Q&A Hero

Q: A leading manufacturer of video adapters decides to sponsor an online tournament for the video game World of Warcraft. This manufacturer hopes to make the tournament a branded experience. How can this event help the video adapter brand?a. The tournament will help diversify the revenue stream for the video adapter manufacturer. b. The tournament will help identify the consumers for the video adapters.c. The tournament will connect the brand with its core customer in a fun and meaningful way. d. The tournament will help to identify the consumers who are de-motivated by such programs.

Q: The major sweet spot in event sponsorship comes when there is a 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 sponsors and the local sponsors.

Q: Which of the following is most likely to offer event sponsorship on a global basis?a. The SuperBowlb. The NASCAR events c. The Olympicsd. The Sweet Sixteen

Q: Which of the following sports would best provide an advertiser with brand-building opportunities in terms of global exposure?a. Basket ball b. Cricketc. Soccer d. Hockey

Q: Which of the following is a reason for brand builders to participate in various forms of event sponsorships?a. They want to experiment whether event sponsorship will help in brand building.b. They are looking for benefits through unique associations with something new and smart.c. They are trying to disengage advertising from entertainment in order to reinforce brand image. d. They found that quirky or edgy branded entertainment builds a negative attitude in customers.

Q: Which of the following is accurate concerning event sponsorship today? a. Due to the economic recession, event spending worldwide has decreased. b. Sports sponsorship events no longer draws the biggest share of advertisement funds. c. An emerging trend in event sponsorship is to offer face-to-face encounters between consumers and the brand. d. North American companies have begun spending, in order to grow again, after a long period of inertia.

Q: Which of the following best describes event sponsorship?a. Providing financial support for an event while displaying an ad message on-site b. Funding a charitable event in an anonymous way to promote the social goodc. Buying signage in venues where special events are heldd. Embedding the brand name within public events in a subtle way

Q: Which of the following accelerates advertiser defections from traditional media? a. The lack of direction or cohesiveness in today's marketing plans b. The reduced quality of the programs offered by networks c. The indifference of consumers toward their information environment d. The growing confusion among consumers due to too many brand messages

Q: Which of the following is a reason for advertisers to divert their funds from traditional media?a. Consumers' desire to control their information environmentb. Increased funds available for investment in alternative media c. Increased costs for television spotsd. Media watchdogs monitoring traditional media

Q: Which of the following is a reason for the convergence of advertising and entertainment?a. The desire to recapture the fading glamour of the good old days of advertising. b. The recession-era's focus on more work and less leisure time.c. The availability of new kinds of media that people can use at their leisure. d. The natural and inevitable partnership between marketing and promotion.

Q: Today's dynamic marketing environment has led to a new order in which brand builders want to:a. primarily focus on selling 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.

Q: Which of the following is an example of Madison & Vine? a. A race car featuring advertisements for several brands. b. A children's movie featuring a new brand of candies.c. A t-shirt featuring a sports person.d. An actor endorsing an anti-aging lotion.

Q: An important issue propelling the search for new ways to reach consumers is the:a. growing popularity of video games and consoles. b. difficulty in coordinating large IBP campaigns.c. erosion in effectiveness of traditional broadcast media. d. attractiveness of digital media campaigns.

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

Q: When an agency acts as a general contractor and hires external sources that act as subcontractors, it tends to simplify the coordination of marketing efforts. a. True b. False

Q: 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. a. True b. False

Q: The success of any IBP campaign involves choosing the right set of options and coordinating the placement of messages. a. True b. False

Q: Authenticity of a brand is strongest when the content of the show and the essence of the brand become completely intertwined and integrated. a. True b. False

Q: When using branded entertainment as an IBP tool, an advertiser needs to remain careful so that a brand or product does not become too closely connected to an offering of the entertainment media. a. True b. False

Q: One common problem seen in the new media mix involves matching the brand with the entertainment property. a. Trueb. False

Q: The new era of branded entertainment involves developing new, creative forms of entertainment as a means to feature brands and connect with customers. a. True b. False

Q: Branded entertainment can exist without any support from marketers. a. Trueb. False

Q: Branded entertainment entails the development and support of any entertainment property; where a primary objective is to feature a firm's brands in an effort to impress, and connect with consumers in a unique and compelling way.a. Trueb. False

Q: Branded entertainment is losing popularity ever since advertisers have started in-show product placements. a. Trueb. False

Q: Product placement involves advertisers finding shows where the product might fit. Branded entertainment involves advertisers creating shows so the product will star. a. True b. False

Q: If a doctor ordered a prescription drug as well as Tylenol for a patient, a sense of authenticity would be demonstrated regarding this product placement. a. True b. False

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

Q: 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. a. True b. False

Q: 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

Q: Product placement in video games has great potential, considering that about 60 million U.S. households have at least some gaming capability. a. True b. False

Q: In the current system of product placement, companies pay a fee to incorporate their branded products deliberately as part of the show. a. True b. False

Q: Product placement is the practice of placing any branded product into the content and execution of educational vehicles. a. True b. False

Q: 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. a. True b. False

Q: 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. a. True b. False

Q: 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. Trueb. False

Q: 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. a. True b. False

Q: The majority of the promotional funds spent on event sponsorships today go toward sporting events. a. Trueb. False

Q: 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. a. True b. False

Q: The concept of Madison & Vine refers to the convergence of the advertising and entertainment industries toward the branding efforts of marketers. a. True b. False

Q: The term Madison & Vine refers to two renowned avenues representing the advertising and entertainment industries, respectively. a. True b. False

Q: Using diverse means for brand building is no longer considered profitable, and the list of options that marketers have is constantly growing shorter. a. True b. False

Q: 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. a. True b. False

Q: In today's world of marketing, the fields of advertising, branding, and entertainment are converging. a. True b. False

Q: Using events, product placement, and branded entertainment in an IBP makes the rules for its success easy to pin down. a. True b. False

Q: Events, product placements, and branded entertainment offer the advertiser some of the best opportunities for integrated brand promotion. a. True b. False

Q: In recent years, the time spent on sales promotion has shifted. Today, about ___ percent of brand management time is spent designing, implementing, and overseeing sales promotions.a. 65 b. 45 c. 30 d. 15

Q: The primary role for consumer sales promotion is to:a. encourage long-term purchasing of a brand. b. enhance the image of a brand.c. elicit a purchase from a customer. d. boost name recognition for a brand.

Q: Compared to advertising, sales promotion is:a. a long-term affair.b. encourages an immediate response. c. a more sophisticated process.d. harder to document.

Q: Which of the following are the three basic forms of sales promotion?a. At-home, in-store, and out-of-homeb. Short-term, long-term, and Point-of-Purchase c. Indoor, outdoor, and mobiled. Consumer-market, trade-market, and business-market

Q: A phone directory like the Yellow Book provides a strong link to consumer buying allowing people to follow through on their decisions to buy in a practical way. a. True b. False

Q: Transit advertising works well in small towns, rural areas, and farm communities due to their lack of ad clutter. a. Trueb. False

Q: Today's forms of outofhome media can target specific demographic segments by neighborhood using customized messages via wireless Internet. a. Trueb. False

Q: Out-of-home media describes various advertising venues that reach local audiences while they are out in public. a. Trueb. False

Q: Billboards have evolved from outdoor signs and posters which represent one of the oldest forms of marketing dating back to the early promotional tools of the 1800s. a. True b. False

Q: Support media are used to introduce a new message beyond the one being delivered by other advertising vehicles, marketing plans, and promotional techniques. a. True b. False

Q: P-O-P promotion can aid manufacturers not only by attracting consumers, but also by securing relationships within trade and business markets. For instance, it can encourage buyers to support their brand over another with more exposure and shelf space. a. True b. False

Q: A display rack that stocks cigarettes is placed above the cash register so the cashier can reach the product for the consumer. The rack has signage on the front advertising the cigarette brand. This is called an overhead merchandiser. a. True b. False

Q: Materials that are used in the retail settings to attract shoppers' attention to a product convey primary product benefits or highlight pricing information. They are referred to as Point-of-Purchase advertising. a. Trueb. False

Q: The only medium that places the advertising, the product, and the consumer together in the same place at the same time is Point-of-Purchase advertising. a. True b. False

Q: The great thing about sales promotions is that it is inexpensive, simple, and, well-timed. a. Trueb. False

Q: Sales promotion is generally used as a long-term tactic and widespread strategy to promote an image for the brand and create emotional connections with the consumer. a. True b. False

Q: The advantage that sales promotions have over advertising is that they offer great rewards with little or no risk. a. Trueb. False

Q: It is estimated that almost one-fourth of corporate America gives rebates as a type of business-market promotional technique. a. True b. False

Q: A manufacturer helps a retailer by sharing the cost of local advertising. This allows the manufacturer to have some control over the process, and the retailer to advertise for a lower cost. They are taking part in a form of business- market sales promotion. a. True b. False

Q: The fight for space on grocers' shelves has become very competitive, so manufacturers will do anything to get stores to stock their itemsexcept paying a fee, which is now illegal.a. Trueb. False

Q: One objective for promotions in the trade channel is to increase store traffic, which benefits both manufacturers and retailers. a. True b. False

Q: Retailers often run trade promotions simultaneously along with consumer promotions. a. True b. False

Q: A manufacturer of dental care products sets up a new promotion by attaching one of its toothbrushes to its boxes of toothpaste. This is an example of a mobile sampling technique. a. True b. False

Q: One advantage of using sweepstakes and contests is that they can quickly and easily communicate the brand message through the game. a. True b. False

Q: Friendly Car Wash offers a deal in which customers who have bought nine car washes over the last year get the tenth one free. This is an example of a sampling program to stimulate repeat purchases. a. True b. False

Q: Coupons are one of the newer forms of sales promotion, introduced in the 1950s by cake mix manufacturers. a. True b. False

Q: Today's marketers use a number of sales promotion techniques aimed at consumers including coupons, priceoff deals, premiums, contests and sweepstakes, samples and trial offers, phone and gift cards, rebates, and frequency programs. a. True b. False

Q: Sales promotion can attract attention and motivate trial purchase so it is often used to introduce new brands to the public. a. True b. False

Q: Historically, more money has been budgeted for mass media advertising than for sales promotion. a. Trueb. False

Q: One advantage of sales promotion is that it breaks through the media clutter. a. Trueb. False

Q: One drawback of sales promotions is that the results are difficult to document. a. Trueb. False

Q: Sales promotion can provide an affiliation value for a brand; meaning that the consumer wants to, or is able to, identify with the brand. a. True b. False

Q: Sales promotion is the use of incentive techniques that create a perception of greater brand value among consumers, the trade, and business buyers. a. True b. False

Q: Assume that you are the marketing director for a business of your choiceit can be a real business or an imaginary one and you need to reach a local audience. You are asked to compare billboard advertising and transit advertising, including their advantages and disadvantages, and prepare a short report detailing these issues.Briefly outline the report you would write, paying particular attention to the best way to promote the brand, the type of product or service you are selling, the geographic area you are in, the demographics of the local population, etc.

Q: What are the two main categories of Point-of-Purchase promotions? List and describe any five P-O-P formats available to retailers.