Exam 10: Alternative Marketing

To introduce the Australian Ugg brand in the United States,the marketing team focused on fashion-conscious consumers through a mix of traditional and alternative marketing tactics.

Buzz marketing is attractive to marketers because:

The number of potential viewers for an advertisement placed on Wal-Mart's in-store television system is almost twice as large as an ad on one of the national newscasts.

According to the Word of Mouth Marketing Association,the practice of using company employees or agency employees to pose as customers is:

The first step in guerilla marketing is to:

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

Red Bull was first introduced in Scotland.

If brand communities are to thrive,it is important that it be driven by brand owners and for the company not to get involved.

Sebastian is the marketing manager of a local restaurant.He has decided to set up a booth at an outdoor concert being held at the city park to pass out free samples of food and to give attendees coupons that can be used at the restaurant.This is an example of lifestyle marketing.

The store shelf and point-of-purchase display represent the last chance for the manufacturer to reach the consumer before a purchase is made.

A retailer can only set up a fraction of the point-of-purchase (POP)displays sent by manufacturers due to space limitations.

Forms of alternative media programs include the following,except:

Many retailers are now selling advertising time on their in-store television networks to manufacturers that will integrate the POP displays with ads on the in-store networks.

Carlos has never tried Red Bull.Hayden has,and really likes it.Carlos would be a better selection for a brand ambassador for Red Bull than would Hayden.

During the infection stage of buzz marketing,it is virtually impossible to generate word-of-mouth communications from actual customers.

Research has indicated that to generate true word-of-mouth communications from actual customers they must be aware of the brand,which requires:

The benefits to manufacturers for measuring the impact of POP displays with POS data obtained from retailers include all of the following,except:

Companies select brand ambassadors and customer evangelists based on their devotion to the brand and the size of their social circles.

Using POS data to evaluate POP displays can help manufacturers strengthen partnerships with retailers on the use of POP displays.

A new trend in escalator advertising is to place ads on the steps.