Question 1

What is a branded community and how can a company enhance a community spirit among its owners.

Accepted Answer

Branded communities are the ultimate dem

Question 2

In buzz marketing,the ideal situation occurs when a company can sponsor an individual as an agent or brand advocate for a brand that the person truly likes.

Accepted Answer

A) True 
 B)False

Question 3

To be effective,point-of-purchase displays must:

Accepted Answer

A)  clearly communicate the product's attributes 
B)  offer a reduced price 
C)  match the store's advertising theme 
D)  utilize digital or LED displays 
A)  clearly communicate the product's attributes 
B)  offer a reduced price 
C)  match the store's advertising theme 
D)  utilize digital or LED displays

Question 4

Guerilla marketing is:

Accepted Answer

A)  the best method for locating customers for a small business 
B)  not so much a method of marketing as a mentality or approach to marketing 
C)  a method a small business can use to obliterate the competition 
D)  based on a database marketing foundation 
A)  the best method for locating customers for a small business 
B)  not so much a method of marketing as a mentality or approach to marketing 
C)  a method a small business can use to obliterate the competition 
D)  based on a database marketing foundation

Question 5

A brand's appeal is stronger when it is shown in a nonadvertising context,such as in product placements and branded entertainment.

Accepted Answer

A) True 
 B)False

Question 6

The goal of alternative media programs is to identify:

Accepted Answer

A)  new places were a consumer's path intersects with a brand's presence 
B)  unique venues where consumers hang out 
C)  the media habits of a brand's target market 
D)  the unique psychographic profile of a brand's target market 
A)  new places were a consumer's path intersects with a brand's presence 
B)  unique venues where consumers hang out 
C)  the media habits of a brand's target market 
D)  the unique psychographic profile of a brand's target market

Question 7

To increase their effectiveness,brand ambassadors that are sponsored by a company are asked to hide their connection with the brand.

Accepted Answer

A) True 
 B)False

Question 8

Advertisers believe that product placements:

Accepted Answer

A)  increase the brand's equity and top choice scores 
B)  lead to increased awareness and more positive attitude toward the brand with only a few isolated cases of sales increases 
C)  lead to increased awareness and more positive attitude toward the brand with a corresponding increase in sales of the brand 
D)  work only if the product is related in some way to the theme of the television show or movie 
A)  increase the brand's equity and top choice scores 
B)  lead to increased awareness and more positive attitude toward the brand with only a few isolated cases of sales increases 
C)  lead to increased awareness and more positive attitude toward the brand with a corresponding increase in sales of the brand 
D)  work only if the product is related in some way to the theme of the television show or movie

Question 9

What is buzz marketing and how can it be generated?

Accepted Answer

Buzz marketing emphasizes consumers pass

Question 10

Guerilla marketing involves using traditional marketing tools to reach consumers with a controversial message.

Accepted Answer

A) True 
 B)False

Question 11

For moviemakers and television producers,the primary motivation behind product placements and branded entertainment is:

Accepted Answer

A)  it increases interest in the show or movie 
B)  it makes the show or movie more real-like 
C)  feelings toward the brands used will transfer to the show or movie 
D)  money 
A)  it increases interest in the show or movie 
B)  it makes the show or movie more real-like 
C)  feelings toward the brands used will transfer to the show or movie 
D)  money

Question 12

The newest and most expensive in-store marketing tactic is:

Accepted Answer

A)  end-of-aisle caps that are tied into the brand's marketing effort 
B)  electronic , automated shopping carts 
C)  carefully placing and using video screens and television monitors 
D)  digital point-of-purchase displays 
A)  end-of-aisle caps that are tied into the brand's marketing effort 
B)  electronic , automated shopping carts 
C)  carefully placing and using video screens and television monitors 
D)  digital point-of-purchase displays

Question 13

The best POP displays are those that use LED technology and offer consumers a specific discount on the product being promoted.

Accepted Answer

A) True 
 B)False

Question 14

Which is associated with guerilla marketing rather than traditional marketing?

Accepted Answer

A)  measure success by sales 
B)  grows by adding customers 
C)  grows through existing customers and referrals 
D)  aims messages at large groups 
A)  measure success by sales 
B)  grows by adding customers 
C)  grows through existing customers and referrals 
D)  aims messages at large groups

Question 15

When Red Bull launched its drink in the United States,competitors were:

Accepted Answer

A)  slow to react 
B)  able to develop their own versions within just a few months 
C)  already developing their own versions 
D)  already introducing their own versions 
A)  slow to react 
B)  able to develop their own versions within just a few months 
C)  already developing their own versions 
D)  already introducing their own versions

Question 16

A company or brand with a strong brand community displays the following characteristics,except:

Accepted Answer

A)  rich and long tradition 
B)  a unique position in the marketplace 
C)  a positive image 
D)  a high market share 
A)  rich and long tradition 
B)  a unique position in the marketplace 
C)  a positive image 
D)  a high market share

Question 17

The initial reaction to advertising in nontraditional formats was strong,in recent years it has lost its appeal due to clutter.

Accepted Answer

A) True 
 B)False

Question 18

One method companies are using to measure the impact of point-of-purchase (POP)displays is to utilize cash register data comparing before and after sales.

Accepted Answer

A) True 
 B)False

Question 19

advertising in online video games offers the following benefits,except:

Accepted Answer

A)  Web metrics that are not available with other forms of product placements 
B)  the attitude of the game player towards the ads 
C)  ability to track length of ad exposure in the game 
D)  how long and how often an individual plays a game 
A)  Web metrics that are not available with other forms of product placements 
B)  the attitude of the game player towards the ads 
C)  ability to track length of ad exposure in the game 
D)  how long and how often an individual plays a game

Question 20

In-game brand placement in video games has all of the advantages of product placement and branded entertainment.In addition,it has the added benefit of:

Accepted Answer

A)  being online 
B)  reaching females 
C)  reaching young males 
D)  interactivity 
A)  being online 
B)  reaching females 
C)  reaching young males 
D)  interactivity

What is a branded community and how can a company enhance a community spirit among its owners.

In buzz marketing,the ideal situation occurs when a company can sponsor an individual as an agent or brand advocate for a brand that the person truly likes.

To be effective,point-of-purchase displays must:

Guerilla marketing is:

A brand's appeal is stronger when it is shown in a nonadvertising context,such as in product placements and branded entertainment.

The goal of alternative media programs is to identify:

To increase their effectiveness,brand ambassadors that are sponsored by a company are asked to hide their connection with the brand.

Advertisers believe that product placements:

What is buzz marketing and how can it be generated?

Guerilla marketing involves using traditional marketing tools to reach consumers with a controversial message.

For moviemakers and television producers,the primary motivation behind product placements and branded entertainment is:

The newest and most expensive in-store marketing tactic is:

The best POP displays are those that use LED technology and offer consumers a specific discount on the product being promoted.

Which is associated with guerilla marketing rather than traditional marketing?

When Red Bull launched its drink in the United States,competitors were:

A company or brand with a strong brand community displays the following characteristics,except:

The initial reaction to advertising in nontraditional formats was strong,in recent years it has lost its appeal due to clutter.

One method companies are using to measure the impact of point-of-purchase (POP)displays is to utilize cash register data comparing before and after sales.

advertising in online video games offers the following benefits,except:

In-game brand placement in video games has all of the advantages of product placement and branded entertainment.In addition,it has the added benefit of:

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

What is a branded community and how can a company enhance a community spirit among its owners.

In buzz marketing,the ideal situation occurs when a company can sponsor an individual as an agent or brand advocate for a brand that the person truly likes.

To be effective,point-of-purchase displays must:

Guerilla marketing is:

A brand's appeal is stronger when it is shown in a nonadvertising context,such as in product placements and branded entertainment.

The goal of alternative media programs is to identify:

To increase their effectiveness,brand ambassadors that are sponsored by a company are asked to hide their connection with the brand.

Advertisers believe that product placements:

What is buzz marketing and how can it be generated?

Guerilla marketing involves using traditional marketing tools to reach consumers with a controversial message.

For moviemakers and television producers,the primary motivation behind product placements and branded entertainment is:

The newest and most expensive in-store marketing tactic is:

The best POP displays are those that use LED technology and offer consumers a specific discount on the product being promoted.

Which is associated with guerilla marketing rather than traditional marketing?

When Red Bull launched its drink in the United States,competitors were:

A company or brand with a strong brand community displays the following characteristics,except:

The initial reaction to advertising in nontraditional formats was strong,in recent years it has lost its appeal due to clutter.

One method companies are using to measure the impact of point-of-purchase (POP)displays is to utilize cash register data comparing before and after sales.

advertising in online video games offers the following benefits,except:

In-game brand placement in video games has all of the advantages of product placement and branded entertainment.In addition,it has the added benefit of:

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