Greyhound Case Analysis

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

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

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.

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.

OnSite Marketing, Inc. (OMI) aims to provide advertising, marketing, and public relations services to targeted business environments in the Automotive Aftermarket industry. OMI intends to leverage the thirty plus years that co-owner Steve Crain has in the automotive arena, especially as it related to his position as the Director of Marketing for SEMA (Specialty Equipment Market Association) where he helped SEMA, the non-profit organization that is the core of the Automotive Aftermarket, market and grow their trade show into the industry’s largest trade only show. SEMA afforded Steve Crain the networking goldmine that continues to follow and serve him today. OMI’s plan seeks to generate company sales and

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.

Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.

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).

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.

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

Marketers can combine a variety of IMC tools to create brand value and avoid potential conflicts (Duncan & Everett, 1993) rather than separate practices to produce manifold messages about the same brand. However, companies can no longer be tied to a specific communication tool such as advertising. In order for consumers to get uniformity message and brand information, Reid (2005) states that marketers should fully apply IMC to capture audiences’ attention and convince them to have high perception of product and brand.

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.

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

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.

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