Question 1

The initial reaction to advertising in alternative media was strong, but in recent years it has lost its appeal due to clutter.

Accepted Answer

A) True 
 B)False

Question 2

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 by the company to be a sponsor 
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 by the company to be a sponsor 
C)  who are heavy users of a product 
D)  that work for the brand's company

Question 3

For food purchases, the majority of the decisions about brands are made in the store at the time of purchase.

Accepted Answer

A) True 
 B)False

Question 4

Product placements have been a part of motion pictures since:

Accepted Answer

A)  the turn of the 21st century 
B)  about 1990 
C)  the rise of the popularity of television in the 1950s 
D)  the beginning of motion pictures in the 1890s 
A)  the turn of the 21st century 
B)  about 1990 
C)  the rise of the popularity of television in the 1950s 
D)  the beginning of motion pictures in the 1890s

Question 5

Companies can enhance a brand community spirit in the following ways, except:

Accepted Answer

A)  create member benefits to encourage new customers to join the group 
B)  offer group members discounts on company merchandise 
C)  provide materials to the group that are not available anywhere else 
D)  involve firm employees in the group 
A)  create member benefits to encourage new customers to join the group 
B)  offer group members discounts on company merchandise 
C)  provide materials to the group that are not available anywhere else 
D)  involve firm employees in the group

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

Retailers want point-of-purchase displays that will:

Accepted Answer

A)  boost sales for the store or draw customers into the store 
B)  boost sales for a particular brand 
C)  generate additional prospects 
D)  increase profit for the manufacturer 
A)  boost sales for the store or draw customers into the store 
B)  boost sales for a particular brand 
C)  generate additional prospects 
D)  increase profit for the manufacturer

Question 8

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 9

POP is short for "Place on Page," an Internet advertising term to designate an ad placement.

Accepted Answer

A) True 
 B)False

Question 10

An advantage of advertising in online video games is that ads can be targeted to specific demographic groups, location profiles that match where the person is playing, and specific types of game players.

Accepted Answer

A) True 
 B)False

Question 11

Guerilla marketing strives to have consumers react or interact in some way with the campaign.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

Guerilla marketing tactics include the following, except:

Accepted Answer

A)  creativity 
B)  willingness to try something unusual 
C)  offering coupons and rebates 
D)  quality relationships 
A)  creativity 
B)  willingness to try something unusual 
C)  offering coupons and rebates 
D)  quality relationships

Question 14

For some companies, an advantage to product placements in movies is that it bypasses legislation and guidelines that are in place to control advertising directed towards children and young adults.

Accepted Answer

A) True 
 B)False

Question 15

Forms of alternative media programs include the following, except:

Accepted Answer

A)  buzz marketing 
B)  online marketing 
C)  product placement 
D)  guerilla marketing 
A)  buzz marketing 
B)  online marketing 
C)  product placement 
D)  guerilla marketing

Question 16

The concept of guerilla marketing was created by:

Accepted Answer

A)  Jay Livingstone 
B)  Conrad Hilton 
C)  the Marlboro company and Philip Morris 
D)  Jay Conrad Levinson 
A)  Jay Livingstone 
B)  Conrad Hilton 
C)  the Marlboro company and Philip Morris 
D)  Jay Conrad Levinson

Question 17

Branded entertainment:

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 18

Buzz marketing can be compared to a virus, consisting of three stages: inoculation, introduction, and infection.

Accepted Answer

A) True 
 B)False

Question 19

An effective way of measuring the impact of point-of-purchase displays is to use:

Accepted Answer

A)  day-after redemption rates 
B)  Internet focus groups 
C)  point-of-sale (POS) cash register data 
D)  behavioral observation studies 
A)  day-after redemption rates 
B)  Internet focus groups 
C)  point-of-sale (POS) cash register data 
D)  behavioral observation studies

Question 20

Two reasons brand communities form are for social identity and bonding among the owners of the brand.

Accepted Answer

A) True 
 B)False

The initial reaction to advertising in alternative media was strong, but in recent years it has lost its appeal due to clutter.

Brand ambassadors or customer evangelists are typically individuals:

For food purchases, the majority of the decisions about brands are made in the store at the time of purchase.

Product placements have been a part of motion pictures since:

Companies can enhance a brand community spirit in the following ways, except:

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

Retailers want point-of-purchase displays that will:

Which is associated with guerilla marketing rather than traditional marketing?

POP is short for "Place on Page," an Internet advertising term to designate an ad placement.

An advantage of advertising in online video games is that ads can be targeted to specific demographic groups, location profiles that match where the person is playing, and specific types of game players.

Guerilla marketing strives to have consumers react or interact in some way with the campaign.

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

Guerilla marketing tactics include the following, except:

For some companies, an advantage to product placements in movies is that it bypasses legislation and guidelines that are in place to control advertising directed towards children and young adults.

Forms of alternative media programs include the following, except:

The concept of guerilla marketing was created by:

Branded entertainment:

Buzz marketing can be compared to a virus, consisting of three stages: inoculation, introduction, and infection.

An effective way of measuring the impact of point-of-purchase displays is to use:

Two reasons brand communities form are for social identity and bonding among the owners of the brand.

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

The initial reaction to advertising in alternative media was strong, but in recent years it has lost its appeal due to clutter.

Brand ambassadors or customer evangelists are typically individuals:

For food purchases, the majority of the decisions about brands are made in the store at the time of purchase.

Product placements have been a part of motion pictures since:

Companies can enhance a brand community spirit in the following ways, except:

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

Retailers want point-of-purchase displays that will:

Which is associated with guerilla marketing rather than traditional marketing?

POP is short for "Place on Page," an Internet advertising term to designate an ad placement.

An advantage of advertising in online video games is that ads can be targeted to specific demographic groups, location profiles that match where the person is playing, and specific types of game players.

Guerilla marketing strives to have consumers react or interact in some way with the campaign.

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

Guerilla marketing tactics include the following, except:

For some companies, an advantage to product placements in movies is that it bypasses legislation and guidelines that are in place to control advertising directed towards children and young adults.

Forms of alternative media programs include the following, except:

The concept of guerilla marketing was created by:

Branded entertainment:

Buzz marketing can be compared to a virus, consisting of three stages: inoculation, introduction, and infection.

An effective way of measuring the impact of point-of-purchase displays is to use:

Two reasons brand communities form are for social identity and bonding among the owners of the brand.

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