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The Rise and Fall and Rise of Branded Entertainment
Transcript of The Rise and Fall and Rise of Branded Entertainment
2. Class Activity
3. Brands to Extend or Not to Extend
4. Successful Brand Extensions
5. Not So Successful Brand Extensions
6. Soap Operas: Painted Dreams
7. Branded Entertainment
8. Lucius Aurelius Commodus Antoninus
9. How did Commodus manage to rein a dozen years?
10. Difference between entertaining people and using entertainment to build a brand
11. The Radio
12. Stations and networks of 1930s
13. The Role of the Radio
14. Television: The Fall of Branded Entertainment
15. Product Placement
16. Hollywood Product Placement
17. Shameless Product Placement
19. Concluding Activity
The Rise and Fall and Rise of Branded Entertainment
Brands to Extend or Not to Extend
Brand Extension: The practice of extending the name, feel, and emotional baggage of a brand to a new, different product.
Soap Operas: Painted Dreams
Debuted October 30, 1930
On Chicago's WGN Radio
Was a creation of actress Irna Phillips, who had been commissioned to create by the station to create an ongoing 10 minute radio serial "about a family"
Removed from the air after a fight arose between Ms. Phillips and WGN over the rights to the program
Within months rival serials would build on Phillips' model, revolutionizing the way major corporations communicated with housewives
Branded Entertainment is a new name for an ancient practice: the act of promoting a person, product, or idea by wrapping it tightly with some form of diversion-typically, some form of art, entertainment or amusement.
By Ananth, Arezue & Eco
In the age of persuasion, a "brand" is the emotional impression or idea that surrounds something. Marketers know the importance of brands, and they know the ideas and emotions can be added to a product or service to make it more appealing to the public.
How to play: We will show you a slogan tied into a company and you tell us what company the slogan belongs to.
I'm Lovin' It
Just Do It
You Know When It's Real
Always so good for so little
Successful Brand Extensions
Tide to Go Instant Stain Remover
O, The Oprah Winfrey Magazine
Not So Successful Brand Extensions
National Geographic Channel
Sara Lee Frozen Dinner Entrees
Where Did Branded Entertainment Come From?
The roots of this phenomenon go back thousands of years...
Notably to Ancient Rome under the emperor Lucius Aurelius Commodus Antoninus
Commodus fancied himself quite the athlete and Imagined himself to be Hercules reborn
only emperor to take the arena where his record was perfect
Lucius Aurelius Commodus Antoninus
How did Commodus manage to rein a dozen years?
Sponsored mass public entertainments such as....
Daily contests in the great amphitheater
Difference between entertaining people and using entertainment to build a brand
No overt motive
Exists to entertain
Using Entertainment to build a brand:
Features the product
Revolves around the product
Is connected to the brand strategically
In 1926, the Radio Corporation of America (RCA) linked a number of its stations to form America's National Broadcasting Company (NBC)
William S.Paley linked a number of stations to form the CBS to promote his family's cigar company
Stations and networks of 1930's
Stations and networks reckoned, no meaningful audience would be attached to the radio during the day time
Women commanded a majority of household spending decisions
As the early trade bible Printers Ink said, "The proper study of mankind is man... but the proper study of markets is women"
The Role of the Radio
In the 1920s there was a philosophical split about the role of radio:
Some saw it as a not-for-profit source of information
Others saw it as a profitable medium
By 1934 not-for-profit stations accounted for just 2 percent of total broadcast time
In 1929, 20 percent of commercial stations soaked up 80 percent of all radio ad revenue
Television: The Fall of Branded Entertainment
1946: Fewer than 1% of Americans household had a television
1962: The number of American households that had televisions increased to 64%
1964: By this time 90% of American households had televisions
Product placement: is the act of infusing a brand name or image into a story, film, event, or broadcast
In 1960 product placement was progressively smaller:
in TV shows characters carried cigarettes packs marked simply "cigarettes".
Characters sipped from cans labeled "Cola"
Characters parked in front of stores marked "Grocer", "Book Store" or "Bar"
The Rise of Product Placement
By the 80s familiar logos were seeping back into television and film, the start of that was the movie E.T.
According to legend, the production company approached the Mars candy people about using M&M's during the scene where Elliot uses candy to draw out of hiding.
When Mars declined, Hershey's was approached, and Reese's Pieces were used instead.
E.T broke box office records
Reese's Pieces sales soared.
The real life appearance of an actual brand in the film inspired a new era of product placement in Hollywood.
Shameless Product Placement
In conclusion, brands and ads are everywhere in our everyday life, we see them on TV, hear them on the radio, see them on posters and they do affect our purchasing habits and our view towards certain brands. We also feel that no matter what, marketers will always find a way to market their products whether it is through radio, television, billboards, print ads or new forms of technology. Marketers will always find a way to market their products.
Another commercial break..
How To Play: We're going to show you a logo, identify what company it belongs to
KLM- Royal Dutch Airlines
What is the practice of extending the name, feel, and emotional baggage of a brand to a new, different product?
What is the act of promoting a person, product, or idea by wrapping it tightly with some form of diversion-typically in some form of art, entertainment or amusement?
Name 3 ways Commodus has managed to rein a dozen years.
What is the difference between entertaining people and using entertainment to build a brand?
By 1964 what percentage of households had televisions ?
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