MKT 461 Final Exam Questions Answered Correctly Latest Version 2025-2026
Definition of synergy: - Answers Effort to coordinate internal and external efforts across various
platforms so that they work in concert and make a multiplier effect
What are the 11 areas a studio can have synergy in? - Answers Film, home entertainment, theme parks,
stage performances, publishing, music, TV and cable, video games, home video/streaming, promotional
alliances, & licensing of IP
Synergy works best when... (5) - Answers When synergy is the responsibility of an individual or group
within the organization
When the synergy group divisions meet routinely (and early) to look for synergistic opportunities for
upcoming entertainment
When synergy/collaboration efforts are included in each division's plans
When there is a specified arbiter to resolve conflicts between divisions
When evaluations and rewards are directly tied to fostering synergy
Theme parks allow audiences to: - Answers Experience the film's storyline
What is the most important part of a theme park? - Answers The people in costume as popular
characters
What Disney character did we learn out that had a highly profitable franchise with just home
entertainment? - Answers Tinker Bell
What licensing fee do studios get from their IP? - Answers 8-14% of the wholesale price
Tips for getting the most out of your external synergy (7): - Answers 1. Need partners' efforts to align
with film date/intro
2. Need right seasonality
3. Need partners' target audiences to be similar
4. Biggest bang often with family films (G/PG), but PG-13 could also work
5. Need the film to fit the brand and vice versa
6. Need involving contests and sweepstakes
7. Need partners with lots of money did spend
What are some potential issues when you're creating external synergy? (4) - Answers 1. Films for PG-13
and R should not be partnered with brands targeting lower age groups
, 2. Talent may not want to be involved. Top talent often have contractual authority to approve
promotional partners.
3. Category exclusive deals can be restrictive .
4. Film may not live up to expectations, leaving partners with product they can't sell
Product placement is handled mostly by - Answers Product placement firms
For some theme parks, _____ are as much as 5% of their revenue - Answers Sponsorships / product
placement
What's a mainstream example of studio/studio synergy? - Answers Spider-Man is split between Sony
and Disney
The probability of creating a blockbuster increases when... (5) - Answers 1. When synergy is the
responsibility of an individual or group within the organization
2. When the synergy group and divisions meet routinely (and early) to look for synergistic opportunities
for upcoming entertainment
3. When synergy/collaboration efforts are included in each division's plans
4. When there is a specified arbiter to resolve conflicts between divisions
5. When evaluations and rewards are directly tied to fostering synergy
What is the biggest portion of the $280 billion licensed merchandise market? - Answers
Entertainment/character based licensing
What are the top 2 product categories for entertainment/character based licensing? - Answers
Toys/games and apparel
Definition of royalty: - Answers The % that the owner of the intellectual property receives from the
manufacturer who licenses the character/icons
How does the licensee pay for rights to the IP? - Answers They make an advance payment against
projected sales which is deducted from future sales
Definition of licensing - Answers Licensing conveys the rights to manufacture products and provide
services based upon an intellectual property such as a film or TV show story, characters and
iconography. "Licensor" is the owner of the IP, whereas the "licensee" is the entity that purchases use of
the IP
Things to keep in mind for a licensor looking to create synergy (7): - Answers 1. Selling a license adds
revenue
Definition of synergy: - Answers Effort to coordinate internal and external efforts across various
platforms so that they work in concert and make a multiplier effect
What are the 11 areas a studio can have synergy in? - Answers Film, home entertainment, theme parks,
stage performances, publishing, music, TV and cable, video games, home video/streaming, promotional
alliances, & licensing of IP
Synergy works best when... (5) - Answers When synergy is the responsibility of an individual or group
within the organization
When the synergy group divisions meet routinely (and early) to look for synergistic opportunities for
upcoming entertainment
When synergy/collaboration efforts are included in each division's plans
When there is a specified arbiter to resolve conflicts between divisions
When evaluations and rewards are directly tied to fostering synergy
Theme parks allow audiences to: - Answers Experience the film's storyline
What is the most important part of a theme park? - Answers The people in costume as popular
characters
What Disney character did we learn out that had a highly profitable franchise with just home
entertainment? - Answers Tinker Bell
What licensing fee do studios get from their IP? - Answers 8-14% of the wholesale price
Tips for getting the most out of your external synergy (7): - Answers 1. Need partners' efforts to align
with film date/intro
2. Need right seasonality
3. Need partners' target audiences to be similar
4. Biggest bang often with family films (G/PG), but PG-13 could also work
5. Need the film to fit the brand and vice versa
6. Need involving contests and sweepstakes
7. Need partners with lots of money did spend
What are some potential issues when you're creating external synergy? (4) - Answers 1. Films for PG-13
and R should not be partnered with brands targeting lower age groups
, 2. Talent may not want to be involved. Top talent often have contractual authority to approve
promotional partners.
3. Category exclusive deals can be restrictive .
4. Film may not live up to expectations, leaving partners with product they can't sell
Product placement is handled mostly by - Answers Product placement firms
For some theme parks, _____ are as much as 5% of their revenue - Answers Sponsorships / product
placement
What's a mainstream example of studio/studio synergy? - Answers Spider-Man is split between Sony
and Disney
The probability of creating a blockbuster increases when... (5) - Answers 1. When synergy is the
responsibility of an individual or group within the organization
2. When the synergy group and divisions meet routinely (and early) to look for synergistic opportunities
for upcoming entertainment
3. When synergy/collaboration efforts are included in each division's plans
4. When there is a specified arbiter to resolve conflicts between divisions
5. When evaluations and rewards are directly tied to fostering synergy
What is the biggest portion of the $280 billion licensed merchandise market? - Answers
Entertainment/character based licensing
What are the top 2 product categories for entertainment/character based licensing? - Answers
Toys/games and apparel
Definition of royalty: - Answers The % that the owner of the intellectual property receives from the
manufacturer who licenses the character/icons
How does the licensee pay for rights to the IP? - Answers They make an advance payment against
projected sales which is deducted from future sales
Definition of licensing - Answers Licensing conveys the rights to manufacture products and provide
services based upon an intellectual property such as a film or TV show story, characters and
iconography. "Licensor" is the owner of the IP, whereas the "licensee" is the entity that purchases use of
the IP
Things to keep in mind for a licensor looking to create synergy (7): - Answers 1. Selling a license adds
revenue
