Question 1

Buzz marketing can be compared to a virus. The incubation 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 2

The original and most widespread form of video game advertising is:

Accepted Answer

A)  advergames. 
B)  rotating in-game advertisements. 
C)  to have a brand placement in the game. 
D)  interactive ads. 
A)  advergames. 
B)  rotating in-game advertisements. 
C)  to have a brand placement in the game. 
D)  interactive ads.

Question 3

In terms of buzz marketing, the most risky strategy is to use:

Accepted Answer

A)  consumers who truly like a brand and tell others. 
B)  consumers who like a brand and are sponsored by a company to tell others. 
C)  company employees to create a blog on the company's website about a brand and then invite consumers to participate. 
D)  company or agency employees posing as customers of the company telling others about the brand. 
A)  consumers who truly like a brand and tell others. 
B)  consumers who like a brand and are sponsored by a company to tell others. 
C)  company employees to create a blog on the company's website about a brand and then invite consumers to participate. 
D)  company or agency employees posing as customers of the company telling others about the brand.

Question 4

Video games offer marketers a popular medium to reach older consumers as they enjoy their free time.

Accepted Answer

A) True 
 B)False

Question 5

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 6

Buzz marketing can be compared to a virus. The inoculation 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 7

A company can enhance the development of brand communities by sponsoring events that bring brand owners together, such as Camp Jeep.

Accepted Answer

A) True 
 B)False

Question 8

In selecting alternative media to place advertisements, the goal is to:

Accepted Answer

A)  find low-cost alternatives to replace traditional advertising. 
B)  provide more opportunities for consumers to see an ad. 
C)  find ways to either cut through ad clutter or go around clutter to reach people with a message. 
D)  enhance traditional marketing efforts. 
A)  find low-cost alternatives to replace traditional advertising. 
B)  provide more opportunities for consumers to see an ad. 
C)  find ways to either cut through ad clutter or go around clutter to reach people with a message. 
D)  enhance traditional marketing efforts.

Question 9

A company or brand with a strong brand community displays all of the following characteristics except a:

Accepted Answer

A)  rich and long tradition. 
B)  unique position in the marketplace. 
C)  positive image. 
D)  high market share. 
A)  rich and long tradition. 
B)  unique position in the marketplace. 
C)  positive image. 
D)  high market share.

Question 10

The first step in guerilla marketing is to:

Accepted Answer

A)  discover "touch points" with consumers. 
B)  develop an alternative media campaign. 
C)  choose the right people to head the guerilla marketing campaign. 
D)  engage consumers in a dialogue about the best methods of reaching them. 
A)  discover "touch points" with consumers. 
B)  develop an alternative media campaign. 
C)  choose the right people to head the guerilla marketing campaign. 
D)  engage consumers in a dialogue about the best methods of reaching them.

Question 11

Preconditions of buzz marketing include all of the following except the:

Accepted Answer

A)  product must be unique, new, or perform better than current brands. 
B)  brand must stand out over current brands on the market. 
C)  brand must be well known and accepted by the majority of consumers. 
D)  brand must have distinct advantages over current brands on the market. 
A)  product must be unique, new, or perform better than current brands. 
B)  brand must stand out over current brands on the market. 
C)  brand must be well known and accepted by the majority of consumers. 
D)  brand must have distinct advantages over current brands on the market.

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

All of the following statements are true, except:

Accepted Answer

A)  advertisers are ready to abandon traditional media, such as radio, television, magazines, and newspapers. 
B)  alternative marketing programs are on the rise. 
C)  advertisers are using more alternative media. 
D)  advertisers are spending more money on trying to reach potential customers in new and innovative ways. 
A)  advertisers are ready to abandon traditional media, such as radio, television, magazines, and newspapers. 
B)  alternative marketing programs are on the rise. 
C)  advertisers are using more alternative media. 
D)  advertisers are spending more money on trying to reach potential customers in new and innovative ways.

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 toward children and young adults.

Accepted Answer

A) True 
 B)False

Question 15

IDC Research indicates that females now make up 50 percent of video game players.

Accepted Answer

A) True 
 B)False

Question 16

Setting up a booth at a minor league baseball game or at a July 4th street celebration to provide free samples, offer coupons and sell products is an example of:

Accepted Answer

A)  traditional advertising. 
B)  lifestyle marketing. 
C)  advocate programs. 
D)  buzz marketing. 
A)  traditional advertising. 
B)  lifestyle marketing. 
C)  advocate programs. 
D)  buzz marketing.

Question 17

Examples of brand placements in video games would include the following except a:

Accepted Answer

A)  billboard for Goodyear tires in a racing game. 
B)  Pepsi vending machine in a war game. 
C)  Burger King restaurant in a society-building game. 
D)  General Motors logo on the video game box. 
A)  billboard for Goodyear tires in a racing game. 
B)  Pepsi vending machine in a war game. 
C)  Burger King restaurant in a society-building game. 
D)  General Motors logo on the video game box.

Question 18

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

Accepted Answer

A)  lifestyle marketing. 
B)  product placement. 
C)  branded entertainment. 
D)  guerilla marketing. 
A)  lifestyle marketing. 
B)  product placement. 
C)  branded entertainment. 
D)  guerilla marketing.

Question 19

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 20

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.

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

The original and most widespread form of video game advertising is:

In terms of buzz marketing, the most risky strategy is to use:

Video games offer marketers a popular medium to reach older consumers as they enjoy their free time.

Advertisers believe that product placements:

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

A company can enhance the development of brand communities by sponsoring events that bring brand owners together, such as Camp Jeep.

In selecting alternative media to place advertisements, the goal is to:

A company or brand with a strong brand community displays all of the following characteristics except a:

The first step in guerilla marketing is to:

Preconditions of buzz marketing include all of the following except the:

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

All of the following statements are true, 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 toward children and young adults.

IDC Research indicates that females now make up 50 percent of video game players.

Setting up a booth at a minor league baseball game or at a July 4th street celebration to provide free samples, offer coupons and sell products is an example of:

Examples of brand placements in video games would include the following except a:

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

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

The concept of guerilla marketing was created by:

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

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

The original and most widespread form of video game advertising is:

In terms of buzz marketing, the most risky strategy is to use:

Video games offer marketers a popular medium to reach older consumers as they enjoy their free time.

Advertisers believe that product placements:

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

A company can enhance the development of brand communities by sponsoring events that bring brand owners together, such as Camp Jeep.

In selecting alternative media to place advertisements, the goal is to:

A company or brand with a strong brand community displays all of the following characteristics except a:

The first step in guerilla marketing is to:

Preconditions of buzz marketing include all of the following except the:

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

All of the following statements are true, 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 toward children and young adults.

IDC Research indicates that females now make up 50 percent of video game players.

Setting up a booth at a minor league baseball game or at a July 4th street celebration to provide free samples, offer coupons and sell products is an example of:

Examples of brand placements in video games would include the following except a:

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

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

The concept of guerilla marketing was created by:

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