ADV exam ch. 16
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?
"It does not matter if your target audience is using DVR—they would still receive your promotional message."
An important issue propelling the search for new ways to reach consumers is the:
erosion in effectiveness of traditional broadcast media
The major sweet spot in event sponsorship comes when there is a significant overlap between the:
event's participants and the marketer's target audience.
T/F: Branded entertainment can exist without any support from marketers.
false
T/F: 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.
false
In order to make the most of event sponsorships, marketers should not only establish media impressions, but also:
find a way to link the brand with a positive feeling that will go beyond the duration of the event.
Recent research indicates that a brand gets the most benefit when product placement of the item:
gets people to talk about it in everyday conversation.
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:
leveraging the sponsorship.
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:
use the tournament to entertain important clients and recruit new ones.
T/F: 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.
False, fundamentally different
T/F: 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.
False, involves a marketer providing financial support to help fund an event, and they then have the right to display a brand name, logo, etc. at the event
.T/F: 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.
False, it complicates marketing efforts
T/F: Using diverse means for brand building is no longer considered profitable, and the list of options that marketers have is constantly growing shorter.
False, marketers embraced diverse means and the list of options continues to grow.
T/F: 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.
False, players see brand placements as adding to quality of play
T/F: Using events, product placement, and branded entertainment in an IBP makes the rules for its success easy to pin down.
False, their dynamic nature makes them hard to pin down.
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?
IBPs do not require explicit goals and objectives.
Which of the following is an important aspect of sponsorship assessment?
Judging whether a brand is receiving loyalty dividend
Which of the following is a reason for advertisers to pay extra to be featured on NASCAR?
NASCAR has huge television audiences which will yield hundreds of media impressions
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?
Nielsen Media Research
Which of the following best describes event sponsorship?
Providing financial support for an event while displaying an ad message on-site
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?
Sponsorships provide a unique opportunity to foster brand loyalty.
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:
under 25 years old.
Which of the following is accurate concerning event sponsorship today?
An emerging trend in event sponsorship is to offer face-to-face encounters between consumers and the brand.
Which of the following will result in ineffectiveness of branded entertainment?
Cluttered environment through overuse of the tool
Which of the following is a reason for advertisers to divert their funds from traditional media?
Consumers' desire to control their information environment
Why did critics traditionally hold the view that event sponsorships, especially sports events, can be ego-driven and wasteful?
Earlier, it wasn't clear what an organization was receiving in return for its sponsor's fee.
Which of the following is an example of product placement?
Electronic gadgets from Apple in Mission Impossible: Ghost Protocol
T/F: 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.
False
T/F: 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
False
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?
The brand failed to connect to the emotional experience of the viewers.
Which of the following accelerates advertiser defections from traditional media?
The reduced quality of the programs offered by networks
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?
The tournament will connect the brand with its core customer in a fun and meaningful way.
. Which of the following is a reason for brand builders to participate in various forms of event sponsorships?
They are looking for benefits through unique associations with something new and smart.
T/F: In today's world of marketing, the fields of advertising, branding, and entertainment are converging.
True
T/F: 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.
True
T/F: Product placement in video games has great potential, considering that about 60 million U.S. households have at least some gaming capability.
True
Which of the following is an example of Madison & Vine?
a children's movie featuring a new brand of candies
Today's dynamic marketing environment has led to a new order in which brand builders want to:
be part of the entertainment that their target consumers enjoy.
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?
branded entertainment
can be considered a natural extension and outgrowth of product placement.
branded entertainment
One way that companies have attempted to assess the benefits of event sponsorship is by:
calculating the number of viewers exposed to a brand.
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:
choosing the right set of options to engage a target segment, and coordinating the placement of messages to ensure coherent and timely communication.
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:
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.
In trying to coordinate traditional and emerging advertising and support media, ad agencies:
see themselves in the lead role, but have not yet played this role to anyone's satisfaction.
Which of the following types of programs on television usually have product placements in them?
soap operas and reality shows
Which of the following sports would best provide an advertiser with brand-building opportunities in terms of global exposure?
soccer
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.
specialists
Which of the following is most likely to offer event sponsorship on a global basis?
the Olympics.
Which of the following is a reason for the convergence of advertising and entertainment?
the availability of new kinds of media that people can use at their leisure
Which of the following components of American movies have been regularly used as a platform for launching new brands?
the car chase
Which of the following can advertisers accomplish if they create their own story for a branded entertainment initiative?
they attract specific target audiences
T/F: 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.
true
T/F: 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.
true
T/F: Authenticity of a brand is strongest when the content of the show and the essence of the brand become completely intertwined and integrated.
true
T/F: Events, product placements, and branded entertainment offer the advertiser some of the best opportunities for integrated brand promotion.
true
T/F: 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.
true
T/F: Product placement involves advertisers finding shows where the product might fit. Branded entertainment involves advertisers creating shows so the product will star.
true
T/F: The concept of Madison & Vine refers to the convergence of the advertising and entertainment industries toward the branding efforts of marketers.
true
T/F: The majority of the promotional funds spent on event sponsorships today go toward sporting events.
true
T/F: The term Madison & Vine refers to two renowned avenues representing the advertising and entertainment industries, respectively.
true
T/F: Ultimately, the objective underlying the coordination of supportive media is to achieve a synergistic effect
true
