Question 1

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

Accepted Answer

The answer of Which of the following describes the visual...

Question 2

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?

Accepted Answer

Plot placement refers to the intentional placement of a brand or product within a film or TV show's storyline. In the case of I Am Sam, Starbucks is prominently featured as the employer of the lead character, representing an example of plot placement.

Question 3

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?

Accepted Answer

This is an example of product placement, as the Adidas cleats are being prominently displayed and featured as part of the soccer players' uniforms in the game.

Question 4

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'?

Accepted Answer

Social TV is the technology that allows for communication and social interaction related to television or TV content.

Question 5

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

Accepted Answer

All of the other options are key characteristics of games and their potential for advertising and branding opportunities. However, marketers can and do measure a game's promotional value through metrics such as user engagement, impressions, and return on investment.

Question 6

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?

Accepted Answer

Counterarguing is the process of mentally challenging or refuting an advertising message or claim. In this case, the gamer is actively thinking about why the advertising message does not apply to them, which is an example of counterarguing. Internalization refers to the process of accepting a message as true or personally relevant. Rubbernecking refers to the act of looking at something out of curiosity or distraction. Transference refers to the process of applying feelings or attitudes towards one thing to another. Augmented reality refers to the integration of virtual elements into real-world environments.

Question 7

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

Accepted Answer

Social music sites offer targeting and reach capabilities, advertisers can target using age, gender, preferred music genre, and location, ad impressions are charged on a CPM basis, and production may be provided by the site. All of these factors make social music sites a strong possibility for ad vehicles.

Question 8

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

Accepted Answer

Pandora is considered to be in the realm of social music because it allows users to create their own custom radio stations and share them with others. Users can also connect with friends and see what music they are listening to. The other options mentioned (iTunes, Google Play, and Amazon Music) are more focused on individual music consumption and do not have as strong a social aspect.

Question 9

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?

Accepted Answer

The transference effect is a psychological phenomenon where the positive feelings a person has towards one thing is transferred to something else in their environment. In the context of gaming, players may develop positive feelings towards a game and these feelings can rub off on the brands they encounter within the game. This can lead to a transfer of positive feelings towards those brands, which is referred to as the transference effect.

Question 10

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?

Accepted Answer

Narrative transportation theory explains how people become "transported" into a story, leading to changes in attitudes and beliefs consistent with the story. In Taylor's case, playing FIFA and seeing Adidas prominently featured led to a positive attitude towards the brand, illustrating how narrative transportation can influence real-world preferences.

Question 11

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

Accepted Answer

A billboard is a type of display ad, which is a form of online advertising that appears as a visual banner on websites or in digital media. It is not an achievement badge, dark ad, transactional ad, or product placement.

Question 12

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

Accepted Answer

The statement that the story typically unfolds in a linear fashion is not true regarding ARGs. The story is often non-linear and can be influenced by player actions and decisions, making it a more organic and interactive experience.

Question 13

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?

Accepted Answer

The tactic described is known as steganography, which involves hiding messages within another medium (such as an image or audio file) in a way that is not apparent to those who do not know to look for it.

Question 14

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

Accepted Answer

Epic Goal is described as a "live action soccer game," which indicates a focus on fast-paced, physical action, making it most likely to fall under the action game genre.

Question 15

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

Accepted Answer

The term "clutter" refers to an excessive amount of something in a specific location, in this case, an overwhelming number of games seeking players' attention.

Question 16

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?

Accepted Answer

This is an example of a script placement, where real-world products are integrated into the storyline or gameplay, allowing characters to interact with them as part of the narrative.

Question 17

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

Accepted Answer

The narrative transportation theory proposes that mental stimulation through storytelling encourages players to become lost in the story, which is the key factor in their enjoyment of the game.

Question 18

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?

Accepted Answer

This is an example of an advergame, which is a video game that has been created to advertise a product or service. Chipotle created the Scarecrow game as a way to promote their brand and incentivize players to visit their locations by offering coupons as rewards for playing the game.

Question 19

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

Accepted Answer

Lurkers follow the game but do not actively participate, whereas rubberneckers participate in forums but do not actively play.

Question 20

Which of the following refers to the method of play?

Accepted Answer

The answer of Which of the following refers to the...

Quiz 8: Social Entertainment