the plan.

And despite the conventional wisdom that people think,

a policemen is very expensive.

That it costs tens if not hundreds of millions of dollars.

Sometimes or some movies will allow placements for very little cost.

So it's almost an equalizer, it levels the playing field where even the a small

player place their brand in very widely

Especially if you have good connections with the producer or the director.

So in some cases you can bypass regulation,

there's a regulation

against certain types of products like alcohol, against cigarettes.

And so sometimes you can sneak in your products and

brands in that way, but I think it tends to be a little unethical,

at least in my personal viewpoint.

And lastly because movies are targeted to certain kinds of demographics.

A placement allows you to have similar demographics of being exposed

to your products and.

Okay, some famous examples of product placement.

Maybe one of the all time, most successful.

An example might be E.T. The Extraterrestrial,

where you have the main character, ET,

being given Reese's Pieces by Elliot.

So that is a very memorable scene in the movie and

Word has it that it drove up sales for Reese's Pieces chocolate.

Another example might be Tom Cruise and his wearing of Wayfarer

sunglasses in the movie Risky Business.

And lastly he has the Cooper Mini Being shown very

prominently and in a very organic way, in the movie The Italian Job

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