Question 1

Describe what branded entertainment is, how it differs from brand/product placement, and what its future is as a branding tool.

Accepted Answer

Branded entertainment entails the develo

Question 2

Product placement is the practice of placing any branded product in any movie.

Accepted Answer

A) True 
 B)False

Question 3

The convergence of Madison & Vine refers to the two renowned avenues of the advertising and entertainment industries respectively and their convergence with the branding efforts of marketers.

Accepted Answer

A) True 
 B)False

Question 4

A possible downside of branded entertainment as an IMC tool is the possibility of oversaturation when every brand's marketing manager figures out what a good idea it is.

Accepted Answer

A) True 
 B)False

Question 5

Unlike for television where consumers want to eliminate ads, Nielsen research has established that the majority of video game players see brand placements as enhancing the gaming experience.

Accepted Answer

A) True 
 B)False

Question 6

What is the "Chaos Scenario" envisioned by Ad Age's Bob Garfield?

Accepted Answer

A)  the meltdown of television as a medium 
B)  audience confusion over too many brand messages 
C)  a massive exodus from traditional broadcast media 
D)  the upcoming wars of movie makers and TV series makers as their world's collide 
A)  the meltdown of television as a medium 
B)  audience confusion over too many brand messages 
C)  a massive exodus from traditional broadcast media 
D)  the upcoming wars of movie makers and TV series makers as their world's collide

Question 7

The goal of achieving a synergistic effect through IMC is to

Accepted Answer

A)  achieve as large of a reach and frequency from advertising as possible. 
B)  make sure that any marketing effort uses all media available. 
C)  make various media build on each other's efforts, to ensure coherent and timely communication 
D)  keep to a minimum the number of different media that need to be coordinated. 
A)  achieve as large of a reach and frequency from advertising as possible. 
B)  make sure that any marketing effort uses all media available. 
C)  make various media build on each other's efforts, to ensure coherent and timely communication 
D)  keep to a minimum the number of different media that need to be coordinated.

Question 8

What kind of consumers were in contact with the Charmin brand during the Charmin Restrooms campaign?

Accepted Answer

A)  Americans who need restrooms 
B)  Families from all 50 states and more than 70 countries 
C)  New Yorkers who need luxurious 
D)  Children and older people who need restrooms more often 
A)  Americans who need restrooms 
B)  Families from all 50 states and more than 70 countries 
C)  New Yorkers who need luxurious 
D)  Children and older people who need restrooms more often

Question 9

The "new order" of using media strategically to build brands is based on the premise that the fields of advertising, branding and entertainment are converging.

Accepted Answer

A) True 
 B)False

Question 10

Scenario 12-2
Hollywood Inc. is a new promotions company formed by three ex-ad agency execs who had illustrious careers in large multi-service agencies. Over their years in account management and creative roles they developed close ties with a number of Hollywood movers and shakers. Consequently they think they are poised to facilitate advertisers' increasing need for branded entertainment. Unfortunately their "old school" ways of thinking about branding, forged in traditional media, sometimes work against their new business venture.
-(Scenario 12-2) A representative of Jaguar North America sees a Business Week article about Hollywood Inc. and recognizes one of the three founders as an ad exec she once worked with. She calls him to ask about the new firm and what it can do for Jaguar, hoping to be seen by her boss as "forward thinking" on behalf of the Jaguar brand. Her boss informs her that the ad agency of record has already proposed a movie placement as part of next season's media plan, using another brandertainment firm. This is an example of which of the following problems that often accompanies the variety of new branding tools?

Accepted Answer

A)  the insidious infiltration of "crony" management 
B)  a lack of alignment around who is responsible for achieving brand promotion integration 
C)  the inappropriate application of brand communications tools 
D)  "old school" thinking that only traditional media will do the right job for the brand 
A)  the insidious infiltration of "crony" management 
B)  a lack of alignment around who is responsible for achieving brand promotion integration 
C)  the inappropriate application of brand communications tools 
D)  "old school" thinking that only traditional media will do the right job for the brand

Question 11

NASCAR bills itself as

Accepted Answer

A)  the most popular form of car racing 
B)  bigger and faster than the Kentucky Derby 
C)  the best marketing opportunity in sports 
D)  old school in the good way 
A)  the most popular form of car racing 
B)  bigger and faster than the Kentucky Derby 
C)  the best marketing opportunity in sports 
D)  old school in the good way

Question 12

NASCAR aggressively bills itself as the best marketing opportunity in sports.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is the earliest of these examples of product placement in a movie?

Accepted Answer

A)  Reese's pieces in E.T. 
B)  The Mini Cooper in the Italian Job 
C)  The BMW Z3 in Golden Eye 
D)  Wonder Bread in Talledega Nights 
A)  Reese's pieces in E.T. 
B)  The Mini Cooper in the Italian Job 
C)  The BMW Z3 in Golden Eye 
D)  Wonder Bread in Talledega Nights

Question 14

The objective underlying the coordination of supportive media is to achieve a synergistic effect.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following contributed to the success of the Charmin Restroom IMC campaign given as an example in this chapter?

Accepted Answer

A)  20 plush restrooms on Broadway equipped with 10,000 mega rolls of toilet tissue 
B)  the Flush-O-Meter 
C)  Doris Roberts, the meddling mother-in-law on Everybody Loves Raymond 
D)  all of these factors contributed to the Charmin Restroom campaign 
A)  20 plush restrooms on Broadway equipped with 10,000 mega rolls of toilet tissue 
B)  the Flush-O-Meter 
C)  Doris Roberts, the meddling mother-in-law on Everybody Loves Raymond 
D)  all of these factors contributed to the Charmin Restroom campaign

Question 16

The term "Madison & Vine" refers to the fifth President of the United States and his gardener.

Accepted Answer

A) True 
 B)False

Question 17

One way to leverage event sponsorship is to

Accepted Answer

A)  select appropriate targets which cannot see the event. 
B)  issue a publicity warrant for selected targets. 
C)  open retail outlets in retail outlets. 
D)  entertain important clients 
A)  select appropriate targets which cannot see the event. 
B)  issue a publicity warrant for selected targets. 
C)  open retail outlets in retail outlets. 
D)  entertain important clients

Question 18

Why does Proctor & Gamble sponsor a Tide car in the NASCAR races?

Accepted Answer

A)  lot's of women are NASCAR fans 
B)  research indicates that NASCAR fans are brand loyal to the brands that sponsor the cars 
C)  NASCAR fans are three times more likely to purchase a brand promoted by their favorite NASCAR driver 
D)  All of these statements are reasons why P&G might sponsor the Tide car 
A)  lot's of women are NASCAR fans 
B)  research indicates that NASCAR fans are brand loyal to the brands that sponsor the cars 
C)  NASCAR fans are three times more likely to purchase a brand promoted by their favorite NASCAR driver 
D)  All of these statements are reasons why P&G might sponsor the Tide car

Question 19

Event sponsorship is a supportive component of a media plan that involves a marketer providing financial support to help fund an event, such as a rock concert, football game or local hot dog eating contest.

Accepted Answer

A) True 
 B)False

Question 20

In return for providing financial support to help fund an event, a marketer

Accepted Answer

A)  acquires the right to broadcast the event. 
B)  acquires the right to direct the broadcast of the event. 
C)  acquires the right to display a brand name, logo or advertising message at the event. 
D)  can demand that the event be held at a time and place suitable to the marketer 
A)  acquires the right to broadcast the event. 
B)  acquires the right to direct the broadcast of the event. 
C)  acquires the right to display a brand name, logo or advertising message at the event. 
D)  can demand that the event be held at a time and place suitable to the marketer

Describe what branded entertainment is, how it differs from brand/product placement, and what its future is as a branding tool.

Product placement is the practice of placing any branded product in any movie.

The convergence of Madison & Vine refers to the two renowned avenues of the advertising and entertainment industries respectively and their convergence with the branding efforts of marketers.

A possible downside of branded entertainment as an IMC tool is the possibility of oversaturation when every brand's marketing manager figures out what a good idea it is.

Unlike for television where consumers want to eliminate ads, Nielsen research has established that the majority of video game players see brand placements as enhancing the gaming experience.

What is the "Chaos Scenario" envisioned by Ad Age's Bob Garfield?

The goal of achieving a synergistic effect through IMC is to

What kind of consumers were in contact with the Charmin brand during the Charmin Restrooms campaign?

The "new order" of using media strategically to build brands is based on the premise that the fields of advertising, branding and entertainment are converging.

NASCAR bills itself as

NASCAR aggressively bills itself as the best marketing opportunity in sports.

Which of the following is the earliest of these examples of product placement in a movie?

The objective underlying the coordination of supportive media is to achieve a synergistic effect.

Which of the following contributed to the success of the Charmin Restroom IMC campaign given as an example in this chapter?

The term "Madison & Vine" refers to the fifth President of the United States and his gardener.

One way to leverage event sponsorship is to

Why does Proctor & Gamble sponsor a Tide car in the NASCAR races?

Event sponsorship is a supportive component of a media plan that involves a marketer providing financial support to help fund an event, such as a rock concert, football game or local hot dog eating contest.

In return for providing financial support to help fund an event, a marketer

The World of Integrated Marketing Communication

The Promotion Industry

The Evolution of Promoting Brands

Understanding the Marketing Environment: Segmentation, Targeting, and Positioning

Understanding Buyer Behavior and the Communication Process

The Regulatory and Ethical Environment of Promotions

The International Market Environment for Brand Promotion

Messaging and Media Strategies

The Internet

Direct Marketing and Personal Selling

Sales Promotion and Point of Purchase

Public Relations, Influencer Marketing, Social Media, and Corporate Advertising

Personal Selling and Sales Management

Measuring the Effectiveness of Brand Promotions

Filters

Exam 12: Sponsorship, Product Placements, and Branded Entertainment

Describe what branded entertainment is, how it differs from brand/product placement, and what its future is as a branding tool.

Product placement is the practice of placing any branded product in any movie.

The convergence of Madison & Vine refers to the two renowned avenues of the advertising and entertainment industries respectively and their convergence with the branding efforts of marketers.

A possible downside of branded entertainment as an IMC tool is the possibility of oversaturation when every brand's marketing manager figures out what a good idea it is.

Unlike for television where consumers want to eliminate ads, Nielsen research has established that the majority of video game players see brand placements as enhancing the gaming experience.

What is the "Chaos Scenario" envisioned by Ad Age's Bob Garfield?

The goal of achieving a synergistic effect through IMC is to

What kind of consumers were in contact with the Charmin brand during the Charmin Restrooms campaign?

The "new order" of using media strategically to build brands is based on the premise that the fields of advertising, branding and entertainment are converging.

NASCAR bills itself as

NASCAR aggressively bills itself as the best marketing opportunity in sports.

Which of the following is the earliest of these examples of product placement in a movie?

The objective underlying the coordination of supportive media is to achieve a synergistic effect.

Which of the following contributed to the success of the Charmin Restroom IMC campaign given as an example in this chapter?

The term "Madison & Vine" refers to the fifth President of the United States and his gardener.

One way to leverage event sponsorship is to

Why does Proctor & Gamble sponsor a Tide car in the NASCAR races?

Event sponsorship is a supportive component of a media plan that involves a marketer providing financial support to help fund an event, such as a rock concert, football game or local hot dog eating contest.

In return for providing financial support to help fund an event, a marketer

The World of Integrated Marketing Communication

The Promotion Industry

The Evolution of Promoting Brands

Understanding the Marketing Environment: Segmentation, Targeting, and Positioning

Understanding Buyer Behavior and the Communication Process

The Regulatory and Ethical Environment of Promotions

The International Market Environment for Brand Promotion

Messaging and Media Strategies

The Internet

Direct Marketing and Personal Selling

Sales Promotion and Point of Purchase

Public Relations, Influencer Marketing, Social Media, and Corporate Advertising

Personal Selling and Sales Management

Measuring the Effectiveness of Brand Promotions

Filters