Deck 8: Social Entertainment

Question 1

Which of the following best defines a mode?

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.

Answer 1

E

Question 2

Which type of game is distinguished by high barriers to entry,including long playing times and demand for advanced skills for ongoing play?

A)Hardcore game.
B)Core game.
C)Social game.
D)Casual game.
E)Game console.

Answer 2

B

Question 3

How is social publishing most akin to traditional media?

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.

Answer 3

E

Question 4

Which of the following is not included in the social entertainment zone?

A)Social music.
B)Social television and film.
C)Social games.
D)Social storefronts.
E)Alternate reality games.

Question 5

Which type of game is distinguished by low barriers to entry,is easy to learn,and requires a small amount of time per game?

A)Hardcore game.
B)Core game.
C)Social game.
D)Casual game.
E)Game console.

Question 6

Which of the following best defines a platform?

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 7

Which of the following characteristics is not associated with a social game?

A)Multi-player.
B)Competitive.
C)Dedicated.
D)Community-oriented.
E)Solitary.

Question 8

Which of the following completes the sentence,'Broadly,______ encompasses the digital and social forms of media that are otherwise addressed by the entertainment industry'?

A)social commerce
B)social entertainment
C)social publishing
D)social participation
E)social community

Question 9

Which of the following completes the sentence,'______ gamers value realism in the game's contextual clues and challenge in the game's activities,while ______ gamers value ease of use and immediate gratification'?

A)Hardcore;core
B)Core;social
C)Social;casual
D)Casual;core
E)None of these

Question 10

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

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

Question 11

Someone who wants to play Pet Rescue Saga can just hop online and start matching gemstones for whatever brief time he or she has available.What gaming segment would this game fall in?

A)Core.
B)Casual.
C)Hardcore.
D)Challenging.
E)Demanding.

Question 12

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

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

Question 13

With this type of media,marketers can buy advertising space in and around the source of entertainment?

A)Social media.
B)Paid media.
C)Product placement.
D)Owned media.
E)Traditional media.

Question 14

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

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

Question 15

Which subset of content marketing encourages the audience to interact with the content and is thought to generate word-of-mouth communication about the respective brand?

A)Branded information.
B)UGC.
C)Social branded entertainment.
D)Social games.
E)None of these.

Question 16

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

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

Question 17

Which of the following completes the following sentence,'Play as ______ provides symbolic benefits to the participant in that the form of entertainment is self-expressive,reveals affinities and interests,and provides for a sense of affiliation'?

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

Question 18

Which of the following best represents the characteristics of social entertainment?

A)Digitally connected,participatory,and shareable.
B)Digitally connected,engaging,and shareable.
C)Digitally connected,segmented,and shareable.
D)Digitally connected,participatory,and likeable.
E)Digitally connected,engaging,and likeable.

Question 19

Brands can create owned vehicles of social entertainment by creating which type of content?

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

Question 20

Which of the following completes the sentence,'Play as ______ encourages participants to engage in imaginative experiences'?

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

Question 21

Which of the following describes the visual nature of the game,such as fantasy,horror and retro?

A)Milieu.
B)Tactic.
C)Mode.
D)Theme.
E)Genre.

Question 22

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?

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

Question 23

When you play FIFA and see all the soccer players wearing bright yellow Adidas brand cleats,this is an example of which of the following?

A)Display ad.
B)Achievement badge.
C)Dark ad.
D)Transactional ad.
E)Product placement.

Question 24

ClickZ defined which of the following as 'technology that supports communication and social interaction in either the context of watching television,or related to TV content'?

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

Question 25

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

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 26

When a gamer thinks about all the reasons why the advertising message on the screen does not apply to them,they are engaging in which of the following?

A)Counterarguing.
B)Internalization.
C)Rubbernecking.
D)Transference.
E)Augmented reality.

Question 27

Why should marketers consider social music sites as possible ad vehicles?

A)These social sites offer targeting and reach capabilities.
B)Advertisers can target using age,gender,preferred music genre,and location.
C)Ad impressions are charged on a CPM basis.
D)Production may be provided by the site.
E)All of these.

Question 28

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

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

Question 29

When players love a game,some of these positive feelings rub off on the brands they encounter within it.This spillover is referred to as which of the following?

A)The transference effect.
B)Augmented reality.
C)Counterarguing.
D)Immersive fiction.
E)Internalization.

Question 30

Taylor gets lost in playing FIFA to the point that he has now developed a strong love for Adidas brand clothing,which is prominently advertised and used by characters in the game.Which of the following provides an explanation for this development?

A)Narrative transportation theory.
B)Steganography.
C)Immersive fiction.
D)Value realism.
E)Counterarguing.

Question 31

A billboard for Under Armor appears in the game you are playing.This is an example of which of the following?

A)Display ad.
B)Achievement badge.
C)Dark ad.
D)Transactional ad.
E)Product placement.

Question 32

Which of the following is not true regarding alternate reality games (ARGs)?

A)The story typically unfolds in a linear fashion.
B)ARGs are organic.
C)ARG players rely on the Internet as the hub of communication.
D)ARG players desire to share information with each other.
E)The ARG story is often followed by observers.

Question 33

The tactic of hiding messages within another medium,such that the message is undetectable for those who do not know to look for it,is known as which of the following?

A)Dark marketing.
B)Steganography.
C)Immersive fiction.
D)Gold farming.
E)Plot placement.

Question 34

Epic Goal,a live action soccer game,falls into which of the following game genres?

A)Simulation.
B)First-person shooter.
C)Role-playing.
D)Strategy.
E)Action.

Question 35

Which of the following means that there are way too many games out there that compete for players' attention?

A)Game placement.
B)Game internalization.
C)Game transference.
D)Game steganography.
E)Game clutter.

Question 36

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?

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

Question 37

Which of the following proposes that mental stimulation through storytelling encourages players to become lost in the story?

A)Dark marketing.
B)Steganography.
C)The meaning transfer model.
D)The narrative transportation theory.
E)The transference effect.

Question 38

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?

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

Question 39

Which of the following completes the sentence,'______ follow the game but do not actively participate,whereas ______ participate in forums but do not actively play'?

A)Casual gamers
B)Lurkers
C)Rubberneckers
D)B then A
E)B then C

Question 40

Which of the following refers to the method of play?

A)QR code.
B)Platform.
C)Mode.
D)Milieu.
E)Genre.

Question 41

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?

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

Question 42

Which of the following best describes the gender differences in preferred types of social games?

A)The gender mix of casual social gamers no longer skews male.
B)Women tend to show a preference for puzzle and trivia games.
C)Historically,casual gamers trend older and female whereas hardcore gamers skew younger and male.
D)B & C.
E)All of these.

Question 43

The organic development of Twitter communities around programming like The Walking Dead has allowed people to converse about shows in real time.This is an example of how marketers are using which of the following to share brand messaging?

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

Question 44

Influencers are trusted above many other information sources because of their perceived ______ and ______.

A)Authenticity.
B)Transparency.
C)Expertise.
D)A & B.
E)A & C.

Question 45

For social TV to be considered social media marketing,it must meet which of the following objectives?

A)Should be designed to meet marketing objectives.
B)Must be shareable.
C)Must be participatory.
D)All of these.
E)None of these.

Question 46

According to Play Theory,what are the four motivations for individuals to participate relevant to the social entertainment zone?

A)Fantasy,identity,power,belonging.
B)Frivolity,identity,belonging,power.
C)Belonging,power,fantasy,frivolity.
D)Power,identity,fantasy,frivolity.
E)None of these.

Question 47

Which of the following best completes the sentence,'Social games have relatively low ______,but overall games exhibit a high degree of ______.'?

A)Stickiness,reach.
B)Reach,stickiness.
C)Stickiness,addiction.
D)Reach,addiction.
E)None of these.

Question 48

Why do brands turn to social entertainment?

A)Social entertainment can reach audiences where and when they are spending time,in a context that enables frequent engagement with the brand message.
B)While traditional advertising is sometimes thought of as irritating,people find value in brand integrations with entertainment.
C)All forms of social entertainment,whether branded or not,provide for a more immersive and longer-lasting experience with the brand.
D)All of these.
E)None of these.

Question 49

Social music promotions include which of the following?

A)Audio ads.
B)Display ads.
C)Homepage takeovers.
D)Branded playlists.
E)All of these.

Question 50

Which of the following describes the 'Let's Play' video format in the original digital video gaming category?

A)Helps gamers improve their skills.
B)Video coverage of a gamer in gameplay with commentary.
C)Emotional responses to gaming experiences.
D)Video of a creator completing a challenge dare.
E)None of these.

Question 51

Which of the following completes the sentence,'Play as ______ provides participants with a competitive task.'?

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

Question 52

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

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

Question 53

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

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

Question 54

What type of game is performative in that the player chooses an action that the game then executes?

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

Question 55

Which of the following does not represent a key element in social games?

A)Leaderboards.
B)Achievement badges.
C)Friend lists.
D)Meetups.
E)None of these.

Question 56

What type of game attempts to depict real world situations as accurately as possible?

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

Question 57

More than 20 of the top 100 YouTube channels with the most subscribers worldwide are ______ related.

A)Music.
B)TV.
C)Review.
D)Gaming.
E)None of these.

Question 58

Which of the following best completes the sentence,'The distinction between the zones of social publishing and social entertainment is the orientation: ______-sharing versus ______-sharing.'?

A)Entertainment,knowledge.
B)Knowledge,entertainment.
C)Brand,entertainment.
D)Entertainment,brand.
E)None of these.

Question 59

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?

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

Question 60

Which of the following encompasses events,performances,and activities,which are experienced and shared using social media,and designed to provide the audience with pleasure and enjoyment?

A)Social community zone.
B)Social publishing zone.
C)Social entertainment zone.
D)Social commerce zone.
E)None of these.

Question 61

Marketers can choose from among four general methods for around and in-game advertising.Which type of ads are hard-coded into the game and ensure that all players view the advertising?

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

Question 62

When a player answers a survey in-between game levels and receives points or other game currency as a reward,this is referred to as which of the following?

A)A value-exchange offer.
B)Transactional advertising.
C)Transference.
D)A & B.
E)All of these.

Question 63

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.'?

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

Question 64

Marketers can choose from among four general methods for around and in-game advertising.Which type of ads are integrated into a game's environment as billboards,movie posters,and storefronts (depending of course on the game's context),or simply as ad space within the game screen?

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

Question 65

Which of the following refers to 'a cross-media genre of interactive fiction using multiple delivery and communications media,including television,radio,newspapers,Internet,email,SMS,telephone,voicemail,and postal service'?

A)RPGs.
B)MMORPGs.
C)Dark RPGs.
D)ARGs.
E)None of these.

Question 66

What is a game that delivers a branded message?

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

Question 67

Which of the following includes verbal mentions of brand names and attributes in the plot of a game?

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

Question 68

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?

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

Question 69

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?

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

Question 70

What type of game may involve contextualizing information available from secondary sources outside the game itself,including previous experience with game play?

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

Question 71

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

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

Question 72

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?

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