Question 1

Alternative media is used almost exclusively in the United States with little presence in other countries.

Accepted Answer

A) True 
 B)False

Question 2

The use of branded entertainment increased sharply with the:

Accepted Answer

A)  introduction of cable TV and the ability to target audiences through specialty shows. 
B)  increased interest in specialty shows like Extreme Makeover and Top Chef. 
C)  rise of reality television shows where there is a lack of script and the focus is on the real world. 
D)  popularity of the American Idol shows and fan voting. 
A)  introduction of cable TV and the ability to target audiences through specialty shows. 
B)  increased interest in specialty shows like Extreme Makeover and Top Chef. 
C)  rise of reality television shows where there is a lack of script and the focus is on the real world. 
D)  popularity of the American Idol shows and fan voting.

Question 3

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

Question 4

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

Accepted Answer

A)  15-34 
B)  35-49 
C)  50-64 
D)  65+ 
A)  15-34 
B)  35-49 
C)  50-64 
D)  65+

Question 5

The planned insertion of a brand or product into a movie, television show, or some other media program with the purpose of influencing viewers is:

Accepted Answer

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

Question 6

Buzz marketing is also known as:

Accepted Answer

A)  guerilla marketing. 
B)  lifestyle marketing. 
C)  word-of-mouth marketing. 
D)  branded entertainment. 
A)  guerilla marketing. 
B)  lifestyle marketing. 
C)  word-of-mouth marketing. 
D)  branded entertainment.

Question 7

According to consumers, ceiling banners and overhead mobiles are the most engaging forms of in-store advertising.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

Product placement:

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 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 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 11

All of the following are forms of video game advertising except:

Accepted Answer

A)  in-game advertisements. 
B)  promogames. 
C)  rotating in-game advertising. 
D)  interactive ads. 
A)  in-game advertisements. 
B)  promogames. 
C)  rotating in-game advertising. 
D)  interactive ads.

Question 12

Retailers believe point-of-purchase 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 13

Experiential marketing typically involves direct response marketing through some type of interactive means that engages consumers with the brand.

Accepted Answer

A) True 
 B)False

Question 14

Point-of-purchase displays are highly effective for:

Accepted Answer

A)  pull-demand strategies. 
B)  brand parity situations. 
C)  increasing sales. 
D)  reciprocation tactics. 
A)  pull-demand strategies. 
B)  brand parity situations. 
C)  increasing sales. 
D)  reciprocation tactics.

Question 15

One method companies are using to measure the impact of point-of-purchase displays is to utilize cash register data comparing before and after sales.

Accepted Answer

A) True 
 B)False

Question 16

Buzz marketing:

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 17

A special form of guerilla marketing is stealth marketing, which uses surreptitious practices to introduce individuals to a product.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

Advergames are:

Accepted Answer

A)  video games built around a brand. 
B)  interactive ads placed within a video game. 
C)  rotating ads placed within a video game. 
D)  branded video games. 
A)  video games built around a brand. 
B)  interactive ads placed within a video game. 
C)  rotating ads placed within a video game. 
D)  branded video games.

Question 20

According to the Word of Mouth Marketing Association, when a company uses its employees or those of its agency as advocates or brand evangelists, then these individuals should:

Accepted Answer

A)  be upfront and clearly identify themselves as being with the company. 
B)  only identify they are with the company if a consumer asks. 
C)  never reveal they are with the company or its agency. 
D)  identify they are being sponsored by the company, but not say they are an employee. 
A)  be upfront and clearly identify themselves as being with the company. 
B)  only identify they are with the company if a consumer asks. 
C)  never reveal they are with the company or its agency. 
D)  identify they are being sponsored by the company, but not say they are an employee.

Alternative media is used almost exclusively in the United States with little presence in other countries.

The use of branded entertainment increased sharply with the:

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

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

The planned insertion of a brand or product into a movie, television show, or some other media program with the purpose of influencing viewers is:

Buzz marketing is also known as:

According to consumers, ceiling banners and overhead mobiles are the most engaging forms of in-store advertising.

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

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

Product placement:

All of the following are forms of video game advertising except:

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

Experiential marketing typically involves direct response marketing through some type of interactive means that engages consumers with the brand.

Point-of-purchase displays are highly effective for:

One method companies are using to measure the impact of point-of-purchase displays is to utilize cash register data comparing before and after sales.

Buzz marketing:

A special form of guerilla marketing is stealth marketing, which uses surreptitious practices to introduce individuals to a product.

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

Advergames are:

According to the Word of Mouth Marketing Association, when a company uses its employees or those of its agency as advocates or brand evangelists, then these individuals should:

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

Alternative media is used almost exclusively in the United States with little presence in other countries.

The use of branded entertainment increased sharply with the:

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

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

The planned insertion of a brand or product into a movie, television show, or some other media program with the purpose of influencing viewers is:

Buzz marketing is also known as:

According to consumers, ceiling banners and overhead mobiles are the most engaging forms of in-store advertising.

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

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

Product placement:

All of the following are forms of video game advertising except:

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

Experiential marketing typically involves direct response marketing through some type of interactive means that engages consumers with the brand.

Point-of-purchase displays are highly effective for:

One method companies are using to measure the impact of point-of-purchase displays is to utilize cash register data comparing before and after sales.

Buzz marketing:

A special form of guerilla marketing is stealth marketing, which uses surreptitious practices to introduce individuals to a product.

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

Advergames are:

According to the Word of Mouth Marketing Association, when a company uses its employees or those of its agency as advocates or brand evangelists, then these individuals should:

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