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
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Question 2A communication test simply explores whether the people get the adwhether they understand the main point,
get the joke, or see the connection.
a. True
b. False
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Question 3If 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
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Question 4Copy testing is rarely a good idea, particularly because the account executives, the creative team, and the client usually dislike it.
a. True
b. False
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Question 5In 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
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Question 6Professional publications or periodicals in which marketing and advertising professionals report significant information related to industry trends are sources of secondary data.
a. True
b. False
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Question 7Despite 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
Indicate whether the statement is true or false
Question 8An agency staffer conducts a test to see how the message for her client's product, dishwasher detergent, compares to the way other ads in her product area have tested. In this way, she will gather qualitative test scores.
a. True
b. False
Indicate whether the statement is true or false
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