1. Events, product placements, and branded entertainment offer the advertiser some of the best 

opportunities for integrated brand promotion.

a. True

b. False

True

2. Using events, product placement, and branded entertainment in an IBP makes the rules for its success 

easy to pin down.

a. True

b. False

false

3. In today's world of marketing, the fields of advertising, branding, and entertainment are converging.

a. True

b. False

true

4. 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

false

5. 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

false

6. The term Madison & Vine refers to two renowned avenues representing the advertising and 

entertainment industries, respectively.

a. True

b. False

True

7. 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

true

8. 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

false

9. The majority of the promotional funds spent on event sponsorships today go toward sporting events. 

a. True

b. False

true

10. 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

true

11. 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

12. 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

false

13. 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

True

14. Product placement is the practice of placing any branded product into the content and execution of 

educational vehicles.

a. True

b. False

false

15. 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

true

16. 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

true

17. 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

18. 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

false