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Question
The revenue premium and stock market methods of estimating brand equity attempts to measure the value of a brand based on input from consumers through measures such as familiarity, quality, purchase considerations, customer satisfaction, and willingness to seek out the brand.Answer
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Related questions
Q:
Product placements and branded entertainment are effective because the primary goal is to:
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.
Q:
The key factors that influence the effectiveness of product placement and branded entertainment include all of the following except:
A) media used.
B) supporting promotional activities.
C) consumer attitudes toward placements.
D) costs.
Q:
Branded entertainment:
A) emphasizes consumers passing along information about a product to other consumers.
B) seeks to obtain instant results while using limited resources.
C) uses planned insertions of a brand or product into a movie, television show, or some other media.
D) integrates entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium.
Q:
One key advantage of brand placement is the:
A) instant acceptance of the brand by viewers.
B) acceptance of the brand by the actors in the show or movie.
C) endorsement of the brand by the actors in the show or movie.
D) low cost-per-viewer.
Q:
Advertisers believe that product placements:
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.
Q:
What is experiential marketing?
Q:
What is lifestyle marketing?
Q:
What is guerilla marketing? How is it different from traditional marketing?
Q:
What is stealth marketing?
Q:
Guerilla marketing strives to have consumers react or interact in some way with the campaign.
Q:
For buzz marketing to be successful, the brand needs to stand out and have a distinct advantage over current products on the market.
Q:
During the incubation stage of buzz marketing, the product is being used by a few innovators or trendsetters.
Q:
Companies select brand ambassadors and customer evangelists based on his or her devotion to the brand and the sizes of their social circles.
Q:
One form of buzz marketing is for companies to sponsor individuals as agents or advocates to introduce new products.
Q:
The idea behind alternative marketing is to replace traditional media with newer forms of media that are more successful at reaching consumers.
Q:
The primary disadvantage of video game advertising or product placement within a video game is the:
A) difficulty of convincing game makers to put in the ads and product placements.
B) low response rate of game players.
C) ad or product placement becomes static and is no longer noticed.
D) high cost of developing ads for games.
Q:
Experiential marketing typically involves:
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.
Q:
The first step in guerilla marketing is to:
A) discover "touch points" with consumers.
B) develop an alternative media campaign.
C) choose the right people to head the guerilla marketing campaign.
D) engage consumers in a dialogue about the best methods of reaching them.
Q:
All of the following are reasons to use guerilla marketing except to:
A) create buzz.
B) reach consumers that cannot be reached with traditional advertising.
C) interact with consumers.
D) build relationships with consumers.
Q:
In stealth marketing programs, brand ambassadors show and talk about a product to others:
A) without disclosing their true relationship with the brand.
B) and only disclose their relationship with the brand when asked.
C) after revealing their relationship with the brand.
D) only when they are asked by other individuals.
Q:
Buzz marketing works because consumers:
A) receive information that is not paid for by the company.
B) receive information when it is not expected.
C) can choose if they want to listen or not to the recommendation.
D) trust the opinions of other people and people like to give their opinions.
Q:
Buzz marketing can be compared to a virus. The infection stage:
A) involves the product being adopted by the early majority.
B) involves the product being used by a few innovators or trendsetters.
C) corresponds to the product being introduced.
D) involves widespread use of the product.
Q:
In buzz marketing programs, brand ambassadors or customer evangelists are typically individuals that:
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.
Q:
Buzz marketing is attractive to marketers because:
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.
Q:
Viral marketing relies on:
A) a series of click-throughs.
B) use of search engine optimization.
C) highly visible banners.
D) word-of-mouth communications.
Q:
Viral marketing is:
A) the use of non-traditional media to promote a company's website.
B) a form of database marketing.
C) preparing a marketing message that is in some way passed on from one individual to another through digital means.
D) using a virus to spread a marketing message.
Q:
Marketing messages passed from one individual to another through some form of internet technology is:
A) interactive marketing.
B) cyberbranding.
C) viral marketing.
D) brand spiraling.
Q:
The type of blog that offers a brand the least control over posted content as well as visitor comments is:
A) a branded blog created by the brand.
B) a blog that is sponsored by the brand.
C) an individual's blog that has no affiliation with any brand.
D) a blog that is sponsored, but by a different company.
Q:
Because of a litigious society, brands wanting to be involved in real-time marketing must:
A) develop policies and rules prior to live events that govern real-time marketing messages.
B) develop only viral marketing messages that are initiated by a consumer or fan posting on social media.
C) have all message approved by the brand's legal team prior to a live event.
D) develop upfront strategic planning prior to the assembling of war rooms during a live event.
Q:
Providing incentives for consumers to share content about a brand is:
A) content seeding.
B) viral marketing.
C) consumer-generated reviews.
D) real-time marketing.