Question 1

Red Bull's entry into the United States is viewed by many marketing experts as one of the first and classic uses of alternative and buzz marketing.

Accepted Answer

A) True 
 B)False

Question 2

What is the difference between product placement and branded entertainment? Identify the key factors influencing the effectiveness of both product placement and branded entertainment.

Accepted Answer

Product placement is the planned inserti

Question 3

The Word of Mouth Marketing Association provided the following guidelines for companies that want to generate word-of-mouth communications through its employees,agency employees,or brand sponsors,except:

Accepted Answer

A)  be honest about the relationship the person has with the company, agency, and consumers 
B)  be honest about the type and level of compensation they are receiving 
C)  be honest in the opinion they present 
D)  be honest about identifying who they are 
A)  be honest about the relationship the person has with the company, agency, and consumers 
B)  be honest about the type and level of compensation they are receiving 
C)  be honest in the opinion they present 
D)  be honest about identifying who they are

Question 4

Companies normally select brand ambassadors for the buzz marketing programs based on:

Accepted Answer

A)  the age, income, and gender matching the brand's target market 
B)  the level of acceptance of new products and new technologies 
C)  devotion to the brand and the size of their social circles, families, reference groups, and work associates 
D)  their knowledge and experience with the brand 
A)  the age, income, and gender matching the brand's target market 
B)  the level of acceptance of new products and new technologies 
C)  devotion to the brand and the size of their social circles, families, reference groups, and work associates 
D)  their knowledge and experience with the brand

Question 5

The most common reason retailers do not use point-of-purchase displays furnished by manufacturers is that the displays are:

Accepted Answer

A)  not customer-oriented 
B)  inappropriate for the channel 
C)  not effective in stimulating sales 
D)  inappropriate for the product being promoted 
A)  not customer-oriented 
B)  inappropriate for the channel 
C)  not effective in stimulating sales 
D)  inappropriate for the product being promoted

Question 6

In terms of buzz marketing,the ideal situation occurs when:

Accepted Answer

A)  consumers who truly like a brand tell others 
B)  consumers who like a brand and are sponsored by a company to tell others 
C)  a company creates a blog about a brand and invites consumers to participate 
D)  company or agency employees posing as customers of the company, telling others about the brand 
A)  consumers who truly like a brand tell others 
B)  consumers who like a brand and are sponsored by a company to tell others 
C)  a company creates a blog about a brand and invites consumers to participate 
D)  company or agency employees posing as customers of the company, telling others about the brand

Question 7

Branded entertainment is defined as the insertion of a brand or product into a movie,television show,or some other media program with the purpose of influencing viewers.

Accepted Answer

A) True 
 B)False

Question 8

The majority of purchase decisions are still made in retail stores.

Accepted Answer

A) True 
 B)False

Question 9

The best,most effective POP displays utilize the following techniques,except:

Accepted Answer

A)  integrate the brand's image into the display 
B)  integrate the display with current advertising and promotions 
C)  offers some type of price discount or promotional incentive 
D)  make the display dramatic to get attention 
A)  integrate the brand's image into the display 
B)  integrate the display with current advertising and promotions 
C)  offers some type of price discount or promotional incentive 
D)  make the display dramatic to get attention

Question 10

The original and most widespread form of video game advertising is to have a brand placement in the game.

Accepted Answer

A) True 
 B)False

Question 11

Advertising in online video games offer advertisers the luxury of using Web metrics that are not available with other forms of product placement.

Accepted Answer

A) True 
 B)False

Question 12

Buzz marketing can be compared to a virus.The incubation stage:

Accepted Answer

A)  involves the product being adopted by the early majority 
B)  involves the product being used by a few innovators or trendsetters 
C)  corresponds to the product being introduced 
D)  involves widespread use of the product 
A)  involves the product being adopted by the early majority 
B)  involves the product being used by a few innovators or trendsetters 
C)  corresponds to the product being introduced 
D)  involves widespread use of the product

Question 13

Brand ambassadors or customer evangelists are typically individuals:

Accepted Answer

A)  that have never used the product, but want to try it 
B)  who already like a brand and are asked to be an ambassador 
C)  who are heavy users of a product 
D)  that work for the brand's company 
A)  that have never used the product, but want to try it 
B)  who already like a brand and are asked to be an ambassador 
C)  who are heavy users of a product 
D)  that work for the brand's company

Question 14

Buzz marketing works because consumers:

Accepted Answer

A)  receive information that is not paid for by the company 
B)  receive information when it is not expected 
C)  can choose if they want to listen or not to the recommendation 
D)  trust the opinions of other people and people like to give their opinions 
A)  receive information that is not paid for by the company 
B)  receive information when it is not expected 
C)  can choose if they want to listen or not to the recommendation 
D)  trust the opinions of other people and people like to give their opinions

Question 15

The primary goal of product placements and branded entertainment is to increase sales of the brand being featured.

Accepted Answer

A) True 
 B)False

Question 16

Developing alternative media programs requires:

Accepted Answer

A)  strategic product placement and brand entertainment 
B)  an investment in online advertising 
C)  a large advertising budget 
D)  creativity and imagination 
A)  strategic product placement and brand entertainment 
B)  an investment in online advertising 
C)  a large advertising budget 
D)  creativity and imagination

Question 17

Retailers believe point-of-purchase (POP)materials should either boost sales for a particular brand or draw customers to the store to purchase the brand.

Accepted Answer

A) True 
 B)False

Question 18

A furniture store setting up a special display of massage chairs at a little league baseball tournament is an example of:

Accepted Answer

A)  generating leads 
B)  developing a unique market niche 
C)  lifestyle marketing 
D)  creating a clearly defined product 
A)  generating leads 
B)  developing a unique market niche 
C)  lifestyle marketing 
D)  creating a clearly defined product

Question 19

Buzz marketing:

Accepted Answer

A)  emphasizes consumers passing along information about a product to other consumers 
B)  is designed to obtain instant results while using limited resources 
C)  is the planned insertion of a brand or product into a movie, television show, or some other media 
D)  is the integration of entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium 
A)  emphasizes consumers passing along information about a product to other consumers 
B)  is designed to obtain instant results while using limited resources 
C)  is the planned insertion of a brand or product into a movie, television show, or some other media 
D)  is the integration of entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium

Question 20

All of the following are forms of video game advertising,except:

Accepted Answer

A)  in-game advertisements 
B)  promogames 
C)  rotating in-game advertising 
D)  interactive ads 
A)  in-game advertisements 
B)  promogames 
C)  rotating in-game advertising 
D)  interactive ads

Red Bull's entry into the United States is viewed by many marketing experts as one of the first and classic uses of alternative and buzz marketing.

What is the difference between product placement and branded entertainment? Identify the key factors influencing the effectiveness of both product placement and branded entertainment.

The Word of Mouth Marketing Association provided the following guidelines for companies that want to generate word-of-mouth communications through its employees,agency employees,or brand sponsors,except:

Companies normally select brand ambassadors for the buzz marketing programs based on:

The most common reason retailers do not use point-of-purchase displays furnished by manufacturers is that the displays are:

In terms of buzz marketing,the ideal situation occurs when:

Branded entertainment is defined as the insertion of a brand or product into a movie,television show,or some other media program with the purpose of influencing viewers.

The majority of purchase decisions are still made in retail stores.

The best,most effective POP displays utilize the following techniques,except:

The original and most widespread form of video game advertising is to have a brand placement in the game.

Advertising in online video games offer advertisers the luxury of using Web metrics that are not available with other forms of product placement.

Buzz marketing can be compared to a virus.The incubation stage:

Brand ambassadors or customer evangelists are typically individuals:

Buzz marketing works because consumers:

The primary goal of product placements and branded entertainment is to increase sales of the brand being featured.

Developing alternative media programs requires:

Retailers believe point-of-purchase (POP)materials should either boost sales for a particular brand or draw customers to the store to purchase the brand.

A furniture store setting up a special display of massage chairs at a little league baseball tournament is an example of:

Buzz marketing:

All of the following are forms of video game advertising,except:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 10: Alternative Marketing

Red Bull's entry into the United States is viewed by many marketing experts as one of the first and classic uses of alternative and buzz marketing.

What is the difference between product placement and branded entertainment? Identify the key factors influencing the effectiveness of both product placement and branded entertainment.

The Word of Mouth Marketing Association provided the following guidelines for companies that want to generate word-of-mouth communications through its employees,agency employees,or brand sponsors,except:

Companies normally select brand ambassadors for the buzz marketing programs based on:

The most common reason retailers do not use point-of-purchase displays furnished by manufacturers is that the displays are:

In terms of buzz marketing,the ideal situation occurs when:

Branded entertainment is defined as the insertion of a brand or product into a movie,television show,or some other media program with the purpose of influencing viewers.

The majority of purchase decisions are still made in retail stores.

The best,most effective POP displays utilize the following techniques,except:

The original and most widespread form of video game advertising is to have a brand placement in the game.

Advertising in online video games offer advertisers the luxury of using Web metrics that are not available with other forms of product placement.

Buzz marketing can be compared to a virus.The incubation stage:

Brand ambassadors or customer evangelists are typically individuals:

Buzz marketing works because consumers:

The primary goal of product placements and branded entertainment is to increase sales of the brand being featured.

Developing alternative media programs requires:

Retailers believe point-of-purchase (POP)materials should either boost sales for a particular brand or draw customers to the store to purchase the brand.

A furniture store setting up a special display of massage chairs at a little league baseball tournament is an example of:

Buzz marketing:

All of the following are forms of video game advertising,except:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters