Question 1

An agency has a client who is skeptical about using branded entertainment.Which of the following should he tell his client about branded entertainment in support of branded entertainment?

Accepted Answer

A)  "Branded entertainment reaches the consumer exclusively in their home." 
B)  "Branded entertainment relates with a lifestyle experience, not about selling a product." 
C)  "Branded entertainment is the most expensive form of IBP." 
D)  "Branded entertainment is the cheapest form of IBP."

Question 2

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 that they are all utilizing __________.

Accepted Answer

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

Question 3

Sponsor spillover is when a past sponsor may still "get credit" for being the sponsor in the consumer's memory.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is a reason for advertisers to sponsor with NASCAR,from a media investment lens?

Accepted Answer

A)  Featuring products on NASCAR builds authenticity like no other event. 
B)  Success with product placements is fostered through developing deep relationships with key players in advertising. 
C)  NASCAR has huge television audiences, which will yield large media impressions. 
D)  Brands want to be fitted into the entertainment of the race, not detract from it.

Question 5

A marketing VP who invested in a sponsorship of the Women's Softball World Series saw extra benefits.It provided opportunities to entertain clients,recruit new customers,motivate employees,and meet consumers.All of these were a result of:

Accepted Answer

A)  connecting the sponsorship to accounting. 
B)  distributing product samples. 
C)  leveraging the sponsorship. 
D)  product placement.

Question 6

Using diverse means for brand building is considered profitable and the list of options that marketers have is expanding.

Accepted Answer