Glossary:

consumer-cum-moviegoers: -cum- is put between two nouns to refer to someone/something that is partly one thing, and partly another.
The consumer-cum-moviegoers are those who are consumers and also moviegoers

saturate: when someone saturates something, she fills it completely so that no more can be added.

tie-ins: sales promotional activities that closely tie with a movie.

cross-marketing: the marketing activities that are made between two or more partners

a circus: a show performed clown, acrobats, animals that travel from place to place. A three-ring circus suggests the meaning that there are so many interesting performances going on at the same time and the viewers don’t know which one to look at.

Questions:

Directions: Choose the best answer for each of the following questions. (One point each)

1. What is mainly discussed in this article?
a. types of tie-ins
b. key factors to successful tie-ins
c. tie-ins to be released this summer
d. advantages and disadvantages of tie-ins

2. “Baskin-Robbins...reloaded” are examples of ________________ ploys of products.
a. traditional
b. unusual
c. successful
d. unsuccessful

3. When Susan Nunziata said “the results can often resemble a three-ring circus”, she was implying that the results are ________________ ?
a. disappointing because the sales of the products does not improve.
b. satisfactory because marketers are trying harder to attract consumers
c. satisfactory because more companies are interested in putting advertisement in movies
d. disappointing because there are too many products and marketing activities for consumers

4. Which of the following is TRUE?
a. The less partners, the better for a small film.
b. Cross-marketing effectively helps boosting the sales.
c. Major marketers look for distinguished lines to echo their brand.
d. Characters always contribute to the success of the sales of a product.

5. What does ‘the frenetic activity’ (line 25) refer to?
a. saturating market
b. over-advertising activities
c. capitalizing on the star power
d. swamping cineplexes with movies

Directions: Briefly answer the following questions

6. How do marketers of consumer products and movie makers benefit from each other? (2)

The consumer products capitalize on the star power which the film industry release while the film industry receive large marketing budgets to sell their movies.

7. What does ‘that double bill’ (line 62) refer to? (2)

1. Something consistent with one’s brand values
2. Something where the company’s product could stand out from the pack

8. List all reasons why some tie-ins are unsuccessful. (4)

1. Too many movies released at the same time
2. Choosing wrong personalities to tie-in with the products
3. Too much promotion, people get turned off
4. Too many consumer product partners in a film

9. When choosing a film for its tie-ins, what features should a company look for (4)

1. Something consistent with its brand values
2. Something distinctive
3. Something that reinforces its brand
4. A story line where its brand can play a leading role

10. What are Jeeps as Lara Croft’s vehicles in “Lara Croft Tomb Raider: The Cradle of Life” and example of? (1)

A product’s brand should play a leading role in the movie.

11. “It’s getting to the outer reaches right now,” said Jim Trebilcock.
What is the author’s purpose in citing the above statement? (2)

To illustrate that for some products, summer is a more appealing season to launch their tie-ins.