978-0133866339 Chapter 10 Part 3

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87) What is guerilla marketing? How is it different from traditional marketing?

Question Tag: Synthesis

AACSB Category: Application of knowledge

Objective: 10-1

88) What is lifestyle marketing?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

89) What is experiential marketing?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

90) Product placement:

A) emphasizes consumers passing along information about a product to other consumers.

B) is designed to obtain instant results while using limited resources.

C) is the planned insertion of a brand into a movie, television show, or some other media.

D) is the integration of entertainment and advertising by embedding brands into the storyline of a

movie, television show, or other entertainment medium.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-2

91) The planned insertion of a brand or product into a movie, television show, or some other

media program with the purpose of influencing viewers is:

A) branded entertainment.

B) product placement.

C) lifestyle marketing.

D) guerilla marketing.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-2

92) Product placements have been a part of motion pictures since:

A) the turn of the 21st century.

B) about 1990.

C) the rise of the popularity of television in the 1950s.

D) the beginning of motion pictures in the 1890s.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-2

93) The biggest surge in the popularity of product placements occurred:

A) in 1982 when Reese’s Pieces were used to lure E.T. out of hiding.

B) in the 1930s when Buick had a 10-picture deal with Warner Brothers for placement of cars in

each of the movies.

C) in 2007 when Tyson Foods sponsored ABC’s Extreme Makeover.

D) when Colgate sponsored the Colgate Comedy Hour in the 1950s.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-2

94) Advertisers believe that product placements:

A) increase the brand’s equity and top choice scores.

B) lead to increased awareness and more positive attitude toward the brand with only a few

isolated cases of sales increases.

C) lead to increased awareness and more positive attitude toward the brand with a corresponding

increase in sales of the brand.

D) work only if the product is related in some way to the theme of the television show or movie.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-2

95) In most instances, the impact on sales of a product placement:

A) is immediate and large.

B) is immediate, but small.

C) is not immediate.

D) seldom occurs at all.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-2

96) One key advantage of brand placement is the:

A) instant acceptance of the brand by viewers.

B) acceptance of the brand by the actors in the show or movie.

C) endorsement of the brand by the actors in the show or movie.

D) low cost-per-viewer.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-2

97) Branded entertainment:

A) emphasizes consumers passing along information about a product to other consumers.

B) seeks to obtain instant results while using limited resources.

C) uses planned insertions of a brand or product into a movie, television show, or some other

media.

D) integrates entertainment and advertising by embedding brands into the storyline of a movie,

television show, or other entertainment medium.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-2

98) The integration of entertainment and advertising by embedding brands into the storyline of a

movie, television show, or other entertainment medium is:

A) lifestyle marketing.

B) product placement.

C) branded entertainment.

D) guerilla marketing.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-2

99) Integrating a brand into the storyline of a movie, television show, or book is successful

because:

A) the brand is more accepted by the viewing audience.

B) the brand is much more noticeable to the viewing audience.

C) it costs less than product placement.

D) its extremely low cost-per-viewer.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-2

100) The use of branded entertainment increased sharply with the:

A) introduction of cable TV and the ability to target audiences through specialty shows.

B) increased interest in specialty shows like Extreme Makeover and Top Chef.

C) rise of reality television shows where there is a lack of script and the focus is on the real

world.

D) popularity of the American Idol shows and fan voting.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-2

101) The key factors that influence the effectiveness of product placement and branded

entertainment include all of the following except:

A) media used.

B) supporting promotional activities.

C) consumer attitudes toward placements.

D) costs.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-2

102) The key factors that influence the effectiveness of product placement and branded

entertainment include all of the following except:

A) placement characteristics.

B) supporting promotional activities.

C) regulations.

D) costs.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-2

103) Product placements and branded entertainment are effective because the primary goal is to:

A) increase brand awareness and generate positive feelings toward the brand.

B) stimulate sales of the brand.

C) build brand power and brand equity.

D) spur viewers to some type of action through incentives.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-2

104) Of the following age groups, which one is most receptive to product placements and

branded entertainment?

A) 15-34

B) 35-49

C) 50-64

D) 65+

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-2

105) Budgets for product placements and branded entertainment have increased for all of the

following reasons except:

A) a brand’s appeal is stronger when it is shown in a non-advertising context.

B) the perception of what others think of a brand is important to consumers.

C) seeing brands used in movies and television shows intensifies the desire to purchase the

brand.

D) seeing the brand used by other people provides post-purchase reassurance for individuals who

have already purchased the brand.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-2

106) For moviemakers and television producers, the primary motivation behind product

placement and branded entertainment is to:

A) increase interest in the show or movie.

B) make the show or movie more realistic.

C) create positive feelings toward the move or show because of positive attitudes toward the

brands featured.

D) generate revenue.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-2

107) The future use of product placements and branded entertainment will depend on:

A) the level of clutter in the placements.

B) the costs.

C) viewer acceptance.

D) the measured impact on sales.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-2

108) Product placement is the integration of entertainment and advertising by embedding brands

into the storyline of a movie, television show, or other entertainment medium.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-2

109) Advertisers believe that product placements lead to increased brand awareness and more

positive attitudes toward the brand.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-2

110) A key disadvantage of brand placement is the high cost-per-viewer, especially for movies.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-2

111) Branded entertainment is the insertion of a brand or product into a movie, television show,

or some other media program with the purpose of influencing viewers.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-2

112) The use of branded entertainment increased sharply with the rise of mystery detective

television shows.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-2

113) The primary goal of product placements and branded entertainment is to increase sales of

the brand being featured.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-2

114) Brand insertions are the most effective when they seem to logically fit the show or story.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-2

115) For some companies, an advantage to product placements in movies is that it bypasses

legislation and guidelines that are in place to control advertising directed toward children and

young adults.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-2

116) For movie makers and television producers, the primary motivation behind using product

placements and branded entertainment is that it creates a positive attitude toward the movie or

show and increases viewership.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-2

117) What is the difference between product placement and branded entertainment? Identify the

key factors influencing the effectiveness of both product placement and branded entertainment.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-2

118) In-game brand placement in video games has all of the advantages of product placement

and branded entertainment. In addition, it has the added benefit of:

A) being online.

B) reaching females.

C) reaching young males.

D) interactivity.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-3

119) All of the following are forms of video game advertising except:

A) in-game advertisements.

B) promogames.

C) rotating in-game advertising.

D) interactive ads.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-3

120) The original and most widespread form of video game advertising is:

A) advergames.

B) rotating in-game advertisements.

C) to have a brand placement in the game.

D) interactive ads.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-3

121) Examples of brand placements in video games would include the following except a:

A) billboard for Goodyear tires in a racing game.

B) Pepsi vending machine in a war game.

C) Burger King restaurant in a society-building game.

D) General Motors logo on the video game box.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 10-3

122) Advergames are:

A) video games built around a brand.

B) interactive ads placed within a video game.

C) rotating ads placed within a video game.

D) branded video games.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-3

123) Advertising in online video games offers all of the following benefits except:

A) web metrics that are not available with other forms of product placements.

B) measures of the attitudes of game players towards the ads.

C) ability to track length of ad exposure in the game.

D) how long and how often an individual plays a game.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-3

124) A disadvantage of product placements within online video games is ads may not be noticed

by players. To combat this problem, a company called Massive developed technology:

A) that allows players to choose the ad they want to see.

B) that allows players to interact with the ad during the game.

C) that allows players to use sponsored downloads, such as a particular brand of car in a racing

game.

D) to change ads in the online game in real time as individuals play or each time they play.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-3

125) In terms of the video game market, females:

A) tend to play the same types of games as males.

B) offer an attractive and growing market.

C) design a large percentage of video games sold today.

D) constitute about 20 percent of the video game market.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-3

126) Studies and sales data show that women are more likely to play ________ games.

A) fitness and beauty

B) sports-related

C) handheld casual

D) violent shooting

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-3

127) An advantage to cinema advertising is:

A) the ads are being shown to a captive audience.

B) there is very little clutter.

C) the ads promote products that relate to the movie.

D) movie goers pay more attention to the ads since they are waiting for the movie to start.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-3