Question 1

A Saatchi & Saatchi study suggests that point-of-purchase displays have a very short period of time to influence customer purchasing decisions.

Accepted Answer

A) True 
 B)False

Question 2

The growth in females playing video games is occurring mostly in the United States.

Accepted Answer

A) True 
 B)False

Question 3

Facial recognition technology has allowed marketers to target specific neighborhoods with alternative media advertising.

Accepted Answer

A) True 
 B)False

Question 4

To be effective, a point-of-purchase (POP) display must clearly communicate the price of the product.

Accepted Answer

A) True 
 B)False

Question 5

The key to buzz marketing is letting consumers enjoy the benefit of a good or service before actually making a purchase.

Accepted Answer

A) True 
 B)False

Question 6

A point-of-purchase display usually has only a short time to capture a customer's attention.

Accepted Answer

A) True 
 B)False

Question 7

Lifestyle marketing:

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)  involves identifying marketing methods associated with the hobbies and entertainment venues of a target market 
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)  involves identifying marketing methods associated with the hobbies and entertainment venues of a target market

Question 8

Guerilla marketing:

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 9

Advergames are:

Accepted Answer

A)  very popular and are often played more than 500,000 times per day 
B)  the most popular if they are placed on the brand's website 
C)  played more if they are at a neutral site, such as Kewlbox.com 
D)  gaining in popularity with companies because the cost to advertise a brand on the game is free 
A)  very popular and are often played more than 500,000 times per day 
B)  the most popular if they are placed on the brand's website 
C)  played more if they are at a neutral site, such as Kewlbox.com 
D)  gaining in popularity with companies because the cost to advertise a brand on the game is free

Question 10

Brand ambassadors can use which new tactic to market products?

Accepted Answer

A)  sell directly to consumers 
B)  host house parties for family members and friends 
C)  write letters to the editor of the local newspaper 
D)  attend conferences and seminars about the products they enjoy 
A)  sell directly to consumers 
B)  host house parties for family members and friends 
C)  write letters to the editor of the local newspaper 
D)  attend conferences and seminars about the products they enjoy

Question 11

Which of the following consumers creates the most ideal form of buzz marketing for Guess jeans?

Accepted Answer

A)  Vanessa truly likes Guess jeans and tells others about how nice they are. 
B)  Trinity likes Guess jeans, which allowed Guess' marketers to sponsor her to tell others about the brand. 
C)  Guess has created a blog about Guess jeans and invites consumers to participate and offer their opinions, good and bad. 
D)  Guess has one of its employees pose as a customer on her personal blog telling others about how great the jeans are. 
A)  Vanessa truly likes Guess jeans and tells others about how nice they are. 
B)  Trinity likes Guess jeans, which allowed Guess' marketers to sponsor her to tell others about the brand. 
C)  Guess has created a blog about Guess jeans and invites consumers to participate and offer their opinions, good and bad. 
D)  Guess has one of its employees pose as a customer on her personal blog telling others about how great the jeans are.

Question 12

An advantage to cinema advertising is:

Accepted Answer

A)  the ads are being shown to a captive audience 
B)  there is very little clutter 
C)  the ads promote products that relate to the movie 
D)  movie goers pay more attention to the ads since they are waiting for the movie to start 
A)  the ads are being shown to a captive audience 
B)  there is very little clutter 
C)  the ads promote products that relate to the movie 
D)  movie goers pay more attention to the ads since they are waiting for the movie to start

Question 13

In most cases, a point-of-purchase display has ________ to capture a customer's attention.

Accepted Answer

A)  three-tenths of a second 
B)  one second 
C)  three seconds 
D)  five seconds 
A)  three-tenths of a second 
B)  one second 
C)  three seconds 
D)  five seconds

Question 14

Consumers will look at a point-of-purchase sign for a very brief period of time before moving on.

Accepted Answer

A) True 
 B)False

Question 15

The goal of alternative marketing programs is to identify new places where a consumer's path intersects with a brand's presence.

Accepted Answer

A) True 
 B)False

Question 16

The majority of the money spent at mass-merchandisers and supermarkets results from unplanned, impulse purchases.

Accepted Answer

A) True 
 B)False

Question 17

The Word of Mouth Marketing Association encourages companies that use their employees to generate buzz marketing through posing as customers to be honest and share both their positive and negative thoughts about the company's products.

Accepted Answer

A) True 
 B)False

Question 18

Advertisers believe that product placements:

Accepted Answer

A)  increase the brand's equity and top choice scores 
B)  lead to increased awareness and more positive attitude toward the brand with only a few isolated cases of sales increases 
C)  lead to increased awareness and more positive attitude toward the brand with a corresponding increase in sales of the brand 
D)  work only if the product is related in some way to the theme of the television show or movie 
A)  increase the brand's equity and top choice scores 
B)  lead to increased awareness and more positive attitude toward the brand with only a few isolated cases of sales increases 
C)  lead to increased awareness and more positive attitude toward the brand with a corresponding increase in sales of the brand 
D)  work only if the product is related in some way to the theme of the television show or movie

Question 19

Digital media within a retail store now offers retailers the opportunity to customize messages to fit particular retail stores and even the aisle within the store.

Accepted Answer

A) True 
 B)False

Question 20

What is the difference between product placement and branded entertainment? Identify the key factors influencing the effectiveness of both product placement and branded entertainment.

Accepted Answer

Product placement is the planned inserti

A Saatchi & Saatchi study suggests that point-of-purchase displays have a very short period of time to influence customer purchasing decisions.

The growth in females playing video games is occurring mostly in the United States.

Facial recognition technology has allowed marketers to target specific neighborhoods with alternative media advertising.

To be effective, a point-of-purchase (POP) display must clearly communicate the price of the product.

The key to buzz marketing is letting consumers enjoy the benefit of a good or service before actually making a purchase.

A point-of-purchase display usually has only a short time to capture a customer's attention.

Lifestyle marketing:

Guerilla marketing:

Advergames are:

Brand ambassadors can use which new tactic to market products?

Which of the following consumers creates the most ideal form of buzz marketing for Guess jeans?

An advantage to cinema advertising is:

In most cases, a point-of-purchase display has ________ to capture a customer's attention.

Consumers will look at a point-of-purchase sign for a very brief period of time before moving on.

The goal of alternative marketing programs is to identify new places where a consumer's path intersects with a brand's presence.

The majority of the money spent at mass-merchandisers and supermarkets results from unplanned, impulse purchases.

The Word of Mouth Marketing Association encourages companies that use their employees to generate buzz marketing through posing as customers to be honest and share both their positive and negative thoughts about the company's products.

Advertisers believe that product placements:

Digital media within a retail store now offers retailers the opportunity to customize messages to fit particular retail stores and even the aisle within the store.

What is the difference between product placement and branded entertainment? Identify the key factors influencing the effectiveness of both product placement and branded entertainment.

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 Saatchi & Saatchi study suggests that point-of-purchase displays have a very short period of time to influence customer purchasing decisions.

The growth in females playing video games is occurring mostly in the United States.

Facial recognition technology has allowed marketers to target specific neighborhoods with alternative media advertising.

To be effective, a point-of-purchase (POP) display must clearly communicate the price of the product.

The key to buzz marketing is letting consumers enjoy the benefit of a good or service before actually making a purchase.

A point-of-purchase display usually has only a short time to capture a customer's attention.

Lifestyle marketing:

Guerilla marketing:

Advergames are:

Brand ambassadors can use which new tactic to market products?

Which of the following consumers creates the most ideal form of buzz marketing for Guess jeans?

An advantage to cinema advertising is:

In most cases, a point-of-purchase display has ________ to capture a customer's attention.

Consumers will look at a point-of-purchase sign for a very brief period of time before moving on.

The goal of alternative marketing programs is to identify new places where a consumer's path intersects with a brand's presence.

The majority of the money spent at mass-merchandisers and supermarkets results from unplanned, impulse purchases.

The Word of Mouth Marketing Association encourages companies that use their employees to generate buzz marketing through posing as customers to be honest and share both their positive and negative thoughts about the company's products.

Advertisers believe that product placements:

Digital media within a retail store now offers retailers the opportunity to customize messages to fit particular retail stores and even the aisle within the store.

What is the difference between product placement and branded entertainment? Identify the key factors influencing the effectiveness of both product placement and branded entertainment.

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