ARE 136 CH 16
39. Which of the following best describes event sponsorship? a. Providing financial support for an event while displaying an ad message on-site b. Funding a charitable event in an anonymous way to promote the social good c. Buying signage in venues where special events are held d. Embedding the brand name within public events in a subtle way
a. Providing financial support for an event while displaying an ad message on-site
57. Which of the following types of programs on television usually have product placements in them? a. Soap operas and reality shows b. Sitcoms and quiz shows c. Police, legal, and family dramas d. Animated shows and adventure shows
a. Soap operas and reality shows
62. can be considered a natural extension and outgrowth of product placement. a. Branded entertainment b. Authenticity c. Market oversaturation d. Event sponsorship
a. Branded entertainment
37. Which of the following is a reason for advertisers to divert their funds from traditional media? a. Consumers' desire to control their information environment b. Increased funds available for investment in alternative media c. Increased costs for television spots d. Media watchdogs monitoring traditional media
a. Consumers' desire to control their information environment
65. Which of the following is true of branded entertainment? a. It would not exist without the marketer's support. b. The entertainment property in it should not be created by the marketers themselves. c. Its popularity as a brand-building tool is decreasing. d. It entails placing products unobtrusively into movies and TV shows.
a. It would not exist without the marketer's support.
1. Events, product placements, and branded entertainment offer the advertiser some of the best opportunities for integrated brand promotion. a. True b. False
True
47. Which of the following is an important aspect of sponsorship assessment? a. Judging whether a brand is receiving loyalty dividend b. Measuring the overlap between an event's participants and the marketer's target audience c. Calculating the opportunities in associating brands with the distinctive images of various sports d. Remaining aggressive with event sponsorship campaigns
a. Judging whether a brand is receiving loyalty dividend
49. A soft drink brand sponsors a baseball match that is also broadcast to large audiences on the television and radio. The company measures a huge number of gross media impressions. However, this does not result in a huge rise in the sales of the soft drink. Which of the following is a reason for the lack of sales? a. The brand failed to connect to the emotional experience of the viewers. b. They did not correctly estimate the number of media impressions. c. They created too much direct contact with the customers leading to intrusion. d. The brand allowed for the delivery of the ad message in a traditional way.
a. The brand failed to connect to the emotional experience of the viewers.
66. Which of the following can advertisers accomplish if they create their own story for a branded entertainment initiative? a. They can attract specific target audiences. b. They can find a special place for their brands in existing shows. c. They can make target audiences three times more likely to purchase their products. d. They can expect quantifiable return on investment.
a. They can attract specific target audiences.
90. (Scenario 16-4) Another client was considering videogame placement the last time you met, and will be making a decision next week. She wasn't sure about placing her product in a game, since her company sells mostly to adults and has never specifically targeted kids. You will remind her of research that shows that: a. a good portion of hard-core players are between 18 to 34 years old. b. the vast majority of gamers are teenagers, not children. c. the fastest-growing population of gamers are between 55 to 75 years old. d. elders who do play video games are more likely to notice products.
a. a good portion of hard-core players are between 18 to 34 years old.
85. (Scenario 16-3) The team at MyMVPs decides to look into sponsorship as a way of building the brand. At first, they wonder about the cost. Eventually, they come to the conclusion that they would ultimately gain the most—but would also have to spend the most—if the business decided to: a. be an exclusive sponsor of an event. b. calculate media impressions from an event. c. get involved in social networking for an event. d. be a co-sponsor of an event with another business.
a. be an exclusive sponsor of an event.
44. The major sweet spot in event sponsorship comes when there is a significant overlap between the: a. event's participants and the marketer's target audience. b. primary sponsor and the secondary sponsor. c. brand preferences of attendees and the brand preferences of viewers. d. international sponsors and the local sponsors.
a. event's participants and the marketer's target audience.
78. (Scenario 16-1) A company that thinks about sponsoring the WaveRunner does so with the hopes that it will play a major role in its IBP effort. One potential risk of using nontraditional forms of promotion is that they: a. involve factors that contribute to the challenge of coordinating all IBP messages. b. cannot be quantitatively measured. c. rarely make a strong enough impact on the marketing plan. d. cannot offer the highly targeted audience necessary for this role.
a. involve factors that contribute to the challenge of coordinating all IBP messages.
88. (Scenario 16-3) The team at MyMVPs decides to make sponsorship one of their top priorities. Not only can they build community relationships, but they can get the MyMVP's name out with signs and banners. The team also prints hundreds of business cards and stationery to distribute, and sets up a number of tents that will feature the company logo. In a small-scale and local way, this is the same thing large corporations do when they make an effort to: a. leverage the event as much as they can. b. make good use of product placement. c. fight the chaos scenario. d. speak to consumers in a single voice.
a. leverage the event as much as they can.
72. Due to the increasing complexities associated with the advertising industry, there is a tendency for organizations to become reliant on . However, this can create problems because these people have their own priorities, and often lose sight of the overall goals of an effort. a. specialists b. politicians c. CEOs d. bureaucrats
a. specialists
86. (Scenario 16-3) By sponsoring local high schools and high school sporting events, MyMVPs will be able to promote its brand to a large amount of its target audience, which is made up of athletes, parents and fans. This overlap is referred to as: a. the sweet spot. b. the marketing overlap. c. event sponsorship. d. selective product placement.
a. the sweet spot.
59. Market research indicates that among people who watch movies, the people that are most likely to notice product placements, and most willing to try these products are: a. under 25 years old. b. over 45 years old. c. over 60 years old. d. between 60 and 70 years old.
a. under 25 years old.
67. Branded entertainment is different from product placement in that it: a. would not exist without the marketer's support. b. displays the brand in novel ways. c. involves lower levels of exposure for a brand. d. simply sells space for the brand's presence.
a. would not exist without the marketer's support.
68. The director of a promotional agency has several clients who are skeptical about using branded entertainment. Which of the following should he tell his clients about branded entertainment in order to convince them to use it? a. "Branded entertainment began with the birth of television and the first variety show—it is very effective." b. "It does not matter if your target audience is using DVR—they would still receive your promotional message." c. "Branded entertainment lowers the stakes and raises the potential payout—it is the best option for your promotion." d. "If you use it, you will be able to measure the success of your advertising efforts much more easily."
b. "It does not matter if your target audience is using DVR—they would still receive your promotional message."
34. Which of the following is an example of Madison & Vine? a. A race car featuring advertisements for several brands. b. A children's movie featuring a new brand of candies. c. A t-shirt featuring a sports person. d. An actor endorsing an anti-aging lotion.
b. A children's movie featuring a new brand of candies.
63. An upcoming chain of "green" grocers has reasonable prices, friendly staff, local produce, and a focus on organic and natural products. The company wants to connect with consumers in a fresh way, and is considering creating a show on the Food Network. What type of promotion is this grocer considering? a. Brand loyalty b. Branded entertainment c. Affiliate marketing d. Event sponsorship
b. Branded entertainment
46. Why did critics traditionally hold the view that event sponsorships, especially sports events, can be ego-driven and wasteful? a. Critics thought that event sponsorships can be damaging to a product's image. b. Earlier, it wasn't clear what an organization was receiving in return for its sponsor's fee. c. According to critics, event sponsorships are not effective in building a brand image. d. Event sponsorships are too costly, and can lead to huge retrenchment and bankruptcy.
b. Earlier, it wasn't clear what an organization was receiving in return for its sponsor's fee.
91. (Scenario 16-4) One client has made the move to have signs and billboards for his product show up in a video game that takes users through city streets, down country roads, and across bridges and overpasses. Which of the following is a reason why this strategy will have a positive/negative impact? a. Gamers are irritated by such distractions. b. Gamers consider this an added attraction when playing games. c. Gamers get accustomed to ad clutter and do not realize that they exist. d. Gamers are three times more likely than users of other media to buy the items that appear in product placement.
b. Gamers consider this an added attraction when playing games.
38. Which of the following accelerates advertiser defections from traditional media? a. The lack of direction or cohesiveness in today's marketing plans b. The reduced quality of the programs offered by networks c. The indifference of consumers toward their information environment d. The growing confusion among consumers due to too many brand messages
b. The reduced quality of the programs offered by networks
41. Which of the following is a reason for brand builders to participate in various forms of event sponsorships? a. They want to experiment whether event sponsorship will help in brand building. b. They are looking for benefits through unique associations with something new and smart. c. They are trying to disengage advertising from entertainment in order to reinforce brand image. d. They found that quirky or edgy branded entertainment builds a negative attitude in customers.
b. They are looking for benefits through unique associations with something new and smart.
35. Today's dynamic marketing environment has led to a new order in which brand builders want to: a. primarily focus on selling to their customers without intruding in their lives. b. be part of the entertainment that their target consumers enjoy. c. use traditional advertising media in new ways. d. target narrowly defined groups of consumers based on demographics.
b. be part of the entertainment that their target consumers enjoy.
51. One way that companies have attempted to assess the benefits of event sponsorship is by: a. convincing company leaders and stockholders that the event is socially uplifting. b. calculating the number of viewers exposed to a brand. c. having company executives meet consumers in person at the event. d. promoting political causes along with the activities of the event.
b. calculating the number of viewers exposed to a brand.
61. Recent research indicates that a brand gets the most benefit when product placement of the item: a. is used repeatedly to create multiple exposures in a short period of time. b. gets people to talk about it in everyday conversation. c. appears on a network television show. d. is used in isolation without the distraction of other marketing elements.
b. gets people to talk about it in everyday conversation
92. (Scenario 164) You recall that the owner of one firm had said in the past that you'd done a good job in convincing him that he needed to focus on creating synergy in all advertising efforts. At the time, he wanted you to clarify what you meant by synergy. You replied that synergy refers to: a. planning ahead for the use of new media as they emerge. b. making sure all media efforts reinforce each other for maximum effect. c. sharing communication goals among clients and suppliers. d. using all the interactive capabilities of any given media.
b. making sure all media efforts reinforce each other for maximum effect.
(Jeff Vorva, "MyMVPs.com Hopes to Fly High With Amateur Athletes." Chicago Trib Local, June 16, 2010.) 84. (Scenario 16-3) Still looking to get the company name out, the team at MyMVPs begins to think of ways to make people aware of the site's benefits. Till date, they have relied on wordofmouth advertisement, but they are interested in any possibility that may help build brand awareness. This means that they are basically looking for: a. event sponsorships. b. mere exposure. c. product placement. d. media impressions.
b. mere exposure.
You are a marketing associate at a promotional firm that specializes in innovative branding. You will be meeting with several clients next week and you need to review their files and get updated on their latest promotional efforts. 89. (Scenario 16-4) In your initial review, you realize that all four clients are currently paying a fee to have their brands exposed or displayed within some entertainment format. This means that they are all utilizing . a. event sponsorship b. product placement c. branded entertainment d. co-branding
b. product placement
73. In trying to coordinate traditional and emerging advertising and support media, ad agencies: a. have had to deal with fewer functional specialists. b. see themselves in the lead role, but have not yet played this role to anyone's satisfaction. c. have experienced less internal competition for promotional budget dollars. d. have found greater cooperation between functional area specialists
b. see themselves in the lead role, but have not yet played this role to anyone's satisfaction.
79. (Scenario 16-2) HollywoodBranding promotes itself to prospective clients by saying that it is located at Madison & Vine, and offers innovative brandertainment. This means that it will: a. act as a full-service advertising agency. b. invent humorous or imaginative brand logos and slogans. c. place ads in appropriate media and track subsequent media impressions. d. connect companies with consumers through entertainment venues.
d. connect companies with consumers through entertainment venues.
40. Which of the following is accurate concerning event sponsorship today? a. Due to the economic recession, event spending worldwide has decreased. b. Sports sponsorship events no longer draws the biggest share of advertisement funds. c. An emerging trend in event sponsorship is to offer face-to-face encounters between consumers and the brand. d. North American companies have begun spending, in order to grow again, after a long period of inertia.
c. An emerging trend in event sponsorship is to offer face-to-face encounters between consumers and the brand.
56. Which of the following is an example of product placement? a. The logo of UPS on a NASCAR race car b. The interactive children's magazine from Lego called Lego Club Magazine c. Electronic gadgets from Apple in Mission Impossible: Ghost Protocol d. The diet pill Trimpsa in the Million Dollar Makeover Challenge
c. Electronic gadgets from Apple in Mission Impossible: Ghost Protocol
74. (Scenario 16-1) Any company that hears about the WaveRunner and decides on sponsorship for the first time will be in good company. Specifically, it will be following in the footsteps of one of the world's foremost oldschool advertisers that despite bankruptcy and realignment remains aggressive in event sponsorship, often involving its vehicles. Which of the following company's is being spoken about? a. Volkswagen b. Hyundai c. General Motors d. Jeep
c. General Motors
70. A marketing director meets with her staff to review recent problems they have encountered in coordinating widespread and diverse aspects of their marketing plan. Which of the following reasons can explain why coordinating an IBP effort is easy? a. Specialists often have knowledge only in their specialty. b. Internal competition for budget allocation works against coordinated efforts. c. IBPs do not require explicit goals and objectives. d. There is a limited number of media options available.
c. IBPs do not require explicit goals and objectives.
77. (Scenario 16-1) The MakeWaves website offers no information about the conversion of fan loyalty toward a sport into actual purchases of the sponsor's product. Marketers who have set fan loyalty as their main goal would do well to look into the branded entertainment opportunities of . a. NFL Football b. Major League Baseball c. NASCAR d. PGA Golf
c. NASCAR
64. Which of the following is a reason for advertisers to pay extra to be featured on NASCAR? a. Featuring products on NASCAR builds authenticity like no other event b. Success with product placements is fostered through developing deep relationships with key players in advertising c. NASCAR has huge television audiences which will yield hundreds of media impressions d. Brands want to be fitted into the entertainment of the race, not detract from it
c. NASCAR has huge television audiences which will yield hundreds of media impressions
48. A peanut supplier is new to sponsorship, and wants to get an outside opinion on the advantages of signage in baseball stadiums. Which of the following company's should he approach? a. Forrester Research b. Starcom MediaVest Group c. Nielsen Media Research d. Commercial Alert
c. Nielsen Media Research
42. Which of the following sports would best provide an advertiser with brand-building opportunities in terms of global exposure? a. Basket ball b. Cricket c. Soccer d. Hockey
c. Soccer
82. (Scenario 16-2) The HollywoodBranding staff has an idea for a corporate giant in the household cleaning products industry; a reality show using all of its products in crazy stunts, timed contests, and obstacle races. But the client is worried about playing it straight with consumers, and openly disclosing its role as a paid advertiser for the show. This worry stems from the concern that: a. if advertisers pile on branded entertainment too quickly, a jaded consumer and a cluttered environment will be the result. b. branded entertainment will definitely have several failures because every time out, it is new and unpredictable. c. TV networks can be charged with deception of the public by failing to disclose the details of product- placement deals. d. there can be an incredible lack of alignment around who is responsible for ethics in branded entertainment.
c. TV networks can be charged with deception of the public by failing to disclose the details of product- placement deals.
43. Which of the following is most likely to offer event sponsorship on a global basis? a. The SuperBowl b. The NASCAR events c. The Olympics d. The Sweet Sixteen
c. The Olympics
36. Which of the following is a reason for the convergence of advertising and entertainment? a. The desire to recapture the fading glamour of the good old days of advertising. b. The recession-era's focus on more work and less leisure time. c. The availability of new kinds of media that people can use at their leisure. d. The natural and inevitable partnership between marketing and promotion.
c. The availability of new kinds of media that people can use at their leisure.
58. Which of the following components of American movies have been regularly used as a platform for launching new brands? a. The restaurant meal b. The romantic stroll through the city c. The car chase d. The drink at the local bar
c. The car chase
45. A leading manufacturer of video adapters decides to sponsor an online tournament for the video game World of Warcraft. This manufacturer hopes to make the tournament a branded experience. How can this event help the video adapter brand? a. The tournament will help diversify the revenue stream for the video adapter manufacturer. b. The tournament will help identify the consumers for the video adapters. c. The tournament will connect the brand with its core customer in a fun and meaningful way. d. The tournament will help to identify the consumers who are de-motivated by such programs.
c. The tournament will connect the brand with its core customer in a fun and meaningful way.
87. (Scenario 16-3) MyMVPs arranges to sponsor a few high schools, and begins to think of ways to leverage the sponsorship. In this context, leverage can be described as: a. the practice of judging sponsorship through media impressions. b. the practice of placing any branded product into the content and execution of an established entertainment vehicle. c. any collateral communication or activity reinforcing the link between a brand and an event. d. development and support of any entertainment property.
c. any collateral communication or activity reinforcing the link between a brand and an event.
81. (Scenario 16-2) A young media expert is hired by HollywoodBranding. He went to college with a bright girl who now does all the marketing for her family's business, a wellestablished cookie manufacturer with strong national distribution. Her grandparents and parents have run the same facility in St. Louis, and have run the same types of ads over the decades. On impulse, he calls to pitch a branded entertainment idea to her family. He should be sure to inform them that branded entertainment: a. is not much different from placing ads with traditional media. b. has been proven to consistently deliver higher brand exposure than other forms of media. c. can take new and unpredictable paths. d. represents one of the most conservative and dependable options available today.
c. can take new and unpredictable paths
52. A marketing director, for a bicycle helmet manufacturing firm, has run a number of ads in traditional forms of media. Now she wants to directly measure the effectiveness of the first national bike race that the company is about to sponsor. She should: a. compare the sales figures in the weeks before and after the race with the sales figures before and after traditional advertising placement. b. compare the brand-preference figures in the weeks before and after the race with the brand-preference figures before and after traditional advertising placement. c. compare the brand exposures at the race and from media coverage of the race with the brand exposures from the same amount spent on traditional advertising. d. compare the expenditures to sponsor the race with the expenditures needed to run traditional advertising over the same time period.
c. compare the brand exposures at the race and from media coverage of the race with the brand exposures from the same amount spent on traditional advertising.
33. An important issue propelling the search for new ways to reach consumers is the: a. growing popularity of video games and consoles. b. difficulty in coordinating large IBP campaigns. c. erosion in effectiveness of traditional broadcast media. d. attractiveness of digital media campaigns.
c. erosion in effectiveness of traditional broadcast media.
53. The producer of a women's sportswear line is delighted to find that her sponsorship of the Women's Softball World Series came with some extra benefits. It provided opportunities to entertain clients, recruit new customers, motivate employees, meet real consumers, and distribute small premiums. All of these were a result of: a. connecting the sponsorship to other elements of the advertising plan. b. distributing product samples. c. leveraging the sponsorship. d. a successful product placement.
c. leveraging the sponsorship.
75. (Scenario 16-1) MakeWaves is pitching a very specific sponsorship offer with its own benefits. But overall, the category of event sponsorship has certain advantages. One of the main advantages is that it: a. replaces expensive advertising as the main brand-building tool. b. targets certain groups of consumers who already purchase the brand. c. offers personal contact with consumers and publicity during and after the event. d. embeds the brand in a very nondescript and subtle way.
c. offers personal contact with consumers and publicity during and after the event.
83. (Scenario 16-2) One drawback for advertisers when subcontracting out to creative teams or external sources like HollywoodBranding is that: a. their tactics may often be the same as those already found in traditional advertising agencies. b. they resist trying new ideas or taking risks. c. their efforts may easily clash with the overall company efforts. d. they do not possess the skills to understand and reach today's consumers.
c. their efforts may easily clash with the overall company efforts.
93. (Scenario 16-4) One client was initially willing to pay a hefty fee for its fruit snack bar to appear in a summer action movie full of spies and car chases, but the fit just didn't seem right. You convinced the client to go instead with a teen romance that also released in the summer. It appears to have done very well, building popularity with kids who bought it at the concessions stand, and went on to buy it at their local retailer. Which of the following concepts did you rely on? a. Exclusive sponsorship b. Advergaming c. Leveraging d. Authenticity
d. Authenticity
76. (Scenario 16-1) How would an advertiser hope to benefit from sponsoring the WaveRunner? a. By avoiding the ego-driven decision making often associated with traditional advertising. b. By strategically placing its product at a sporting event to reach as wide an audience as possible. c. By taking part in the most cost-efficient form of promotion and advertising. d. By transferring consumers' positive feelings about yacht racing to the product.
d. By transferring consumers' positive feelings about yacht racing to the product.
69. Which of the following will result in ineffectiveness of branded entertainment? a. Exclusion of branded entertainment from programming featured in DVRs b. Consumers growing increasingly suspicious of the tool c. Predictability of traditional media leading to boredom of consumers d. Cluttered environment through overuse of the tool
d. Cluttered environment through overuse of the tool
54. A manufacturer of protein powders and protein bars sponsors a grand slam tennis tournament for the first time. When it evaluates this move, it discovers that the cost per brand name exposure is much higher than it would have been by running its standard advertising. Why was the sponsorship still beneficial for the manufacturer? a. It was one of the multiple sponsorships it takes in order to yield results. b. Traditional advertising cannot get the amount of exposure that event sponsorship can. c. The methods used to calculate cost per brand name exposure are too subjective to be accurate. d. Sponsorships provide a unique opportunity to foster brand loyalty.
d. Sponsorships provide a unique opportunity to foster brand loyalty.
60. According to Nielsen Media Research, product placements in video games: a. are more annoying to gamers than commercials are to television viewers. b. were popular for a while but are now less frequent. c. are accepted by younger players but disliked by adult players. d. are seen by gamers as elements that add to the quality of play.
d. are seen by gamers as elements that add to the quality of play.
71. Nowadays, advertisers have a vast and ever-expanding array of options for delivering messages to their potential customers. The key to success for any campaign is: a. making sure each media has an equal level of reach and frequency and appointing separate managers to achieve this. b. minimizing the number of different media needed so that the consumer does not end up jaded, and the environment does not become cluttered. c. making sure that any marketing effort uses all media available, and relies on functional specialists to coordinate these media. d. choosing the right set of options to engage a target segment, and coordinating the placement of messages to ensure coherent and timely communication.
d. choosing the right set of options to engage a target segment, and coordinating the placement of messages to ensure coherent and timely communication.
80. (Scenario 16-2) A potential client has lunch with the owners of HollywoodBranding to discuss a new kind of promotion for his gourmet cookware. Beyond his magazine and newspaper advertising, he is looking for the perfect form of branded entertainment. The owners come prepared to pitch several ideas involving projects they're aware of, and by the time coffee is served, they all agree to have the: a. cookware appear in the kitchen of a well-known sitcom family. b. company sponsor a cook in this year's Pillsbury Bakeoff. c. cookware mentioned in a new movie set in a New York restaurant. d. company fund a new PBS cooking show for amateur gourmets.
d. company fund a new PBS cooking show for amateur gourmets.
50. In order to make the most of event sponsorships, marketers should not only establish media impressions, but also: a. rally viewer support with promotions for it in traditional media. b. invite other companies to share the cost of sponsoring the event. c. find a way to get television and radio coverage that will help target global audiences. d. find a way to link the brand with a positive feeling that will go beyond the duration of the event.
d. find a way to link the brand with a positive feeling that will go beyond the duration of the event.
55. A firm has decided to sponsor a PGA golf tournament. Its marketing director knows it is critical to find unique ways to leverage the sponsorship. One way to leverage the sponsorship beyond traditional methods would be to: a. estimate the number of viewers who will see the company name. b. allow the CEO to meet with top golfers on the course. c. calculate the brand exposure received by people attending the tournament. d. use the tournament to entertain important clients and recruit new ones.
d. use the tournament to entertain important clients and recruit new ones.
11. The only way to measure the benefits of sponsoring an event is to determine how often the sponsor's name appears at the event and in media coverage of the event. a. True b. False
false
12. In making direct comparisons to traditional media, it becomes apparent that the advantages of event sponsorship are fundamentally the same as those that traditional media can provide. a. True b. False
false
14. Product placement is the practice of placing any branded product into the content and execution of educational vehicles. a. True b. False
false
17. Nielsen Media Research found that much like TV viewers who want to avoid commercials, the majority of video game players want to eliminate brand placements in games. a. True b. False
false
18. Despite their widespread use and their repetitive exposures during games, brand placements in video games do not affect purchase intent as much as placement in traditional media does. a. True b. False
false
2. Using events, product placement, and branded entertainment in an IBP makes the rules for its success easy to pin down. a. True b. False
false
22. Branded entertainment is losing popularity ever since advertisers have started in-show product placements. a. True b. False
false
24. Branded entertainment can exist without any support from marketers. a. True b. False
false
27. When using branded entertainment as an IBP tool, an advertiser needs to remain careful so that a brand or product does not become too closely connected to an offering of the entertainment media. a. True b. False
false
31. When an agency acts as a general contractor and hires external sources that act as subcontractors, it tends to simplify the coordination of marketing efforts. a. True b. False
false
4. Because quirky and gimmicky new formats have been overused, contemporary marketers are returning to traditional media to build brands in the marketing environment and to create meaningful connections with consumers. a. True b. False
false
5. Using diverse means for brand building is no longer considered profitable, and the list of options that marketers have is constantly growing shorter. a. True b. False
false
8. The term event sponsorship refers to the innovative component of a media plan that involves a company setting up its own events, such as concerts or festivals, to promote its brand and sell its product. a. True b. False
false
10. An important guideline for effective event sponsorship is to look for a match or overlap between the lifestyles of the event attendees and the benefits your product can deliver. a. True b. False
true
13. A sponsored event can still be considered a positive addition to the IBP mix for the advertiser even if predetermined exposure figures are not met. a. True b. False
true
15. In the current system of product placement, companies pay a fee to incorporate their branded products deliberately as part of the show. a. True b. False
true
16. Product placement in video games has great potential, considering that about 60 million U.S. households have at least some gaming capability. a. True b. False
true
19. In the world of promotion, authenticity refers to the quality of being perceived as genuine and natural, a definite plus in brand placement. a. True b. False
true
20. If a doctor ordered a prescription drug as well as Tylenol for a patient, a sense of authenticity would be demonstrated regarding this product placement. a. True b. False
true
21. Product placement involves advertisers finding shows where the product might fit. Branded entertainment involves advertisers creating shows so the product will star. a. True b. False
true
23. Branded entertainment entails the development and support of any entertainment property; where a primary objective is to feature a firm's brands in an effort to impress, and connect with consumers in a unique and compelling way. a. True b. False
true
25. The new era of branded entertainment involves developing new, creative forms of entertainment as a means to feature brands and connect with customers. a. True b. False
true
26. One common problem seen in the new media mix involves matching the brand with the entertainment property. a. True b. False
true
28. Authenticity of a brand is strongest when the content of the show and the essence of the brand become completely intertwined and integrated. a. True b. False
true
29. The success of any IBP campaign involves choosing the right set of options and coordinating the placement of messages. a. True b. False
true
3. In today's world of marketing, the fields of advertising, branding, and entertainment are converging. a. True b. False
true
30. One reason why coordinating efforts in IBP can be difficult is that the complexities of all the elements demand that specialists be hired, but specialists often miss the big picture of the overall marketing effort. a. True b. False
true
32. Ultimately, the objective underlying the coordination of supportive media is to achieve a synergistic effect. a. True b. False
true
6. The term Madison & Vine refers to two renowned avenues representing the advertising and entertainment industries, respectively. a. True b. False
true
7. The concept of Madison & Vine refers to the convergence of the advertising and entertainment industries toward the branding efforts of marketers. a. True b. False
true
9. The majority of the promotional funds spent on event sponsorships today go toward sporting events. a. True b. False
true
