Question 1

All of the following would be considered alternative media except:

Accepted Answer

A)  local and state government facilities. 
B)  billboards. 
C)  escalators. 
D)  shopping bags. 
A)  local and state government facilities. 
B)  billboards. 
C)  escalators. 
D)  shopping bags. B

Question 2

The key factors that influence the effectiveness of product placement and branded entertainment include all of the following except:

Accepted Answer

A)  media used. 
B)  supporting promotional activities. 
C)  consumer attitudes toward placements. 
D)  costs. 
A)  media used. 
B)  supporting promotional activities. 
C)  consumer attitudes toward placements. 
D)  costs. D

Question 3

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

Accepted Answer

A)  guerilla marketing. 
B)  lifestyle marketing. 
C)  product placement. 
D)  buzz marketing. 
A)  guerilla marketing. 
B)  lifestyle marketing. 
C)  product placement. 
D)  buzz marketing. D

Question 4

Advertisers believe that product placements lead to increased brand awareness and more positive attitudes toward the brand.

Accepted Answer

A) True 
 B)False

Question 5

While the number of women playing video games is rising, only a small percentage of game designers are female.

Accepted Answer

A) True 
 B)False

Question 6

In stealth marketing programs, 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 7

Alternative marketing relies on buzz, word-of-mouth, lifestyles, and times when consumers relax and enjoy hobbies and events.

Accepted Answer

A) True 
 B)False

Question 8

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 9

The best, most effective point-of-purchase displays utilize all of the following techniques except:

Accepted Answer

A)  integrating the brand's image into the display. 
B)  integrating the display with current advertising and promotions. 
C)  offering some type of price discount or promotional incentive. 
D)  making the display dramatic to get attention. 
A)  integrating the brand's image into the display. 
B)  integrating the display with current advertising and promotions. 
C)  offering some type of price discount or promotional incentive. 
D)  making the display dramatic to get attention.

Question 10

Guerilla marketing includes all of the following characteristics except:

Accepted Answer

A)  a national integrated campaign. 
B)  interacting with consumers. 
C)  personal communications. 
D)  excitement that will spread to others. 
A)  a national integrated campaign. 
B)  interacting with consumers. 
C)  personal communications. 
D)  excitement that will spread to others.

Question 11

Although it is virtually impossible for companies to create brand communities, marketers can facilitate and enhance the communities in which owners interact.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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 14

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 15

One form of buzz marketing is for companies to sponsor individuals as agents or advocates to introduce new products.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

Branded entertainment:

Accepted Answer

A)  emphasizes consumers passing along information about a product to other consumers. 
B)  seeks to obtain instant results while using limited resources. 
C)  uses planned insertions of a brand or product into a movie, television show, or some other media. 
D)  integrates 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)  seeks to obtain instant results while using limited resources. 
C)  uses planned insertions of a brand or product into a movie, television show, or some other media. 
D)  integrates entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium.

Question 18

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 19

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

Accepted Answer

A) True 
 B)False

Question 20

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.

All of the following would be considered alternative media except:

The key factors that influence the effectiveness of product placement and branded entertainment include all of the following except:

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

Advertisers believe that product placements lead to increased brand awareness and more positive attitudes toward the brand.

While the number of women playing video games is rising, only a small percentage of game designers are female.

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

Alternative marketing relies on buzz, word-of-mouth, lifestyles, and times when consumers relax and enjoy hobbies and events.

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

The best, most effective point-of-purchase displays utilize all of the following techniques except:

Guerilla marketing includes all of the following characteristics except:

Although it is virtually impossible for companies to create brand communities, marketers can facilitate and enhance the communities in which owners interact.

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

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:

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

One form of buzz marketing is for companies to sponsor individuals as agents or advocates to introduce new products.

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

Branded entertainment:

Lifestyle marketing:

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

An advantage to cinema advertising is:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

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

All of the following would be considered alternative media except:

The key factors that influence the effectiveness of product placement and branded entertainment include all of the following except:

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

Advertisers believe that product placements lead to increased brand awareness and more positive attitudes toward the brand.

While the number of women playing video games is rising, only a small percentage of game designers are female.

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

Alternative marketing relies on buzz, word-of-mouth, lifestyles, and times when consumers relax and enjoy hobbies and events.

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

The best, most effective point-of-purchase displays utilize all of the following techniques except:

Guerilla marketing includes all of the following characteristics except:

Although it is virtually impossible for companies to create brand communities, marketers can facilitate and enhance the communities in which owners interact.

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

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:

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

One form of buzz marketing is for companies to sponsor individuals as agents or advocates to introduce new products.

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

Branded entertainment:

Lifestyle marketing:

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

An advantage to cinema advertising is:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

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