Deck 12: Sponsorship, Product Placements, and Branded Entertainment

Question 1

Authenticity of a brand being integrated with an entertainment vehicle depends on whether or not the content of the show and the essence of the brand are completely intertwined.

Answer 1

True

Question 2

Event sponsorship is a supportive component of a media plan that involves a marketer providing financial support to help fund an event, such as a rock concert, football game or local hot dog eating contest.

Answer 2

True

Question 3

The keys to success of any IMC campaign is choosing the right set of options to engage the target segment and then coordinating message placement to ensure coherent communication.

Answer 3

True

Question 4

A possible downside of branded entertainment as an IMC tool is the possibility of oversaturation when every brand's marketing manager figures out what a good idea it is.

Question 5

Instead of making direct comparisons to traditional media, some experts now think that the advantages of event sponsorship can be fundamentally different than traditional media can provide.

Question 6

NASCAR aggressively bills itself as the best marketing opportunity in sports.

Question 7

Unlike for television where consumers want to eliminate ads, Nielsen research has established that the majority of video game players see brand placements as enhancing the gaming experience.

Question 8

NASCAR fans are three times more likely to purchase a product promoted by their favorite driver relative the fans of other types of sports.

Question 9

The objective underlying the coordination of supportive media is to achieve a synergistic effect.

Question 10

Branded entertainment refers only to sponsorships of sports events, TV shows and movies.

Question 11

NASCAR has yet to understand the marketing value of brands.

Question 12

Because traditional media are not enough in today's marketing environment, brand builders are using unconventional means to create meaningful connections with consumers.

Question 13

The "new order" of using media strategically to build brands is based on the premise that the fields of advertising, branding and entertainment are converging.

Question 14

The term "Madison & Vine" refers to the fifth President of the United States and his gardener.

Question 15

Product placement is the practice of placing any branded product in any movie.

Question 16

One of the advantages of video games is that 1000 U.S. households have at least some gaming capability.

Question 17

One way to measure the benefits of sponsorship of an event is to determine how often the name of the sponsor appears in print and broadcast coverage of the event.

Question 18

The consumer question that launched Proctor & Gamble's hugely successful Charmin Restrooms IMC effort in Times Square in 2006 was "Where's the beef?"

Question 19

The convergence of Madison & Vine refers to the two renowned avenues of the advertising and entertainment industries respectively and their convergence with the branding efforts of marketers.

Question 20

One major problem with event sponsorship is that people seldom actually purchase the products they see at sponsored events.

Question 21

Which of the following is the earliest of these examples of product placement in a movie?

A) Reese's pieces in E.T.
B) The Mini Cooper in the Italian Job
C) The BMW Z3 in Golden Eye
D) Wonder Bread in Talledega Nights

Question 22

Due to the increasing complexities associated with the advertising industry, there is a tendency for organizations to become reliant on ____. However, this can create a problem because these people often lose sight of the overall goals of an effort.

A) vice presidents
B) low-level managers
C) the clerical staff
D) specialists

Question 23

NASCAR bills itself as

A) the most popular form of car racing
B) bigger and faster than the Kentucky Derby
C) the best marketing opportunity in sports
D) old school in the good way

Question 24

What kind of consumers were in contact with the Charmin brand during the Charmin Restrooms campaign?

A) Americans who need restrooms
B) Families from all 50 states and more than 70 countries
C) New Yorkers who need luxurious
D) Children and older people who need restrooms more often

Question 25

One way to leverage event sponsorship is to

A) select appropriate targets which cannot see the event.
B) issue a publicity warrant for selected targets.
C) open retail outlets in retail outlets.
D) entertain important clients

Question 26

What is the term in marketing that entails embedding your brand as part of an entertainment property (e.g., a sporting event, TV show, theme park, short film, movie, or video game) in an effort to connect with your consumer in a unique and compelling way?

A) Fan loyalty
B) Branded entertainment
C) Splashing Events
D) Premiums

Question 27

Which of the following best describes the typical effect of event sponsorship as an advertising medium?

A) it is useful in creating primary demand for a product category
B) it is a base for synergies with brand advertising, sales promotion and public relations elements of IMC.
C) It is often best used as a stand alone element of promotion
D) it is useful for creating brand awareness

Question 28

The goal of achieving a synergistic effect through IMC is to

A) achieve as large of a reach and frequency from advertising as possible.
B) make sure that any marketing effort uses all media available.
C) make various media build on each other's efforts, to ensure coherent and timely communication
D) keep to a minimum the number of different media that need to be coordinated.

Question 29

Coordination is complicated by which of these factors?

A) Competition for internal dollars often yields rivalries that work against it
B) There can be a lack of alignment around who is responsible for achieving the integration
C) Diversity of functional specialists can mean miscommunication or non communication that undermines coordination
D) All of these factors complicate synergistic coordination of IMC

Question 30

What is the "Chaos Scenario" envisioned by Ad Age's Bob Garfield?

A) the meltdown of television as a medium
B) audience confusion over too many brand messages
C) a massive exodus from traditional broadcast media
D) the upcoming wars of movie makers and TV series makers as their world's collide

Question 31

The brave new world of IMC refers to

A) a famous television commercial that launched the first Macintosh laptop
B) a novel by Alduous Huxley
C) new tools and practices in the marketing of brands that are fundamentally different from traditional media
D) the upcoming demise of advertising in favor of sponsored events

Question 32

The story of how Prilosec OTC successfully used sponsorship of Bunco gaming, in particular the Bunco World Championship illustrates what principle of the ideal branding-through-sponsorship scenario?

A) connect with your consumer in a fun and meaningful way
B) take advantage of excellent overlaps between your customer and your brand's benefit
C) leverage the unique connection between consumer and brand to build loyalty and favorable word of mouth
D) all of these are characteristics of the ideal branding-through-sponsorship scenario

Question 33

Many critics contend that event sponsorships, especially those of the sporting kind, can be

A) differentiated in their products ambience.
B) spread over a larger array of offerings.
C) too local.
D) ego-driven and thus a waste of money.

Question 34

In return for providing financial support to help fund an event, a marketer

A) acquires the right to broadcast the event.
B) acquires the right to direct the broadcast of the event.
C) acquires the right to display a brand name, logo or advertising message at the event.
D) can demand that the event be held at a time and place suitable to the marketer

Question 35

An additional advantage of event sponsorships is that it can be used

A) as a way to entertain important clients
B) to motivate a firm's salespeople
C) to recruit new customers
D) all of these are additional advantages of event sponsorship

Question 36

Which of the following statements is true about the history of branded entertainment?

A) It began even before television
B) The longest lasting branded entertainment vehicle is the Guiding Light, a soap opera that has been running continually for just over 70 years
C) No firm has managed this marketing collaboration technique better than P&G
D) All of these statements are true of branded entertainment's history as a marketing tactic

Question 37

Which of the following contributed to the success of the Charmin Restroom IMC campaign given as an example in this chapter?

A) 20 plush restrooms on Broadway equipped with 10,000 mega rolls of toilet tissue
B) the Flush-O-Meter
C) Doris Roberts, the meddling mother-in-law on Everybody Loves Raymond
D) all of these factors contributed to the Charmin Restroom campaign

Question 38

Why does Proctor & Gamble sponsor a Tide car in the NASCAR races?

A) lot's of women are NASCAR fans
B) research indicates that NASCAR fans are brand loyal to the brands that sponsor the cars
C) NASCAR fans are three times more likely to purchase a brand promoted by their favorite NASCAR driver
D) All of these statements are reasons why P&G might sponsor the Tide car

Question 39

Which of the following is a reason for the convergence of Madison & Vine?

A) New York City needed to extend Madison Avenue into Greenwich Village where it becomes Vine Street
B) People have an ever-expanding set of options beyond traditional media with which to fill their leisure time - from playing video games to watching DVD's.
C) People like movies better than TV where the ads are limited to pre-screening 20 minute segments
D) there really isn't a convergence; the idea of Madison & Vine is just a way for "ad men" to recapture some of the fading glamour of their industry

Question 40

If a marketer wants to directly compare the effectiveness of an event sponsorship with that of traditional advertising efforts, he or she should

A) calculate the number of exposures to the brand at the event and from coverage of the event and decided whether it is comparatively cost effective.
B) compare the money spend sponsoring the event with the amount needed to run traditional advertising over the same time period.
C) compare sales figures in the weeks before and after the event with sales figures preceding and following traditional advertising efforts.
D) compare brand-preference figures in the weeks before and after the event with brand-preference figures preceding and following traditional advertising efforts.

Question 41

Scenario 12-1
The People to People Sports Committee has a site on the World Wide Web that informs potential advertisers of the opportunity to sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of the Bird of Prey yacht can buy space for logos and graphics on the Bird of Prey's sails, hulls, crewmember uniforms, and trailer. For enough sponsorship money, the Bird of Prey will even change its name to that of any sponsor. The Bird of Prey is scheduled to compete in five Grand Prix yacht-racing events a year.
The People to People Sports Committee claims that sponsoring the Bird of Prey could result in more than 60 million gross impressions in sailing magazines and newspapers. In addition, it is possible for sponsors and their guests to arrange for sailing sessions on the yacht.
(Scenario 12-1) The website did not offer any information regarding the conversion of Grand Prix yacht racing fan loyalty into sales. Advertisers that set this as the key objective of their sponsorship efforts are best served by looking into the sponsorship of

A) college football
B) baseball
C) tennis
D) NASCAR

Question 42

Scenario 12-2
Hollywood Inc. is a new promotions company formed by three ex-ad agency execs who had illustrious careers in large multi-service agencies. Over their years in account management and creative roles they developed close ties with a number of Hollywood movers and shakers. Consequently they think they are poised to facilitate advertisers' increasing need for branded entertainment. Unfortunately their "old school" ways of thinking about branding, forged in traditional media, sometimes work against their new business venture.
(Scenario 12-2) A representative of Jaguar North America sees a Business Week article about Hollywood Inc. and recognizes one of the three founders as an ad exec she once worked with. She calls him to ask about the new firm and what it can do for Jaguar, hoping to be seen by her boss as "forward thinking" on behalf of the Jaguar brand. Her boss informs her that the ad agency of record has already proposed a movie placement as part of next season's media plan, using another brandertainment firm. This is an example of which of the following problems that often accompanies the variety of new branding tools?

A) the insidious infiltration of "crony" management
B) a lack of alignment around who is responsible for achieving brand promotion integration
C) the inappropriate application of brand communications tools
D) "old school" thinking that only traditional media will do the right job for the brand

Question 43

Scenario 12-4
Prudential Prime Properties is a local real estate office franchise that serves a medium sized metropolitan market. This business is the second largest real estate office in town with a 23% share of the market. Even with an annual advertising budget of over $200,000, this office is not seeing significant sales growth. Prudential Prime Properties has spent the majority of its advertising budget on simple newspaper ads showing specific home listings and promoting weekend open houses. Roy Becker, sales manager, has been questioning whether or not this office should consider additional spending on programs that take advantage of the convergence of Madison & Vine. At present, only about 20% of the promotional budget is allocated which is half what was spent on traditional advertising last year.
(Scenario 12-4) Roy is considering using billboard advertising to enhance the awareness of the specific services that are offered by this real estate office. His office manager, who just earned an M.B.A. in marketing, suggests that it might be better to build connections with local developers and builders as a way to reach consumers, since traditional media aimed at consumers didn't do the job last year. If Roy agrees, which of the following is likely to be one of the branding tools he considers this year?

A) Support media
B) Outdoor advertising
C) Event sponsorships
D) Point-of-Purchase

Question 44

Scenario 12-1
The People to People Sports Committee has a site on the World Wide Web that informs potential advertisers of the opportunity to sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of the Bird of Prey yacht can buy space for logos and graphics on the Bird of Prey's sails, hulls, crewmember uniforms, and trailer. For enough sponsorship money, the Bird of Prey will even change its name to that of any sponsor. The Bird of Prey is scheduled to compete in five Grand Prix yacht-racing events a year.
The People to People Sports Committee claims that sponsoring the Bird of Prey could result in more than 60 million gross impressions in sailing magazines and newspapers. In addition, it is possible for sponsors and their guests to arrange for sailing sessions on the yacht.
(Scenario 12-1) A company that sponsors the Bird of Prey may do so with the hopes of the sponsorship playing a role in its IMC effort. What potential exists with this desire?

A) Support vehicles often do not have the impact to play a meaningful role in an IMC effort.
B) There are no measures to ascertain the efficiency of this sort of sponsorship.
C) The people that manage event sponsorships within the company may work against coordination of IMC efforts.
D) Event sponsorships cannot offer the highly targeted audience necessary for an effective IMC effort.

Question 45

You manage event sponsorships at an advertising agency. Write a brief memo to a client who has never used event sponsorship as a marketing tool. In the memo, explain what event sponsorship is. Present four reasons why event sponsorship can be an effective support medium.

Question 46

Scenario 12-2
Hollywood Inc. is a new promotions company formed by three ex-ad agency execs who had illustrious careers in large multi-service agencies. Over their years in account management and creative roles they developed close ties with a number of Hollywood movers and shakers. Consequently they think they are poised to facilitate advertisers' increasing need for branded entertainment. Unfortunately their "old school" ways of thinking about branding, forged in traditional media, sometimes work against their new business venture.
(Scenario 12-2) In characterizing their new venture, Hollywood, Inc. as a provider of "brandertainment" they are telling prospective clients that their business is

A) a new kind of ad agency
B) located at Madison & Vine
C) a new film studio
D) inventing humorous or imaginative brand symbols

Question 47

Scenario 12-1
The People to People Sports Committee has a site on the World Wide Web that informs potential advertisers of the opportunity to sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of the Bird of Prey yacht can buy space for logos and graphics on the Bird of Prey's sails, hulls, crewmember uniforms, and trailer. For enough sponsorship money, the Bird of Prey will even change its name to that of any sponsor. The Bird of Prey is scheduled to compete in five Grand Prix yacht-racing events a year.
The People to People Sports Committee claims that sponsoring the Bird of Prey could result in more than 60 million gross impressions in sailing magazines and newspapers. In addition, it is possible for sponsors and their guests to arrange for sailing sessions on the yacht.
(Scenario 12-1) Which of the following statements regarding sponsorship of Bird of Prey is NOT true?

A) It would be part of the $8.7 billion event-sponsoring industry.
B) Critics claim that sponsorship of events like this is the result of ego-driven decision making.
C) If the sponsorship does not compare well with the cost efficiency of traditional advertising, the sponsorship may still be a good decision.
D) The positive feelings that one was watching Grand Prix yacht racing may be transferred to the sponsor's products.

Question 48

Coordination of an IMC effort can be a tremendous challenge in any business environment. Describe the factors working against coordination. Include those specific to an organization that handles the entire effort internally, and those specific to an organization that uses external sources.

Question 49

Describe what branded entertainment is, how it differs from brand/product placement, and what its future is as a branding tool.

Question 50

Scenario 12-2
Hollywood Inc. is a new promotions company formed by three ex-ad agency execs who had illustrious careers in large multi-service agencies. Over their years in account management and creative roles they developed close ties with a number of Hollywood movers and shakers. Consequently they think they are poised to facilitate advertisers' increasing need for branded entertainment. Unfortunately their "old school" ways of thinking about branding, forged in traditional media, sometimes work against their new business venture.
(Scenario 12-2) After making the mistake of proposing using Hollywood Inc. without checking on the existing marketing communications plan, the young Jaguar North America manager learns her lesson. When she hears from a friend that another James Bond film has been approved for production, she calls the senior account executive at their lead ad agency to check whether placement in this film would be consistent with the brand imagery being created for the brand and whether they have contacts that can achieve such placement, before telling her boss of her idea. What aspect of coordination is happening in this situation?

A) The lead agency is acting as architect and general contractor for Jaguar's IMC
B) The lead agency is behaving as a jack of all trades and master of none
C) The Jaguar marketing executive is taking control of external specialists
D) The Jaguar IMC are fragmented

Question 51

Scenario 12-3
You are a media planner at a small but nevertheless full service advertising agency. Since it's Friday, you decide to take a long lunch, returning to the office around 2:00 P.M. When you get back to your desk, there's a stack of messages waiting for you. You must answer them all before you can go home for the weekend.
(Scenario 12-3) The account executive in charge of the agency's largest-billing client, the Acme angina prevention medication aimed at special heart disease symptoms unique to women, has emailed you that on Monday the brand team will be visiting the agency. She needs you to be prepared to discuss at least three elements of a good IMC program that will work with the national advertising campaign they have already approved. She reminds you that the options have to build on the heart health connection that women feel toward the brand as a result of the advertising. You email back which set of suggestions below?

A) Local evening news TV advertising, event sponsorship of a men's golf tournament and product placement in a network comedy
B) Sponsorship of a women's heart health awareness 10K race, product placement in an upcoming movie starring Jack Nicholson and Diane Keaton who find love in their 60's and ongoing sponsorship of a mature women's romance TV series on the Lifetime Channel
C) Sponsoring a pink NASCAR competitor, embedding the product in an upcoming Bruce Willis police drama, and signing on as the sponsor of public service spots for the ASPCA
D) None of these sets of options will leverage the Acme brand with women who suffer from angina

Question 52

Scenario 12-4
Prudential Prime Properties is a local real estate office franchise that serves a medium sized metropolitan market. This business is the second largest real estate office in town with a 23% share of the market. Even with an annual advertising budget of over $200,000, this office is not seeing significant sales growth. Prudential Prime Properties has spent the majority of its advertising budget on simple newspaper ads showing specific home listings and promoting weekend open houses. Roy Becker, sales manager, has been questioning whether or not this office should consider additional spending on programs that take advantage of the convergence of Madison & Vine. At present, only about 20% of the promotional budget is allocated which is half what was spent on traditional advertising last year.
(Scenario 12-4) When Roy entertains clients like the developers and builders he hopes to work with at an event sponsored by his brand what is he doing?

A) co-opting
B) leveraging
C) selling
D) pretending

Question 53

Scenario 12-3
You are a media planner at a small but nevertheless full service advertising agency. Since it's Friday, you decide to take a long lunch, returning to the office around 2:00 P.M. When you get back to your desk, there's a stack of messages waiting for you. You must answer them all before you can go home for the weekend.
(Scenario 12-3) The account executive approves your suggestions of a 10K heart health race sponsorship for promoting the Acme brand women's angina medication, and asks whether you can "enrich" the idea by presenting some related ideas that will leverage the event to support the brand even further. You email back and offer some ideas. Among those ideas is (are) ____.

A) Creating a limited edition tee shirt specially designed by a local artist that will incorporate the race name and the Acme brand name. The client management team who will attend in support of the race will personally give a tee to each woman who runs.
B) Brand placement in a video game currently under development
C) All of these statements are leveraging ideas
D) A series of kinetic billboards designed to highlight Acme's sponsorship of the race and be posted for two months in advance of race day that also sends interested consumers to the Acme website.