Question 1

A majority of the promotional funds spent on event sponsorships today go toward sporting events.

Accepted Answer

According to industry research, a majority of promotional funds spent on event sponsorships go toward sporting events.

Question 2

Product placement only occurs when a branded item is used while filming a movie.

Accepted Answer

Product placement can occur in a variety of media, not just movies. It also involves integrating branded items or products into television shows, music videos, video games, and other forms of media as a form of advertising.

Question 3

The only way to measure the benefits of sponsoring an event is to determine how often the sponsor's name appears at the event and in media coverage of the event.

Accepted Answer

While measuring the sponsor's name exposure is important, it is not the only way to measure the benefits of sponsoring an event. Other factors such as brand awareness, audience engagement, lead generation, and sales can all contribute to the success of a sponsorship. Moreover, it's crucial to set clear objectives and metrics before sponsoring an event to properly evaluate the returns on investment.

Question 4

A sponsored event can still be considered a positive addition to the IBP mix for the advertiser even if predetermined exposure figures are not met.

Accepted Answer

While meeting predetermined exposure figures is desirable, a sponsored event can still offer other benefits such as brand association, networking opportunities, and community engagement. These can have a positive impact on the advertiser's overall IBP strategy even if the exact exposure figures are not achieved.

Question 5

In the current system of product placement in today's media, companies pay a fee to have their branded products deliberately added to the content of established entertainment vehicles.

Accepted Answer

This statement is true. Product placement is a marketing strategy in which companies pay to have their products or brands featured in movies, television shows, music videos, and other forms of media content. This is done to increase brand recognition and create a positive association between the brand and the entertainment vehicle.

Question 6

The term Madison & Vine comes from the two renowned streets on which the advertising and entertainment professions arose and grew.

Accepted Answer

Madison Avenue in New York City became known as the hub of the advertising industry in the 1950s, while Vine Street in Hollywood was home to the entertainment industry. Together, the two streets represent the intersection of advertising and entertainment, hence the term Madison & Vine.

Question 7

The concept of Madison & Vine refers to the convergence of the advertising and entertainment industries in the branding efforts of marketers.

Accepted Answer

Madison & Vine originated from the intersection of two streets in New York City where the advertising and entertainment industries were located. In modern usage, the term refers to the integration of marketing and entertainment through brand sponsorships, product placements, and other forms of marketing partnerships between the two industries.

Question 8

The term event sponsorship refers to the innovative component of a media plan that involves a company setting up its own events, such as concerts or festivals, to promote its brand and sell its product.

Accepted Answer

Event sponsorship typically involves a company supporting an existing event financially or through resources, rather than setting up its own events.

Question 9

The Coca-Cola advertising campaign aligned with NASCAR created the first-ever live performance directed at a nationwide audience with improv actors adapting to audience polls in real time.

Accepted Answer

The statement is incorrect as there is no record of Coca-Cola or NASCAR creating the first-ever live performance with improv actors adapting to audience polls in real time.

Question 10

In the world of promotion, authenticity refers to the quality of being perceived as genuine and natural, a definite plus in brand placement.

Accepted Answer

Authenticity is a valued quality in promotion as it helps brands to connect with consumers in a genuine and natural way, building trust and credibility.

Question 11

Fresh Mixers Working Lunch promoted a new Healthy Choice product by combining quirky humor and product information using live Web programming.In less than four weeks, Working Lunch attracted more than 5 million visitors to its website.

Accepted Answer

The statement mentions that Working Lunch promoted a new Healthy Choice product and attracted over 5 million visitors to its website using live Web programming.

Question 12

If a doctor on Grey's Anatomy ordered a prescription drug as well as Tylenol for a patient, a sense of authenticity would be demonstrated regarding this product placement.

Accepted Answer

Including Tylenol as a prescribed medication alongside a prescription drug would create a realistic situation and demonstrate authenticity in the product placement.

Question 13

The "new order" of building brands is based on the acknowledgement that the fields of advertising, branding, and entertainment are separate entities and will always be separate entities.

Accepted Answer

The "new order" of building brands is based on the understanding that advertising, branding, and entertainment are converging and overlapping, and that successful brand-building requires an integrated approach that leverages all three fields.

Question 14

In today's world of marketing, the unconventional is becoming conventional.

Accepted Answer

With the increase in competition and the rise of new technologies and platforms, marketers are increasingly turning to unconventional methods to stand out and connect with their target audience. This has made the unconventional more commonplace and even necessary in some cases.

Question 15

Because quirky and gimmicky new formats have been overused, contemporary marketers are returning to traditional media to build brands in the marketing environment and to create meaningful connections with consumers.

Accepted Answer

The answer of Because quirky and gimmicky new formats have...

Question 16

Despite their widespread use and their repetitive exposures during games, brand placements in video games do not affect purchase intent as much as placement in traditional media does.

Accepted Answer

Research has shown that brand placements in video games can have a significant impact on purchase intent, sometimes even more so than traditional media placements.

Question 17

Nielsen Media Research has found that, much like TV viewers who want to avoid commercials, the majority of video game players want to eliminate brand placements in games.

Accepted Answer

Nielsen Media Research has not specifically reported that the majority of video game players want to eliminate brand placements in games. In fact, some studies suggest that players may not mind or even appreciate brand placements if they enhance the gaming experience.

Question 18

An important guideline for effective event sponsorship is to look for a match or overlap between the lifestyles of the event attendees and the benefits your product can deliver.

Accepted Answer

This statement is true. By looking for a match between the target audience of the event and the benefits of your product, you can create a relevant and persuasive sponsorship message that will resonate with attendees and increase the likelihood of a successful partnership.

Question 19

In making direct comparisons to traditional media, it becomes apparent that the advantages of event sponsorship are fundamentally the same as those that traditional media can provide.

Accepted Answer

Event sponsorship offers unique advantages such as direct engagement, experiential marketing, and brand association with specific events, which are not typically provided by traditional media.

Question 20

Product placement in video games has great potential, considering that 100 million U.S.households have at least some gaming capability.

Accepted Answer

The statement is accurate and true.

Quiz 16: Event Sponsorship, Product Placements, and Branded Entertainment