Question 1

In buzz marketing programs, the ideal situation occurs when a person who truly likes a brand tells others.

Accepted Answer

A) True 
 B)False

Question 2

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 3

A Saatchi & Saatchi study suggests that point-of-purchase displays have a very short period of time to influence customer purchasing decisions.

Accepted Answer

A) True 
 B)False

Question 4

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 5

In a buzz marketing program, the most controversial strategy is to use:

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) company employees to create a blog on the company's website about a brand and then invite 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 and tell others. 
B) consumers who like a brand and are sponsored by a company to tell others. 
C) company employees to create a blog on the company's website about a brand and then invite consumers to participate. 
D) company or agency employees posing as customers of the company telling others about the brand.

Question 6

What is buzz marketing and how can it be generated?

Accepted Answer

Buzz marketing emphasizes consumers pass

Question 7

Females are more likely than males to play socially-oriented video games.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) have never used the product, but want to try it. 
B) already like a brand and are asked by the company to be a sponsor. 
C) are heavy users of a product. 
D) work for the brand's company. 
A) have never used the product, but want to try it. 
B) already like a brand and are asked by the company to be a sponsor. 
C) are heavy users of a product. 
D) work for the brand's company.

Question 9

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.

Question 10

Each of the following statements is true, except:

Accepted Answer

A) advertisers are ready to abandon traditional media, such as radio, television, magazines, and newspapers. 
B) alternative marketing programs are on the rise. 
C) advertisers are using more alternative media. 
D) advertisers are spending more money on trying to reach potential customers in new and innovative ways. 
A) advertisers are ready to abandon traditional media, such as radio, television, magazines, and newspapers. 
B) alternative marketing programs are on the rise. 
C) advertisers are using more alternative media. 
D) advertisers are spending more money on trying to reach potential customers in new and innovative ways.

Question 11

Setting up a booth at a minor league baseball game or at a July 4th street celebration to provide free samples, offer coupons and sell products is an example of:

Accepted Answer

A) traditional advertising. 
B) lifestyle marketing. 
C) advocate programs. 
D) buzz marketing. 
A) traditional advertising. 
B) lifestyle marketing. 
C) advocate programs. 
D) buzz marketing.

Question 12

Buzz marketing is attractive to marketers because:

Accepted Answer

A) it reaches consumers where they live and where they like to go. 
B) a recommendation by another person carries a higher level of credibility than does advertising. 
C) it reaches consumers in places that are not expected. 
D) it does not look like advertising. 
A) it reaches consumers where they live and where they like to go. 
B) a recommendation by another person carries a higher level of credibility than does advertising. 
C) it reaches consumers in places that are not expected. 
D) it does not look like advertising.

Question 13

A special form of buzz marketing that uses surreptitious practices to introduce a product to individuals is which type of marketing?

Accepted Answer

A) Guerrilla 
B) Lifestyle 
C) Experiential 
D) Stealth 
A) Guerrilla 
B) Lifestyle 
C) Experiential 
D) Stealth

Question 14

The store shelf and point-of-purchase display represent an initial opportunity for the manufacturer to reach the consumer before a purchase is made.

Accepted Answer

A) True 
 B)False

Question 15

Digital media within a retail store now offers retailers the opportunity to customize messages to fit particular retail stores and even the aisle within the store.

Accepted Answer

A) True 
 B)False

Question 16

In a survey of 600 consumers regarding clothing purchases, the type of advertising that had the most influence was:

Accepted Answer

A) print ads. 
B) in-store advertising. 
C) word-of-mouth communications. 
D) television ads. 
A) print ads. 
B) in-store advertising. 
C) word-of-mouth communications. 
D) television ads.

Question 17

Having company employees or employees of a company's advertising agency pose as customers to generate buzz marketing is an effective strategy.

Accepted Answer

A) True 
 B)False

Question 18

Forms of alternative media programs include each of the following except:

Accepted Answer

A) buzz marketing. 
B) digital marketing. 
C) product placement. 
D) guerilla marketing. 
A) buzz marketing. 
B) digital marketing. 
C) product placement. 
D) guerilla marketing.

Question 19

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 20

Video games offer marketers a popular medium to reach older consumers as they enjoy their free time.

Accepted Answer

A) True 
 B)False

In buzz marketing programs, the ideal situation occurs when a person who truly likes a brand tells others.

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

A Saatchi & Saatchi study suggests that point-of-purchase displays have a very short period of time to influence customer purchasing decisions.

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.

In a buzz marketing program, the most controversial strategy is to use:

What is buzz marketing and how can it be generated?

Females are more likely than males to play socially-oriented video games.

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

Retailers want point-of-purchase displays that will:

Each of the following statements is true, except:

Setting up a booth at a minor league baseball game or at a July 4th street celebration to provide free samples, offer coupons and sell products is an example of:

Buzz marketing is attractive to marketers because:

A special form of buzz marketing that uses surreptitious practices to introduce a product to individuals is which type of marketing?

The store shelf and point-of-purchase display represent an initial opportunity for the manufacturer to reach the consumer before a purchase is made.

Digital media within a retail store now offers retailers the opportunity to customize messages to fit particular retail stores and even the aisle within the store.

In a survey of 600 consumers regarding clothing purchases, the type of advertising that had the most influence was:

Having company employees or employees of a company's advertising agency pose as customers to generate buzz marketing is an effective strategy.

Forms of alternative media programs include each of the following except:

Experiential marketing seeks to:

Video games offer marketers a popular medium to reach older consumers as they enjoy their free time.

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

In buzz marketing programs, the ideal situation occurs when a person who truly likes a brand tells others.

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

A Saatchi & Saatchi study suggests that point-of-purchase displays have a very short period of time to influence customer purchasing decisions.

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.

In a buzz marketing program, the most controversial strategy is to use:

What is buzz marketing and how can it be generated?

Females are more likely than males to play socially-oriented video games.

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

Retailers want point-of-purchase displays that will:

Each of the following statements is true, except:

Setting up a booth at a minor league baseball game or at a July 4th street celebration to provide free samples, offer coupons and sell products is an example of:

Buzz marketing is attractive to marketers because:

A special form of buzz marketing that uses surreptitious practices to introduce a product to individuals is which type of marketing?

The store shelf and point-of-purchase display represent an initial opportunity for the manufacturer to reach the consumer before a purchase is made.

Digital media within a retail store now offers retailers the opportunity to customize messages to fit particular retail stores and even the aisle within the store.

In a survey of 600 consumers regarding clothing purchases, the type of advertising that had the most influence was:

Having company employees or employees of a company's advertising agency pose as customers to generate buzz marketing is an effective strategy.

Forms of alternative media programs include each of the following except:

Experiential marketing seeks to:

Video games offer marketers a popular medium to reach older consumers as they enjoy their free time.

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