Question 1

Contacting consumers at places such as farmer's markets, bluegrass festivals, city-wide garage sales, flea markets, craft shows, stock car races is:

Accepted Answer

A)  alternative media venues. 
B)  lifestyle marketing. 
C)  branded entertainment. 
D)  guerilla marketing. 
A)  alternative media venues. 
B)  lifestyle marketing. 
C)  branded entertainment. 
D)  guerilla marketing.

Question 2

One key advantage of brand placement is the:

Accepted Answer

A)  instant acceptance of the brand by viewers. 
B)  acceptance of the brand by the actors in the show or movie. 
C)  endorsement of the brand by the actors in the show or movie. 
D)  low cost-per-viewer. 
A)  instant acceptance of the brand by viewers. 
B)  acceptance of the brand by the actors in the show or movie. 
C)  endorsement of the brand by the actors in the show or movie. 
D)  low cost-per-viewer.

Question 3

The majority of purchase decisions are made in retail stores.

Accepted Answer

A) True 
 B)False

Question 4

If brand communities are to thrive, it is important that the brand community be driven by brand owners and for the company not to get involved.

Accepted Answer

A) True 
 B)False

Question 5

Product placements have been a part of motion pictures since:

Accepted Answer

A)  the turn of the 21st century. 
B)  about 1990. 
C)  the rise of the popularity of television in the 1950s. 
D)  the beginning of motion pictures in the 1890s. 
A)  the turn of the 21st century. 
B)  about 1990. 
C)  the rise of the popularity of television in the 1950s. 
D)  the beginning of motion pictures in the 1890s.

Question 6

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 7

Experiential marketing seeks to:

Accepted Answer

A)  engage individuals with the brand rather than just provide free samples. 
B)  generate buzz about a brand through stealth techniques. 
C)  engage individuals in generating social media buzz. 
D)  provide companies with a unique venue to reach consumers where they go for entertainment. 
A)  engage individuals with the brand rather than just provide free samples. 
B)  generate buzz about a brand through stealth techniques. 
C)  engage individuals in generating social media buzz. 
D)  provide companies with a unique venue to reach consumers where they go for entertainment.

Question 8

Guerilla marketing programs are designed to obtain instant results while using limited resources.

Accepted Answer

A) True 
 B)False

Question 9

During the infection stage of buzz marketing, it is virtually impossible to generate word-of-mouth communications from actual customers.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A)  keeping the color of the display down so the product and signage stand out. 
B)  making the display versatile so it can be easily adapted by retailers. 
C)  making the display reusable and easy to assemble. 
D)  using interactive digital displays. 
A)  keeping the color of the display down so the product and signage stand out. 
B)  making the display versatile so it can be easily adapted by retailers. 
C)  making the display reusable and easy to assemble. 
D)  using interactive digital displays.

Question 11

In a survey of about 600 consumers, the biggest impact on clothing purchases was in-store advertising.

Accepted Answer

A) True 
 B)False

Question 12

POP stands for:

Accepted Answer

A)  print-offer proposal. 
B)  publicity over protocol. 
C)  point-of-purchase. 
D)  place of publication. 
A)  print-offer proposal. 
B)  publicity over protocol. 
C)  point-of-purchase. 
D)  place of publication.

Question 13

The primary disadvantage of product placements within video games is that the action is so fast that the ads are not displayed long enough to be effective.

Accepted Answer

A) True 
 B)False

Question 14

In most cases there is a symbolic meaning behind a brand that links individuals to a brand community and to other owners of the brand.

Accepted Answer

A) True 
 B)False

Question 15

A special form of buzz marketing that uses surreptitious practices to introduce a product to individuals is ________ marketing.

Accepted Answer

A)  guerrilla 
B)  lifestyle 
C)  experiential 
D)  stealth 
A)  guerrilla 
B)  lifestyle 
C)  experiential 
D)  stealth

Question 16

The idea behind alternative marketing is to replace traditional media with newer forms of media that are more successful at reaching consumers.

Accepted Answer

A) True 
 B)False

Question 17

To increase the probability that a positive experience will occur from an experiential marketing event, companies should follow all of the following steps except:

Accepted Answer

A)  choose a clear, concise market segment to target. 
B)  provide consumers an opportunity to generate buzz with other individuals. 
C)  identify the right time and place to involve consumers with the brand. 
D)  make sure the experience reveals clearly the brand's promise. 
A)  choose a clear, concise market segment to target. 
B)  provide consumers an opportunity to generate buzz with other individuals. 
C)  identify the right time and place to involve consumers with the brand. 
D)  make sure the experience reveals clearly the brand's promise.

Question 18

Facial recognition technology offers an innovative new form of alternative media advertising.

Accepted Answer

A) True 
 B)False

Question 19

Identify the different forms of video game advertising.

Accepted Answer

In-game advertising, rotating

Question 20

Retailers want point-of-purchase displays that will:

Accepted Answer

A)  boost sales for the store or draw customers into the store. 
B)  boost sales for a particular brand. 
C)  generate additional prospects. 
D)  increase profit for the manufacturer. 
A)  boost sales for the store or draw customers into the store. 
B)  boost sales for a particular brand. 
C)  generate additional prospects. 
D)  increase profit for the manufacturer.

Contacting consumers at places such as farmer's markets, bluegrass festivals, city-wide garage sales, flea markets, craft shows, stock car races is:

One key advantage of brand placement is the:

The majority of purchase decisions are made in retail stores.

If brand communities are to thrive, it is important that the brand community be driven by brand owners and for the company not to get involved.

Product placements have been a part of motion pictures since:

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

Experiential marketing seeks to:

Guerilla marketing programs are designed to obtain instant results while using limited resources.

During the infection stage of buzz marketing, it is virtually impossible to generate word-of-mouth communications from actual customers.

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

In a survey of about 600 consumers, the biggest impact on clothing purchases was in-store advertising.

POP stands for:

The primary disadvantage of product placements within video games is that the action is so fast that the ads are not displayed long enough to be effective.

In most cases there is a symbolic meaning behind a brand that links individuals to a brand community and to other owners of the brand.

A special form of buzz marketing that uses surreptitious practices to introduce a product to individuals is ________ marketing.

The idea behind alternative marketing is to replace traditional media with newer forms of media that are more successful at reaching consumers.

To increase the probability that a positive experience will occur from an experiential marketing event, companies should follow all of the following steps except:

Facial recognition technology offers an innovative new form of alternative media advertising.

Identify the different forms of video game advertising.

Retailers want point-of-purchase displays that will:

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

Contacting consumers at places such as farmer's markets, bluegrass festivals, city-wide garage sales, flea markets, craft shows, stock car races is:

One key advantage of brand placement is the:

The majority of purchase decisions are made in retail stores.

If brand communities are to thrive, it is important that the brand community be driven by brand owners and for the company not to get involved.

Product placements have been a part of motion pictures since:

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

Experiential marketing seeks to:

Guerilla marketing programs are designed to obtain instant results while using limited resources.

During the infection stage of buzz marketing, it is virtually impossible to generate word-of-mouth communications from actual customers.

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

In a survey of about 600 consumers, the biggest impact on clothing purchases was in-store advertising.

POP stands for:

The primary disadvantage of product placements within video games is that the action is so fast that the ads are not displayed long enough to be effective.

In most cases there is a symbolic meaning behind a brand that links individuals to a brand community and to other owners of the brand.

A special form of buzz marketing that uses surreptitious practices to introduce a product to individuals is ________ marketing.

The idea behind alternative marketing is to replace traditional media with newer forms of media that are more successful at reaching consumers.

To increase the probability that a positive experience will occur from an experiential marketing event, companies should follow all of the following steps except:

Facial recognition technology offers an innovative new form of alternative media advertising.

Identify the different forms of video game advertising.

Retailers want point-of-purchase displays that will:

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