Question 1

Which of the following proposes that mental stimulation through storytelling encourages players to become lost in the story?

Accepted Answer

A)  Dark marketing.
B)  Steganography.
C)  The meaning transfer model.
D)  The narrative transportation theory.
E)  The transference effect. D

Question 2

When a gamer thinks about all the reasons why the advertising message on the screen does not apply to them,they are engaging in which of the following?

Accepted Answer

A)  Counterarguing.
B)  Internalization.
C)  Rubbernecking.
D)  Transference.
E)  Augmented reality. A

Question 3

Which of the following encompasses events,performances,and activities,which are experienced and shared using social media,and designed to provide the audience with pleasure and enjoyment?

Accepted Answer

A)  Social community zone.
B)  Social publishing zone.
C)  Social entertainment zone.
D)  Social commerce zone.
E)  None of these. C

Question 4

Why should marketers consider social music sites as possible ad vehicles?

Accepted Answer

A)  These social sites offer targeting and reach capabilities.
B)  Advertisers can target using age,gender,preferred music genre,and location.
C)  Ad impressions are charged on a CPM basis.
D)  Production may be provided by the site.
E)  All of these.

Question 5

More than 20 of the top 100 YouTube channels with the most subscribers worldwide are ______ related.

Accepted Answer

A)  Music.
B)  TV.
C)  Review.
D)  Gaming.
E)  None of these.

Question 6

Which of the following does not represent a key element in social games?

Accepted Answer

A)  Leaderboards.
B)  Achievement badges.
C)  Friend lists.
D)  Meetups.
E)  None of these.

Question 7

When you play FIFA and see all the soccer players wearing bright yellow Adidas brand cleats,this is an example of which of the following?

Accepted Answer

A)  Display ad.
B)  Achievement badge.
C)  Dark ad.
D)  Transactional ad.
E)  Product placement.

Question 8

Which of the following completes the following sentence,'Play as ______ provides symbolic benefits to the participant in that the form of entertainment is self-expressive,reveals affinities and interests,and provides for a sense of affiliation'?

Accepted Answer

A)  power
B)  frivolity
C)  fun
D)  identity
E)  fantasy

Question 9

Which of the following describes the 'Let's Play' video format in the original digital video gaming category?

Accepted Answer

A)  Helps gamers improve their skills.
B)  Video coverage of a gamer in gameplay with commentary.
C)  Emotional responses to gaming experiences.
D)  Video of a creator completing a challenge dare.
E)  None of these.

Question 10

Which of the following is not true regarding alternate reality games (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.

Question 11

Why do brands turn to social entertainment?

Accepted Answer

A)  Social entertainment can reach audiences where and when they are spending time,in a context that enables frequent engagement with the brand message.
B)  While traditional advertising is sometimes thought of as irritating,people find value in brand integrations with entertainment.
C)  All forms of social entertainment,whether branded or not,provide for a more immersive and longer-lasting experience with the brand.
D)  All of these.
E)  None of these.

Question 12

Which of the following is not included in the social entertainment zone?

Accepted Answer

A)  Social music.
B)  Social television and film.
C)  Social games.
D)  Social storefronts.
E)  Alternate reality games.

Question 13

Taylor gets lost in playing FIFA to the point that he has now developed a strong love for Adidas brand clothing,which is prominently advertised and used by characters in the game.Which of the following provides an explanation for this development?

Accepted Answer

A)  Narrative transportation theory.
B)  Steganography.
C)  Immersive fiction.
D)  Value realism.
E)  Counterarguing.

Question 14

Which of the following best describes the gender differences in preferred types of social games?

Accepted Answer

A)  The gender mix of casual social gamers no longer skews male.
B)  Women tend to show a preference for puzzle and trivia games.
C)  Historically,casual gamers trend older and female whereas hardcore gamers skew younger and male.
D)  B & C.
E)  All of these.

Question 15

Which of the following refers to 'a cross-media genre of interactive fiction using multiple delivery and communications media,including television,radio,newspapers,Internet,email,SMS,telephone,voicemail,and postal service'?

Accepted Answer

A)  RPGs.
B)  MMORPGs.
C)  Dark RPGs.
D)  ARGs.
E)  None of these.

Question 16

Which of the following best completes the sentence,'Social games have relatively low ______,but overall games exhibit a high degree of ______.'?

Accepted Answer

A)  Stickiness,reach.
B)  Reach,stickiness.
C)  Stickiness,addiction.
D)  Reach,addiction.
E)  None of these.

Question 17

When players love a game,some of these positive feelings rub off on the brands they encounter within it.This spillover is referred to as which of the following?

Accepted Answer

A)  The transference effect.
B)  Augmented reality.
C)  Counterarguing.
D)  Immersive fiction.
E)  Internalization.

Question 18

Which of the following describes the visual nature of the game,such as fantasy,horror and retro?

Accepted Answer

A)  Milieu.
B)  Tactic.
C)  Mode.
D)  Theme.
E)  Genre.

Question 19

Which type of game is distinguished by low barriers to entry,is easy to learn,and requires a small amount of time per game?

Accepted Answer

A)  Hardcore game.
B)  Core game.
C)  Social game.
D)  Casual game.
E)  Game console.

Question 20

Which of the following characteristics is not associated with a social game?

Accepted Answer

A)  Multi-player.
B)  Competitive.
C)  Dedicated.
D)  Community-oriented.
E)  Solitary.

Exam 8: Social Entertainment