ARE 136 Ch. 16

In the world of promotion, authenticity refers to the quality of being perceived as genuine and natural, yet that is not important in brand placement. a. True b. False

False

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

Product placement in video games has little potential; with 2 million U.S. households having at least some gaming capability, it is considered a niche market. a. True b. False

False

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

A key asset for event sponsorship is that it can relate with the consumer experience. a. True b. False

True

A reason for event sponsorship success is that brands are seeking out opportunities to be embedded in activities and entertainment that their target consumers enjoy. a. True b. False

True

A well-fitting sponsored event can be a great addition to an IBP mix. a. True b. False

True

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

Branded entertainment involves developing new, creative forms of entertainment as a means to feature brands and connect with customers. a. True b. False

True

Branded entertainment, along with event sponsorship and product placements is popular with marketers because they can work in numerous ways to assist with a brand-building agenda beyond the capabilities of traditional media. a. True b. False

True

Contemporary marketers are using event sponsorship, product placements, and branded entertainment to build brands in the marketing environment and to create meaningful connections with consumers. a. True b. False

True

Event social responsibility provides an opportunity for sports sponsors to demonstrate good corporate citizenship, generate positive word-of-mouth, and boost both attendance and patronage intent. a. True b. False

True

Event sponsorship is a documented way to improve consumer knowledge about a product. a. True b. False

True

Event sponsorship is often seen in the context of sports, such as Nissan Europe's sponsorship of soccer. a. True b. False

True

For digital engagement, sponsorship mixes in a fantastic way with social media. a. True b. False

True

In sponsorship, when there is not a clear sponsor-event congruity, it is a good idea for the advertiser to use sponsorship articulation, or articulate or explain any connection between the two. a. True b. False

True

Product placement is the practice of placing any branded product into things such as movies or TV shows; for instance, an actor would have a branded beverage throughout the movie. a. True b. False

True

Sponsor spillover is great for the previous sponsor and bad for the incoming sponsor. a. True b. False

True

Sponsor spillover is when a past sponsor may still "get credit" for being the sponsor in the consumer's memory. a. True b. False

True

The complexities of all the elements of IBP require careful coordination. a. True b. False

True

The majority of the promotional funds invested in event sponsorships today are in the context of sporting events. a. True b. False

True

The success of any IBP campaign involves choosing the right set of options and coordinating the placement of messages. a. True b. False

True

Ultimately, a point of coordination of supportive media is to achieve a synergistic effect. a. True b. False

True

Using diverse means for brand building is considered profitable and the list of options that marketers have is expanding. a. True b. False

True

Using events, product placement, and branded entertainment in an IBP entails the consumer experience and sponsorship of such can be examples of activating a sponsorship if they reinforce the sponsorship. a. True b. False

True

Whether the economy is up or down, automakers in the United States remain aggressive with their event sponsorship. a. True b. False

True

What is event social responsibility? a. An opportunity for sports sponsors to demonstrate good corporate citizenship, generate positive WOM, and boost patronage and purchase intent b. The legal contract that an event must sign to demonstrate exactly how much they give back to the community c. The same thing as CSR, or corporate social responsibility d. When the previous sponsor sticks in the consumer memory, because the previous sponsor was socially responsible in their event marketing

a. An opportunity for sports sponsors to demonstrate good corporate citizenship, generate positive WOM, and boost patronage and purchase intent

Which of the following is a reason for advertisers to divert their funds from traditional media? a. Audience fragmentation b. Increased funds available for investment in alternative media c. Increased costs for television spots d. Media watchdogs monitoring traditional media

a. Audience fragmentation

_________ 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

When using branded entertainment as an IBP tool, a brand can become integrated in the entertainment media. a. True b. False

True

A 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

Which of the following is true of branded entertainment? a. Brands desire to be embedded naturally, not detract from the entertainment. 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. Brands desire to be embedded naturally, not detract from the entertainment.

Which of the following is an important aspect of sponsorship assessment? a. Judging whether a brand is receiving a 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 a loyalty dividend

An agency has a client who is skeptical about using branded entertainment. Which of the following should he tell his client about branded entertainment in support of branded entertainment? a. "Branded entertainment reaches the consumer exclusively in their home." b. "Branded entertainment relates with a lifestyle experience, not about selling a product." c. "Branded entertainment is the most expensive form of IBP." d. "Branded entertainment is the cheapest form of IBP."

b. "Branded entertainment relates with a lifestyle experience, not about selling a product."

Which is a reason that advertisers' dollars have been diverted from traditional media? a. The lack of direction or cohesiveness in today's marketing plans b. Consumers' desire to control their information environment and ad-avoidance hardware/software c. The indifference of consumers toward their information environment d. The growing confusion among consumers due to too many brand messages

b. Consumers' desire to control their information environment and ad-avoidance hardware/software

An event and their sponsors just ended, and now they want to have data to be able to show how and if the event or sponsorship was successful as an experiential marketing tool or for the community. They need to conduct: a. Brand loyalty b. Event sponsorship measurement c. Affiliate marketing d. Sponsor spillover

b. Event sponsorship measurement

What entails creating a metric that lets a marketer judge sponsorship spending in a direct comparison to spending in the traditional measured media? a. Brand loyalty b. Media impressions c. Affiliate marketing d. Cost-per-click

b. Media impressions

Which of the following is a reason for brand builders to participate in various forms of event sponsorships? a. They want to replace traditional media entirely. b. The marketer acquires the rights to display a brand name, logo, or advertising message on-site at the event. c. They are trying to disengage advertising from entertainment in order to reduce brand image exposures. d. They found that quirky or edgy branded entertainment builds a negative attitude in customers.

b. The marketer acquires the rights to display a brand name, logo, or advertising message on-site at the event

What is the major sweet spot in event sponsorship for advertising and IBP? a. When the consumers attend events that are sponsored by a brand due to their brand loyalty b. When significant overlap is achieved between an event's participants and the marketer's target audience c. When the affiliate marketing contracts are signed for one year or more, to encourage sponsor spillover d. When event sponsorship happens every other year, in order to keep the consumers in demand and anticipating the sponsorship to come back

b. When significant overlap is achieved between an event's participants and the marketer's target audience

Which of the following is a reason for the convergence of advertising/marketing/IBP and entertainment? a. The desire to recapture the fading glamour of the good old days of advertising b. The recession-era consumers focus on more work and less leisure time c. Brands are seeking out opportunities to be embedded in activities and entertainment that their target consumers enjoy d. The natural and inevitable partnership between marketing and accounting

c. Brands are seeking out opportunities to be embedded in activities and entertainment that their target consumers enjoy

Which of the following is accurate concerning event sponsorship? a. Worldwide, sponsorship spending has decreased. b. Sports sponsorship events no longer draw the biggest share of advertisement funds. c. Event sponsorship can 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. Event sponsorship can offer face-to-face encounters between consumers and the brand.

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. IBP does not require explicit goals and objectives. d. There is a limited number of media options available.

c. IBP does not require explicit goals and objectives.

Which of the following is a reason for advertisers to sponsor with NASCAR, from a media investment lens? 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 large 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 large media impressions

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. Phone from Apple in Mission Impossible: Ghost Protocol d. The diet pill Trimpsa in a magazine ad in Vogue

c. Phone from Apple in Mission Impossible: Ghost Protocol

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

A marketing VP who invested in a sponsorship of the Women's Softball World Series saw extra benefits. It provided opportunities to entertain clients, recruit new customers, motivate employees, and meet consumers. All of these were a result of: a. connecting the sponsorship to accounting. b. distributing product samples. c. leveraging the sponsorship. d. product placement.

c. leveraging the sponsorship.

Marketing of and with the consumer experience is a form of IBP, often entailing__________. a. ad allowances b. cash back rebates c. sponsored events d. push money

c. sponsored events

Sponsor-event congruity/fit is: a. not important in event sponsorship measurement. b. Starcom MediaVest Group's proprietary idea. c. where a consumer perceives a fit between a sponsor and event. d. a term in radio pulsing.

c. where a consumer perceives a fit between a sponsor and event.

What additional benefit is great for the previous event sponsor but bad for the incoming sponsor? a. event social responsibility b. event sponsorship measurement c. consumer psychology d. sponsor spillover

d. sponsor spillover

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 help foster brand loyalty.

d. Sponsorships provide a unique opportunity to help foster brand loyalty.

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.

NASCAR fans are unusually _________________. a. below the national average in income b. suspicious of sponsorship c. varying in their digital use d. loyal to the brands that sponsor cars

d. loyal to the brands that sponsor cars

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.

Authenticity of a brand is weakest when the content of the show and the essence of the brand become completely intertwined and integrated. a. True b. False

False

Event sponsorship is a documented way to improve consumer knowledge about a product. a. True b. False

False

Events, product placements, and branded entertainment offer the advertiser few opportunities for integrated brand promotion. a. True b. False

False

For companies, it is free to incorporate their branded products deliberately as part of the show. a. True b. False

False

A brand needs to conduct event sponsorship measurement; what are some top guidelines for effectively using event sponsorship as a tool? a. Match the brand to the event; tightly define the target audience; stick to a few key messages b. Avoid digital integration; have the broadest audience possible; deliver inclusivity c. Use affiliate marketing; avoid a plot line; feature 5 or more messages d. Isolate the role of the brand; feature 10 or more messages; plan more for before the event sponsorship than after

a. Match the brand to the event; tightly define the target audience; stick to a few key messages

Which of the following best describes event sponsorship? a. Providing financial support for an event while displaying an ad message or branding 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 or branding on-site

Which of the following types of programs on television usually have product placements in them more so than other types of shows? 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

A running shoe brand sponsors a race 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 shoes. Which of the following is one possible reason? 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.

Which of the following can advertisers accomplish if they create their own story for a branded entertainment initiative? a. They never have to worry about finding a place for their brand. b. They can receive slotting allowances from competitors. c. They can make target audiences six times more likely to purchase their products. d. They can expect no return on investment.

a. They never have to worry about finding a place for their brand.

The major sweet spot in event sponsorship comes when there is a significant overlap between the: a. event participants and the marketer's target audience. b. primary sponsor and the secondary sponsor. c. brand preferences of attendees and the brand preferences of competitors. d. international sponsors and the local sponsors.

a. event participants and the marketer's target audience.

One way that companies assess the benefits of event sponsorship is by: a. examining event social responsibility b. calculating the number of viewers who don't like a brand. c. having company executives personally fund the event. d. promoting competitor causes along with the activities of the event.

a. examining event social responsibility

A point related to branded entertainment and IBP is the: a. growing popularity of video games and consoles. b. simplicity of coordinating large IBP campaigns. c. erosion of social media. d. decrease of digital media campaigns.

a. growing popularity of video games and consoles.

Branded entertainment is different from product placement in that branded entertainment: a. is a natural extension and outgrowth of product placement. b. displays the brand in traditional ways. c. involves lower levels of exposure for a brand. d. sells ads for the brand's presence.

a. is a natural extension and outgrowth of product placement.

As advertising and IBP have become more complex, organizations often become reliant on diverse functional ________________.________ a. specialists, such as consultants b. politicians, such as elected leaders at the state or national level c. CEOs, such as those from the market share leaders d. direct sales, such as online and in-person

a. specialists, such as consultants

Market research indicates that among people who watch movies, the people that are most likely to notice product placements and also most willing to try products in movies and films 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.

Which of the following is an example of product placement? a. A race car featuring advertisements for several brands on the outside of the car b. A movie featuring the lead actor drinking a branded beverage at various times throughout the movie c. A t-shirt featuring a sport celebrity d. An actor endorsing an anti-aging lotion in a magazine ad

b. A movie featuring the lead actor drinking a branded beverage at various times throughout the movie

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

An event and their sponsor or sponsors do event sponsorship measurement to measure "fit" or congruity; what are two key areas of congruity or fit? a. Brand loyalty-brand; Branded entertainment-event b. Consumer-event; sponsor-event c. Affiliate marketing-sponsor; brand loyalty-event d. Event sponsorship-image; celebrity-affect transfer

b. Consumer-event; sponsor-event

The dynamic marketing environment entails that brand builders want to: a. primarily focus on selling to their customers without reaching them emotionally. b. be part of the entertainment that their target consumers enjoy. c. stick with solely traditional advertising media. d. stick with informational appeals.

b. be part of the entertainment that their target consumers enjoy.

Events and sponsorship are especially important because sponsorship and events are all about _____ and ____, from a consumer psychology lens. a. margins, rebates b. consumer identity, passion c. flighting, pulsing d. art direction, copywriting

b. consumer identity, passion

A car brand, VW, sponsored a major professional cycling event. They needed event sponsorship measurement, which includes (but isn't limited to) models and metrics on: a. government agency, market orientation, and consumer orientation. b. event-sponsor fit, attitude, event social responsibility, and sponsorship awareness. c. affiliate marketing, customer journey, and market orientation. d. customer orientation, government agency, and event-sponsor fit.

b. event-sponsor fit, attitude, event social responsibility, and sponsorship awareness.

Recent research indicates that a brand gets the most benefit when product placement of the item: a. is used repeatedly to create logistics in a short period of time. b. gets people to talk about it in everyday conversation. c. appears on a new show. d. is used in isolation without the distraction of other marketing elements.

b. gets people to talk about it in everyday conversation.

A car brand 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 car brand? a. The tournament will help diversify the revenue stream for the car brand. b. The tournament will help identify past consumers. c. The tournament will connect the brand with its core customer in a fun and meaningful way. d. The tournament will likely have zero effect.

c. The tournament will connect the brand with its core customer in a fun and meaningful way.

For some annual events, the ________is almost as compelling as the event experience itself. a. local little league team b. pre-roll c. anticipation d. competition

c. anticipation

One way to justify event sponsorship is via: a. art direction and copywriting. b. keeping its branding separate from other forms of IBP. c. exposure and media coverage. d. roadblocking.

c. exposure and media coverage.

A coordination challenge is in: a. making sure each media has an equal level of reach and frequency. b. minimizing the number of different media needed. c. making sure that any marketing effort uses all media available. 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.

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.

A benefit for advergaming is that product placements in video games: a. annoy gamers much more than commercials are to television viewers. b. are less frequent popularity. c. are disliked by adult players. d. provide repetitive exposures of brands.

d. provide repetitive exposures of brands.