Question 1

Which is a reason that advertisers' dollars have been diverted from traditional media?

Accepted Answer

Consumers are increasingly using ad-avoidance technology such as DVRs, pop-up blockers, and ad-blocking software to control their information environment and avoid traditional advertising. This has caused advertisers to divert their dollars to alternative forms of advertising such as social media, influencer marketing, and native advertising.

Question 2

The complexities of all the elements of IBP require careful coordination.

Accepted Answer

IBP involves multiple elements such as budgeting, forecasting, sales, and marketing planning which require careful coordination to ensure that they align and support each other.

Question 3

Which of the following is accurate concerning event sponsorship?

Accepted Answer

Event sponsorship can offer the opportunity for consumers to interact face-to-face with the brand. The other options are either inaccurate or unsupported by the given information.

Question 4

Branded entertainment involves developing new,creative forms of entertainment as a means to feature brands and connect with customers.

Accepted Answer

Branded entertainment is indeed about creating unique and innovative forms of entertainment that showcase a brand and help to build customer engagement and loyalty. Strategies might include branded films, video games, social media campaigns, and other forms of branded content that can help a company to differentiate itself from competitors and gain traction with target audiences. Through these efforts, brands can create more meaningful and memorable connections with customers, which can help to drive sales and build brand equity over time.

Question 5

Authenticity of a brand is weakest when the content of the show and the essence of the brand become completely intertwined and integrated.

Accepted Answer

The authenticity of a brand is strongest when the content of the show and the essence of the brand become completely intertwined and integrated. This is because it creates a consistent and genuine representation of the brand that resonates with audiences. When the two are disjointed or inauthentic, it can lead to confusion and mistrust among consumers.

Question 6

The success of any IBP campaign involves choosing the right set of options and coordinating the placement of messages.

Accepted Answer

This statement is true. Choosing the right combination of IBP options and coordinating their placement is crucial to the success of any integrated marketing campaign. This includes tactics such as advertising, sales promotion, public relations, direct marketing, and personal selling, which must all work together to create a cohesive message and achieve the desired marketing objectives.

Question 7

Event social responsibility provides an opportunity for sports sponsors to demonstrate good corporate citizenship,generate positive word-of-mouth,and boost both attendance and patronage intent.

Accepted Answer

By demonstrating social responsibility through sponsoring events, sports sponsors can enhance their reputation, generate favorable buzz and increase the likelihood that people will attend the event or patronize their brand.

Question 8

The dynamic marketing environment entails that brand builders want to:

Accepted Answer

The dynamic marketing environment demands brand builders to be part of the entertainment that their target consumers enjoy. This is because it helps to create an emotional connection with the target consumers and increase brand loyalty. Therefore, brand builders must create advertisements that are fun, engaging and can easily capture the attention of the target consumers.

Question 9

Which of the following is a reason for advertisers to divert their funds from traditional media?

Accepted Answer

Audience fragmentation refers to the way that traditional media no longer reaches a uniform, mass audience as it once did. Advertisers may divert funds in order to reach specific, targeted audiences through more niche and segmented alternative media options. Increased funds available for investment in alternative media and increased costs for television spots could also be contributing factors, but they are not as directly related to the fragmentation of traditional media audiences. Media watchdogs monitoring traditional media is not a reason for advertisers to divert their funds.

Question 10

Ultimately,a point of coordination of supportive media is to achieve a synergistic effect.

Accepted Answer

The purpose of coordinating supportive media is to produce a synergistic effect, meaning that the combined result is greater than the sum of the individual parts. In other words, when different forms of media work together, they can enhance each other and create a more powerful overall impact.

Question 11

Event sponsorship is a documented way to improve consumer knowledge about a product.

Accepted Answer

The answer of Event sponsorship is a documented way to...

Question 12

Sponsor spillover is when a past sponsor may still "get credit" for being the sponsor in the consumer's memory.

Accepted Answer

Sponsor spillover refers to the phenomenon where a past sponsor may still be remembered by consumers as the sponsor of a particular event or activity, even if they are no longer actually sponsoring it. This can happen if the previous sponsor had a strong association with the event, and if consumers continue to associate the event with that sponsor in their memory.

Question 13

Branded entertainment,along with event sponsorship and product placements is popular with marketers because they can work in numerous ways to assist with a brand-building agenda beyond the capabilities of traditional media.

Accepted Answer

Branded entertainment, event sponsorship, and product placements provide more opportunities for marketers to build their brand compared to traditional media. Therefore, it is popular among marketers to use these strategies.

Question 14

Which of the following is a reason for the convergence of advertising/marketing/IBP and entertainment?

Accepted Answer

The convergence of advertising/marketing/IBP and entertainment is driven by brands seeking out opportunities to embed themselves in activities and entertainment that their target consumers enjoy. This allows brands to form stronger connections with their consumers and create more memorable and impactful campaigns. It is not a desire to recapture the past or a product of economic conditions, and there is no natural or inevitable partnership between marketing and accounting.

Question 15

Branded entertainment entails the development and support of any entertainment property,where a primary objective is to feature a firm's brands in an effort to impress,and connect with consumers in a unique and compelling way.

Accepted Answer

This statement accurately defines branded entertainment as a marketing strategy that utilizes entertainment media to showcase a company's brand and engage with consumers.

Question 16

Sponsor spillover is great for the previous sponsor and bad for the incoming sponsor.

Accepted Answer

Sponsor spillover occurs when a sponsor recruits more people than the required number to complete the downline. In this case, the excess people are placed under the sponsor's downline members who are yet to complete their downline. This is good for the previous sponsor as they get additional members in their downline without making additional efforts. However, it can be bad for the incoming sponsor as they may not receive any spillover and may have to work harder to build their downline.

Question 17

Which of the following best describes event sponsorship?

Accepted Answer

Event sponsorship involves providing financial support for an event while displaying an ad message or branding on-site. This type of sponsorship helps to promote brand exposure and awareness among the attendees of the event.

Question 18

A point related to branded entertainment and IBP is the:

Accepted Answer

Branded entertainment and IBP are closely tied to the popularity of entertainment mediums such as video games and consoles. As the popularity of these mediums continues to grow, opportunities for branded entertainment and IBP also increase. Therefore, A is the best choice as it directly relates to the topic. B, C, and D are not applicable or irrelevant to the topic.

Question 19

Which of the following is an example of product placement?

Accepted Answer

Product placement refers to the placement of branded products within entertainment media. In this case, the lead actor in the movie is shown drinking a branded beverage, which is a clear example of product placement. Option A refers to traditional advertising, option C refers to celebrity endorsements, and option D also refers to traditional advertising where an actor is endorsing a product in a magazine ad.

Question 20

When using branded entertainment as an IBP tool,a brand can become integrated in the entertainment media.

Accepted Answer

Branded entertainment allows a brand to seamlessly integrate into the entertainment media, such as movies, TV shows, and music videos, to promote its products or services to the audience.

Quiz 16: Event Sponsorship, product Placements, and Branded Entertainment