Exam 10: Alternative Marketing

The biggest surge in the popularity of product placements occurred:

Companies normally select brand ambassadors for the buzz marketing programs based on:

The majority of purchase decisions are still made in retail stores.

Setting up a booth at a minor league baseball game or July 4th street celebration to sell a related product is an example of:

During the incubation stage of buzz marketing, the product is being used by a few innovators or trendsetters.

The benefits to manufacturers for measuring the impact of point-of-purchase displays with point-of-sale data obtained from retailers include all of the following, except:

The use of branded entertainment increased sharply with the rise of reality television shows.

IDC Research indicates that females are still in the minority of video game players.

For movie makers and television producers, the primary motivation behind using product placements and branded entertainment is it creates a positive attitude towards the movie or show and increases viewership.

Guerilla marketing involves interacting with consumers to create excitement that will spread by word-of-mouth communications.

Buzz, or word-of-mouth, marketing can be generated in the following ways, except:

Experiential marketing combines direct marketing, buzz marketing, and sales promotions into a single consumer experience.

Some marketers see stealth marketing as a shrewd way to introduce products to people, while others believe it is unethical because the brand sponsor does not reveal his/her identity.

An effective buzz marketing strategy may involve brand ambassadors hosting house parties for their families and friends.

Of the following age groups, which one is most receptive to product placements and branded entertainment?

One key advantage of brand placement is:

Having company employees or employees of a company's advertising agency pose as customers to generate buzz marketing is a risky strategy.

Identify the major forms of alternative marketing.

The alternative marketing program that emphasizes consumers passing along information about a product to other consumers is:

Branded entertainment is defined as the insertion of a brand or product into a movie, television show, or some other media program with the purpose of influencing viewers.