Greyhound Case Analysis

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing. (11th ed.). New York, New

Their ice cream company outsources Marketing and Sales much less than their rehabilitation center. The ice cream company also has a sales person on staff that travels around the state of Maryland, the location of their manufacturing, to convince stores to sell and promote their novelty ice cream product. A current push for Marketing and Sales right now is recipe creation to put on social media to provide potential customers with examples of the many uses of their product.

Prior to conducting primary research at Laser Tagging Inc., Rockin’ Jump, and Chuck E. Cheese’s, Amakzi researchers made their own observations by analyzing each company’s social, local, and mobile marketing practices, including social media presences, local posted advertisements and mobile applications.

Lehu, J. (2007). Branded Entertainment : Product Placement and Brand Strategy in the Entertainment Business. London, GB: Kogan Page. Retrieved from http://www.ebrary.com

Product and brand exposure in films is the result of paid product placement, the provision of free products as props, or personal use by actors. Product placement implies a mutually beneficial relationship between the filmmaker and the manufacturer of the product. Initial contact may be made by the filmmaker seeking to reduce costs, increase income, and provide realism or it may be made by product placement firms seeking product exposure for companies they represent. Product placement firms have evolved over the last two decades to broker relationships between filmmakers and corporations. The usual procedure is for the product placement firm to receive scripts in advance of production from filmmakers and review the scripts for the possible use of products they represent. Normally this involves substituting a specific brand for a generic brand—that is, instead of “John meets Mary at a coffeehouse”, John might meet Mary at Curt's Coffee. The integrity of the script is maintained, a touch of realism is provided, the filmmaker has an existing location for filming, and Curt's Coffee receives extensive free exposure. The film cast and crew may also receive free lattes and muffins and possibly Curt's Coffee mugs. The product placement firm receives its fee for making the placement, and everyone connected with making the film wins.

Product placement is an advertising technique used by companies to promote their products through appearances in film. Most movies have some product placement, two of these, Yes Man and American Beauty do it sometimes subtly and other times so blatantly that they break the fictive stance pulling the audience out of the story.

Product placement as a common practice began around the 1930s, when film studios needed cars for specific scenes and automobile companies would offer to help out. In 1982, Steven Spielberg’s E.T. featured Reese’s Pieces candy multiple times throughout the film, boosting Reese’s sales by 66% and bringing media attention to the concept of product placement (Wenner, 2004, p. 104-105). Today, the Federal Communications Commission (FCC) regulates embedded advertising in radio and television. Though many individuals claim such regulations are ambiguous and outdated, the Communications Act of 1934 requires broadcasters “to make sponsorship identification announcements in any paid-for programming” in Section 317 and “to report when any ‘money, service, or other valuable consideration’ is provided for the inclusion of a product or brand in a television program” in Section 508. In addition, the FCC’s own sponsorship identification rules “require a sponsorship announcement once during a program … if there is no obvious connection between a commercial product … and its sponsor” (Fujawa, 2012, p. 557).

The music industry is a 32 billion dollar industry, offering a huge opportunity if it can be penetrated. However, it is fraught with challenges. ArtistsArtists, producers, and record companies have little idea on how to find and create success in the industrygo abo. The dominant players, i.e. record companies utfind pursuing the production of thethe next big hit by producing in masses and hopingin hope that one turns out good, . This is shown evidenced by the low hit success rate of 10%. of a song topping music charts (Pg. 1, P2). What entails is an industrial marketing practice of huge inefficiencies and unwise budget expenditure (Pg.

In April 2006, Broadcasting & Cable reported, "Two thirds of advertisers employ 'branded entertainment'—product placement—with the vast majority of that (80%) in commercial TV programming." The story, based on a survey by the Association of National Advertisers, said "Reasons for using in-show plugs varied from 'stronger emotional connection' to better dovetailing with relevant

Kaylene Williams California State University, Stanislaus Alfred Petrosky California State University, Stanislaus Edward Hernandez California State University, Stanislaus Robert Page, Jr. Southern Connecticut State University ABSTRACT Product placement is the purposeful incorporation of commercial content into noncommercial settings, that is, a product plug generated via the fusion of advertising and entertainment. While product placement is riskier than conventional advertising, it is becoming a common practice to place products and brands into mainstream media including films, broadcast and cable television programs, computer and video

Weinberg went on to ask company's why they use product placement and receive a overwhelming response saying, "We do it because it is a heck of a lot less expensive than taking out an ad in a magazine or doing a billboard ad." (Weinberg) He asked Sandra Sheri Sendra who is in charge of Product Placement for MET-Rx & Worldwide Sports Nutrition if she is able to track the effectiveness of product placement for her products and she said, "Absolutely! We did a promotion with the Warner Brothers production, "Any Given Sunday". What we did was a insert in our Protein Plus Bar. We track sales from the promotion. Suddenly our sales jumped 33%. The movie went from third place in the box office and then dropped down, but we kept our promotion going. I spoke with Warner Brothers and they would like to do more Product Placement with us, because after the film dropped in the box office our promotion regenerated interest in the film causing it to shoot back up in the charts.

There are many promotional activities that helped Infiniti with growing and being well known to the consumers, such as below-the-line

Marketing pros are always striving to build bigger and better brands. We want our companies to outshine the competition.

Companies try all the time to develop their marketing and advertising strategies and generate new ways to pursue the consumers. This continuous development of ideas creates the clover strategy of marketing, which is integrating products or brands into entertainment programs. “Product placement--also known as product brand placement, in-program sponsoring, branded entertainment, or product integration--is a marketing practice in advertising and promotion wherein a brand name, product, package, signage, or other trademark merchandise is inserted into and used contextually in a motion picture, television, or other media vehicle for commercial purposes “(Williams, Petrosky, Hernandez & Page, Jr P 2).

Marketers don't create the positioning; rather, they create the strategic and tactical suggestions to encourage the customer to accept a particular positioning in their minds.