Question 1

A point-of-purchase display is any form of special display that advertises merchandise.

Accepted Answer

A) True 
 B)False

Question 2

Advertising in online video games offer advertisers the luxury of using Web metrics that are not available with other forms of product placement.

Accepted Answer

A) True 
 B)False

Question 3

What is guerilla marketing? How is it different from traditional marketing?

Accepted Answer

Guerilla marketing is focusing on low-co

Question 4

In terms of a company generating buzz about its product, research has indicated that to generate true word-of-mouth communications from actual customers they must be aware of the brand, which typically requires:

Accepted Answer

A)  the use of alternative marketing programs 
B)  advertising through traditional channels 
C)  guerilla marketing efforts 
D)  a high level of brand equity 
A)  the use of alternative marketing programs 
B)  advertising through traditional channels 
C)  guerilla marketing efforts 
D)  a high level of brand equity

Question 5

Which is associated with traditional marketing rather than guerilla marketing?

Accepted Answer

A)  measure success by sales 
B)  measure success by profits 
C)  based on psychology and human behavior 
D)  aims messages at individuals and small groups 
A)  measure success by sales 
B)  measure success by profits 
C)  based on psychology and human behavior 
D)  aims messages at individuals and small groups

Question 6

Digital media within a retail store offers retailers the opportunity to:

Accepted Answer

A)  target specific consumers with specific products 
B)  sell advertising to manufacturers 
C)  increase the size of the shopping basket 
D)  customize messages to fit the particular retail store and even the aisle where the display is located 
A)  target specific consumers with specific products 
B)  sell advertising to manufacturers 
C)  increase the size of the shopping basket 
D)  customize messages to fit the particular retail store and even the aisle where the display is located

Question 7

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

Accepted Answer

A)  helps retailers decide when to withdraw a particular POP display 
B)  allows retailers to identify the POP displays with the largest impact on sales 
C)  allows retailers to compare different POP displays in different stores 
D)  allows retailers to know which POP displays are effective in attracting customers into the store 
A)  helps retailers decide when to withdraw a particular POP display 
B)  allows retailers to identify the POP displays with the largest impact on sales 
C)  allows retailers to compare different POP displays in different stores 
D)  allows retailers to know which POP displays are effective in attracting customers into the store

Question 8

Females are more likely than males to play socially-oriented games.

Accepted Answer

A) True 
 B)False

Question 9

Discuss the factors that are necessary for effective point-of-purchase displays.

Accepted Answer

1. Integrate the brand's image into the

Question 10

The primary disadvantage of product placements within video games is that the ad soon becomes static and often is no longer noticed by the players.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Buzz marketing is attractive to marketers because:

Accepted Answer

A)  it reaches consumers where they live and where they like to go 
B)  a recommendation by another person carries a higher level of credibility than does advertising 
C)  it reaches consumers in places that are not expected 
D)  it does not look like advertising 
A)  it reaches consumers where they live and where they like to go 
B)  a recommendation by another person carries a higher level of credibility than does advertising 
C)  it reaches consumers in places that are not expected 
D)  it does not look like advertising

Question 13

Buzz marketing can be compared to a virus. The infection stage:

Accepted Answer

A)  involves the product being adopted by the early majority 
B)  involves the product being used by a few innovators or trendsetters 
C)  corresponds to the product being introduced 
D)  involves widespread use of the product 
A)  involves the product being adopted by the early majority 
B)  involves the product being used by a few innovators or trendsetters 
C)  corresponds to the product being introduced 
D)  involves widespread use of the product

Question 14

Stealth marketing thrives in the online world, especially with social media sites.

Accepted Answer

A) True 
 B)False

Question 15

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 16

A paintball "cat shoot" (at a painting of a cat) designed to raise funds for the local humane society while attracting attention and customers, is an example of:

Accepted Answer

A)  guerilla marketing 
B)  lifestyle marketing 
C)  brand recognition development 
D)  poor marketing judgment due to alienating customers 
A)  guerilla marketing 
B)  lifestyle marketing 
C)  brand recognition development 
D)  poor marketing judgment due to alienating customers

Question 17

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 realistic 
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 realistic 
C)  feelings toward the brands used will transfer to the show or movie 
D)  money

Question 18

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 19

Retailers believe point-of-purchase (POP) materials should either boost sales for a particular brand or draw customers to the store to purchase the brand.

Accepted Answer

A) True 
 B)False

Question 20

Retailers prefer digital interactive point-of-purchase displays that consumers will notice and that have the capability of changing the message.

Accepted Answer

A) True 
 B)False

A point-of-purchase display is any form of special display that advertises merchandise.

Advertising in online video games offer advertisers the luxury of using Web metrics that are not available with other forms of product placement.

What is guerilla marketing? How is it different from traditional marketing?

In terms of a company generating buzz about its product, research has indicated that to generate true word-of-mouth communications from actual customers they must be aware of the brand, which typically requires:

Which is associated with traditional marketing rather than guerilla marketing?

Digital media within a retail store offers retailers the opportunity to:

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

Females are more likely than males to play socially-oriented games.

Discuss the factors that are necessary for effective point-of-purchase displays.

The primary disadvantage of product placements within video games is that the ad soon becomes static and often is no longer noticed by the players.

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

Buzz marketing is attractive to marketers because:

Buzz marketing can be compared to a virus. The infection stage:

Stealth marketing thrives in the online world, especially with social media sites.

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

A paintball "cat shoot" (at a painting of a cat) designed to raise funds for the local humane society while attracting attention and customers, is an example of:

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

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

Retailers believe point-of-purchase (POP) materials should either boost sales for a particular brand or draw customers to the store to purchase the brand.

Retailers prefer digital interactive point-of-purchase displays that consumers will notice and that have the capability of changing the message.

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

A point-of-purchase display is any form of special display that advertises merchandise.

Advertising in online video games offer advertisers the luxury of using Web metrics that are not available with other forms of product placement.

What is guerilla marketing? How is it different from traditional marketing?

In terms of a company generating buzz about its product, research has indicated that to generate true word-of-mouth communications from actual customers they must be aware of the brand, which typically requires:

Which is associated with traditional marketing rather than guerilla marketing?

Digital media within a retail store offers retailers the opportunity to:

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

Females are more likely than males to play socially-oriented games.

Discuss the factors that are necessary for effective point-of-purchase displays.

The primary disadvantage of product placements within video games is that the ad soon becomes static and often is no longer noticed by the players.

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

Buzz marketing is attractive to marketers because:

Buzz marketing can be compared to a virus. The infection stage:

Stealth marketing thrives in the online world, especially with social media sites.

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

A paintball "cat shoot" (at a painting of a cat) designed to raise funds for the local humane society while attracting attention and customers, is an example of:

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

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

Retailers believe point-of-purchase (POP) materials should either boost sales for a particular brand or draw customers to the store to purchase the brand.

Retailers prefer digital interactive point-of-purchase displays that consumers will notice and that have the capability of changing the message.

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