Question 1

According to your readings, most product placements are typically inserted into movies through all of the following methods, except:

Accepted Answer

While product placements may be inserted into movies through methods A, B, and C, they are not typically inserted into a movie at the demand of a celebrity starring in the film. While it is possible for a celebrity to have a personal preference for a brand, it is more likely that these preferences would be negotiated prior to filming and would fall under method B, where the brand pays for the product placement.

Question 2

Define product pushers and imitation evangelists and provide an example of a way marketers could use a product pusher or an imitation evangelist.

Accepted Answer

The answer of Define product pushers and imitation evangelists and...

Question 3

Product placement occurs in all of the following types of media, with the exception of:

Accepted Answer

The answer of Product placement occurs in all of the...

Question 4

When an actor is seen in close proximity to a product placement, or seen using the product in a scene, an association between the character and/or celebrity and the brand can be created in the consumer's mind. This is referred to as:

Accepted Answer

The answer of When an actor is seen in close...

Question 5

Discuss the advantages of word-of-mouth.

Accepted Answer

The answer of Discuss the advantages of word-of-mouth....

Question 6

What is the difference between organic word-of-mouth and word-of-mouth marketing?

Accepted Answer

The answer of What is the difference between organic word-of-mouth...

Question 7

Fey Weldon's book, The Bulgari Connection, includes a necklace made by the Bulgari Jewelry Company. The necklace is an important part of the plot of the story. This is an example of what type of product placement?

Accepted Answer

The inclusion of the necklace as an important part of the plot makes it an example of product integration, where the product is seamlessly incorporated into the storytelling.

Question 8

What are some of the potential ethical implications of doing a stealth marketing campaign?

Accepted Answer

The answer of What are some of the potential ethical...

Question 9

_____ type of product placement is the most intensive form of placement.

Accepted Answer

The answer of _____ type of product placement is the...

Question 10

Which of the following about product placements are true?

Accepted Answer

The answer of Which of the following about product placements...

Question 11

A few years ago, the car manufacturer, BMW, created a series of eight short films, called, "The Hire," which aired on the Internet. The hires featured several famous actors and directors. These movie shorts were viewed millions of times on the Internet. This is an example of what type of product placement?

Accepted Answer

"The Hire" series by BMW is an example of branded entertainment, where the content is created specifically to feature and promote the brand within the entertainment experience, engaging viewers through storytelling rather than traditional advertising.

Question 12

Which of the following is not a not a reason for the current popularity of product placement?

Accepted Answer

The other choices are all valid reasons for the popularity of product placement, but option D is incorrect. In fact, the use of subliminal persuasion is heavily regulated and generally considered unethical in advertising.

Question 13

What is the difference between viral and stealth marketing?

Accepted Answer

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Question 14

According to your readings, who is the highest paid athlete endorser in the U.S.?

Accepted Answer

According to the readings, Tiger Woods is the highest paid athlete endorser in the U.S. He has significant endorsement deals with companies such as Nike, Rolex, and Bridgestone Golf, which amount to over $50 million annually.

Question 15

According to your readings, what is the unique or main advantage of using athlete endorsers?

Accepted Answer

The main advantage of using athlete endorsers is that they positively influence brand loyalty and word-of-mouth of adolescent consumers. Studies have shown that adolescents are more likely to be influenced by athlete endorsers and are more likely to exhibit brand loyalty and engage in word-of-mouth marketing when their favorite athlete endorses a product. This can be a valuable advantage for companies looking to target this demographic.

Question 16

Minute Maid beverages, along with Skyworks Productions, has created "Minute Maid Maj Jong," which combines brand messages into a video game. What is this type of product placement is called?

Accepted Answer

This type of product placement is called advergaming, which is when a brand message is integrated into a video game.

Question 17

During the movie, National Treasure, the lead characters have a discussion in a sporting goods store. In the background of the scene there a display of AquaFina (a popular brand of bottled water) sitting on a table. This is an example of what type of product placement?

Accepted Answer

This is an example of visual placement, where the product (AquaFina bottled water) is shown in the scene but not interacted with by the characters. It's a way to display the product within the content without integrating it into the storyline or having characters engage with it directly.

Question 18

Which two factors underlie why "fit" between a celebrity and the product/service being endorsed is so important?

Accepted Answer

The answer of Which two factors underlie why "fit" between...

Question 19

The practice of advergaming is an example of what marketing tactic?

Accepted Answer

The answer of The practice of advergaming is an example...

Question 20

According to your readings, who is the highest paid celebrity endorser in the U.S.?

Accepted Answer

According to the readings, Oprah Winfrey is the highest paid celebrity endorser in the U.S., earning an estimated $110 million in 2020.

Quiz 14: Contemporary Marketing Strategies