Video Cases

These questions are based on videos from the Canadian Broadcasting Corporation that accompany the textbook. In addition to whatever in-class use your instructor may have given them, they're available on this website for online viewing. If directed to do so by your instructor, you can answer the questions online and email the results.
     These videos are intended only for students using the 10th Canadian Edition of Basic Marketing. To view the video, you'll require a password. Refer to page 782 in your textbook and use the first word appearing in the main text column as both 'username' and 'password.' Use of the word is case-sensitive.
     The free RealPlayer plug-in is required in order to view the videos. If needed, the plug-in can be downloaded from Real.

Brand Games
This video discusses the use of brand names and trademarks within video games. However, the real issues center on licensing and merchandising as both advertising vehicles and products unto themselves. With the average video game taking some 40 hours of playing time to complete, this practice would seem to offer a wonderful opportunity to reach a certain kind of consumer. But is it ethical?

View Brand Games

1		Are product placements a form of advertising or a legitimate component of the video game product? How effective are they in either capacity? Should these practices be allowed?
2		Who should pay for the product placement: the software company or the manufacturer?