Question 1

Explain the necessity for image congruence between a brand and a game with which the brand is associated.

Accepted Answer

Like event sponsorship,a prerequisite for success is congruence between the brand's image and the image and atmosphere the game conveys.In other words,there must be a good fit in order to maximize the value of the association.To pick the right game,marketers must choose the game (or game concep)just as they would choose any other media and vehicles for a media plan.They need to consider the demographic profile of game players,the size of the player market,and the quality and content of the game franchise.

Question 2

Which one of the following statements is FALSE regarding ARGs?

Accepted Answer

A)  The story typically unfolds in a linear fashion. 
B)  ARGs are organic. 
C)  ARG players rely on the Internet as the hub of communication. 
D)  ARG players desire to share information with each other. 
E)  The ARG story is often followed by observers. 
A)  The story typically unfolds in a linear fashion. 
B)  ARGs are organic. 
C)  ARG players rely on the Internet as the hub of communication. 
D)  ARG players desire to share information with each other. 
E)  The ARG story is often followed by observers. A

Question 3

Which one of the following statements about ARGs is FALSE?

Accepted Answer

A)  The ARG game can evolve in ways the architects did not originally plan. 
B)  Fans drive the plot of ARGs. 
C)  Hardcore brand loyalists always welcome the influx of new people who express interest in the ARG game. 
D)  ARGs are unlikely to reach the same number of prospects as a brand could attract if it used mass media. 
E)  ARG players are typically debriefed after the game's end. 
A)  The ARG game can evolve in ways the architects did not originally plan. 
B)  Fans drive the plot of ARGs. 
C)  Hardcore brand loyalists always welcome the influx of new people who express interest in the ARG game. 
D)  ARGs are unlikely to reach the same number of prospects as a brand could attract if it used mass media. 
E)  ARG players are typically debriefed after the game's end. B

Question 4

Which of the following statements is NOT a guideline for developing a successful ARG?

Accepted Answer

A)  Have a story to tell. 
B)  Reveal the full story narrative at the beginning of the game. 
C)  Use obscure clues and messages that will require player interaction to decipher the scenes. 
D)  Utilize a variety of media. 
E)  Carefully design game elements to leverage the characteristics of the delivery medium. 
A)  Have a story to tell. 
B)  Reveal the full story narrative at the beginning of the game. 
C)  Use obscure clues and messages that will require player interaction to decipher the scenes. 
D)  Utilize a variety of media. 
E)  Carefully design game elements to leverage the characteristics of the delivery medium.

Question 5

Games with immersive fiction are specifically characterized as:

Accepted Answer

A)  allowing the player to direct how the story underlying the game develops. 
B)  involving two or more different media. 
C)  acknowledging the need for a team approach to solve the mystery within the game. 
D)  disguising the sponsoring brand of the game itself. 
E)  having a story that seeks to intrigue the audience and the brand benefits merely from its sponsorship or association with the story. 
A)  allowing the player to direct how the story underlying the game develops. 
B)  involving two or more different media. 
C)  acknowledging the need for a team approach to solve the mystery within the game. 
D)  disguising the sponsoring brand of the game itself. 
E)  having a story that seeks to intrigue the audience and the brand benefits merely from its sponsorship or association with the story.

Question 6

Dark play ARG games are specifically characterized as:

Accepted Answer

A)  allowing the player to direct how the story underlying the game develops. 
B)  involving two or more different media. 
C)  acknowledging the need for a team approach to solve the mystery within the game. 
D)  disguising the sponsoring brand of the game itself. 
E)  having a story that seeks to intrigue the audience and the brand benefits merely from its sponsorship or association with the story. 
A)  allowing the player to direct how the story underlying the game develops. 
B)  involving two or more different media. 
C)  acknowledging the need for a team approach to solve the mystery within the game. 
D)  disguising the sponsoring brand of the game itself. 
E)  having a story that seeks to intrigue the audience and the brand benefits merely from its sponsorship or association with the story.

Question 7

The tactic of hiding messages within another medium,such that the message is undetectable for those who do not know to look for it,is known as ________.

Accepted Answer

A)  dark marketing 
B)  steganography 
C)  immersive fiction 
D)  gold farming 
E)  plot placement 
A)  dark marketing 
B)  steganography 
C)  immersive fiction 
D)  gold farming 
E)  plot placement

Question 8

Perhaps the best-known RPG is Dungeons and Dragons.

Accepted Answer

A) True 
 B)False

Question 9

________ participate in forums,but do not actively play.

Accepted Answer

A)  Casual gamers 
B)  Puppet masters 
C)  Lurkers 
D)  Rubberneckers 
E)  Gold farmers 
A)  Casual gamers 
B)  Puppet masters 
C)  Lurkers 
D)  Rubberneckers 
E)  Gold farmers

Question 10

Which of the following characteristics is associated with a casual game?

Accepted Answer

A)  large time investment 
B)  highly immersive 
C)  easy to learn 
D)  demanding 
E)  value realism 
A)  large time investment 
B)  highly immersive 
C)  easy to learn 
D)  demanding 
E)  value realism

Question 11

Gary starts to accept the beliefs of a sergeant in the Call of Duty game.Gary is starting to adopt internalization with this game.

Accepted Answer

A) True 
 B)False

Question 12

Plot placement results in enhanced brand purchase.

Accepted Answer

A) True 
 B)False

Question 13

Texas Hold'Em,a social gambling game,is categorized as a(n)________ game.

Accepted Answer

A)  simulation 
B)  MMORPG 
C)  role-playing 
D)  strategy 
E)  action 
A)  simulation 
B)  MMORPG 
C)  role-playing 
D)  strategy 
E)  action

Question 14

In ARGs,puppet masters are:

Accepted Answer

A)  certain characters in the game. 
B)  the gamers/players. 
C)  the game writers. 
D)  the brands associated with the game. 
E)  the gamers family members. 
A)  certain characters in the game. 
B)  the gamers/players. 
C)  the game writers. 
D)  the brands associated with the game. 
E)  the gamers family members.

Question 15

________ follow the game,but do not actively participate.

Accepted Answer

A)  Casual gamers 
B)  Puppet masters 
C)  Lurkers 
D)  Rubberneckers 
E)  Gold farmers 
A)  Casual gamers 
B)  Puppet masters 
C)  Lurkers 
D)  Rubberneckers 
E)  Gold farmers

Question 16

Depending on the ARG,active players typically outnumber lurkers and rubberneckers.

Accepted Answer

A) True 
 B)False

Question 17

In the movie I Am Sam,Starbucks plays a prominent role as the employer of the lead character throughout the film.This is an example of ________.

Accepted Answer

A)  plot placement 
B)  gold farming 
C)  transactional advertising 
D)  augmented reality 
E)  dark marketing 
A)  plot placement 
B)  gold farming 
C)  transactional advertising 
D)  augmented reality 
E)  dark marketing

Question 18

In Madden NFL 11,players are exposed various mentions of the Old Spice brand via Old Spice Swagger,a sponsored rating of a player's personality.This is an example of ________.

Accepted Answer

A)  a screen placement 
B)  a script placement 
C)  a display ad 
D)  a transactional ad 
E)  an achievement badge 
A)  a screen placement 
B)  a script placement 
C)  a display ad 
D)  a transactional ad 
E)  an achievement badge

Question 19

________ games have players play a character with the goal of completing some mission.

Accepted Answer

A)  Simulation 
B)  First-person shooter 
C)  Role-playing 
D)  Strategy 
E)  Action 
A)  Simulation 
B)  First-person shooter 
C)  Role-playing 
D)  Strategy 
E)  Action

Question 20

Milieu describes the ________ nature of the game.

Accepted Answer

A)  social 
B)  tactile 
C)  visual 
D)  auditory 
E)  abstract 
A)  social 
B)  tactile 
C)  visual 
D)  auditory 
E)  abstract

Explain the necessity for image congruence between a brand and a game with which the brand is associated.

Which one of the following statements is FALSE regarding ARGs?

Which one of the following statements about ARGs is FALSE?

Which of the following statements is NOT a guideline for developing a successful ARG?

Games with immersive fiction are specifically characterized as:

Dark play ARG games are specifically characterized as:

The tactic of hiding messages within another medium,such that the message is undetectable for those who do not know to look for it,is known as ________.

Perhaps the best-known RPG is Dungeons and Dragons.

________ participate in forums,but do not actively play.

Which of the following characteristics is associated with a casual game?

Gary starts to accept the beliefs of a sergeant in the Call of Duty game.Gary is starting to adopt internalization with this game.

Plot placement results in enhanced brand purchase.

Texas Hold'Em,a social gambling game,is categorized as a(n)________ game.

In ARGs,puppet masters are:

________ follow the game,but do not actively participate.

Depending on the ARG,active players typically outnumber lurkers and rubberneckers.

In the movie I Am Sam,Starbucks plays a prominent role as the employer of the lead character throughout the film.This is an example of ________.

In Madden NFL 11,players are exposed various mentions of the Old Spice brand via Old Spice Swagger,a sponsored rating of a player's personality.This is an example of ________.

________ games have players play a character with the goal of completing some mission.

Milieu describes the ________ nature of the game.

The Horizontal Revolution

Strategic Planning With Social Media

Social Consumers

Digital Communities

Social Communities

Social Publishing

Social Commerce

Social Media for Consumer Insight

Social Media Metrics

Filters

Exam 7: Social Entertainment

Explain the necessity for image congruence between a brand and a game with which the brand is associated.

Which one of the following statements is FALSE regarding ARGs?

Which one of the following statements about ARGs is FALSE?

Which of the following statements is NOT a guideline for developing a successful ARG?

Games with immersive fiction are specifically characterized as:

Dark play ARG games are specifically characterized as:

The tactic of hiding messages within another medium,such that the message is undetectable for those who do not know to look for it,is known as ________.

Perhaps the best-known RPG is Dungeons and Dragons.

________ participate in forums,but do not actively play.

Which of the following characteristics is associated with a casual game?

Gary starts to accept the beliefs of a sergeant in the Call of Duty game.Gary is starting to adopt internalization with this game.

Plot placement results in enhanced brand purchase.

Texas Hold'Em,a social gambling game,is categorized as a(n)________ game.

In ARGs,puppet masters are:

________ follow the game,but do not actively participate.

Depending on the ARG,active players typically outnumber lurkers and rubberneckers.

In the movie I Am Sam,Starbucks plays a prominent role as the employer of the lead character throughout the film.This is an example of ________.

In Madden NFL 11,players are exposed various mentions of the Old Spice brand via Old Spice Swagger,a sponsored rating of a player's personality.This is an example of ________.

________ games have players play a character with the goal of completing some mission.

Milieu describes the ________ nature of the game.

The Horizontal Revolution

Strategic Planning With Social Media

Social Consumers

Digital Communities

Social Communities

Social Publishing

Social Commerce

Social Media for Consumer Insight

Social Media Metrics

Filters