Question 1

Event sponsorship is often seen in the context of sports,such as Nissan Europe's sponsorship of soccer.

Accepted Answer

A) True 
 B)False

Question 2

Product placement in video games has little potential; with 2 million U.S.households having at least some gaming capability,it is considered a niche market.

Accepted Answer

A) True 
 B)False

Question 3

In order to make the most of event sponsorships,marketers should not only establish media impressions,but also:

Accepted Answer

A)  rally viewer support with promotions for it in traditional media. 
B)  invite other companies to share the cost of sponsoring the event. 
C)  find a way to get television and radio coverage that will help target global audiences. 
D)  find a way to link the brand with a positive feeling that will go beyond the duration of the event.

Question 4

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)One client was initially willing to pay a hefty fee for its fruit snack bar to appear in a summer action movie full of spies and car chases,but the fit just didn't seem right.You convinced the client to go instead with a teen romance that also released in the summer.It appears to have done very well,building popularity with kids who bought it at the concessions stand,and went on to buy it at their local retailer.Which of the following concepts did you rely on?

Accepted Answer

A)  Exclusive sponsorship 
B)  Advergaming 
C)  Leveraging 
D)  Authenticity

Question 5

Whether the economy is up or down,automakers in the United States remain aggressive with their event sponsorship.

Accepted Answer

A) True 
 B)False

Question 6

What is the major sweet spot in event sponsorship for advertising and IBP?

Accepted Answer

A)  When the consumers attend events that are sponsored by a brand due to their brand loyalty 
B)  When significant overlap is achieved between an event's participants and the marketer's target audience 
C)  When the affiliate marketing contracts are signed for one year or more, to encourage sponsor spillover 
D)  When event sponsorship happens every other year, in order to keep the consumers in demand and anticipating the sponsorship to come back

Question 7

Ultimately,a point of coordination of supportive media is to achieve a synergistic effect.

Accepted Answer

A) True 
 B)False

Question 8

A car brand,VW,sponsored a major professional cycling event.They needed event sponsorship measurement,which includes (but isn't limited to)models and metrics on:

Accepted Answer

A)  government agency, market orientation, and consumer orientation. 
B)  event-sponsor fit, attitude, event social responsibility, and sponsorship awareness. 
C)  affiliate marketing, customer journey, and market orientation. 
D)  customer orientation, government agency, and event-sponsor fit.

Question 9

Which of the following is a reason for brand builders to participate in various forms of event sponsorships?

Accepted Answer

A)  They want to replace traditional media entirely. 
B)  The marketer acquires the rights to display a brand name, logo, or advertising message on-site at the event. 
C)  They are trying to disengage advertising from entertainment in order to reduce brand image exposures. 
D)  They found that quirky or edgy branded entertainment builds a negative attitude in customers.

Question 10

Branded entertainment,along with event sponsorship and product placements is popular with marketers because they can work in numerous ways to assist with a brand-building agenda beyond the capabilities of traditional media.

Accepted Answer

A) True 
 B)False

Question 11

can be considered a natural extension and outgrowth of product placement.

Accepted Answer

A)  Branded entertainment 
B)  Authenticity 
C)  Market oversaturation 
D)  Event sponsorship

Question 12

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 Tribune Local, June 16, 2010.) 
-(Scenario 16-3)MyMVPs arranges to sponsor a few 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.

Question 13

Event social responsibility provides an opportunity for sports sponsors to demonstrate good corporate citizenship,generate positive word-of-mouth,and boost both attendance and patronage intent.

Accepted Answer

A) True 
 B)False

Question 14

The major sweet spot in event sponsorship comes when there is a significant overlap between the:

Accepted Answer

A)  event participants and the marketer's target audience. 
B)  primary sponsor and the secondary sponsor. 
C)  brand preferences of attendees and the brand preferences of competitors. 
D)  international sponsors and the local sponsors.

Question 15

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 Tribune Local, June 16, 2010.) 
-(Scenario 16-3)The team at MyMVPs decides to make sponsorship one of their top priorities.Not only can they build community relationships,but they can get the MyMVP's name out with signs and banners.The team also prints hundreds of business cards and stationery to distribute,and sets up a number of tents that will feature the company logo.In a small-scale and local way,this is the same thing large corporations do when they make an effort to:

Accepted Answer

A)  leverage the event as much as they can. 
B)  make good use of product placement. 
C)  fight the chaos scenario. 
D)  speak to consumers in a single voice.

Question 16

Which of the following is a reason for the convergence of advertising/marketing/IBP and entertainment?

Accepted Answer

A)  The desire to recapture the fading glamour of the good old days of advertising 
B)  The recession-era consumers focus on more work and less leisure time 
C)  Brands are seeking out opportunities to be embedded in activities and entertainment that their target consumers enjoy 
D)  The natural and inevitable partnership between marketing and accounting

Question 17

Scenario 16-1
MakeWaves is a promotional company with a website that offers the opportunity to sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of the WaveRunner yacht can buy space for logos and graphics on the WaveRunner's sails, hulls, crew member's uniforms, and trailers. For enough sponsorship money, the WaveRunner will even change its name to better fit the sponsor. The WaveRunner is scheduled to compete in five Grand Prix yacht-racing events every year. MakeWaves claims on its website that sponsoring the WaveRunner in a race could result in millions of impressions in sailing magazines and newspapers as well as on broadcast media, and offers specific calculations to those who inquire. 
-(Scenario 16-1)How would an advertiser hope to benefit from sponsoring the WaveRunner?

Accepted Answer

A)  By getting free television advertising that comes with sponsorship 
B)  By strategically writing a press release 
C)  By taking part in the most cost-efficient form of promotion and advertising 
D)  By transferring consumers' positive feelings or the image about yacht racing to the product

Question 18

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)One drawback for advertisers when subcontracting out to creative teams or external sources like HollywoodBranding is that:

Accepted Answer

A)  their tactics may often be the same as those 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 19

Procter & Gamble is a prime example of a giant advertiser that has successfully used branded entertainment over many decades.How has P&G incorporated branded entertainment into its marketing mix over the years?

Accepted Answer

The answer of Procter & Gamble is a prime example...

Question 20

What is event social responsibility?

Accepted Answer

A)  An opportunity for sports sponsors to demonstrate good corporate citizenship, generate positive WOM, and boost patronage and purchase intent 
B)  The legal contract that an event must sign to demonstrate exactly how much they give back to the community 
C)  The same thing as CSR, or corporate social responsibility 
D)  When the previous sponsor sticks in the consumer memory, because the previous sponsor was socially responsible in their event marketing

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

Event sponsorship is often seen in the context of sports,such as Nissan Europe's sponsorship of soccer.

Product placement in video games has little potential; with 2 million U.S.households having at least some gaming capability,it is considered a niche market.

In order to make the most of event sponsorships,marketers should not only establish media impressions,but also:

Whether the economy is up or down,automakers in the United States remain aggressive with their event sponsorship.

What is the major sweet spot in event sponsorship for advertising and IBP?

Ultimately,a point of coordination of supportive media is to achieve a synergistic effect.

A car brand,VW,sponsored a major professional cycling event.They needed event sponsorship measurement,which includes (but isn't limited to) models and metrics on:

Which of the following is a reason for brand builders to participate in various forms of event sponsorships?

Branded entertainment,along with event sponsorship and product placements is popular with marketers because they can work in numerous ways to assist with a brand-building agenda beyond the capabilities of traditional media.

can be considered a natural extension and outgrowth of product placement.

Event social responsibility provides an opportunity for sports sponsors to demonstrate good corporate citizenship,generate positive word-of-mouth,and boost both attendance and patronage intent.

The major sweet spot in event sponsorship comes when there is a significant overlap between the:

Which of the following is a reason for the convergence of advertising/marketing/IBP and entertainment?

Procter & Gamble is a prime example of a giant advertiser that has successfully used branded entertainment over many decades.How has P&G incorporated branded entertainment into its marketing mix over the years?

What is event social responsibility?