Question 1

Guerilla 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)  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 or product 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 2

Carlos has never tried Red Bull. Hayden has tried Red Bull and really likes it. Carlos would be a better selection for a brand ambassador for Red Bull than would Hayden.

Accepted Answer

A) True 
 B)False

Question 3

Guerilla marketing tactics typically include all of the following except:

Accepted Answer

A)  creativity. 
B)  willingness to try something unusual. 
C)  offering coupons and rebates. 
D)  quality relationships. 
A)  creativity. 
B)  willingness to try something unusual. 
C)  offering coupons and rebates. 
D)  quality relationships.

Question 4

Buzz, or word-of-mouth, marketing can be generated in all of the following ways except:

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)  companies developing user-generated ads or blogs. 
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)  companies developing user-generated ads or blogs. 
D)  company or agency employees posing as customers of the company, telling others about the brand.

Question 5

The ultimate demonstration of brand loyalty and brand devotion is:

Accepted Answer

A)  branded entertainment. 
B)  guerilla marketing. 
C)  a branded community. 
D)  brand equity. 
A)  branded entertainment. 
B)  guerilla marketing. 
C)  a branded community. 
D)  brand equity.

Question 6

Product placements and branded entertainment are effective because the primary goal is to:

Accepted Answer

A)  increase brand awareness and generate positive feelings toward the brand. 
B)  stimulate sales of the brand. 
C)  build brand power and brand equity. 
D)  spur viewers to some type of action through incentives. 
A)  increase brand awareness and generate positive feelings toward the brand. 
B)  stimulate sales of the brand. 
C)  build brand power and brand equity. 
D)  spur viewers to some type of action through incentives.

Question 7

POP is short for "Place on Page," an internet advertising term to designate an ad placement.

Accepted Answer

A) True 
 B)False

Question 8

Identifying marketing methods associated with the hobbies and entertainment venues of a target market is:

Accepted Answer

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

Question 9

A disadvantage of product placements within online video games is ads may not be noticed by players. To combat this problem, a company called Massive developed technology:

Accepted Answer

A)  that allows players to choose the ad they want to see. 
B)  that allows players to interact with the ad during the game. 
C)  that allows players to use sponsored downloads, such as a particular brand of car in a racing game. 
D)  to change ads in the online game in real time as individuals play or each time they play. 
A)  that allows players to choose the ad they want to see. 
B)  that allows players to interact with the ad during the game. 
C)  that allows players to use sponsored downloads, such as a particular brand of car in a racing game. 
D)  to change ads in the online game in real time as individuals play or each time they play.

Question 10

An advantage of advertising in online video games is that ads can be targeted to specific demographic groups, location profiles that match where the person is playing, and specific types of game players.

Accepted Answer

A) True 
 B)False

Question 11

What is stealth marketing?

Accepted Answer

Stealth marketing uses surrept

Question 12

The future use of product placements and branded entertainment will depend on:

Accepted Answer

A)  the level of clutter in the placements. 
B)  the costs. 
C)  viewer acceptance. 
D)  the measured impact on sales. 
A)  the level of clutter in the placements. 
B)  the costs. 
C)  viewer acceptance. 
D)  the measured impact on sales.

Question 13

To be effective, point-of-purchase displays need to:

Accepted Answer

A)  clearly communicate the product's attributes. 
B)  offer a reduced price. 
C)  match the store's advertising theme. 
D)  utilize digital or LED displays. 
A)  clearly communicate the product's attributes. 
B)  offer a reduced price. 
C)  match the store's advertising theme. 
D)  utilize digital or LED displays.

Question 14

What is a branded community and how can a company enhance a community spirit among its owners?

Accepted Answer

Branded communities are the ultimate dem

Question 15

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

Accepted Answer

A)  only a few companies have been successful. 
B)  companies must rely on customers generating positive word-of-mouth communications. 
C)  companies who use buzz marketing tend to be highly successful. 
D)  companies must support the buzz marketing effort with a high volume of advertising. 
A)  only a few companies have been successful. 
B)  companies must rely on customers generating positive word-of-mouth communications. 
C)  companies who use buzz marketing tend to be highly successful. 
D)  companies must support the buzz marketing effort with a high volume of advertising.

Question 16

Experiential marketing combines all of the following except:

Accepted Answer

A)  direct marketing. 
B)  guerilla marketing. 
C)  personal selling. 
D)  sales promotions. 
A)  direct marketing. 
B)  guerilla marketing. 
C)  personal selling. 
D)  sales promotions.

Question 17

To be effective, a point-of-purchase display must clearly communicate the price of the product.

Accepted Answer

A) True 
 B)False

Question 18

Advertising in online video games offers all of the following benefits except:

Accepted Answer

A)  web metrics that are not available with other forms of product placements. 
B)  measures of the attitudes of game players towards the ads. 
C)  ability to track length of ad exposure in the game. 
D)  how long and how often an individual plays a game. 
A)  web metrics that are not available with other forms of product placements. 
B)  measures of the attitudes of game players towards the ads. 
C)  ability to track length of ad exposure in the game. 
D)  how long and how often an individual plays a game.

Question 19

Facial recognition technology has allowed marketers to embed targeted ads in video games.

Accepted Answer

A) True 
 B)False

Question 20

An effective way of measuring the impact of point-of-purchase displays is to use:

Accepted Answer

A)  redemption rates. 
B)  internet focus groups. 
C)  point-of-sale cash register data. 
D)  behavioral observation studies. 
A)  redemption rates. 
B)  internet focus groups. 
C)  point-of-sale cash register data. 
D)  behavioral observation studies.

Guerilla marketing:

Carlos has never tried Red Bull. Hayden has tried Red Bull and really likes it. Carlos would be a better selection for a brand ambassador for Red Bull than would Hayden.

Guerilla marketing tactics typically include all of the following except:

Buzz, or word-of-mouth, marketing can be generated in all of the following ways except:

The ultimate demonstration of brand loyalty and brand devotion is:

Product placements and branded entertainment are effective because the primary goal is to:

POP is short for "Place on Page," an internet advertising term to designate an ad placement.

Identifying marketing methods associated with the hobbies and entertainment venues of a target market is:

A disadvantage of product placements within online video games is ads may not be noticed by players. To combat this problem, a company called Massive developed technology:

An advantage of advertising in online video games is that ads can be targeted to specific demographic groups, location profiles that match where the person is playing, and specific types of game players.

What is stealth marketing?

The future use of product placements and branded entertainment will depend on:

To be effective, point-of-purchase displays need to:

What is a branded community and how can a company enhance a community spirit among its owners?

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

Experiential marketing combines all of the following except:

To be effective, a point-of-purchase display must clearly communicate the price of the product.

Advertising in online video games offers all of the following benefits except:

Facial recognition technology has allowed marketers to embed targeted ads in video games.

An effective way of measuring the impact of point-of-purchase displays is to use:

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

Guerilla marketing:

Carlos has never tried Red Bull. Hayden has tried Red Bull and really likes it. Carlos would be a better selection for a brand ambassador for Red Bull than would Hayden.

Guerilla marketing tactics typically include all of the following except:

Buzz, or word-of-mouth, marketing can be generated in all of the following ways except:

The ultimate demonstration of brand loyalty and brand devotion is:

Product placements and branded entertainment are effective because the primary goal is to:

POP is short for "Place on Page," an internet advertising term to designate an ad placement.

Identifying marketing methods associated with the hobbies and entertainment venues of a target market is:

A disadvantage of product placements within online video games is ads may not be noticed by players. To combat this problem, a company called Massive developed technology:

An advantage of advertising in online video games is that ads can be targeted to specific demographic groups, location profiles that match where the person is playing, and specific types of game players.

What is stealth marketing?

The future use of product placements and branded entertainment will depend on:

To be effective, point-of-purchase displays need to:

What is a branded community and how can a company enhance a community spirit among its owners?

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

Experiential marketing combines all of the following except:

To be effective, a point-of-purchase display must clearly communicate the price of the product.

Advertising in online video games offers all of the following benefits except:

Facial recognition technology has allowed marketers to embed targeted ads in video games.

An effective way of measuring the impact of point-of-purchase displays is to use:

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