Javier Pena

The greatest movie ever sold.

Final Project Marketing

Javier Pena

Summary • Director Morgan Spurlock examines the increased proliferation

of branding in every aspect of our lives while attempting to persuade big-name brands to sponsor his irreverent exposé.

• Companies love to push their products, and it seems like everywhere we go, someone is trying to sell us something. But have you ever wondered what goes on behind closed doors at some of the biggest advertising agencies in the world? In this eye-opening documentary, viewers follow Spurlock as he convinces a variety of high-profile sponsors to let him pitch their products as "The Greatest," while still maintaining complete control over his creative vision -- an arrangement that's become increasingly rare in the high-stakes entertainment industry.

Javier Pena

Marketing

• Is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service. It is a critical business function for attracting customers.

• The field of marketing strategy considers the total marketing environment and its impacts on a company or product or service. The emphasis is on "an in depth understanding of the market environment, particularly the competitors and customers.

Javier Pena

Advertising

• Is a form of communication for marketing and used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action.

• Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. This type of work belongs to a category called affective labor.

Javier Pena

Global advertising• Advertising has gone through five major stages of development: domestic,

export, international, multi-national, and global. • For global advertisers, there are four, potentially competing, business

objectives that must be balanced when developing worldwide advertising: building a brand while speaking with one voice, developing economies of scale in the creative process, maximizing local effectiveness of ads, and increasing the company’s speed of implementation.

• Born from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertising executions: exporting executions, producing local executions, and importing ideas that travel

Javier Pena

Brand management• Is a communication function that includes analysis and

planning on how that brand is positioned in the market, which target public the brand is targeted at, and maintaining a desired reputation of the brand. Developing a good relationship with target publics is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer takes away from the brand, and also the relationship that they have with that brand. A brand manager would oversee all of these things.

Javier Pena

My point of view

• I think it is very impressive the Morgan's power to make all the movie and never give up.

• He never gave up, despite the fact that at the beginning, nobody wanted to help him because they thought it was going to be a stupid thing.

• I think Morgan is a very positive and smart person , he deserved to have achieved the movie after all his effort and endeavor.

• He isn’t selling out, he is a buying-in.

Javier Pena

Selling out

• Is the compromising of integrity, morality, or principles in exchange for personal gain, such as money. In terms of music or art, selling out is associated with attempts to tailor material to a mainstream or commercial audience.

• For example, a musician who alters his material to encompass a wider audience may be labeled by fans who pre-date the change as a sellout.

Javier Pena

Buying-in

• In management and decision making, buy-in (as a verb or noun) signifies the commitment of interested or affected parties to a decision (often called stakeholders) to 'buy into' the decision, that is, to agree to give it support, often by having been involved in its formulation.

Javier Pena

Sponsorships of the movie

Javier Pena

Bibliography

• https://www.google.ca/search?q=the+greatest+movie+ever+sold&bav=on.2,or.r_qf.&bvm=bv.47883778,d.cGE&biw=1280&bih=933&um=1&ie=UTF-8&hl=en&tbm=isch&source=og&sa=N&tab=wi&ei=OSG6UaD8GMWAiwKV1YGICQ#imgrc=_