Question 1

A car brand,VW,sponsored a major professional cycling event.They needed event sponsorship measurement,which includes (but isn't limited to)models and metrics on:

Accepted Answer

The models and metrics listed in option B (event-sponsor fit, attitude, event social responsibility, and sponsorship awareness) are the most relevant to measure the success of event sponsorship for VW in a professional cycling event. Option A (government agency, market orientation, and consumer orientation) does not directly relate to the event sponsorship measurement in this context. Option C (affiliate marketing, customer journey, and market orientation) includes metrics that are important for overall marketing strategy but not specifically for event sponsorship measurement. Option D (customer orientation, government agency, and event-sponsor fit) includes some relevant metrics, but not as comprehensive as option B.

Question 2

Branded entertainment is different from product placement in that branded entertainment:

Accepted Answer

Branded entertainment is a more elaborate form of product placement, where the brand weaves itself into the storyline of the content being created. It is a natural extension of product placement to create an immersive brand experience.

Question 3

Which of the following is a reason for advertisers to sponsor with NASCAR,from a media investment lens?

Accepted Answer

The reason for advertisers to sponsor with NASCAR from a media investment lens is because of the huge television audiences, which will yield large media impressions. This means that there will be a high number of viewers who will see the advertisement, making it a worthwhile investment for the advertiser.

Question 4

A coordination challenge is in:

Accepted Answer

A coordination challenge in media planning is ensuring that the right set of media options are chosen to engage the target segment, and that messages are placed in a coordinated and timely manner to ensure coherent communication. This involves selecting the appropriate media mix, determining the optimal frequency and reach for each media, and coordinating the placement of messages across various media channels to ensure that they reinforce each other and create a consistent brand message.

Question 5

A marketing director meets with her staff to review recent problems they have encountered in coordinating widespread and diverse aspects of their marketing plan.Which of the following reasons can explain why coordinating an IBP effort is easy?

Accepted Answer

The answer of A marketing director meets with her staff...

Question 6

An event and their sponsor or sponsors do event sponsorship measurement to measure "fit" or congruity; what are two key areas of congruity or fit?

Accepted Answer

B) Consumer-event and sponsor-event congruity are two key areas of fit in event sponsorship measurement. This involves assessing how well the event aligns with the interests and values of the target consumer base and how well the sponsor's brand aligns with the event itself.

Question 7

An upcoming chain of "green" grocers has reasonable prices,friendly staff,local produce,and a focus on organic and natural products.The company wants to connect with consumers in a fresh way,and is considering creating a show on the Food Network.What type of promotion is this grocer considering?

Accepted Answer

The grocer is considering creating a show on the Food Network to connect with consumers in a fresh way. This is an example of branded entertainment, which involves creating content that offers entertainment value while promoting a brand or product. This approach is effective because it allows the grocer to showcase its values and products in a way that is engaging and relevant to consumers.

Question 8

An event and their sponsors just ended,and now they want to have data to be able to show how and if the event or sponsorship was successful as an experiential marketing tool or for the community.They need to conduct:

Accepted Answer

Event sponsorship measurement is the best choice as it helps in measuring the success of the event or sponsorship as an experiential marketing tool or for the community. This involves collecting data on various parameters such as footfall, engagement, brand awareness, and recall, among others, to understand the impact of the sponsorship on the audience and their behavior towards the brand. This data can then be used to gauge the effectiveness of the sponsorship and make informed decisions on future strategies. The other options listed are not as relevant to evaluating the success of an event or sponsorship.

Question 9

An agency has a client who is skeptical about using branded entertainment.Which of the following should he tell his client about branded entertainment in support of branded entertainment?

Accepted Answer

Branded entertainment is different from traditional advertising as it seeks to create an emotional connection between the consumer and the brand by integrating the brand into the consumer's lifestyle and interests. It's not just about selling a product but offering an experience that the consumer can enjoy and connect with. This approach can be more effective in today's market as consumers are increasingly resistant to traditional advertising.

Question 10

NASCAR fans are unusually _________________.

Accepted Answer

NASCAR fans are known to have a strong connection to the brands that sponsor their favorite drivers and cars, making them loyal customers. This is evident in the high number of NASCAR fans who have reported purchasing products from the brands that sponsor their favorite drivers.

Question 11

Which of the following can advertisers accomplish if they create their own story for a branded entertainment initiative?

Accepted Answer

By creating their own story for a branded entertainment initiative, advertisers ensure their brand is seamlessly integrated into the content, eliminating the need to find a separate place for their brand.

Question 12

A benefit for advergaming is that product placements in video games:

Accepted Answer

Product placements in video games provide repetitive exposures of brands, which can increase brand awareness and recognition among consumers. This can be particularly effective in reaching younger demographics who may be more difficult to target through traditional advertising methods. Additionally, since players are actively engaging with the game and its environment, the product placement may be more memorable and have a greater impact on their purchasing decisions.

Question 13

According to Nielsen Media Research,product placements in video games:

Accepted Answer

Nielsen Media Research has found that product placements in video games are generally seen by gamers as elements that add to the quality of play. This is likely due to the fact that well-executed product placements can add to the realism of the game world, and also provide players with a sense of familiarity with real-world brands. While there may be some players who dislike product placements, overall they are generally viewed favorably.

Question 14

What entails creating a metric that lets a marketer judge sponsorship spending in a direct comparison to spending in the traditional measured media?

Accepted Answer

To compare the effectiveness of sponsorship spending with traditional measured media spending, a metric like media impressions would be ideal. Media impressions are a way to measure the number of times an advertisement is seen or heard. This allows the marketer to directly compare the reach and impact of both types of spending. Brand loyalty would not be a direct comparison to measured media spending, and affiliate marketing and cost-per-click are not relevant to measuring the effectiveness of sponsorship spending compared to traditional measured media.

Question 15

Which of the following is true of branded entertainment?

Accepted Answer

Branded entertainment aims to integrate brands seamlessly into content to enhance engagement without disrupting the viewer's experience.

Question 16

What is the major sweet spot in event sponsorship for advertising and IBP?

Accepted Answer

The major sweet spot in event sponsorship for advertising and IBP is when there is significant overlap achieved between an event's participants and the marketer's target audience. This allows the brand to reach and make an impact on the desired audience effectively.

Question 17

can be considered a natural extension and outgrowth of product placement.

Accepted Answer

Branded entertainment involves creating content that seamlessly integrates a brand or product into the storyline. This concept builds upon the foundation of product placement and takes it one step further by creating an entire entertainment experience around a brand.

Question 18

Recent research indicates that a brand gets the most benefit when product placement of the item:

Accepted Answer

Product placement is most effective when it results in people talking about the product in everyday conversation. This is because word-of-mouth is a powerful marketing tool and can help increase brand awareness and sales. Repeated use and appearing on a new show may also have some benefits, but they are not as important as creating buzz through word-of-mouth. Isolation without other marketing elements may not be effective as it may not reach a large audience.

Question 19

A brand needs to conduct event sponsorship measurement; what are some top guidelines for effectively using event sponsorship as a tool?

Accepted Answer

Matching the brand to the event helps ensure relevance and alignment with the target audience, while defining a specific target audience and sticking to a few key messages helps with effective messaging and measurement.

Question 20

What additional benefit is great for the previous event sponsor but bad for the incoming sponsor?

Accepted Answer

The answer of What additional benefit is great for the...

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

A car brand,VW,sponsored a major professional cycling event.They needed event sponsorship measurement,which includes (but isn't limited to) models and metrics on: