Deck 16: Event Sponsorship, Product Placements, and Branded Entertainment

Question 1

A majority of the promotional funds spent on event sponsorships today go toward sporting events.

Answer 1

True

Question 2

Product placement only occurs when a branded item is used while filming a movie.

Answer 2

False

Question 3

The only way to measure the benefits of sponsoring an event is to determine how often the sponsor's name appears at the event and in media coverage of the event.

Answer 3

False

Question 4

A sponsored event can still be considered a positive addition to the IBP mix for the advertiser even if predetermined exposure figures are not met.

Question 5

In the current system of product placement in today's media, companies pay a fee to have their branded products deliberately added to the content of established entertainment vehicles.

Question 6

The term Madison & Vine comes from the two renowned streets on which the advertising and entertainment professions arose and grew.

Question 7

The concept of Madison & Vine refers to the convergence of the advertising and entertainment industries in the branding efforts of marketers.

Question 8

The term event sponsorship refers to the innovative component of a media plan that involves a company setting up its own events, such as concerts or festivals, to promote its brand and sell its product.

Question 9

The Coca-Cola advertising campaign aligned with NASCAR created the first-ever live performance directed at a nationwide audience with improv actors adapting to audience polls in real time.

Question 10

In the world of promotion, authenticity refers to the quality of being perceived as genuine and natural, a definite plus in brand placement.

Question 11

Fresh Mixers Working Lunch promoted a new Healthy Choice product by combining quirky humor and product information using live Web programming.In less than four weeks, Working Lunch attracted more than 5 million visitors to its website.

Question 12

If a doctor on Grey's Anatomy ordered a prescription drug as well as Tylenol for a patient, a sense of authenticity would be demonstrated regarding this product placement.

Question 13

The "new order" of building brands is based on the acknowledgement that the fields of advertising, branding, and entertainment are separate entities and will always be separate entities.

Question 14

In today's world of marketing, the unconventional is becoming conventional.

Question 15

Because quirky and gimmicky new formats have been overused, contemporary marketers are returning to traditional media to build brands in the marketing environment and to create meaningful connections with consumers.

Question 16

Despite their widespread use and their repetitive exposures during games, brand placements in video games do not affect purchase intent as much as placement in traditional media does.

Question 17

Nielsen Media Research has found that, much like TV viewers who want to avoid commercials, the majority of video game players want to eliminate brand placements in games.

Question 18

An important guideline for effective event sponsorship is to look for a match or overlap between the lifestyles of the event attendees and the benefits your product can deliver.

Question 19

In making direct comparisons to traditional media, it becomes apparent that the advantages of event sponsorship are fundamentally the same as those that traditional media can provide.

Question 20

Product placement in video games has great potential, considering that 100 million U.S.households have at least some gaming capability.

Question 21

Product placement involves advertisers finding shows where the product might fit.Branded entertainment involves advertisers creating shows so the product will star.

Question 22

NASCAR fans are ten times more likely to purchase a product promoted by their favorite driver, relative to the fans of other sports.

Question 23

In the world of marketing and advertising, what is event sponsorship?

A)providing financial support for an event while displaying the brand name, logo, or ad message on-site
B)funding a charitable event in an anonymous way in order to promote the social good
C)buying signage in venues where special events are held
D)embedding the brand name within public events in a subtle way

Question 24

What is the "Chaos Scenario" predicted by Bob Garfield of Advertising Age?

A)a lack of direction or cohesiveness in today's marketing plans
B)a massive exodus from traditional broadcast media
C)a meltdown of television as a popular medium
D)a growing confusion among consumers due to too many brand messages

Question 25

What was the reason, cited in the text, behind the convergence of Madison & Vine?

A)the desire to recapture the fading glamour of the good old days of advertising
B)the recession-era focus on more work and less leisure time
C)the erosion in the effectiveness of traditional broadcast media
D)the natural and inevitable partnership between marketing and promotion

Question 26

A potential downside of branded entertainment as an IBP tool is the possibility that a brand or product will become too closely connected to an offering of the entertainment media.

Question 27

Branded entertainment involves developing and supporting any entertainment property or media format with the goal of featuring the brand in a way that is compelling to consumers.

Question 28

Today's dynamic marketing environment has led to a "new order" in which brand builders, more than ever before, want to

A)just sell to their customers without intruding in their lives.
B)be part of the entertainment that their target consumers enjoy.
C)use traditional advertising media in new ways.
D)target narrowly defined groups of consumers based on demographics.

Question 29

One common problem seen in the new media mix involves matching the brand with the entertainment property.

Question 30

The promotion launched by Healthy Choice, Fresh Mixers Working Lunch, is the perfect example of

A)event sponsorship.
B)branded entertainment.
C)product placement.
D)traditional media.

Question 31

What kind of consumers were targeted by the Fresh Mixers Working Lunch promotion conducted by Healthy Choice?

A)older people on restricted diets
B)high school students making their own lunches
C)young people working in office cubicles
D)families with children in elementary school

Question 32

The "brave new world" of IBP refers to the

A)new tools and practices now used in the marketing of brands.
B)risks taken by today's marketers in reaching cynical and alienated consumers.
C)lack of monetary restrictions on the latest advertising methods.
D)decline of advertising in favor of sponsored events.

Question 33

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

Question 34

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

Question 35

NASCAR marketers have discreetly admitted that NASCAR is the best-kept secret in marketing.

Question 36

Industry research indicates that NASCAR fans are unusually loyal to the brands that sponsor the cars.

Question 37

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

Question 38

One reason why coordinating efforts in IBP can be difficult is that the complexities of all the elements demand that specialists be hired, but specialists often miss the big picture of the overall marketing effort.

Question 39

Which of the following is accurate concerning event sponsorship today?

A)Due to the economic recession, event spending worldwide has decreased.
B)When it comes to events, sports sponsorships no longer draw the biggest share of advertising dollars.
C)An emerging trend by the Big Three U.S.automakers is to offer face-to-face encounters between consumers and the brand.
D)The spending of North American companies has begun to grow again after a long period of inertia.

Question 40

When an agency acts as a "general contractor" and hires external sources that act as "subcontractors," this tends to simplify the coordination of marketing efforts.

Question 41

Which of these examples represents the earliest instance of product placement in movies?

A)Old Spice in Talladega Nights: The Ballad of Ricky Bobby
B)the MINI Cooper in The Italian Job
C)Reese's Pieces in E.T.the Extra-Terrestrial
D)the BMW in GoldenEye

Question 42

Today's advertisers are looking to benefit by associating with something new and hip, a process that anthropologist Grant McCracken labeled

A)"an inexorable death spiral."
B)"the movement of meaning."
C)"the brave new world of business."
D)"Madison & Vine."

Question 43

The producer of a women's sportswear line is delighted to find that her sponsorship of the Women's Softball World Series came with some extra benefits.It provided opportunities to entertain clients, recruit new customers, motivate employees, meet real consumers, and distribute small premiums.All of these can be considered examples of using

A)media impressions.
B)authenticity.
C)leverage.
D)product placement.

Question 44

The John Hancock financial services company has been a pioneer in measuring the effectiveness of dollars spent on sponsorships.Based on their marketers' calculations, executives felt that the company's first sponsorship of a college football bowl game in the 1980s was a good media buy.This was because its sponsorship deal

A)provided about three times the exposure of traditional advertising.
B)required little planning or manpower to execute.
C)banned all other companies from advertising.
D)allowed for the delivery of an ad message in a traditional way.

Question 45

One way that companies like Boston-based John Hancock have attempted to assess the benefits of event sponsorship is to

A)convince company leaders and stockholders that the event is socially uplifting.
B)calculate the number of viewers exposed to a brand.
C)have company executives meet consumers in person at the event.
D)promote social causes along with the activities of the event.

Question 46

As noted in your text, critics contend that event sponsorships, especially those of the sporting kind, can be

A)damaging to a product.
B)ego-driven and a waste of money.
C)too narrow and local in nature.
D)too broad and global in nature.

Question 47

When marketers connect their brand with the potent emotional experiences of powerful events,

A)positive feelings for the brand may linger well beyond the event date.
B)they are spending their money on risky ventures.
C)they have the opportunity to present complex brand information.
D)participants often resent the corporate devaluing of their experience.

Question 48

Global corporations pay big sums to have their names associated with athletes and teams.According to Nike's VP of marketing, what is "the No.1 event in all of sports" in terms of promotional opportunities?

A)the World Series
B)the SuperBowl
C)the World Cup
D)the Masters Tournament

Question 49

The success of Prilosec OTC in its sponsorship of the Bunco World Championship illustrates a company that reached the ideal goal in marketing, that is,

A)having a branded experience.
B)identifying the consumer.
C)building brand loyalty.
D)selling the product.

Question 50

What did the John Hancock marketers do when the TV audience for the college bowl game that it sponsored began to drop over the years?

A)It rallied viewer support with promotions for it in traditional media.
B)It invited other companies to share the cost of sponsoring the event.
C)It gave up on event sponsorship and went back to standard advertising techniques.
D)It moved promotional dollars to sponsor other sporting events.

Question 51

A marketing director for a bicycle helmet manufacturer has run a number of ads in traditional forms of media.Now she wants to directly measure the effectiveness of the first national bike race that the company is about to sponsor.She should compare the ____ with the ____.

A)sales figures in the weeks before and after the race; sales figures before and after traditional advertising placement
B)brand-preference figures in the weeks before and after the race; brand-preference figures before and after traditional advertising placement
C)brand exposures at the race and from media coverage of the race; brand exposures from the same amount spent on traditional advertising
D)expenditures to sponsor the race; expenditures needed to run traditional advertising over the same time period

Question 52

What types of programs have made product placements the norm on television?

A)soap operas and reality shows
B)sitcoms and quiz shows
C)police/legal dramas and family dramas
D)animated shows and action/adventure shows

Question 53

A major "sweet spot" for the brand occurs in event sponsorship when there is significant overlap between the

A)event's participants and the marketer's target audience.
B)primary sponsor and the secondary sponsor.
C)brand preferences of attendees and the brand preferences of viewers.
D)international sponsorship and the local sponsorship.

Question 54

Market research indicates that ____ who are watching movies are more likely to notice product placements and more willing to try these products.

A)people over age 45
B)people under age 25
C)women
D)men

Question 55

Which of the following would most likely offer event sponsorship on a global basis?

A)the SuperBowl
B)the NASCAR events
C)the Olympics
D)the Sweet Sixteen

Question 56

What classic component of American movies has been regularly used as a platform for product placement?

A)the restaurant meal
B)the romantic stroll through the city
C)the car chase
D)the drink at the local bar

Question 57

According to Nielsen Media Research, product placements in video games

A)are more annoying to gamers than commercials are to television viewers.
B)were popular for a while but are now used less frequently.
C)are accepted by younger players but disliked by adult players.
D)are seen by gamers as elements that add to the quality of play.

Question 58

A manufacturer of protein powders and protein bars sponsors a grand slam tennis tournament for the first time.When it evaluates this move, it discovers that the cost per brand name exposure was much higher than it would have been by running its standard advertising.What do company executives need to remember?

A)It takes multiple sponsorships of such large events in order to yield results.
B)Traditional advertising will always be less expensive than event sponsorship.
C)The methods used to calculate cost per brand name exposure are too subjective to be accurate.
D)The number of brand name exposures only tells part of the story.

Question 59

A peanut supplier is new to sponsorship and wants to get an outside opinion on the advantages of signage in baseball stadiums.Which company gives advertisers a read on the impact of various signs at various sporting venues?

A)Forrester Research
B)Starcom MediaVest Group
C)Nielsen Media Research
D)Commercial Alert

Question 60

A firm has decided to sponsor a PGA golf tournament.Its marketing director knows it is critical to find unique ways to leverage the sponsorship.One way to leverage the sponsorship beyond traditional methods would be to

A)estimate the number of viewers who will see the company name.
B)allow the CEO to meet with top golfers on the course.
C)calculate the exposures to the brand received by attendees.
D)use the opportunity to entertain important clients and recruit new ones.

Question 61

As arguably the most branded entertainment in the Western Hemisphere, NASCAR is a massive celebration of brands.It currently attracts about ____ sponsors just from the cars alone, based on companies that cover them with their logos.

A)800
B)500
C)300
D)100

Question 62

The director of a promotional agency has several clients who might be interested in branded entertainment.He looks into marketing history to better understand how this concept has progressed over the years.What would he find regarding the history of branded entertainment?

A)It began with the birth of television and the first variety show.
B)Its longest-running vehicle was Guiding Light, a soap opera that ran for more than 70 years on radio and TV.
C)It has involved many firms but none that match the marketing collaboration of Kraft Foods.
D)It began with a radio show based on Campbell's soup.

Question 63

A marketing director meets with her staff to review recent problems they have encountered in coordinating widespread and diverse aspects of their marketing plan.She lists all the reasons she can think of that explain why coordinating an IBP effort is a huge challenge.But which of the following would not be one of her reasons?

A)Specialists often lose sight of overall objectives outside their specialty.
B)Internal competition for budget allocation often works against coordinated efforts.
C)By definition, IBPs rarely do not require explicit goals and objectives.
D)There has been an explosion in the number of media options available.

Question 64

Scenario 16-2
HollywoodBranding is a new promotions company formed by three former ad execs who had illustrious careers in large multi-service advertising agencies.Over their years in account management and creative work, they developed close ties with a number of Hollywood movers and shakers.Consequently, they feel poised to respond to the business world's growing desire for branded entertainment.But they are aware that they need to continually fight their "old school" ways of thinking about branding, forged in years of working solely with traditional media.
(Scenario 16-2) HollywoodBranding promotes itself to prospective clients by saying that it is "located at Madison & Vine" and offers innovative "brandertainment." This means that it will

A)act as a full-service advertising agency.
B)be inventing humorous or imaginative brand logos and slogans.
C)place ads in appropriate media and track subsequent media impressions.
D)connect companies with consumers through entertainment venues.

Question 65

Scenario 16-1
MakeWaves is a promotional company with a website that offers the opportunity to sponsor a yacht in Grand Prix yacht racing.Commercial sponsors of the WaveRunner yacht can buy space for logos and graphics on the WaveRunner's sails, hulls, crew member uniforms, and trailer.For enough sponsorship money, the WaveRunner will even change its name to better fit the sponsor.The WaveRunner is scheduled to compete in five Grand Prix yacht-racing events every year.MakeWaves claims on its website that sponsoring the WaveRunner in a race could result in millions of impressions in sailing magazines and newspapers as well as on broadcast media, and offers specific calculations to those who inquire.
(Scenario 16-1) A company that thinks about sponsoring the WaveRunner does so with the hopes that it will play a major role in its IBP effort.One potential risk of using nontraditional forms of promotion is that they

A)involve factors that contribute to the challenge of coordinating all IBP messages.
B)cannot be quantitatively measured.
C)rarely make a strong enough impact on the marketing plan.
D)cannot offer the highly targeted audience necessary for this role.

Question 66

In trying to coordinate traditional and emerging advertising and support media, ad agencies

A)have had to deal with fewer functional specialists.
B)see themselves in the lead role, but have not yet played this role to anyone's satisfaction.
C)have experienced less internal competition for promotional budget dollars.
D)have found greater cooperation between functional area specialists.

Question 67

What company sponsors NASCAR's longest night, creating one of the most popular televised-and branded-sporting events in North America?

A)Procter & Gamble
B)Nike
C)Coca-Cola
D)Budweiser

Question 68

Today's marketers might consider ____ as a natural extension and outgrowth of product placement.

A)branded entertainment
B)authenticity
C)market oversaturation
D)event sponsorship

Question 69

Scenario 16-1
MakeWaves is a promotional company with a website that offers the opportunity to sponsor a yacht in Grand Prix yacht racing.Commercial sponsors of the WaveRunner yacht can buy space for logos and graphics on the WaveRunner's sails, hulls, crew member uniforms, and trailer.For enough sponsorship money, the WaveRunner will even change its name to better fit the sponsor.The WaveRunner is scheduled to compete in five Grand Prix yacht-racing events every year.MakeWaves claims on its website that sponsoring the WaveRunner in a race could result in millions of impressions in sailing magazines and newspapers as well as on broadcast media, and offers specific calculations to those who inquire.
(Scenario 16-1) How would an advertiser hope to benefit from sponsoring the WaveRunner?

A)by avoiding the ego-driven decision making often associated with traditional advertising
B)by strategically placing its product at a sporting event to reach as wide an audience as possible
C)by taking part in the most cost-efficient form of promotion and advertising
D)by transferring consumers' positive feelings about yacht racing to the product

Question 70

Scenario 16-1
MakeWaves is a promotional company with a website that offers the opportunity to sponsor a yacht in Grand Prix yacht racing.Commercial sponsors of the WaveRunner yacht can buy space for logos and graphics on the WaveRunner's sails, hulls, crew member uniforms, and trailer.For enough sponsorship money, the WaveRunner will even change its name to better fit the sponsor.The WaveRunner is scheduled to compete in five Grand Prix yacht-racing events every year.MakeWaves claims on its website that sponsoring the WaveRunner in a race could result in millions of impressions in sailing magazines and newspapers as well as on broadcast media, and offers specific calculations to those who inquire.
(Scenario 16-1) The MakeWaves website offers no information about the conversion of fan loyalty toward a sport into actual purchases of the sponsor's product.Marketers who have set this as their main goal would do well to look into ____ branded entertainment opportunities.

A)NFL Football
B)Major League Baseball
C)NASCAR
D)PGA Golf

Question 71

Scenario 16-1
MakeWaves is a promotional company with a website that offers the opportunity to sponsor a yacht in Grand Prix yacht racing.Commercial sponsors of the WaveRunner yacht can buy space for logos and graphics on the WaveRunner's sails, hulls, crew member uniforms, and trailer.For enough sponsorship money, the WaveRunner will even change its name to better fit the sponsor.The WaveRunner is scheduled to compete in five Grand Prix yacht-racing events every year.MakeWaves claims on its website that sponsoring the WaveRunner in a race could result in millions of impressions in sailing magazines and newspapers as well as on broadcast media, and offers specific calculations to those who inquire.
(Scenario 16-1) Any company that hears about the WaveRunner and decides on sponsorship for the first time will be in good company.Specifically, it will be following in the footsteps of one of the world's foremost old-school advertisers that, despite bankruptcy and realignment, remains aggressive in event sponsorship, often involving its vehicles.Who is this?

A)Volkswagen
B)Hyundai
C)General Motors
D)Jeep

Question 72

Which corporate giant has used branded entertainment very successfully on the television show, America's Next Top Model, mostly because content and product have a natural connection?

A)Revlon and its Natural Wonder brand
B)L'Oréal and its Clairol brand
C)Calvin Klein and its Eternity brand
D)Procter & Gamble and its CoverGirl brand

Question 73

Due to the increasing complexities associated with the advertising industry, there is a tendency for organizations to become reliant on ____.However, this can create a problem because these people have their own priorities and often lose sight of the overall goals of an effort.

A)specialists
B)politicians
C)CEOs
D)bureaucrats

Question 74

Scenario 16-1
MakeWaves is a promotional company with a website that offers the opportunity to sponsor a yacht in Grand Prix yacht racing.Commercial sponsors of the WaveRunner yacht can buy space for logos and graphics on the WaveRunner's sails, hulls, crew member uniforms, and trailer.For enough sponsorship money, the WaveRunner will even change its name to better fit the sponsor.The WaveRunner is scheduled to compete in five Grand Prix yacht-racing events every year.MakeWaves claims on its website that sponsoring the WaveRunner in a race could result in millions of impressions in sailing magazines and newspapers as well as on broadcast media, and offers specific calculations to those who inquire.
(Scenario 16-1) MakeWaves is pitching a very specific sponsorship offer with its own benefits.But overall, the category of event sponsorship has certain advantages.One of the main advantages is that it

A)replaces expensive advertising as the main brand-building tool.
B)targets certain groups of consumers who already purchase the brand.
C)offers personal contact with consumers and publicity during and after the event.
D)embeds the brand in a very nondescript and subtle way.

Question 75

Branded entertainment is different from product placement in that it

A)would not exist without the marketer's support.
B)displays the brand in novel ways.
C)involves lower levels of exposure for a brand.
D)simply sells space for the brand's presence.

Question 76

Scenario 16-2
HollywoodBranding is a new promotions company formed by three former ad execs who had illustrious careers in large multi-service advertising agencies.Over their years in account management and creative work, they developed close ties with a number of Hollywood movers and shakers.Consequently, they feel poised to respond to the business world's growing desire for branded entertainment.But they are aware that they need to continually fight their "old school" ways of thinking about branding, forged in years of working solely with traditional media.
(Scenario 16-2) A potential client has lunch with the owners of HollywoodBranding to discuss a new kind of promotion for his gourmet cookware.Beyond his magazine and newspaper advertising, he is looking for the perfect form of branded entertainment.The owners come prepared to pitch several ideas involving projects they're aware of, and by the time coffee is served, they all agree to have the

A)cookware appear in the kitchen of a well-known sitcom family.
B)company sponsor a cook in this year's Pillsbury Bake-off.
C)cookware mentioned in a new movie set in a New York restaurant.
D)company fund a new PBS cooking show for amateur gourmets.

Question 77

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

A)is used repeatedly to create multiple exposures in a short time period.
B)gets people to talk about it in everyday conversation.
C)appears on a network television show.
D)is used in isolation without the distraction of other marketing elements.

Question 78

An up-and-coming 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 considers creating a show on the Food Network.What concept is this grocer considering?

A)brand loyalty
B)branded entertainment
C)product placement
D)Madison & Vine

Question 79

The goal of achieving a synergistic effect through IBP is to get various media to

A)have an equal level of reach and frequency.
B)minimize the number of different media needed.
C)make sure that any marketing effort uses all media available.
D)build on each other's efforts and ensure coherent and timely communication.

Question 80

NASCAR bills itself as the

A)best marketing opportunity in sports.
B)most popular form of entertainment in America.
C)most inexpensive advertising in marketing.
D)most popular form of product placement.