Question 1

Explain why advertising planners are so interested in media that generate buzz.

Accepted Answer

The answer of Explain why advertising planners are so interested...

Question 2

What is the B2C2C model? Why is it an important marcom tool?

Accepted Answer

The answer of What is the B2C2C model? Why is...

Question 3

Sign spinners are also known as ________.

Accepted Answer

A) shelf talkers 
B) point-of-purchase displays 
C) flash mobs 
D) human directionals 
E) premiums

Question 4

A brand steward should monitor conversations,complaints,and questions about a brand on social media as a part of managing the brand's reputation.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is NOT a reason marketers use new social media tools such as Facebook and Twitter?

Accepted Answer

A) to increase competition 
B) to promote brands 
C) to engage customers 
D) to create brand relationships 
E) to have instantaneous customer connections

Question 6

Nelly creates the Facebook posts for her company's page and wants to increase the odds of her posts being shared across social networks.For this reason,she should avoid the use of videos in her posts.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following includes geotargeting capabilities?

Accepted Answer

A) tagging 
B) branded entertainment 
C) guerilla marketing 
D) product placement 
E) mobile marketing

Question 8

As discussed in the chapter,________ media are created and controlled by the organization that holds the brand.

Accepted Answer

A) traditional 
B) owned 
C) interactive 
D) earned 
E) primary

Question 9

What are the advantages and disadvantages of mobile marketing?

Accepted Answer

The answer of What are the advantages and disadvantages of...

Question 10

Laurie was with her toddler in the hair care aisle of Walmart.Her daughter saw a bottle of shampoo that had a Winnie-the-Pooh head on the top and begged for it because she wanted to "play with Pooh!" Laurie purchased it for her daughter even though it cost almost three times as much as a similar shampoo that wasn't in a cute bottle.What is the role of packaging in this scenario?

Accepted Answer

The answer of Laurie was with her toddler in the...

Question 11

Explain the potential disadvantage of viral marketing.

Accepted Answer

The answer of Explain the potential disadvantage of viral marketing....

Question 12

Media sales reps compile profile information about the people who watch,listen to,or read the medium,along with numbers describing audience size and geographical coverage,in packets of information known as ________.

Accepted Answer

A) rate cards 
B) take-aways 
C) promotions 
D) media kits 
E) sales kits

Question 13

Which of the following is determined by what others say about the brand?

Accepted Answer

A) brand advocacy 
B) brand reputation 
C) branded entertainment 
D) brand personality 
E) network effect

Question 14

A(n)________ is a tangible reward for a particular act,typically purchasing or repurchasing a product.

Accepted Answer

A) collateral material 
B) brand reminder 
C) premium 
D) sponsorship 
E) endorsement

Question 15

The primary purpose of a(n)________ is to identify the physical location of a store.

Accepted Answer

A) shelf talker 
B) on-premise sign 
C) electronic wall 
D) kiosk 
E) environmental design

Question 16

Advertising messages can appear on Twitter.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following would a brand communication team most likely use to post a brand-related video?

Accepted Answer

A) Off-the-Wall 
B) Hulu 
C) Amazon.com 
D) Hootsuite 
E) Constant Contact

Question 18

What is the primary objective of point-of-sale materials?

Accepted Answer

A) to build brand loyalty 
B) to provide a special reason to buy 
C) to offer a price comparison 
D) to inform customers about product benefits 
E) to reinforce the brand promise

Question 19

Which of the following is most likely a B2B promotional event?

Accepted Answer

A) news conference 
B) media tour 
C) trade show 
D) tech support 
E) sampling

Question 20

Which of the following are NOT included in mobile marketing?

Accepted Answer

A) televisions 
B) cell phones 
C) smartphones 
D) portable game consoles 
E) tablets

Exam 14: Owned,interactive, and Earned Media

Explain why advertising planners are so interested in media that generate buzz.

What is the B2C2C model? Why is it an important marcom tool?

Sign spinners are also known as ________.

A brand steward should monitor conversations,complaints,and questions about a brand on social media as a part of managing the brand's reputation.

Which of the following is NOT a reason marketers use new social media tools such as Facebook and Twitter?

Nelly creates the Facebook posts for her company's page and wants to increase the odds of her posts being shared across social networks.For this reason,she should avoid the use of videos in her posts.

Which of the following includes geotargeting capabilities?

As discussed in the chapter,________ media are created and controlled by the organization that holds the brand.

What are the advantages and disadvantages of mobile marketing?

Explain the potential disadvantage of viral marketing.

Media sales reps compile profile information about the people who watch,listen to,or read the medium,along with numbers describing audience size and geographical coverage,in packets of information known as ________.

Which of the following is determined by what others say about the brand?

A(n) ________ is a tangible reward for a particular act,typically purchasing or repurchasing a product.

The primary purpose of a(n) ________ is to identify the physical location of a store.

Advertising messages can appear on Twitter.

Which of the following would a brand communication team most likely use to post a brand-related video?

What is the primary objective of point-of-sale materials?

Which of the following is most likely a B2B promotional event?

Which of the following are NOT included in mobile marketing?