Event sponsorship typically involves supporting causes deemed to be of interest to some facet of society.
a. True
b. False
Indicate whether the statement is true or false
Question 2_____ ads are ads for which the audience comprehends the advertiser's intended message; they are remembered, and they change the target audience's brand-related opinions or behavior.
a. slice-of-life
b. generic
c. sticky
d. novel
e. advocacy
Question 3Sponsorship of special events and causes enables marketers to target their communication and promotional efforts to specific geographic regions and/or to lifestyle groups.
a. True
b. False
Indicate whether the statement is true or false
Question 4Which of the following must be present for a novel advertisement to be considered creative?
a. Humor
b. Imagery
c. Synergy
d. Connectedness
e. Symbolism
Question 5Companies are able to avoid the clutter inherent in advertising media by attaching their names to special events and causes.
a. True
b. False
Indicate whether the statement is true or false
Question 6Appropriateness, means that _____.
a. an advertisement provides information pertinent to the advertised brand relative to other brands in the product category.
b. an advertisement wins creativity awards from advertising trade associations
c. an advertisement offers a useful solution to a marketing problem
d. the methods, techniques, and copy are novel for the product category
e. it is typical of advertisements for that product category
Question 7Sponsorship marketing involves investments in events or causes for the purpose of achieving various corporate objectives.
a. True
b. False
Indicate whether the statement is true or false
Question 8_____ addresses the matter of whether an advertisement reflects empathy with the target audience's basic needs and wants as they relate to making a brand-choice decision in a particular product category.
a. Appropriateness
b. Novelty
c. Stickiness
d. Concreteness
e. Connectedness
Question 9Market mavens are individuals who are experts in marketplace matters.
a. True
b. False
Indicate whether the statement is true or false
Question 10Which of the following is a feature of creative ads?
a. novelty
b. humor
c. intensity
d. short length
e. effective
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