Question 1

Which one of the following is not a key characteristic of games?

Accepted Answer

A) Gamers are open to advertising content in games. 
B) Brands benefit when they associate with a successful game. 
C) Players identify with the brands their characters use,and this increases their brand involvement. 
D) Branding within a game's story is an unobtrusive way to share a brand's core message. 
E) Marketers cannot measure a game's promotional value.

Question 2

Which of the following is considered to be in the realm of social music?

Accepted Answer

A) iTunes. 
B) Google Play. 
C) Pandora. 
D) Amazon Music. 
E) All of these.

Question 3

What type of game has the player adopt the identity of a character with the goal of completing some mission often tied to the milieu of fantasy?

Accepted Answer

A) Simulation games. 
B) Action games. 
C) Role-playing games. 
D) Strategy games. 
E) None of these.

Question 4

Marketers can choose from among four general methods for around and in-game advertising.Which type of ads are variable and change based on specified criteria?

Accepted Answer

A) Display ads. 
B) Static ads. 
C) Game ads. 
D) Dynamic ads. 
E) None of these.

Question 5

In the Japanese version of Metal Gear Solid,Peace Walker,the character,could drink Mountain Dew,eat Doritos,and spray himself with Axe to recover or develop additional strength for game play.This is an example of which of the following?

Accepted Answer

A) A screen placement. 
B) A script placement. 
C) A display ad. 
D) A transactional ad. 
E) An achievement badge.

Question 6

What are the content marketing aspects of social entertainment focused on?

Accepted Answer

A) Performing. 
B) Entertainment. 
C) Informing. 
D) Researching. 
E) Experiences.

Question 7

Which of the following visually incorporates the brand into the scenery and are the most common form of product placement?

Accepted Answer

A) Screen placement. 
B) Script placement. 
C) Narrative placement. 
D) Brand placement. 
E) None of these.

Question 8

Marketers can choose from among four general methods for around and in-game advertising.Which type of ad launches a branded mini-game within a game?

Accepted Answer

A) Display ads. 
B) Static ads. 
C) Game ads. 
D) Dynamic ads. 
E) None of these.

Question 9

Which of the following completes the sentence,'Play as ______ provides for fun and goals are relaxing rather than challenging.'?

Accepted Answer

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

Question 10

How is social publishing most akin to traditional media?

Accepted Answer

A) Anyone can publish content in online channels. 
B) News organizations can publish content in online channels. 
C) Individuals can publish content in online channels. 
D) Brands can publish content in online channels. 
E) All of these.

Question 11

Which of the following terms refers to a multiplayer,competitive,goal-oriented activity with defined rules of engagement and online connectivity enabling conversation among a community?

Accepted Answer

A) Social community. 
B) Social forum. 
C) Social entertainment. 
D) Social music. 
E) Social game.

Question 12

Which subset of content marketing seeks to capture and retain attention for a prolonged period of time by entertaining the audience?

Accepted Answer

A) Branded entertainment. 
B) Social media marketing. 
C) Social branded entertainment. 
D) Social games. 
E) None of these.

Question 13

Which form of entertainment gives brands the ability to use the social entertainment zone without the expenses of paid media space or content production?

Accepted Answer

A) Curated. 
B) Owned. 
C) Branded. 
D) Bought. 
E) Published.

Question 14

Which of the following terms best completes the sentence,'In-game ads are often connected to ______,which are perceived as a form of currency among game players.'?

Accepted Answer

A) Display ads. 
B) Dynamic ads. 
C) Value-exchange offers. 
D) Promotional codes. 
E) None of these.

Question 15

Although an ARG benefits from a sponsor's deep pockets,many of the games do not identify who is behind the effort.Instead,players play until the mystery is solved (or the sponsorship is inadvertently discovered and leaked to the community)and the brand sponsor is revealed.What type of ARG does this describe?

Accepted Answer

A) Secret ARGs. 
B) Massively multiplayer ARGs. 
C) Dark RPGs. 
D) Dark play ARGs. 
E) None of these.

Question 16

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 which of the following?

Accepted Answer

A) Plot placement. 
B) Gold farming. 
C) Transactional advertising. 
D) Augmented reality. 
E) Dark marketing.

Question 17

What is a game that delivers a branded message?

Accepted Answer

A) Advergame. 
B) Freemium game. 
C) In-game advertising. 
D) Dynamic game. 
E) None of these.

Question 18

Which of the following best defines a platform?

Accepted Answer

A) A form of technology that enables the overlay of digital images and information over a real (physical)environment. 
B) The hardware systems on which the game is played. 
C) An interactive,electronic device used to display video games. 
D) A two-dimensional barcode that can be read using a webcam or mobile device equipped with a code reader. 
E) The way the game world is experienced.

Question 19

Chipotle developed a mobile social game called Scarecrow that allowed players who achieved average to high marks in the game to earn coupons that could be redeemed at Chipotle locations.This is an example of which of the following?

Accepted Answer

A) Plot placement. 
B) Game clutter. 
C) Transactional advertising. 
D) Gold farming. 
E) Advergame.

Question 20

Coca-Cola's Placelists campaign provides a good example of how marketers are using which of the following to share brand messaging?

Accepted Answer

A) Social TV. 
B) Social games. 
C) Social music. 
D) Social celebrity. 
E) None of these.

Exam 8: Social Entertainment