Question 1

The complexities of all the elements of IBP require careful coordination.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is accurate concerning event sponsorship?

Accepted Answer

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. 
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.

Question 3

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

Accepted Answer

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 
B)  Sitcoms and quiz shows 
C)  Police, legal, and family dramas 
D)  Animated shows and adventure shows

Question 4

Which is a reason that advertisers' dollars have been diverted from traditional media?

Accepted Answer

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 
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

Question 5

Events and sponsorship are especially important because sponsorship and events are all about _____ and ____,from a consumer psychology lens.

Accepted Answer

A)  margins, rebates 
B)  consumer identity, passion 
C)  flighting, pulsing 
D)  art direction, copywriting 
A)  margins, rebates 
B)  consumer identity, passion 
C)  flighting, pulsing 
D)  art direction, copywriting

Question 6

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.

Accepted Answer

A) True 
 B)False

Question 7

Branded entertainment is different from product placement in that branded entertainment:

Accepted Answer

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. 
B)  displays the brand in traditional ways. 
C)  involves lower levels of exposure for a brand. 
D)  sells ads for the brand's presence.

Question 8

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:

Accepted Answer

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. 
B)  over 45 years old. 
C)  over 60 years old. 
D)  between 60 and 70 years old.

Question 9

As advertising and IBP have become more complex,organizations often become reliant on diverse functional ________________.________

Accepted Answer

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 
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

Question 10

According to Nielsen Media Research,product placements in video games:

Accepted Answer

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. 
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.

Question 11

Scenario 16-2
HollywoodBranding is a new promotions company formed by three former ad executives who had illustrious careers in large multi-service advertising agencies. Over the years, 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 thoughts about branding forged in years of working solely with traditional media. 
-(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:

Accepted Answer

A)  cookware appear in the kitchen of a well-known sitcom family. 
B)  company sponsor a cook in this year's Pillsbury Bake-off. 
C)  cookware mentioned in a new movie set in a New York restaurant. 
D)  company fund a new PBS cooking show for amateur gourmets. 
A)  cookware appear in the kitchen of a well-known sitcom family. 
B)  company sponsor a cook in this year's Pillsbury Bake-off. 
C)  cookware mentioned in a new movie set in a New York restaurant. 
D)  company fund a new PBS cooking show for amateur gourmets.

Question 12

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?

Accepted Answer

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. 
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.

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)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:

Accepted Answer

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. 
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.

Question 14

What is meant by the convergence of advertising and entertainment? Explain why this convergence has occurred in the world of promotion.

Accepted Answer

There has been a convergence of sort bet

Question 15

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?

Accepted Answer

A)  Brand loyalty 
B)  Branded entertainment 
C)  Affiliate marketing 
D)  Event sponsorship 
A)  Brand loyalty 
B)  Branded entertainment 
C)  Affiliate marketing 
D)  Event sponsorship

Question 16

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?

Accepted Answer

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 
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

Question 17

What entails creating a metric that lets a marketer judge sponsorship spending in a direct comparison to spending in the traditional measured media?

Accepted Answer

A)  Brand loyalty 
B)  Media impressions 
C)  Affiliate marketing 
D)  Cost-per-click 
A)  Brand loyalty 
B)  Media impressions 
C)  Affiliate marketing 
D)  Cost-per-click

Question 18

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.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Lack of coordination of an IBP effort often leads to disagreement and conflict within the business environment.What kind of factors commonly work against coordination? Explain those specific to an organization that handles the entire effort internally,and those specific to an organization that uses some external sources.

Accepted Answer

Coordinating a complex IBP effort is a c

The complexities of all the elements of IBP require careful coordination.

Which of the following is accurate concerning event sponsorship?

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

Which is a reason that advertisers' dollars have been diverted from traditional media?

Events and sponsorship are especially important because sponsorship and events are all about _ and ,from a consumer psychology lens.

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.

Branded entertainment is different from product placement in that branded entertainment:

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:

As advertising and IBP have become more complex,organizations often become reliant on diverse functional ________.

According to Nielsen Media Research,product placements in video games:

What is meant by the convergence of advertising and entertainment? Explain why this convergence has occurred in the world of promotion.

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?

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?

What entails creating a metric that lets a marketer judge sponsorship spending in a direct comparison to spending in the traditional measured media?

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.

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

The World of Advertising and IBP

The Structure of the Advertising Industry: Advertisers, advertising Agencies, 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 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 Digital, social, Mobile 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

The complexities of all the elements of IBP require careful coordination.

Which of the following is accurate concerning event sponsorship?

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

Which is a reason that advertisers' dollars have been diverted from traditional media?

Events and sponsorship are especially important because sponsorship and events are all about _____ and ____,from a consumer psychology lens.

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.

Branded entertainment is different from product placement in that branded entertainment:

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:

As advertising and IBP have become more complex,organizations often become reliant on diverse functional ________________.________

According to Nielsen Media Research,product placements in video games:

What is meant by the convergence of advertising and entertainment? Explain why this convergence has occurred in the world of promotion.

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?

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?

What entails creating a metric that lets a marketer judge sponsorship spending in a direct comparison to spending in the traditional measured media?

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.

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

The World of Advertising and IBP

The Structure of the Advertising Industry: Advertisers, advertising Agencies, 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 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 Digital, social, Mobile Media

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

Integrating Direct Marketing and Personal Selling

Public Relations, influencer Marketing, and Corporate Advertising

Filters

Events and sponsorship are especially important because sponsorship and events are all about _ and ,from a consumer psychology lens.

As advertising and IBP have become more complex,organizations often become reliant on diverse functional ________.