Question 1

What is buzz marketing and how can it be generated?

Accepted Answer

Buzz marketing emphasizes consumers passing along information about a product to other consumers. It can be generated in three ways:
1. Consumers who truly like a brand and tell others.
2. Consumers who like a brand and are sponsored by a company to tell others.
3. Company or agency employees posing as customers of the company, telling others about the brand.

Question 2

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

Accepted Answer

A) True 
 B)False  False

Question 3

To increase the probability that a positive experience will occur from an experiential marketing event, companies should follow the following steps, except:

Accepted Answer

A)  choose a clear, concise market segment to target 
B)  provide consumers an opportunity to generate buzz with other individuals 
C)  identify the right time and place to involve consumers with the brand 
D)  make sure the experience reveals clearly the brand's promise 
A)  choose a clear, concise market segment to target 
B)  provide consumers an opportunity to generate buzz with other individuals 
C)  identify the right time and place to involve consumers with the brand 
D)  make sure the experience reveals clearly the brand's promise B

Question 4

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 5

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 6

Lifestyle marketing involves identifying marketing methods associated with the hobbies and entertainment venues of the target audience.

Accepted Answer

A) True 
 B)False

Question 7

The use of branded entertainment increased sharply with the:

Accepted Answer

A)  introduction of cable TV and the ability to target audience through specialty shows 
B)  increased interest in specialty shows like Extreme Makeover and Top Chef 
C)  rise of reality television shows where there is a lack of script and the focus is on the real world 
D)  popularity of the American Idol shows and fan voting 
A)  introduction of cable TV and the ability to target audience through specialty shows 
B)  increased interest in specialty shows like Extreme Makeover and Top Chef 
C)  rise of reality television shows where there is a lack of script and the focus is on the real world 
D)  popularity of the American Idol shows and fan voting

Question 8

Facial recognition technology offers an innovative new form of alternative media advertising.

Accepted Answer

A) True 
 B)False

Question 9

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 10

With stealth marketing, brand ambassadors show and talk about a product to others:

Accepted Answer

A)  without disclosing their true relationship with the brand 
B)  and only disclose their relationship with the brand when asked 
C)  after revealing their relationship with the brand 
D)  only when they are asked by other individuals 
A)  without disclosing their true relationship with the brand 
B)  and only disclose their relationship with the brand when asked 
C)  after revealing their relationship with the brand 
D)  only when they are asked by other individuals

Question 11

All of the following statements are true, except:

Accepted Answer

A)  advertisers are ready to abandon traditional media, such as radio, television, magazines, and newspapers 
B)  alternative marketing programs are on the rise 
C)  advertisers are using more alternative media 
D)  advertisers are spending more money on trying to reach potential customers in new and innovative ways 
A)  advertisers are ready to abandon traditional media, such as radio, television, magazines, and newspapers 
B)  alternative marketing programs are on the rise 
C)  advertisers are using more alternative media 
D)  advertisers are spending more money on trying to reach potential customers in new and innovative ways

Question 12

The following are reasons to use guerilla marketing, except:

Accepted Answer

A)  to create buzz 
B)  to reach consumers that cannot be reached with traditional advertising 
C)  to interact with consumers 
D)  to build relationships with consumers 
A)  to create buzz 
B)  to reach consumers that cannot be reached with traditional advertising 
C)  to interact with consumers 
D)  to build relationships with consumers

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 website 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 website 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

According to consumers, ceiling banners and overhead mobiles are the most engaging.

Accepted Answer

A) True 
 B)False

Question 15

Experiential marketing typically involves:

Accepted Answer

A)  providing samples to individuals through direct response tactics 
B)  a combination of guerrilla and buzz marketing tactics 
C)  generating buzz about a unique marketing event 
D)  direct marketing through interactive means, such as special events and free samples 
A)  providing samples to individuals through direct response tactics 
B)  a combination of guerrilla and buzz marketing tactics 
C)  generating buzz about a unique marketing event 
D)  direct marketing through interactive means, such as special events and free samples

Question 16

Forms of alternative marketing include the following, except:

Accepted Answer

A)  video game marketing 
B)  lifestyle marketing 
C)  experiential marketing 
D)  branded entertainment 
A)  video game marketing 
B)  lifestyle marketing 
C)  experiential marketing 
D)  branded entertainment

Question 17

Through interactive marketing techniques, a company can create a brand community around each of its brands.

Accepted Answer

A) True 
 B)False

Question 18

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 19

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 20

The best point-of-purchase (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

What is buzz marketing and how can it be generated?

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

To increase the probability that a positive experience will occur from an experiential marketing event, companies should follow the following steps, except:

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.

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

Lifestyle marketing involves identifying marketing methods associated with the hobbies and entertainment venues of the target audience.

The use of branded entertainment increased sharply with the:

Facial recognition technology offers an innovative new form of alternative media advertising.

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:

With stealth marketing, brand ambassadors show and talk about a product to others:

All of the following statements are true, except:

The following are reasons to use guerilla marketing, except:

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

According to consumers, ceiling banners and overhead mobiles are the most engaging.

Experiential marketing typically involves:

Forms of alternative marketing include the following, except:

Through interactive marketing techniques, a company can create a brand community around each of its brands.

The following are reasons brand communities exist, except:

Product placement:

The best point-of-purchase (POP) displays are those that use LED technology and offer consumers a specific discount on the product being promoted.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 10: Alternative Marketing

What is buzz marketing and how can it be generated?

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

To increase the probability that a positive experience will occur from an experiential marketing event, companies should follow the following steps, except:

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.

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

Lifestyle marketing involves identifying marketing methods associated with the hobbies and entertainment venues of the target audience.

The use of branded entertainment increased sharply with the:

Facial recognition technology offers an innovative new form of alternative media advertising.

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:

With stealth marketing, brand ambassadors show and talk about a product to others:

All of the following statements are true, except:

The following are reasons to use guerilla marketing, except:

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

According to consumers, ceiling banners and overhead mobiles are the most engaging.

Experiential marketing typically involves:

Forms of alternative marketing include the following, except:

Through interactive marketing techniques, a company can create a brand community around each of its brands.

The following are reasons brand communities exist, except:

Product placement:

The best point-of-purchase (POP) displays are those that use LED technology and offer consumers a specific discount on the product being promoted.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters