CONCEAL MARKETIN

GFacts And Why?

ByKamran JawaidEvent Director

Karachi Advertising Festival0332-3515450

OPEN QUESTION … Have you saw Nadia Khan with an Extra Ordinary Big

Mug, Some times branded by Nescafe’ Some times by Tapal or some times by Lipton.

During ICC World Cup, Major Ads of Fast Foods, Beverages, Banking, GSM Companies produced Cricket Thematic Ads.

Have you puzzled when you experience a Drama Dialogue in a daily soup of ARY Digital, Actor Shakeel ask Atiqa Audho “Begum zara Canderal to Daina” in during a drama scene. Why Philips Top Ten; why not just “Top Ten” Why Closeup Antakshri; why not just “Antakshri” Why Lux Style Awards; why not just “Style Awards” Why Coke Studio; why not just “Studio”

It’s all about Conceal Marketing …

CONCEAL MARKETING A surprise attack of advertiser in

support of invested event or program by connecting with specified theme and brand.

(Kamran Jawaid)

Types of Conceal MarketingBranded EntertainmentAmbush MarketingSports Marketing

BRANDED ENTERTAINMENT Branded entertainment, also known

as branded content or advertainment, is an entertainment-based vehicle that is funded by and complementary to a brand's marketing strategy.

The purpose of a branded entertainment program is to give a brand the opportunity to communicate its image to its target audience in an original way, by creating positive links between the brand and the program.

These projects are often the result of a content partnership between brands, producers and broadcasters.

BRANDED ENTERTAINMENT

BRANDED ENTERTAINMENT

BRANDED ENTERTAINMENT

BRANDED ENTERTAINMENT

PLACEMENT V/S PROMOTION The difference between basic product placement

and branded entertainment are the people behind the projects. If done incorrectly, "branded entertainment" becomes annoying, blatant product placement. But, if executed correctly, branded entertainment can be the most powerful tool in advertising.

Producers must emphasize and understand the balance between entertainment and brand. First, obviously, the brand and the type of entertainment has to match. Entertainment ranges from podcasts to visitor centers and sometimes theme park rides. It has to designed in a way that attracts the consumer, not some giant logo in the corner of your TV while you're trying to watch a show.

TYPE OF BRANDED ENTERTAINMENT Advertiser Funded

Coke StudioLux Style AwardsTulsi SongsSupreme Ishq

Product PlacementTeejays in PTV 80’s DramasLipton Mugs at TV OneOlpers Milk Plasma Display in Apna

Morning Show

IMPLICIT PRODUCT PLACEMENT An implicit Product placement is not

expressed formally. The brand name or the name of the firm appears without a clear demonstration of product benefits. It plays a passive, contextual role.

For instance, in a game show like KBC computers of Lenovo are used. In a movie, some scenes are shot in Pizza Hut. Thus, in an implicit Product placement the brand, the firm or the product is present within the program without being expressed.

INTEGRATED EXPLICIT PRODUCT PLACEMENT In this type of Product placement, the

attributes and benefits of the product are clearly demonstrated: it plays an active role.

For instance, in a quiz the questions asked in a series to the participants concern the sponsor's products; a Pizza Hut pizza is delivered in a scene where everybody is hungry. Thus in this type of placement the brand or the firm is formally expressed within the program.

AMBUSH MARKETING Ambush marketing can be defined as a marketing

strategy wherein the advertisers associate themselves with, and therefore capitalize on, a particular event without paying any sponsorship fee.

According to McCarthy, ambush marketing is a type of marketing by a company that is not an official sponsor of an event, but which places advertisements using the event, to induce customers to pay attention to the advertisement. 

From a theoretical perspective, ambush marketing refers to a company's attempt to capitalize on the goodwill, reputation, and popularity of a particular event by creating an association with it, without the authorization or consent of the necessary parties.

AMBUSH MARKETING

AMBUSH MARKETING

AMBUSH MARKETING

TYPES OF AMBUSH MARKETING

Direct Ambush Marketing

Indirect Ambush Marketing

Incidental Ambush Marketing

DIRECT AMBUSH MARKETING "Predatory" ambushing: 

Intentional false claims to official sponsorship by a non-sponsor and/or intentional false denial by a non-sponsor concerning a market competitor's official sponsorship, in each case with the intent to confuse consumers and gain market share from the competing official sponsor.

EG: Zong Cricket ki Jeet "Coattail" ambushing: 

The attempt by a brand to directly associate itself with a property or event by "playing up" a connection to the property/event that is legitimate but does not involve financial sponsorship.

EG: KFC SoGood So Criket

DIRECT AMBUSH MARKETING Ambushing via trademark/likeness

infringement:  The intentional unauthorized use of protected intellectual

property. Such properties can include the logos of teams or events, or making use of unauthorized references to tournaments, teams or athletes, words and symbols.

EG: PTCL Game On Hai Ambushing "by degree": 

Marketing activities by an official sponsor above and beyond what has been agreed on in the sponsorship contract. For example, an "ambush by degree" of a sports event may involve a sponsor's handing out free promotional T-shirts without the permission of the sports league supervising the event.

EG: Pizza Hut Score A Prize

INDIRECT AMBUSH MARKETING Ambushing "by association": 

The use of imagery or terminology not protected by intellectual-property laws to create an illusion that an organization has links to a sporting event or property.

EG: Jazz Jazba Values-based ambushing: 

Tailoring by a non-sponsor of its marketing practices to appeal to the same values or involve the same themes as do the event and/or its promotion, such that audiences attracted to the event or its marketing will likewise be attracted to the non-sponsor's marketing.

EG: Coke Cricket Junoon

INDIRECT AMBUSH MARKETING Ambushing "by distraction": 

Setting up a promotional presence at or near an event, albeit without making specific reference to the event itself, its imagery, or its themes, in order to take advantage of the general public's attention toward the event and the audience members' awareness of their surroundings.

EG: Ufone Bilkul Muft "Insurgent" ambushing: 

The use of surprise street-style promotions (blitz marketing) at an event or near enough.

"Parallel property" ambushing:  The creation or sponsorship of an event or property that

bears qualitative similarity to the ambush target and competes with it for the public's attention.

INCIDENTAL AMBUSH MARKETING Unintentional ambushing: 

It is possible for media coverage to make passing mention of, e.g., the manufacturer of an athlete's equipment/clothing or the provider of a service used by the event's technical staff or in-person audience.

EG: Addidas Sports Ware "Saturation" ambushing: 

"Saturation ambushers" increase their broadcast-media advertising and marketing at the time of an event but make no reference to the event itself and avoid any associative imagery or suggestion.

EG: Hum Hain HBL

IMPACTS OF AMBUSH MARKETING Increasing cost of sponsorships: 

The increasing cost of sponsorships has also increased sponsor's emphasis on return-on-investment. If sponsored events do not give exclusivity, the sponsor's interest on sponsorship property will be lost and the damage will extend to the whole sponsorship market. Yet when that exclusivity is lost, the value of sponsorship is also lost.

Transgression on the intellectual property rights:  Even when the ambush marketers are not making any

direct references to the protected intellectual property rights, they in effect transgress those intellectual property rights by attempting to capitalize on such hard earned goodwill from an event.

SPORTS MARKETING “Marketing of Sports” One is the advertising of sport and sports associations such as

the FIFA, Olympics and ICC World Cup. The promotion is directly related to sports.

When the promotion is about sports in general, sports teams or sports events, the use of this kind of strategy is called “Marketing of Sports”.

“Marketing through Sports” The other concerns the use of sporting events, sporting teams

and individual athletes to promote various products. The products can but do not have to be directly related to sports.

When the promotion is not about the sports but sports events, athletes, teams or leagues are used to promote different products , the marketing strategy is denominated “Marketing through sports”. 

SPORTS MARKETING

BENEFITS OF 'SPORTS MARKETING' Sports marketing impulses memberships, sales

and recognition represent the biggest benefits for the companies, the athletes, the associations, the leagues and the sports events organizers.

Well planned, effective marketing helps to understand the customer and the marketplace and informed marketing decisions help to increase the company’s, club’s or association’s performance.

Being an entertainment, sports are considered to have a large value with celebrity status. Due to the status and importance in people’s life, sports are considered a profitable and sustainable marketing source.

THE MARKETING OF SPORTS TEAMS AND EVENTS “Designing or developing a 'live' themed

activity, occasion, display, or exhibit a sporting event to promote a product, a team, cause, or organization.

BySponsorship of teamsTV advertising during broadcast sports

events