Question 1

In launching Red Bull in the United States,one of the key target markets was:

Accepted Answer

A)  teenagers 
B)  males, 15-34 years of age 
C)  college students 
D)  innovators 
A)  teenagers 
B)  males, 15-34 years of age 
C)  college students 
D)  innovators

Question 2

Having company employees,or employees of a company's advertising agency,pose as a customer to generate buzz marketing is a risky strategy.

Accepted Answer

A) True 
 B)False

Question 3

Identify the four major forms of alternative marketing.

Accepted Answer

Buzz marketing,product placeme

Question 4

During the inoculation stage of buzz marketing,the product is being used by a few innovators or trendsetters.

Accepted Answer

A) True 
 B)False

Question 5

Guerilla 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 6

The following are reasons brand communities exist,except:

Accepted Answer

A)  strong brand support 
B)  affirmation of the buying decision 
C)  social identity and bonding 
D)  swap stories 
A)  strong brand support 
B)  affirmation of the buying decision 
C)  social identity and bonding 
D)  swap stories

Question 7

Brand communities are not unique to the United States.They are developing in other countries,such as China.

Accepted Answer

A) True 
 B)False

Question 8

Ugg is the brand name for an Australian company that sells big,bulky sheepskin boots.To introduce the brand in the United States,Ugg's marketing team targeted:

Accepted Answer

A)  fashion-conscious consumers 
B)  female college students 
C)  high-profile fashion influencers 
D)  female socialites 
A)  fashion-conscious consumers 
B)  female college students 
C)  high-profile fashion influencers 
D)  female socialites

Question 9

In recent years,manufacturers have made a greater effort to integrate POP displays with the brand's advertising and marketing materials.

Accepted Answer

A) True 
 B)False

Question 10

Buzz marketing works because people trust someone else's opinion more than paid advertising and because people like to share their opinions.

Accepted Answer

A) True 
 B)False

Question 11

The starting point for guerilla marketing typically involves discovering the touch points with customers.

Accepted Answer

A) True 
 B)False

Question 12

Advergames are:

Accepted Answer

A)  video games built around a brand 
B)  interactive ads placed within a video game 
C)  rotating ads placed within a video game 
D)  branded video games 
A)  video games built around a brand 
B)  interactive ads placed within a video game 
C)  rotating ads placed within a video game 
D)  branded video games

Question 13

In terms of buzz marketing,the most risky strategy is to use:

Accepted Answer

A)  consumers who truly like a brand and tell others 
B)  consumers who like a brand and are sponsored by a company to tell others 
C)  company employees to create a blog on the company's Web site about a brand and then invite 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 and tell others 
B)  consumers who like a brand and are sponsored by a company to tell others 
C)  company employees to create a blog on the company's Web site about a brand and then invite consumers to participate 
D)  company or agency employees posing as customers of the company telling others about the brand

Question 14

Product placement is the integration of entertainment and advertising by embedding brands into the storyline of a movie,television,show,or other entertainment medium.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following consumers creates the most ideal form of buzz marketing for Guess jeans.?

Accepted Answer

A)  Vanessa truly likes Guess jeans and tells others about how nice they are 
B)  Because Trinity likes Guess jeans, Guess has sponsored her to tell others about the brand 
C)  Guess has created a blog about Guess jeans and invites consumers to participate and offer their opinions, good and bad 
D)  Guess has one of its employees pose as a customer on her personal blog telling others about how great the jeans are 
A)  Vanessa truly likes Guess jeans and tells others about how nice they are 
B)  Because Trinity likes Guess jeans, Guess has sponsored her to tell others about the brand 
C)  Guess has created a blog about Guess jeans and invites consumers to participate and offer their opinions, good and bad 
D)  Guess has one of its employees pose as a customer on her personal blog telling others about how great the jeans are

Question 16

The goal of guerilla marketing is to find:

Accepted Answer

A)  new ways to advertise and promote a brand 
B)  unique, unusual ways to shock consumers into noticing the brand and company 
C)  ways to build relationships with customers by getting them to react or do something 
D)  the lowest cost methods of marketing that effectively reach the target market 
A)  new ways to advertise and promote a brand 
B)  unique, unusual ways to shock consumers into noticing the brand and company 
C)  ways to build relationships with customers by getting them to react or do something 
D)  the lowest cost methods of marketing that effectively reach the target market

Question 17

Buzz,or word-of-mouth,marketing can be generated in the following ways,except:

Accepted Answer

A)  consumers who truly like a brand and tell others 
B)  consumers who like a brand and are sponsored by a company to tell others 
C)  companies developing user-generated ads or blogs 
D)  company or agency employees posing as customers of the company, telling others about the brand 
A)  consumers who truly like a brand and tell others 
B)  consumers who like a brand and are sponsored by a company to tell others 
C)  companies developing user-generated ads or blogs 
D)  company or agency employees posing as customers of the company, telling others about the brand

Question 18

Product placement:

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 19

During the infection stage of buzz marketing,the product is being introduced to the market.

Accepted Answer

A) True 
 B)False

Question 20

The best example of a brand community is:

Accepted Answer

A)  Jeep 
B)  Apple 
C)  Harley-Davidson 
D)  Toyota 
A)  Jeep 
B)  Apple 
C)  Harley-Davidson 
D)  Toyota

In launching Red Bull in the United States,one of the key target markets was:

Having company employees,or employees of a company's advertising agency,pose as a customer to generate buzz marketing is a risky strategy.

Identify the four major forms of alternative marketing.

During the inoculation stage of buzz marketing,the product is being used by a few innovators or trendsetters.

Guerilla marketing:

The following are reasons brand communities exist,except:

Brand communities are not unique to the United States.They are developing in other countries,such as China.

Ugg is the brand name for an Australian company that sells big,bulky sheepskin boots.To introduce the brand in the United States,Ugg's marketing team targeted:

In recent years,manufacturers have made a greater effort to integrate POP displays with the brand's advertising and marketing materials.

Buzz marketing works because people trust someone else's opinion more than paid advertising and because people like to share their opinions.

The starting point for guerilla marketing typically involves discovering the touch points with customers.

Advergames are:

In terms of buzz marketing,the most risky strategy is to use:

Product placement is the integration of entertainment and advertising by embedding brands into the storyline of a movie,television,show,or other entertainment medium.

Which of the following consumers creates the most ideal form of buzz marketing for Guess jeans.?

The goal of guerilla marketing is to find:

Buzz,or word-of-mouth,marketing can be generated in the following ways,except:

Product placement:

During the infection stage of buzz marketing,the product is being introduced to the market.

The best example of a brand community is:

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

In launching Red Bull in the United States,one of the key target markets was:

Having company employees,or employees of a company's advertising agency,pose as a customer to generate buzz marketing is a risky strategy.

Identify the four major forms of alternative marketing.

During the inoculation stage of buzz marketing,the product is being used by a few innovators or trendsetters.

Guerilla marketing:

The following are reasons brand communities exist,except:

Brand communities are not unique to the United States.They are developing in other countries,such as China.

Ugg is the brand name for an Australian company that sells big,bulky sheepskin boots.To introduce the brand in the United States,Ugg's marketing team targeted:

In recent years,manufacturers have made a greater effort to integrate POP displays with the brand's advertising and marketing materials.

Buzz marketing works because people trust someone else's opinion more than paid advertising and because people like to share their opinions.

The starting point for guerilla marketing typically involves discovering the touch points with customers.

Advergames are:

In terms of buzz marketing,the most risky strategy is to use:

Product placement is the integration of entertainment and advertising by embedding brands into the storyline of a movie,television,show,or other entertainment medium.

Which of the following consumers creates the most ideal form of buzz marketing for Guess jeans.?

The goal of guerilla marketing is to find:

Buzz,or word-of-mouth,marketing can be generated in the following ways,except:

Product placement:

During the infection stage of buzz marketing,the product is being introduced to the market.

The best example of a brand community is:

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