La era del entertainment marketing: el caso de Mercedes y el emplazamiento de producto en el cine de Hollywood

Nos encontramos en la era del “entertainment marketing”, que surge como unión entre las necesidades de consumo y de entretenimiento, pues los consumidores tecnológicos están dejando de concebir la publicidad como algo plano y promocional. El presente artículo se centra en la aplicación que realiza Mercedes de la técnica publicitaria emplazamiento de producto en el cine norteamericano, con el objetivo transmitir sus valores de marca: calidad, lujo, estilo y moda. Para la obtención de los resultados se ha recurrido a técnicas de investigación cuantitativas y cualitativas, así como un análisis de contenido siguiendo la metodología propuesta por Méndiz.

Domestic and foreign experience of event management establishment and development

The articles study domestic and foreign experience on the peculiarities of the formation and development of event management and event industry in general. Peculiarities of the historical perspective of event management development are considered. The state of the world inventory market is characterized and a comparative analysis with its state in the domestic territory is carried out. The change of the inventory industry under the influence of COVID-19 is investigated. The main problems of the event industry are considered and the prospects for further development of event management in Ukraine are analyzed. The pace of development of the event industry is growing every year both in Ukraine and in the world. It is quite difficult today to imagine the existence of any area of business without the use of event management tools and its methods. The goal of event management is to achieve concrete results, including those related to culture, society, environment and economy. Event management has only recently begun to be considered as a separate type of management activity, as previously only certain manifestations of it as a component of socio-cultural development, entertainment, marketing, political activity, etc. were observed. Many of the events that are now taken for granted, occurring in one form or another for hundreds of years. It can be noted that now event management is carried out not only directly by representatives of the event industry, for which the event itself is their main product, but also by companies engaged in other activities in various fields. In the process of its historical development, event management has undergone a number of changes, which ensured its formation and development to the current state. The COVID-19 pandemic has made adjustments to the development of the event industry, primarily in the form of blocking and extending travel restrictions. The world is rapidly moving to a virtual mode of existence, and major players in the event market are increasingly enhancing their digital presence. Current situation gave impetus to the development of online event management platforms that transfer the process of events from a real environment to a virtual one. Awareness of these changes and detailed study of domestic and foreign experience will help the modern entrepreneur to form and develop the most optimal and most effective event management that will meet the requirements of both the environment as a whole and a particular enterprise and ensure the achievement of its management goals.

Analysis on Marketing Strategies of Tencent Games—Take Honor of Kings as an Example

This paper mainly focuses on the marketing strategies of Tencent Games. Tencent Games has the largest revenue all over the world. It is considered that the effective marketing strategies play important roles in global competition. Many researches have been focusing on this topic. In this article, strategies are summarized into four main points: product marketing, entertainment marketing, cross-border cooperation and intellectual property creation. Then the author conducts out a deep case study of Honor of Kings, introducing the most striking and latest strategies of the game. The game has cross-border cooperation with a cosmetics brand, idolizes the in-game characters and gets hold of festivals to launch virtual products. The experience of Tencent Games indicates that different strategies fit different periods and the developer should listen to the users and follow the trend.