Exam 10: Alternative Marketing

Forms of alternative marketing include all of the following except:

Experiential marketing typically involves:

In terms of generating buzz, brand evangelists are asked to:

One reason brand communities form is that the owners of a brand all tend to have common characteristics and common lifestyles.

In buzz marketing programs, brand ambassadors or customer evangelists are typically individuals that:

Sebastian is the marketing manager of a local restaurant. He has decided to set up a booth at an outdoor concert being held at the city park to pass out free samples of food and to give attendees coupons that can be used at the restaurant. This is an example of lifestyle marketing.

Buzz marketing works because people trust someone else's opinion more than paid advertising and because people like to share their opinions.

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

When a new music store distributes literature and free key chains at a music concert at the local baseball stadium, the retailer is engaging in:

One specialized form of product placement is products placed in video games.

The majority of purchase decisions are made:

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

Brand ambassadors or customer evangelists are typically individuals who were loyal to a competitor's brand, but have switched to the sponsor's brand because of the incentives offered.

Through interactive marketing techniques and social media, a company's marketing team can create a brand community around each of its brands.

The Word of Mouth Marketing Association provides all of the following guidelines for companies that want to generate word-of-mouth communications through its employees, agency employees, or brand sponsors except be honest:

Buzz marketing is attractive to marketers because:

The primary goal of product placements and branded entertainment is to increase sales of the brand being featured.

The benefits to manufacturers for measuring the impact of point-of-purchase displays with point-of-sale data obtained from retailers include all of the following except:

A furniture store setting up a special display of massage chairs at a children's soccer tournament is an example of:

Retailers prefer digital interactive point-of-purchase displays that consumers will notice and that have the capability of changing the message.