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.

Accepted Answer

For a brand to be successfully integrated with an entertainment vehicle, it is important for the content of the show and the essence of the brand to be completely intertwined, which ensures the authenticity of the brand's presence in the show.

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.

Accepted Answer

This statement accurately describes event sponsorship as a component of a media plan.

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.

Accepted Answer

The statement is true. Choosing the right mix of communication options and coordinating message placement are crucial in ensuring effective communication with the target audience in an IMC campaign.

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.

Accepted Answer

When too many brands use branded entertainment as an IMC tool, it can lead to oversaturation and a lack of differentiation, making it less effective.

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.

Accepted Answer

Some experts believe that event sponsorship can offer unique advantages that cannot be directly compared to traditional media.

Question 6

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

Accepted Answer

NASCAR has long marketed itself as a prime platform for companies to advertise and reach a large audience of dedicated fans.

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.

Accepted Answer

Nielsen research indicates that most video game players view brand placements as adding value to their gaming experience, rather than decreasing it.

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.

Accepted Answer

According to a study by Repucom, NASCAR fans are three times more likely to purchase a product promoted by their favorite driver compared to fans of other sports such as golf, tennis, and soccer.

Question 9

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

Accepted Answer

The objective of coordinating supportive media is to achieve a synergistic effect, where the combination of various media channels results in a more effective and powerful communication campaign.

Question 10

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

Accepted Answer

Branded entertainment refers to any form of marketing that involves the creation of content that is sponsored by a brand. This can include sponsorships of sports events, TV shows, and movies, but can also extend to music events, video games, web series, and more.

Question 11

NASCAR has yet to understand the marketing value of brands.

Accepted Answer

NASCAR has long understood the marketing value of brands and has even had successful partnerships with companies such as Coca-Cola, Chevrolet, and Sprint. NASCAR also actively works with sponsors to increase their brand exposure and engagement with fans.

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.

Accepted Answer

Traditional media such as TV, radio or print ads are no longer enough to effectively reach and engage consumers in today's marketing environment. Brand builders are now exploring unconventional and innovative ways to establish meaningful connections with their target audience.

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.

Accepted Answer

The statement is true as the new order of using media strategically to build brands is indeed based on the convergence of advertising, branding, and entertainment.

Question 14

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

Accepted Answer

The term "Madison & Vine" actually refers to the intersection of Madison Avenue and Vine Street in Los Angeles, which is known for being the center of the advertising and entertainment industries.

Question 15

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

Accepted Answer

The answer of Product placement is the practice of placing...

Question 16

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

Accepted Answer

The advantage of video games is not quantified by the number of U.S. households with gaming capability; it's more about the benefits such as improving cognitive skills, providing entertainment, and fostering social connections. The statement's specificity to "1000 U.S. households" is arbitrary and does not accurately represent the widespread availability and use of gaming.

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.

Accepted Answer

By tracking the number of times the sponsor's name appears in media coverage of the event, one can assess the level of brand exposure and potential reach of the sponsorship.

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?"

Accepted Answer

The question that launched Charmin Restrooms IMC effort in Times Square in 2006 was actually "Is it true that the Charmin Restrooms are free and fabulous?"

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.

Accepted Answer

Madison Avenue is a famous avenue known for advertising and Vine Street is an avenue known for entertainment. The convergence of these two industries with branding efforts of marketers is referred to as the convergence of Madison & Vine.

Question 20

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

Accepted Answer

Event sponsorship can significantly influence consumer behavior and brand perception, often leading to increased interest and purchase intent for the products showcased.

Quiz 12: Sponsorship, Product Placements, and Branded Entertainment