Chapter 12 Questions
1) What is Madison & Vine?
a. A catchphrase
b. A type of advertising technique
c. A place in New York
d. A marketing technique
2) What is not surging in popularity with connections to consumers?
a. Event sponsorship
b. Product placement
c. Branded entertainment
d. Advertising sponsorship
3) What company is one of the foremost old-school ad spenders, typifies the trends to
events?
a. McDonalds
b. ESPN
c. General Motors
d. New York Yankees
4) Who developed the Sponsorship Scorecard?
a. NBC
b. Nielsen Media Research
c. ABC
d. BBC
5) What term is described as an activating a sponsorship that refers to any collateral
communication or activity reinforcing the link between a brand and an event?
a. Leveraging
b. Product Placement
c. Authenticity
d. Branded entertainment
6) Which industry attracts the most sponsorship dollars?
a. Auto
b. Sports
c. TV
d. Apparel
7) Which of the following is not a characteristic of product placement media?
a. Television
b. Movies
c. Internet
d. Video Games
8) Which of the following is not a challenge to product placement and branded
entertainment?
a. Oversaturation
b. Unpredictability
c. Need for full disclosure
d. High sales volume
9) An Event Sponsorship involves what?
a. A marketer providing financial support to help fund an event
b. Eating free food
c. Meeting new people
d. Having a good time
10) Which of the following is not a characteristic of a successful Event Sponsorship?
a. Enough media impressions
b. Oversaturation
c. Targeted consumers in audience
d. Developing stronger brand loyalty
11) Which of the following is a characteristic of product placement media?
a. Television
b. Internet
c. Both a and b
d. None of the above
12) What sport sets the standard for celebrating brands in an entertaining setting?
a. NFL
b. NBA
c. NHL
d. NASCAR
13) What is Product Placement?
a. Using any collateral communication or activity to reinforce the link between a
brand and an event
b. Where a product is placed in a store
c. Sales promotion technique of getting a marketer’s product featured in
movies and television shows
d. None of the above
14) What factor works against coordination?
a. Having separate managers for things such as advertising, event sponsorship,
branded entertainment, and Web development
b. The lack of agreement about who is responsible for achieving integration
c. Added complexity from additional things such as personal selling, public
relations, and social media
d. All of the above
15) What is the best way to build brand familiarity and brand loyalty?
a. Develop a new brand
b. Connecting a brand with powerful emotional experiences
c. Selling your brand for as little as possible
d. Selling your brand for as much as possible
16) An event sponsorship enables brand and logo exposure only if it is covered on tv.
a. True
b. False
17) Which company vowed to produce zero waste while sponsoring the 2010 Winter
Olympics?
a. Frito-Lay
b. Coca-Cola
c. Dr. Pepper
d. PepsiCo
18) Counting the number of instances in which a product or brand is exposed to customers
through media coverage is known as:
a. Media impressions
b. Brand loyalty
c. Paid advertising
d. Assessing results
19) Which of the following is a catchphrase for advertising, branding, and entertainment
converging into a linkage?
a. Madison and Vine
b. Montgomery and Vine
c.
Madison and Vinno
20) What is the term for instances in which a product or brand is exposed to consumers
through media coverage, rather than paid advertising?
a. Event sponsorship
b. Branded entertainment
c. Media Impressions