Deck 7: Social Entertainment

Question 1

Which of the following is not included in the social entertainment zone?

A)Social music.
B)Social television and film.
C)Social games.
D)Social storefronts.
E)Alternate reality games.

Answer 1

D
Explanation: B)Social storefronts are included in the social commerce zone.

Question 2

Which of the following characteristics is not associated with a social game?

A)Multiplayer.
B)Competitive.
C)Dedicated.
D)Community-oriented.
E)Solitary.

Answer 2

E
Explanation: E)The characteristics that appeal to serious gamers: the sense of competition and immersion within a dedicated community of player

Question 3

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?

A)Core.
B)Casual.
C)Hardcore.
D)Challenging.
E)Demanding.

Answer 3

B
Explanation: B)Although the stereotypes of casual versus hardcore gamers still hold some truth,social games are blurring the distinctions between these two types,and indeed they are bringing new gamers (and crossover games)into the mix.

Question 4

Which of the following completes the sentence,'Chipotle's Hulu series,Farmed and Dangerous,is an example of _________'?

A)curated entertainment
B)social entertainment
C)branded entertainment
D)social media advertising
E)social TV

Question 5

Which form of entertainment gives brands the ability to use the social entertainment zone without the expenses of paid media space or content production?

A)Curated.
B)Owned.
C)Branded.
D)Bought.
E)Published.

Question 6

With this type of media,marketers can buy advertising space in and around the source of entertainment?

A)Social media.
B)Paid media.
C)Product placement.
D)Owned media.
E)Traditional media.

Question 7

Which of the following best represents the characteristics of social entertainment?

A)Digitally connected,participatory,and shareable.
B)Digitally connected,engaging,and shareable.
C)Digitally connected,segmented,and shareable.
D)Digitally connected,participatory,and likeable.
E)Digitally connected,engaging,and likeable.

Question 8

What are the content marketing aspects of social entertainment focused on?

A)Performing.
B)Entertainment.
C)Informing.
D)Researching.
E)Experiences.

Question 9

Which type of game is distinguished by low barriers to entry,is easy to learn,and requires a small amount of time per game?

A)Hardcore game.
B)Core game.
C)Social game.
D)Casual game.
E)Game console.

Question 10

Play and the motivations for individuals to participate include all of the following save which one?

A)Power.
B)Frivolity.
C)Fun.
D)Identity.
E)Fantasy.

Question 11

Which subset of content marketing seeks to capture and retain attention for a prolonged period of time by entertaining the audience?

A)Branded entertainment.
B)Social media marketing.
C)Social branded entertainment.
D)Social games.
E)None of the above.

Question 12

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'?

A)power
B)frivolity
C)fun
D)identity
E)fantasy

Question 13

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'?

A)Hardcore;core
B)Core;social
C)Social;casual
D)Casual;core
E)None of the above

Question 14

Which of the following completes the sentence,'Broadly,____________ encompasses the digital and social forms of media that are otherwise addressed by the entertainment industry'?

A)social commerce
B)social entertainment
C)social publishing
D)social participation
E)social community

Question 15

How is social publishing most akin to traditional media?

A)Anyone can publish content in online channels.
B)News organizations can publish content in online channels.
C)Individuals can publish content in online channels.
D)Brands can publish content in online channels.
E)All of the above.

Question 16

What are the content marketing aspects of social publishing focused on?

A)Performing.
B)Entertainment.
C)Informing.
D)Researching.
E)Experiences.

Question 17

Which type of game is distinguished by high barriers to entry,including long playing times and demand for advanced skills for ongoing play?

A)Hardcore game.
B)Core game.
C)Social game.
D)Casual game.
E)Game console.

Question 18

Brands can create owned vehicles of social entertainment by creating which type of content?

A)Curated.
B)Owned.
C)Branded.
D)Bought.
E)Published.

Question 19

Which of the following completes the sentence,'Play as _______ encourages participants to engage in creative,imaginative experiences'?

A)power
B)frivolity
C)fun
D)identity
E)fantasy

Question 20

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?

A)Branded entertainment.
B)Social media marketing.
C)Social branded entertainment.
D)Social games.
E)None of the above.

Question 21

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?

A)Plot placement.
B)Game clutter.
C)Transactional advertising.
D)Gold farming.
E)Advergame.

Question 22

A billboard for Under Armor appears in the game you are playing.This is an example of which of the following?

A)Display ad.
B)Achivement badge.
C)Dark ad.
D)Transactional ad.
E)Product placement.

Question 23

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?

A)The transference effect.
B)Augmented reality.
C)Counterarguing.
D)Immersive fiction.
E)Internalization.

Question 24

Pizza Hut allowed players in Everquest II to order pizza straight from the game by using the "/pizza" command.This is an example of which of the following?

A)A screen placement.
B)A script placement.
C)A display ad.
D)A transactional ad.
E)An achievement badge.

Question 25

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?

A)Dark marketing.
B)Steganography.
C)Immersive fiction.
D)Gold farming.
E)Plot placement.

Question 26

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)A screen placement.
B)A script placement.
C)A display ad.
D)A transactional ad.
E)An achievement badge.

Question 27

Which of the following best defines a mode?

A)A form of technology that enables the overlay of digital images and information over a real (physical)environment.
B)The hardware systems on which the game is played.
C)An interactive,electronic device used to display video games.
D)A two-dimensional barcode that can be read using a webcam or mobile device equipped with a code reader.
E)The way the game world is experienced.

Question 28

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?

A)Counterarguing.
B)Internalization.
C)Rubbernecking.
D)Transferrence.
E)Augmented reality.

Question 29

Which of the following means that there are way too many games out there that compete for players' attention?

A)Game placement.
B)Game internalization.
C)Game transference.
D)Game steganography.
E)Game clutter.

Question 30

Which of the following refers to the method of play?

A)QR code.
B)Platform.
C)Mode.
D)Milieu.
E)Genre.

Question 31

Which of the following is not true regarding alternate reality games?

A)The story typically unfolds in a linear fashion.
B)ARGs are organic.
C)ARG players rely on the Internet as the hub of communication.
D)ARG players desire to share information with each other.
E)The ARG story is often followed by observers.

Question 32

Which of the following completes the sentence,'________ follow the game but do not actively participate,whereas ________ participate in forums but do not actively play'?

A)Casual gamers
B)Lurkers
C)Rubberneckers
D)B then A
E)B then C

Question 33

Which of the following proposes that mental stimulation through storytelling encourages players to become lost in the story?

A)Dark marketing.
B)Steganography.
C)The meaning transfer model.
D)The narrative transportation theory.
E)The transference effect.

Question 34

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?

A)Narrative transportation theory.
B)Steganography.
C)Immersive fiction.
D)Value realism.
E)Counterarguing.

Question 35

In the movie I Am Sam,Starbucks plays a prominent role as the employer of the lead character throughout the film.This is an example of which of the following?

A)Plot placement.
B)Gold farming.
C)Transactional advertising.
D)Augmented reality.
E)Dark marketing.

Question 36

Epic goal,a live action soccer game,falls into which of the following game genres?

A)Simulation.
B)First-person shooter.
C)Role-playing.
D)Strategy.
E)Action.

Question 37

Which one of the following is not a key characteristic of games?

A)Gamers are open to advertising content in games.
B)Brands benefit when they associate with a successful game.
C)Players identify with the brands their characters use,and this increases their brand involvement.
D)Branding within a game's story is an unobtrusive way to share a brand's core message.
E)Marketers cannot measure a game's promotional value.

Question 38

Which of the following best defines a platform?

A)A form of technology that enables the overlay of digital images and information over a real (physical)environment.
B)The hardware systems on which the game is played.
C)An interactive,electronic device used to display video games.
D)A two-dimensional barcode that can be read using a webcam or mobile device equipped with a code reader.
E)The way the game world is experienced.

Question 39

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?

A)Display ad.
B)Achievement badge.
C)Dark ad.
D)Transactional ad.
E)Product placement.

Question 40

Which of the following describes the nature of the game,such as fantasy,horror and retro?

A)Milieu.
B)Tactic.
C)Mode.
D)Theme.
E)Genre.

Question 41

Coca-Cola's Placelists campaign provides a good example of how marketers are using which of the following to share brand messaging?

A)Social TV.
B)Social games.
C)Social music.
D)Social celebrity.
E)None of the above.

Question 42

This compilation of data allows for media analysis and social media commentary on a large scale.

A)Bluefin Labs.
B)TV Genome.
C)Social TV.
D)Social media data collection.
E)Bluebird Labs.

Question 43

Social media talent agencies like Niche and GrapeStory represent which of the following?

A)Social TV.
B)Social games.
C)Social music.
D)Social celebrity.
E)None of the above.

Question 44

Why should marketers consider social music sites as possible ad vehicles?

A)These social sites offer targeting and reach capabilities.
B)Advertisers can target using age,gender,preferred music genre,and location.
C)Ad impressions are charged on a CPM basis.
D)Production may be provided by the site.
E)All of the above.

Question 45

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?

A)Social TV.
B)Social games.
C)Social music.
D)Social celebrity.
E)None of the above.

Question 46

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'?

A)Social music.
B)Social celebrity.
C)Social games.
D)Social TV.
E)None of the above.

Question 47

Which technology firm,acquired by Twitter,identifies content in television and ties that content to social media conversations?

A)Bluefin Labs.
B)TV Genome.
C)Social TV.
D)Social media data collection.
E)Bluebird Labs.

Question 48

Which of the following is considered to be in the realm of social music?

A)iTunes.
B)Google Play.
C)Pandora.
D)Amazon Music.
E)All of the above.

Question 49

For social TV to be considered social media marketing,it must meet which of the following objectives?

A)Should be designed to meet marketing objectives.
B)Must be shareable.
C)Must be participatory.
D)All of the above.
E)None of the above.

Question 50

Biggie's endorsement of BarkBoxes is an example of how marketers share brand messaging through which of the following?

A)Social TV.
B)Social games.
C)Social music.
D)Social celebrity.
E)None of the above.