Question 1

Hybrid media&#10;A) is only used by serious game players&#10;B) is an ineffective way of promoting products&#10;C) confuses entertainment and persuasion&#10;D) combines entertainment and persuasive messages

Accepted Answer

Hybrid media combines entertainment and persuasive messages, making it a marketing strategy that aims to engage audiences while delivering brand messaging. It is becoming more popular as a way to reach consumers who are increasingly resistant to traditional advertising.

Question 2

Augmented reality&#10;A) enables additional product details to be given&#10;B) provides a distorted view of reality&#10;C) shows how products should be used&#10;D) provides additional services valued by users

Accepted Answer

D

Question 3

Experiential marketing&#10;A) is just a fad&#10;B) allows emotional contact with a brand&#10;C) appeals only to products bought for emotional reasons&#10;D) only works as part of multimedia activity

Accepted Answer

Experiential marketing allows consumers to engage emotionally with a brand, which can lead to stronger brand loyalty and affinity. It can be used for a variety of products, not just those bought for emotional reasons, and can be effective as a standalone strategy or as part of a larger marketing campaign. It is not just a fad and has been shown to have long-term impact on consumer behavior.

Question 4

Child gamers&#10;A) do not notice products embedded in games&#10;B) show significant increase in product recall of products in games&#10;C) play games so rarely any advertising is ineffective&#10;D) think products in games lack credibility

Accepted Answer

Studies have shown that child gamers do have an increase in product recall of products embedded in games, indicating that they are paying attention to and noticing these products.

Question 5

Product placements&#10;A) are always paid for by marketers&#10;B) cannot be controlled by marketers&#10;C) are clearly identified&#10;D) are potentially deceptive

Accepted Answer

Product placements have the potential to be deceptive as they often blend seamlessly with the content, making it difficult for viewers to spot them as advertisements.

Question 6

Product placements&#10;A) help show children how products are used&#10;B) may encourage children to copy the behaviour of others&#10;C) cannot be understood by children&#10;D) are not subject to regulation

Accepted Answer

Product placements may encourage children to copy the behavior of the characters they admire, leading to a higher likelihood of purchasing or using the product. This is a concern for many regulators as children may not understand that these placements are a form of advertising. However, some regulations do exist to ensure that product placements are clearly identified as such.

Question 7

Product placement in videogames&#10;A) allows interaction with products&#10;B) goes unnoticed&#10;C) interferes with entertainment&#10;D) annoys game players

Accepted Answer

Product placement in videogames allows for interaction with products, such as picking up a can of soda to restore health in a game. This can add a layer of immersion to the gaming experience without interfering with the entertainment or annoying players.

Question 8

Product placement&#10;A) is a recent innovation&#10;B) is used only in television and movies&#10;C) can increase involvement with a product&#10;D) wears out quickly

Accepted Answer

Product placement is a marketing technique that involves placing a product or brand within a media format, such as a movie, TV show, or video game, to promote it to the audience. It has been around for many years and is not a recent innovation. It is used in various forms of media, including TV, movies, music videos, video games, and even books. Product placement can increase involvement with a product because it is integrated into the storyline, making it more memorable and noticeable to the audience. It doesn't wear out quickly because it can continue to provide exposure to a brand or product for a long time, especially if the media format is popular and widely consumed.

Question 9

Hybrid media&#10;A) is an effective way of making advertising fun for children&#10;B) enables effective subliminal advertising&#10;C) is effective in increasing product knowledge&#10;D) is only effective for promoting high involvement products&#10;E) None of the above

Accepted Answer

Hybrid media does not specifically pertain to any of the given options as its effectiveness and application can vary widely depending on the context and execution.

Question 10

Return on investment for hybrid media&#10;A) shows it is not effective&#10;B) is extremely effective according to anecdotal reports&#10;C) is largely limited to recall rates&#10;D) is impossible to measure

Accepted Answer

The return on investment for hybrid media is largely limited to recall rates. This means that the effectiveness of the hybrid media strategy can only be measured in terms of how well it improves brand recall among consumers. Other metrics, such as sales or click-through rates, may not be directly affected by hybrid media and therefore cannot be used to determine its ROI.

Deck 9: Emerging, Hybrid Media and Experiential Marketing