Module 2 - Marketing and advertising Unit 2.2 - Marketing applications: Other forms of marketing
16. Say whether the sentences are true or false and correct the false ones.
1. A sponsee gives money to a sponsor in order to have its name linked to the organised event.
2. Media and promotional sponsors both secure advertising for the sponsee.
3. Endorsers do not receive any form of payment for their public support of a certain brand.
4. Marketers exploit influencers because of the emotional connection they have created with their public.
5. In product placement, products are advertised clearly and explicitly.
6. Brand signage occurs when a product is seen on screen.
17. Listen to a recording about endorsement advertising and complete the table.
Definition of endorsement in advertising
A 1. that someone makes in support of a specific company, product, or service
Reason why companies choose endorsement
As a strategy to 2.
Definition of endorsement according to The Economic Times
A type of promotion that makes use of well-known 3. who enjoy widespread respect, trust, and 4.
Definition of a public figure
Well-known celebrities and people who have a 5.
What products are usually endorsed
The ones that meet 6. or that are relevant to someone’s 7.
Why people listen to endorsers
Because fans frequently 8. of their favourite influencers
Types of endorsements 9. endorsement and 10. endorsement
What payment of endorsement depends on
Number of 11.
Definition of engagement rate
A metric for evaluating the 12. of endorsement advertisements: how much followers and influencers engage in 13.
Advantages to endorsement
Product information dissemination, increasing 14. , expanding 15. , maintaining 16. sales
18. Read the text and complete the gaps with the verbs given below.
agreed • cost • increased • done • pay • skip
Costs of Product Placement
Product placement into multiple episodes of primetime television series can 1. a brand $3-10 million. However, those figures are cheap compared to the ad spots on television since people can 2. the ads. In films, it costs tens of millions of dollars.
The appearance of name brands in productions makes you wonder… how much did the brand have to 3. for that? Well, while some brands pay between hundreds of thousands and several million dollars, many placements are actually 4. for free. For example, Hershey Foods didn’t pay anyone to have Reese’s Pieces used in the iconic film E.T. Instead, it 5. to promote E.T. in exchange for the product placement in the movie. Worth it? You bet it was: Hershey’s profit 6. by 65% during the movie’s run.
Adapted from: https://productplacement.marketing/product-placement-cost/