Question 1

A reason for event sponsorship success is that brands are seeking out opportunities to be embedded in activities and entertainment that their target consumers enjoy.

Accepted Answer

Brands use event sponsorship as a way to connect with their target audience and build brand awareness among them. By sponsoring events that their target consumers enjoy, brands can increase their visibility, gain positive associations, and potentially drive sales. Therefore, brands seek out opportunities to be embedded in activities and entertainment that their target consumers enjoy, making event sponsorship a successful marketing strategy.

Question 2

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

Brand placements in video games can significantly affect purchase intent due to high engagement levels and interactive nature, often leading to more effective brand recall and influence compared to traditional media.

Question 3

For companies,it is free to incorporate their branded products deliberately as part of the show.

Accepted Answer

Incorporating branded products deliberately as part of a show often involves product placement agreements, which typically require companies to pay a fee or provide other forms of compensation.

Question 4

Events,product placements,and branded entertainment offer the advertiser few opportunities for integrated brand promotion.

Accepted Answer

Events, product placements, and branded entertainment all offer opportunities for integrated brand promotion, as they involve incorporating the advertiser's brand or products into the content of the event or entertainment medium.

Question 5

Nielsen Media Research 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.

Question 6

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

Accepted Answer

This statement is true.

Question 7

In sponsorship,when there is not a clear sponsor-event congruity,it is a good idea for the advertiser to use sponsorship articulation,or articulate or explain any connection between the two.

Accepted Answer

Sponsorship articulation helps the advertiser to overcome any lack of sponsorship-event congruity by explaining or articulating the connection between the two, hence making it a good idea to use it.

Question 8

For digital engagement,sponsorship mixes in a fantastic way with social media.

Accepted Answer

Sponsorship allows brands to align with specific social media influencers or content creators, giving them access to a wider audience and increasing their digital engagement. Through social media, sponsored content can be shared, making it more visible and potentially more effective in driving engagement and brand awareness.

Question 9

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

The statement is false. With 2 million U.S. households having at least some gaming capability, the video game market is not considered a niche market. Product placement in video games has significant potential due to the large and growing audience.

Question 10

A key asset for event sponsorship is that it can relate with the consumer experience.

Accepted Answer

Event sponsorship allows brands to connect with consumers during an experience that they find meaningful, whether it's a sports game or a music festival. This relationship can be valuable for brand recognition and loyalty.

Question 11

Contemporary marketers are using event sponsorship,product placements,and branded entertainment to build brands in the marketing environment and to create meaningful connections with consumers.

Accepted Answer

Contemporary marketers are indeed using event sponsorship, product placements, and branded entertainment to build brands and establish a strong connection with consumers. These marketing strategies provide an opportunity for brands to reach their target audience in a non-intrusive manner and engage with them in a more meaningful way.

Question 12

Using events,product placement,and branded entertainment in an IBP entails the consumer experience and sponsorship of such can be examples of activating a sponsorship if they reinforce the sponsorship.

Accepted Answer

The statement is true as events, product placement, and branded entertainment can enhance the consumer experience and reinforce the sponsorship, which is crucial for effective activation of the sponsorship.

Question 13

Product placement is the practice of placing any branded product into things such as movies or TV shows; for instance,an actor would have a branded beverage throughout the movie.

Accepted Answer

Product placement is indeed the practice of placing branded products in movies, TV shows, or other media.

Question 14

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 frequency of a sponsor's name at an event and in media coverage is one way to evaluate the impact of sponsorship, it is not the only way. Other factors such as brand awareness, customer engagement, and return on investment should also be considered.

Question 15

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

Accepted Answer

The statement is true. Event sponsorship is indeed often associated with sports, and Nissan Europe's sponsorship of soccer is one example of that. However, event sponsorship can also be seen in other contexts, such as music festivals, conferences, and charity events.

Question 16

A well-fitting sponsored event can be a great addition to an IBP mix.

Accepted Answer

A well-fitting sponsored event can help increase brand awareness, generate leads, and create positive associations between the sponsor and the event. Therefore, it can be an effective tool in an IBP mix.

Question 17

The majority of the promotional funds invested in event sponsorships today are in the context of sporting events.

Accepted Answer

This statement is true. According to various studies and industry reports, most of the promotional funds are invested in sponsoring sporting events compared to other types of events like music festivals, conferences, etc.

Question 18

A 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 is true as finding a match or overlap between the lifestyles of the event attendees and the benefits your product can deliver can help ensure that your brand message reaches the right audience and creates a positive association between your brand and the event experience.

Question 19

In the world of promotion,authenticity refers to the quality of being perceived as genuine and natural,yet that is not important in brand placement.

Accepted Answer

Authenticity is actually very important in brand placement, as consumers are more likely to trust and connect with a brand that is perceived as genuine and natural.

Question 20

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

Accepted Answer

Using diverse means for brand building is considered profitable as it allows marketers to reach out to a wider audience and engage them through various channels. The list of options for brand building is indeed expanding as new technologies, platforms, and methods are being developed constantly.

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