Multiple Choice
Identify the
choice that best completes the statement or answers the question.
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1.
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Which of the following is an advantage of brand placements in movies, TV
programmes, and elsewhere?
a. | more intrusive than advertisements | b. | less likely to be summarily rejected as just
another persuasive attempt | c. | lack of clutter | d. | complete control
over placements | e. | measurability |
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2.
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Joan is trying to determine whether or not to enter into a brand placement
agreement with the producers of an upcoming James Bond film. Which factors must she consider to
determine the worth of a placement and how much it should cost him to place a brand in this
particular movie?
a. | amount of time the brand gets on screen | b. | use or mention of
the brand by characters in the movie | c. | integration with the plot of the
movie | d. | who is the star of the movie | e. | the time, use/mention, and integration of the
brand with the movie. |
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3.
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____ involves marketing communications investments in events or causes for the
purpose of achieving various corporate objectives.
a. | Event-related PR | b. | Public relations | c. | Sponsorship | d. | Cause-related marketing | e. | Philanthropy |
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4.
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Well over half of expenditures spent on event sponsorship goes toward sponsoring
____.
a. | sporting events | b. | cultural events | c. | social
events | d. | non-profit organizations | e. | children’s
activities |
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5.
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____ takes place when companies that are not official sponsors of an event
undertake marketing efforts to convey the impression that they are.
a. | Reactive MPR | b. | Proactive MPR | c. | Guerilla
marketing | d. | Ambush marketing | e. | Stealth
marketing |
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6.
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What is the most frequently used measure to assess sponsorship
effectiveness?
a. | awareness of the event | b. | sales following the event | c. | number of
samples/coupons distributed | d. | headcount of how many people attended an
event | e. | the number of hits to the brand’s Web site following the
event |
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7.
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Which of the following is an example of cause-related marketing?
a. | A bank donating £10 to Comic Relief every time someone opened a new
account | b. | A brokerage firm sponsoring a golf tournament | c. | A music store
underwriting a rock concert | d. | A sporting goods manufacturer supporting an
environmental protection programme | e. | All of these are
correct. |
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8.
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Lance Armstrong, an American who won seven straight Tour de France bicycling
events, appeared in a television advertisement endorsing Trek bicycles claiming they are the best
money can buy. Lance’s ability to favorably influence the audience’s perceptions of Trek
bicycles is likely due to his ____ as it relates to this product.
a. | expertise | b. | power | c. | attractiveness | d. | sex appeal | e. | familiarity |
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9.
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Public service announcements (PSAs):
a. | are not mass mediated. | b. | are not paid for. | c. | are not an attempt
to persuade. | d. | are not an attempt to persuade. | e. | are messages that reach only institutional
audiences. |
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10.
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In return for providing financial support to help fund an event, a
marketer:
a. | acquires the right to broadcast the event. | b. | acquires the right
to direct the broadcast of the event. | c. | acquires the right to display a brand name,
logo or advertising message at the event. | d. | can demand that the event be held at a time and
place suitable to the marketer |
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