Question 1

Buzz marketing can be compared to a virus, consisting of three stages: inoculation, introduction, and infection.

Accepted Answer

A) True 
 B)False

Question 2

The initial reaction to advertising in alternative media was strong, but in recent years it has lost its appeal due to clutter.

Accepted Answer

A) True 
 B)False

Question 3

Two reasons brand communities form are for social identity and bonding among the owners of the brand.

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

Which is associated with guerilla marketing rather than traditional marketing?

Accepted Answer

A)   measure success by sales
B)   grows by adding customers
C)   grows through existing customers and referrals
D)   aims messages at large groupsE) B) and C)
F) A) and B)

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

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 8

Brand ambassadors or customer evangelists are typically individuals:

Accepted Answer

A)   that have never used the product, but want to try it
B)   who already like a brand and are asked by the company to be a sponsor
C)   who are heavy users of a product
D)   that work for the brand's companyE) None of the above
F) B) and D)

Question 9

Guerilla marketing tactics include the following, except:

Accepted Answer

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

Question 10

The concept of guerilla marketing was created by:

Accepted Answer

A)   Jay Livingstone
B)   Conrad Hilton
C)   the Marlboro company and Philip Morris
D)   Jay Conrad LevinsonE) C) and D)
F) None of the above

Question 11

Product placements have been a part of motion pictures since:

Accepted Answer

A)   the turn of the 21st century
B)   about 1990
C)   the rise of the popularity of television in the 1950s
D)   the beginning of motion pictures in the 1890sE) B) and C)
F) A) and B)

Question 12

Branded entertainment:

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 mediumE) C) and D)
F) A) and C)

Question 13

Forms of alternative media programs include the following, except:

Accepted Answer

A)   buzz marketing
B)   online marketing
C)   product placement
D)   guerilla marketingE) A) and B)
F) None of the above

Question 14

Guerilla marketing strives to have consumers react or interact in some way with the campaign.

Accepted Answer

A) True 
 B)False

Question 15

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 manufacturerE) B) and C)
F) A) and B)

Question 16

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 17

For food purchases, the majority of the decisions about brands are made in the store at the time of purchase.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A)   day-after redemption rates
B)   Internet focus groups
C)   point-of-sale (POS)  cash register data
D)   behavioral observation studiesE) A) and D)
F) C) and D)

Question 19

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

Accepted Answer

A)   create member benefits to encourage new customers to join the group
B)   offer group members discounts on company merchandise
C)   provide materials to the group that are not available anywhere else
D)   involve firm employees in the groupE) A) and B)
F) A) and C)

Question 20

For some companies, an advantage to product placements in movies is that it bypasses legislation and guidelines that are in place to control advertising directed towards children and young adults.

Accepted Answer

A) True 
 B)False

Exam 10: Alternative Marketing

The concept of guerilla marketing was created by:

Correct AnswerverifiedShow Answer

For food purchases, the majority of the decisions about brands are made in the store at the time of purchase.

Correct AnswerverifiedShow Answer

Branded entertainment:

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Product placements have been a part of motion pictures since:

Correct AnswerverifiedShow Answer

Which is associated with guerilla marketing rather than traditional marketing?

Correct AnswerverifiedShow Answer

The initial reaction to advertising in alternative media was strong, but in recent years it has lost its appeal due to clutter.

Correct AnswerverifiedShow Answer

Retailers want point-of-purchase displays that will:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Forms of alternative media programs include the following, except:

Correct AnswerverifiedShow Answer

Guerilla marketing strives to have consumers react or interact in some way with the campaign.

Correct AnswerverifiedShow Answer

Brand ambassadors or customer evangelists are typically individuals:

Correct AnswerverifiedShow Answer

Buzz marketing can be compared to a virus, consisting of three stages: inoculation, introduction, and infection.

Correct AnswerverifiedShow Answer

Guerilla marketing tactics include the following, except:

Correct AnswerverifiedShow Answer

For some companies, an advantage to product placements in movies is that it bypasses legislation and guidelines that are in place to control advertising directed towards children and young adults.

Correct AnswerverifiedShow Answer

Two reasons brand communities form are for social identity and bonding among the owners of the brand.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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