ARE 136 Ch. 16 Questions and Answers Complete

ARE 136 Ch. 16 Questions and Answers Complete
Events, product placements, and branded entertainment offer the advertiser few
opportunities for integrated brand promotion.

a. True

b. False
False
Using events, product placement, and branded entertainment in an IBP entails the
consumer experience and sponsorship of such can be examples of activating a
sponsorship if they reinforce the sponsorship.
a. True

b. False
True
In sponsorship, when there is not a clear sponsor-event congruity, it is a good
idea for the advertiser to use sponsorship articulation, or articulate or explain any
connection between the two.
a. True

b. False
True
Contemporary marketers are using event sponsorship, product placements, and
branded entertainment to build brands in the marketing environment and to
create meaningful connections with consumers.
a. True

b. False
True
Using diverse means for brand building is considered profitable and the list of
options that marketers have is expanding.
a. True

b. False
True
For digital engagement, sponsorship mixes in a fantastic way with social media.
a. True

b. False
True
A reason for event sponsorship success is that brands are seeking out
opportunities to be embedded in activities and entertainment that their target
consumers enjoy.
a. True

,b. False
True
Event sponsorship is often seen in the context of sports, such as Nissan
Europe's sponsorship of soccer.
a. True

b. False
True
The majority of the promotional funds invested in event sponsorships today are
in the context of sporting events.
a. True

b. False
True
A 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.
a. True

b. False
True
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.
a. True

b. False
False
A key asset for event sponsorship is that it can relate with the consumer
experience.
a. True

b. False
True
A well-fitting sponsored event can be a great addition to an IBP mix.
a. True

b. False
True
Product placement is the practice of placing any branded product into things
such as movies or TV shows; for instance, an actor would have a branded
beverage throughout the movie.
a. True

b. False

, True
For companies, it is free to incorporate their branded products deliberately as
part of the show.
a. True

b. False
False
Product placement in video games has little potential; with 2 million U.S.
households having at least some gaming capability, it is considered a niche
market.
a. True

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

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

b. False
True
In the world of promotion, authenticity refers to the quality of being perceived as
genuine and natural, yet that is not important in brand placement.
a. True

b. False
False
Whether the economy is up or down, automakers in the United States remain
aggressive with their event sponsorship.
a. True

b. False
True
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.
a. True

b. False
True