Question 1

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 2

Describe a product placement.

Accepted Answer

Product placement is the plann

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

Funds devoted to in-store marketing is:

Accepted Answer

A) a very small percentage of the total advertising and marketing budget. 
B) a significant percentage of the total advertising and marketing budget. 
C) based on the expected increase in sales. 
D) determined by how much retailers use the point-of-purchase displays furnished by the manufacturer. 
A) a very small percentage of the total advertising and marketing budget. 
B) a significant percentage of the total advertising and marketing budget. 
C) based on the expected increase in sales. 
D) determined by how much retailers use the point-of-purchase displays furnished by the manufacturer.

Question 5

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 6

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:

Accepted Answer

A) about the relationship the person has with the company, agency, and consumers. 
B) about the type and level of compensation they are receiving. 
C) in the opinion they present. 
D) about identifying who they are. 
A) about the relationship the person has with the company, agency, and consumers. 
B) about the type and level of compensation they are receiving. 
C) in the opinion they present. 
D) about identifying who they are.

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

Advertising in online video games offers each 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 9

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

Accepted Answer

A) Vanessa truly likes Guess jeans and tells others about how great they are. 
B) Trinity likes Guess jeans, which allowed Guess' marketers to sponsor her to tell others about the brand. 
C) Guess has created a blog about Guess jeans and invites consumers to participate and offer their opinions, good and bad. 
D) Guess has one of its employees pose as a customer on her personal blog telling others about how great the jeans are. 
A) Vanessa truly likes Guess jeans and tells others about how great they are. 
B) Trinity likes Guess jeans, which allowed Guess' marketers to sponsor her to tell others about the brand. 
C) Guess has created a blog about Guess jeans and invites consumers to participate and offer their opinions, good and bad. 
D) Guess has one of its employees pose as a customer on her personal blog telling others about how great the jeans are.

Question 10

Digital media within a retail store offers retailers the opportunity to:

Accepted Answer

A) target specific consumers with specific products. 
B) sell advertising to manufacturers. 
C) increase the size of the shopping basket. 
D) customize messages to fit the particular retail store and even the aisle where the display is located. 
A) target specific consumers with specific products. 
B) sell advertising to manufacturers. 
C) increase the size of the shopping basket. 
D) customize messages to fit the particular retail store and even the aisle where the display is located.

Question 11

What is the difference between product placement and branded entertainment?

Accepted Answer

Branded entertainment is the integration

Question 12

Experiential marketing typically involves:

Accepted Answer

A) providing samples to individuals through social media. 
B) a combination of guerrilla and buzz marketing tactics. 
C) generating buzz about a unique marketing event. 
D) direct response marketing through interactive means, such as special events and free samples. 
A) providing samples to individuals through social media. 
B) a combination of guerrilla and buzz marketing tactics. 
C) generating buzz about a unique marketing event. 
D) direct response marketing through interactive means, such as special events and free samples.

Question 13

One form of buzz marketing is for companies to sponsor individuals as agents or advocates who will introduce new products.

Accepted Answer

A) True 
 B)False

Question 14

Each of the following items cause brand communities to form, except:

Accepted Answer

A) low prices. 
B) affirmation of the buying decision. 
C) social identity and bonding. 
D) swap stories. 
A) low prices. 
B) affirmation of the buying decision. 
C) social identity and bonding. 
D) swap stories.

Question 15

Each of the following concepts is associated with guerilla marketing except:

Accepted Answer

A) requires energy and imagination. 
B) designed to obliterate the competition. 
C) aims messages at individuals and small groups. 
D) "you marketing," based on how we can help "you." 
A) requires energy and imagination. 
B) designed to obliterate the competition. 
C) aims messages at individuals and small groups. 
D) "you marketing," based on how we can help "you."

Question 16

In a buzz marketing program, the ideal situation occurs when:

Accepted Answer

A) consumers who truly like a brand tell others. 
B) consumers who like a brand and are sponsored by a company to tell others. 
C) a company creates a blog about a brand and invites 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 tell others. 
B) consumers who like a brand and are sponsored by a company to tell others. 
C) a company creates a blog about a brand and invites consumers to participate. 
D) company or agency employees posing as customers of the company, telling others about the brand.

Question 17

A paintball "cat shoot" (at a painting of a cat)designed to raise funds for the local humane society while attracting attention and customers, is an example of:

Accepted Answer

A) guerilla marketing. 
B) lifestyle marketing. 
C) brand recognition development. 
D) poor marketing judgment due to alienating customers. 
A) guerilla marketing. 
B) lifestyle marketing. 
C) brand recognition development. 
D) poor marketing judgment due to alienating customers.

Question 18

The key factors that influence the effectiveness of product placement and branded entertainment include each of the following except:

Accepted Answer

A) media used. 
B) supporting promotional activities. 
C) consumer attitudes toward placements. 
D) costs. 
A) media used. 
B) supporting promotional activities. 
C) consumer attitudes toward placements. 
D) costs.

Question 19

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 20

Companies can enhance a brand community spirit in each of the following ways except:

Accepted Answer

A) sponsor special events and regular meetings. 
B) promote communications among members of the group. 
C) build a strong brand reputation. 
D) offer memberships to individuals who have not purchased the particular brand. 
A) sponsor special events and regular meetings. 
B) promote communications among members of the group. 
C) build a strong brand reputation. 
D) offer memberships to individuals who have not purchased the particular brand.

Advertisers believe that product placements:

Describe a product placement.

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

Funds devoted to in-store marketing is:

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.

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:

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

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

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

Digital media within a retail store offers retailers the opportunity to:

What is the difference between product placement and branded entertainment?

Experiential marketing typically involves:

One form of buzz marketing is for companies to sponsor individuals as agents or advocates who will introduce new products.

Each of the following items cause brand communities to form, except:

Each of the following concepts is associated with guerilla marketing except:

In a buzz marketing program, the ideal situation occurs when:

A paintball "cat shoot" (at a painting of a cat)designed to raise funds for the local humane society while attracting attention and customers, is an example of:

The key factors that influence the effectiveness of product placement and branded entertainment include each of the following except:

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

Companies can enhance a brand community spirit in each of the following ways except:

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

Advertisers believe that product placements:

Describe a product placement.

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

Funds devoted to in-store marketing is:

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.

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:

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

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

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

Digital media within a retail store offers retailers the opportunity to:

What is the difference between product placement and branded entertainment?

Experiential marketing typically involves:

One form of buzz marketing is for companies to sponsor individuals as agents or advocates who will introduce new products.

Each of the following items cause brand communities to form, except:

Each of the following concepts is associated with guerilla marketing except:

In a buzz marketing program, the ideal situation occurs when:

A paintball "cat shoot" (at a painting of a cat)designed to raise funds for the local humane society while attracting attention and customers, is an example of:

The key factors that influence the effectiveness of product placement and branded entertainment include each of the following except:

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

Companies can enhance a brand community spirit in each of the following ways except:

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