MGMT 333 ch 7

Which of the following is not included in the social entertainment zone?
Social storefronts.
Brands can create owned vehicles of social entertainment by creating which type of content?
Branded.
Which of the following best represents the characteristics of social entertainment?
Digitally connected, participatory, and shareable.
With this type of media, marketers can buy advertising space in and around the source of entertainment?
Product placement.
Play and the motivations for individuals to participate include all of the following save which one?
Fun.
Which of the following completes the following sentence, ‘Play as _________ provides symbolic benefits to the participant in that the form of entertainment is self-expressive, reveals affinities and interests, and provides for a sense of affiliation’?
Fun.
Which of the following completes the sentence, ‘Play as _______ encourages participants to engage in creative, imaginative experiences’?
Fun.
What are the content marketing aspects of social publishing focused on?
Informing.
What are the content marketing aspects of social entertainment focused on?
Entertainment.
Which subset of content marketing seeks to capture and retain attention for a prolonged period of time by entertaining the audience?
Branded entertainment.
Which subset of content marketing encourages the audience to interact with the content and is thought to generate word-of-mouth communication about the respective brand?
Social media marketing.
How is social publishing most akin to traditional media?
All of the above.
Which of the following characteristics is not associated with a social game?
Solitary.
Which type of game is distinguished by low barriers to entry, is easy to learn, and requires a small amount of time per game?
Casual game.
Which type of game is distinguished by high barriers to entry, including long playing times and demand for advanced skills for ongoing play?
Core game.
Which of the following completes the sentence, ‘________ gamers value realism in the game’s contextual clues and challenge in the game’s activities, while _________ gamers value ease of use and immediate gratification’?
None of the above
Someone who wants to play Pet Rescue Saga can just hop online and start matching gemstones for whatever brief time he or she has available. What gaming segment would this game fall in?
Casual.
Which of the following best defines a platform?
The hardware systems on which the game is played.
Which of the following best defines a mode?
The way the game world is experienced.
Which of the following describes the nature of the game, such as fantasy, horror and retro?
Mode.
Which of the following refers to the method of play?
Genre.
Epic goal, a live action soccer game, falls into which of the following game genres?
Action.
A billboard for Under Armor appears in the game you are playing. This is an example of which of the following?
Display ad.
Captain Morgan developed a mobile social game called Captain’s Quest that included geo-location technology incorporating Foursquare and QR code readers that unlocked virtual goods when barcodes on bottles of Captain Morgan were scanned. This is an example of which of the following?
Advergame.
When you play FIFA and see all the soccer players wearing bright yellow Adidas brand cleats, this is an example of which of the following?
Product placement.
Which of the following means that there are way too many games out there that compete for players’ attention?
Game clutter.
When players love a game, some of these positive feelings rub off on the brands they encounter within it. This spillover is referred to as which of the following?
The transference effect.
Which one of the following is not a key characteristic of games?
Marketers cannot measure a game’s promotional value.
Which of the following proposes that mental stimulation through storytelling encourages players to become lost in the story?
The narrative transportation theory.
Taylor gets lost in playing FIFA to the point that he has now developed a strong love for a Adidas brand clothing, which is prominently advertised and used by characters in the game. Which of the following provides an explanation for this development?
Narrative transportation theory.
In the Japanese version of Metal Gear Solid, Peace Walker, the character, could drink Mountain Dew, eat Doritos, and spray himself with Axe to recover or develop additional strength for game play. This is an example of which of the following?
A script placement.
When a gamer thinks about all the reasons why the advertising message on the screen does not apply to them, they are engaging in which of the following?
Counterarguing.
Which of the following is not true regarding alternate reality games?
The story typically unfolds in a linear fashion.
Which of the following completes the sentence, ‘________ follow the game but do not actively participate, whereas ________ participate in forums but do not actively play’?
Lurkers; Rubberneckers
The tactic of hiding messages within another medium, such that the message is undetectable for those who do not know to look for it, is known as which of the following?
Steganography.
Which of the following is considered to be in the realm of social music?
Pandora.
Why should marketers consider social music sites as possible ad vehicles?
All of the above.
ClickZ defined which of the following as ‘technology that supports communication and social interaction in either the context of watching television, or related to TV content’?
Social TV.
For social TV to be considered social media marketing, it must meet which of the following objectives?
All of the above.
This compilation of data allows for media analysis and social media commentary on a large scale.
Social TV.
Social media talent agencies like Niche and GrapeStory represent which of the following?
Social celebrity.
Biggie’s endorsement of BarkBoxes is an example of how marketers share brand messaging through which of the following?
Social celebrity.
The organic development of Twitter communities around programming like Scandal has allowed people to converse about shows in real time. This is an example of how marketers are using which of the following to share brand messaging?
Social TV.
Which technology firm, acquired by Twitter, identifies content in television and ties that content to social media conversations?
Bluefin Labs.
Coca-Cola’s Placelists campaign provides a good example of how marketers are using which of the following to share brand messaging?
Social music.