Question 1

Product placement only occurs when a branded item is used while filming a movie.

Accepted Answer

A) True 
 B)False

Question 2

The Coca-Cola advertising campaign aligned with NASCAR created the first-ever live performance directed at a nationwide audience with improv actors adapting to audience polls in real time.

Accepted Answer

A) True 
 B)False

Question 3

The John Hancock financial services company has been a pioneer in measuring the effectiveness of dollars spent on sponsorships.Based on their marketers' calculations, executives felt that the company's first sponsorship of a college football bowl game in the 1980s was a good media buy.This was because its sponsorship deal

Accepted Answer

A) provided about three times the exposure of traditional advertising. 
B) required little planning or manpower to execute. 
C) banned all other companies from advertising. 
D) allowed for the delivery of an ad message in a traditional way. 
A) provided about three times the exposure of traditional advertising. 
B) required little planning or manpower to execute. 
C) banned all other companies from advertising. 
D) allowed for the delivery of an ad message in a traditional way.

Question 4

What is the "Chaos Scenario" predicted by Bob Garfield of Advertising Age?

Accepted Answer

A) a lack of direction or cohesiveness in today's marketing plans 
B) a massive exodus from traditional broadcast media 
C) a meltdown of television as a popular medium 
D) a growing confusion among consumers due to too many brand messages 
A) a lack of direction or cohesiveness in today's marketing plans 
B) a massive exodus from traditional broadcast media 
C) a meltdown of television as a popular medium 
D) a growing confusion among consumers due to too many brand messages

Question 5

A potential downside of branded entertainment as an IBP tool is the possibility that a brand or product will become too closely connected to an offering of the entertainment media.

Accepted Answer

A) True 
 B)False

Question 6

The director of a promotional agency has several clients who might be interested in branded entertainment.He looks into marketing history to better understand how this concept has progressed over the years.What would he find regarding the history of branded entertainment?

Accepted Answer

A) It began with the birth of television and the first variety show. 
B) Its longest-running vehicle was Guiding Light, a soap opera that ran for more than 70 years on radio and TV. 
C) It has involved many firms but none that match the marketing collaboration of Kraft Foods. 
D) It began with a radio show based on Campbell's soup. 
A) It began with the birth of television and the first variety show. 
B) Its longest-running vehicle was Guiding Light, a soap opera that ran for more than 70 years on radio and TV. 
C) It has involved many firms but none that match the marketing collaboration of Kraft Foods. 
D) It began with a radio show based on Campbell's soup.

Question 7

Scenario 16-3
In July 2010, a sports-focused social networking site named MyMVPs.com was launched. The site, which has been described by founder Mark Monaco as a hybrid of Facebook, ESPN and YouTube, will allow athletes, proud parents and sports fans alike to view highlights of amateur athletes, check out the week's funniest sports bloopers, and chat with various sports celebrities registered with the free online service. Erin Dwyer, co-founder and one of the four individuals responsible for the site's success, believes the service will be incredibly beneficial not only for amateur athletes with college aspirations, but also for colleges with tight recruiting budgets. Dwyer stated, "It's huge for little kids and it's gigantic for high school athletes who want to get to college. For some schools with tight budgets for recruiting, coaches will be able to jump on a website that is clean and safe and gives them information on a player.That can give them an advantage." Still in its early stages, the company is looking to get its name out there as much as possible-and with partnerships with sports legends such as Mike Ditka, the company appears to be headed in the right direction.(Jeff Vorva, "MyMVPs.com Hopes to Fly High With Amateur Athletes." Chicago Trib Local, June 16, 2010.)
-(Scenario 16-3) MyMVPs arranges sponsorship of several area high schools and begins to think of ways to leverage the sponsorship. In this context, leverage can be described as

Accepted Answer

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. 
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.

Question 8

Scenario 16-3
In July 2010, a sports-focused social networking site named MyMVPs.com was launched. The site, which has been described by founder Mark Monaco as a hybrid of Facebook, ESPN and YouTube, will allow athletes, proud parents and sports fans alike to view highlights of amateur athletes, check out the week's funniest sports bloopers, and chat with various sports celebrities registered with the free online service. Erin Dwyer, co-founder and one of the four individuals responsible for the site's success, believes the service will be incredibly beneficial not only for amateur athletes with college aspirations, but also for colleges with tight recruiting budgets. Dwyer stated, "It's huge for little kids and it's gigantic for high school athletes who want to get to college. For some schools with tight budgets for recruiting, coaches will be able to jump on a website that is clean and safe and gives them information on a player.That can give them an advantage." Still in its early stages, the company is looking to get its name out there as much as possible-and with partnerships with sports legends such as Mike Ditka, the company appears to be headed in the right direction.(Jeff Vorva, "MyMVPs.com Hopes to Fly High With Amateur Athletes." Chicago Trib Local, June 16, 2010.)
-(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 various benefits. To date, they have relied on word-of-mouth to advertise, but they are interested in any possibility that may help build brand awareness. Marketers refer to this process as

Accepted Answer

A) chaos scenario. 
B) mere exposure. 
C) product placement. 
D) media impression. 
A) chaos scenario. 
B) mere exposure. 
C) product placement. 
D) media impression.

Question 9

Market research indicates that ____ who are watching movies are more likely to notice product placements and more willing to try these products.

Accepted Answer

A) people over age 45 
B) people under age 25 
C) women 
D) men 
A) people over age 45 
B) people under age 25 
C) women 
D) men

Question 10

Scenario 16-3
In July 2010, a sports-focused social networking site named MyMVPs.com was launched. The site, which has been described by founder Mark Monaco as a hybrid of Facebook, ESPN and YouTube, will allow athletes, proud parents and sports fans alike to view highlights of amateur athletes, check out the week's funniest sports bloopers, and chat with various sports celebrities registered with the free online service. Erin Dwyer, co-founder and one of the four individuals responsible for the site's success, believes the service will be incredibly beneficial not only for amateur athletes with college aspirations, but also for colleges with tight recruiting budgets. Dwyer stated, "It's huge for little kids and it's gigantic for high school athletes who want to get to college. For some schools with tight budgets for recruiting, coaches will be able to jump on a website that is clean and safe and gives them information on a player.That can give them an advantage." Still in its early stages, the company is looking to get its name out there as much as possible-and with partnerships with sports legends such as Mike Ditka, the company appears to be headed in the right direction.(Jeff Vorva, "MyMVPs.com Hopes to Fly High With Amateur Athletes." Chicago Trib Local, June 16, 2010.)
-(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

Accepted Answer

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. 
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.

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

In the world of marketing and advertising, what is event sponsorship?

Accepted Answer

A) providing financial support for an event while displaying the brand name, logo, or ad message on-site 
B) funding a charitable event in an anonymous way in order 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 the brand name, logo, or ad message on-site 
B) funding a charitable event in an anonymous way in order 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

Question 13

Scenario 16-4
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.
-(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 once again remind her of research that shows

Accepted Answer

A) a good portion of hard-core players are 18 to 34 years old. 
B) the vast majority of gamers are teenagers, not children. 
C) the fastest-growing population of loyal gamers are people ages 55 to 75. 
D) the older people who do play video games are more likely to notice products. 
A) a good portion of hard-core players are 18 to 34 years old. 
B) the vast majority of gamers are teenagers, not children. 
C) the fastest-growing population of loyal gamers are people ages 55 to 75. 
D) the older people who do play video games are more likely to notice products.

Question 14

Scenario 16-4
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.
-(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 they are all taking part in

Accepted Answer

A) event sponsorship. 
B) product placement. 
C) branded entertainment. 
D) co-branding. 
A) event sponsorship. 
B) product placement. 
C) branded entertainment. 
D) co-branding.

Question 15

As noted in your text, critics contend that event sponsorships, especially those of the sporting kind, can be

Accepted Answer

A) damaging to a product. 
B) ego-driven and a waste of money. 
C) too narrow and local in nature. 
D) too broad and global in nature. 
A) damaging to a product. 
B) ego-driven and a waste of money. 
C) too narrow and local in nature. 
D) too broad and global in nature.

Question 16

Which of the following is accurate concerning event sponsorship today?

Accepted Answer

A) Due to the economic recession, event spending worldwide has decreased. 
B) When it comes to events, sports sponsorships no longer draw the biggest share of advertising dollars. 
C) An emerging trend by the Big Three U.S.automakers is to offer face-to-face encounters between consumers and the brand. 
D) The spending of North American companies has begun to grow again after a long period of inertia. 
A) Due to the economic recession, event spending worldwide has decreased. 
B) When it comes to events, sports sponsorships no longer draw the biggest share of advertising dollars. 
C) An emerging trend by the Big Three U.S.automakers is to offer face-to-face encounters between consumers and the brand. 
D) The spending of North American companies has begun to grow again after a long period of inertia.

Question 17

Scenario 16-2
HollywoodBranding is a new promotions company formed by three former ad execs who had illustrious careers in large multi-service advertising agencies.Over their years in account management and creative work, they developed close ties with a number of Hollywood movers and shakers.Consequently, they feel poised to respond to the business world's growing desire for branded entertainment.But they are aware that they need to continually fight their "old school" ways of thinking about branding, forged in years of working solely with traditional media.
-(Scenario 16-2) One drawback for advertisers when subcontracting out to creative teams or external sources like HollywoodBranding is that

Accepted Answer

A) they often duplicate the tactics 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. 
A) they often duplicate the tactics 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.

Question 18

Discuss the nature and use of product placement.How do today's advertisers specifically use product placement, and in which forms of media? Cite several examples based on instances of product placement that you have noticed.

Accepted Answer

Product placement involves placing any b

Question 19

Product placement in video games has great potential, considering that 100 million U.S.households have at least some gaming capability.

Accepted Answer

A) True 
 B)False

Question 20

The promotion launched by Healthy Choice, Fresh Mixers Working Lunch, is the perfect example of

Accepted Answer

A) event sponsorship. 
B) branded entertainment. 
C) product placement. 
D) traditional media. 
A) event sponsorship. 
B) branded entertainment. 
C) product placement. 
D) traditional media.

Product placement only occurs when a branded item is used while filming a movie.

The Coca-Cola advertising campaign aligned with NASCAR created the first-ever live performance directed at a nationwide audience with improv actors adapting to audience polls in real time.

What is the "Chaos Scenario" predicted by Bob Garfield of Advertising Age?

A potential downside of branded entertainment as an IBP tool is the possibility that a brand or product will become too closely connected to an offering of the entertainment media.

The director of a promotional agency has several clients who might be interested in branded entertainment.He looks into marketing history to better understand how this concept has progressed over the years.What would he find regarding the history of branded entertainment?

Market research indicates that ____ who are watching movies are more likely to notice product placements and more willing to try these products.

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

In the world of marketing and advertising, what is event sponsorship?

As noted in your text, critics contend that event sponsorships, especially those of the sporting kind, can be

Which of the following is accurate concerning event sponsorship today?

Discuss the nature and use of product placement.How do today's advertisers specifically use product placement, and in which forms of media? Cite several examples based on instances of product placement that you have noticed.

Product placement in video games has great potential, considering that 100 million U.S.households have at least some gaming capability.

The promotion launched by Healthy Choice, Fresh Mixers Working Lunch, is the perfect example of

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, and Support Organizations

The History of Advertising and Brand Promotion

Social, Ethical, and Regulatory Aspects of Advertising and Promotion

Advertising, Integrated Brand Promotion, and Consumer Behavior

Market Segmentation, Positioning, and the Value Proposition

Advertising and Promotion Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and Ibp

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning: Newspapers, Magazines, Television, and Radio

Media Planning: Advertising and Ibp in Digitalinteractive Media

Sales Promotion, Point-Of-Purchase Advertising, and Support Media

Integrating Direct Marketing and Personal Selling

Public Relations, Influencer Marketing, and Corporate Advertising

Filters

Exam 16: Event Sponsorship, Product Placements, and Branded Entertainment

Product placement only occurs when a branded item is used while filming a movie.

The Coca-Cola advertising campaign aligned with NASCAR created the first-ever live performance directed at a nationwide audience with improv actors adapting to audience polls in real time.

What is the "Chaos Scenario" predicted by Bob Garfield of Advertising Age?

A potential downside of branded entertainment as an IBP tool is the possibility that a brand or product will become too closely connected to an offering of the entertainment media.

The director of a promotional agency has several clients who might be interested in branded entertainment.He looks into marketing history to better understand how this concept has progressed over the years.What would he find regarding the history of branded entertainment?

Market research indicates that ____ who are watching movies are more likely to notice product placements and more willing to try these products.

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

In the world of marketing and advertising, what is event sponsorship?

As noted in your text, critics contend that event sponsorships, especially those of the sporting kind, can be

Which of the following is accurate concerning event sponsorship today?

Discuss the nature and use of product placement.How do today's advertisers specifically use product placement, and in which forms of media? Cite several examples based on instances of product placement that you have noticed.

Product placement in video games has great potential, considering that 100 million U.S.households have at least some gaming capability.

The promotion launched by Healthy Choice, Fresh Mixers Working Lunch, is the perfect example of

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, and Support Organizations

The History of Advertising and Brand Promotion

Social, Ethical, and Regulatory Aspects of Advertising and Promotion

Advertising, Integrated Brand Promotion, and Consumer Behavior

Market Segmentation, Positioning, and the Value Proposition

Advertising and Promotion Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and Ibp

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning: Newspapers, Magazines, Television, and Radio

Media Planning: Advertising and Ibp in Digitalinteractive Media

Sales Promotion, Point-Of-Purchase Advertising, and Support Media

Integrating Direct Marketing and Personal Selling

Public Relations, Influencer Marketing, and Corporate Advertising

Filters