One way to leverage event sponsorship is to a. select appropriate targets which cannot see the ...

One way to leverage event sponsorship is to
 a. select appropriate targets which cannot see the event.
  b. issue a publicity warrant for selected targets.
  c. open retail outlets in retail outlets.
  d. entertain important clients

Question 2

A marketer who is using colorful ads is enhancing the consumers' ____.
 a. motivation to attend to the message
  b. motivation to process brand information
  c. opportunity to encode information
  d. opportunity to reduce processing time
  e. ability to access knowledge structures

Question 3

Media developments that have changed the nature of video viewing include TV Pay per View and Video on Demand.
 
 Indicate whether the statement is true or false

Question 4

Concerning a laboratory experiment, which statement is INCORRECT?
 a. It is more internally valid than a field experiment.
  b. It affords the researcher greater control than a field experiment.
  c. It better eliminates confounding factors than a field experiment.
  d. It involves less environmental control than a field experiment.
  e. It has less external validity than a field experiment.

Question 5

Many critics contend that event sponsorships, especially those of the sporting kind, can be
 a. differentiated in their products ambience. c. too local.
  b. spread over a larger array of offerings. d. ego-driven and thus a waste of money.

Question 6

As a stimulus becomes more familiar, people become desensitized to it, which is referred to as ____.
 a. concretization
  b. habituation
  c. exemplaration
  d. wearout
  e. contextualization

Question 7

Video and online advertising can both be part of effective integrated marketing campaigns.
 
 Indicate whether the statement is true or false

Question 8

Laboratory experiments are primarily distinguished from field experiments by their
 a. manipulation of variables.
  b. cost.
  c. validity.
  d. control.
  e. environments.

Question 9

The story of how Prilosec OTC successfully used sponsorship of Bunco gaming, in particular the Bunco World Championship illustrates what principle of the ideal branding-through-sponsorship scenario?
 a. connect with your consumer in a fun and meaningful way
  b. take advantage of excellent overlaps between your customer and your brand's benefit
  c. leverage the unique connection between consumer and brand to build loyalty and favorable word of mouth
  d. all of these are characteristics of the ideal branding-through-sponsorship scenario

Question 10

In general, novel messages are ____.
 a. unusual
  b. distinctive
  c. unpredictable
  d. none of these
  e. unusual, distinctive, and unpredictable

Question 11

Small businesses can utilize video advertising by:
 a. using a video production house.
  b. creating their own video channel.
  c. neither of the above.