30 In Italian we call endorsers testimonials, but in English this term refers to the statement someone gives about the virtues of a product. Talk with your class: can you name some influencers that everybody knows? What products do they endorse? OTHER FORMS OF MARKETING Sponsors Sponsorship is a form of marketing in which a company (the sponsor) grants money or resources to another company (the sponsee) which is organising an event in exchange for specific promotional benefits during it or in order to link its name to the event itself, so as to increase its visibility and improve its reputation. There are different types of sponsorship: What typical sentence in Italian TV shows announces the presence of product placement? W O R L D W I D E PA R T N E R Financial sponsors give cash donations; In-kind sponsors donate goods or services (like venues, prizes, or equipment); Media sponsors guarantee advertising; Promotional sponsors are similar to media sponsors but are individual people with a large following on social media rather than large businesses. asset: risorsa to grant: concedere suitability: compatibilit venue: luogo d incontro Endorsers Sometimes marketers involve celebrities called endorsers in their promotional activities. These famous people advertise a brand by recommending, suggesting, or using its products publicly. Since these personalities inspire a sense or recognition, respect, and trust among their audience, the hope is these feelings will transfer onto the brand they represent. However, the audience also realises that celebrities are paid a lot for this open support and this knowledge may make them sceptical. Therefore, before hiring them, marketers should always keep in mind: the celebrity s suitability for the brand image; their credibility; their profession. 72 MARKETING ANd AdvERTIsING Influencers Influencers work in a way that is similar to endorsers: they are either celebrities or ordinary people who have become popular on social media and who can influence their public with their own choices. Their comments on certain products can turn the market in their favour because audiences consider their opinions to be important or aspire to be like them. They have the power to affect the buying decisions of other people because of the relationship they have created with their audience, so they represent assets with which brands can collaborate to achieve their marketing objectives. Product placement Product placement occurs when branded products are featured in a video production that targets a large audience, usually films and television shows . Products are presented so as to create positive feelings for the advertised brand. Since they are not explicit advertisements, this enables the audience to develop a stronger connection with the brand and justifies their purchase decision. Product placement can be done in different ways: product exposure: it occurs when a product is seen on screen; verbal exposure: it happens when a character mentions or discusses the brand; brand signage: when a logo appears on an item used by a character.