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Q:
Having company employees or employees of a company's advertising agency pose as customers to generate buzz marketing is an effective strategy.
Q:
An effective buzz marketing strategy may involve brand ambassadors hosting house parties for their families and friends.
Q:
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.
Q:
To increase their effectiveness, brand ambassadors that are sponsored by a company are asked to hide their connections with the brand.
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:
Brand ambassadors or customer evangelists are typically individuals who were loyal to a competitor's brand, but have switched to the sponsor's brand because of the incentives offered.
Q:
One form of buzz marketing is for companies to sponsor individuals as agents or advocates to introduce new products.
Q:
In buzz marketing programs, the ideal situation occurs when a person who truly likes a brand tells others.
Q:
A brand or product recommendation from one person to another carries a higher level of credibility than does an advertisement or a paid spokesperson.
Q:
Guerrilla marketing emphasizes consumers passing along information about a product to other consumers.
Q:
Alternative marketing relies on buzz, word-of-mouth, lifestyles, and times when consumers relax and enjoy hobbies and events.
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 goal of alternative marketing programs is to identify new places where a consumer's path intersects with a brand's presence.
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:
Advergames are:
A) very popular and are often played more than 500,000 times per day.
B) the most popular if they are placed on the brand's website.
C) played more if they are at a neutral gaming site.
D) gaining in popularity with companies because the cost to advertise a brand on the game is free.
Q:
To increase the probability that a positive experience will occur from an experiential marketing event, companies should follow all of the following steps except:
A) choose a clear, concise market segment to target.
B) provide consumers an opportunity to generate buzz with other individuals.
C) identify the right time and place to involve consumers with the brand.
D) make sure the experience reveals clearly the brand's promise.
Q:
Experiential marketing seeks to:
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.
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:
Experiential marketing combines all of the following except:
A) direct marketing.
B) guerilla marketing.
C) personal selling.
D) sales promotions.
Q:
A furniture store setting up a special display of massage chairs at a children's soccer tournament is an example of:
A) generating leads.
B) developing a unique market niche.
C) lifestyle marketing.
D) creating a clearly defined product.
Q:
When a new music store distributes literature and free key chains at a music concert at the local baseball stadium, the retailer is engaging in:
A) lifestyle marketing.
B) buzz marketing.
C) a sponsorship program.
D) public relations' activities.
Q:
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:
A) traditional advertising.
B) lifestyle marketing.
C) advocate programs.
D) buzz marketing.
Q:
Identifying marketing methods associated with the hobbies and entertainment venues of a target market is:
A) product placement.
B) lifestyle marketing.
C) branded entertainment.
D) guerilla marketing.
Q:
Contacting consumers at places such as farmer's markets, bluegrass festivals, city-wide garage sales, flea markets, craft shows, stock car races is:
A) alternative media venues.
B) lifestyle marketing.
C) branded entertainment.
D) guerilla marketing.
Q:
Lifestyle marketing:
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) involves identifying marketing methods associated with the hobbies and entertainment venues of a target market.
Q:
All of the following concepts are associated with guerilla marketing except:
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."
Q:
Which is associated with guerilla marketing rather than traditional marketing?
A) Measure success by sales
B) Grows by adding customers
C) Grows through existing customers and referrals
D) Aims messages at large groups
Q:
Which is associated with traditional marketing rather than guerilla marketing?
A) Measure success by sales
B) Measure success by profits
C) Based on psychology and human behavior
D) Aims messages at individuals and small groups
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:
Guerilla marketing tactics typically include all of the following except:
A) creativity.
B) willingness to try something unusual.
C) offering coupons and rebates.
D) quality relationships.
Q:
Guerilla marketing includes all of the following characteristics except:
A) a national integrated campaign.
B) interacting with consumers.
C) personal communications.
D) excitement that will spread to others.
Q:
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:
A) guerilla marketing.
B) lifestyle marketing.
C) brand recognition development.
D) poor marketing judgment due to alienating customers.
Q:
The concept of guerilla marketing was created by:
A) Jay Livingstone.
B) Conrad Hilton.
C) the Marlboro company and Philip Morris.
D) Jay Conrad Levinson.
Q:
Guerilla marketing:
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 medium.
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:
A special form of buzz marketing that uses surreptitious practices to introduce a product to individuals is ________ marketing.
A) guerrilla
B) lifestyle
C) experiential
D) stealth
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:
Preconditions of buzz marketing include all of the following except the:
A) product must be unique, new, or perform better than current brands.
B) brand must stand out over current brands on the market.
C) brand must be well known and accepted by the majority of consumers.
D) brand must have distinct advantages over current brands on the market.
Q:
In terms of a company generating buzz about its product, research indicates that to generate true word-of-mouth communications from actual customers they must be aware of the brand, which typically requires:
A) the use of alternative marketing programs.
B) advertising through traditional channels.
C) guerilla marketing efforts.
D) a high level of brand equity.
Q:
Buzz marketing can be compared to a virus. During the inoculation stage:
A) only a few companies have been successful.
B) companies must rely on customers generating positive word-of-mouth communications.
C) companies who use buzz marketing tend to be highly successful.
D) companies must support the buzz marketing effort with a high volume of advertising.
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:
Buzz marketing can be compared to a virus. The incubation 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:
Buzz marketing can be compared to a virus. The inoculation 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:
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) 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.
Q:
According to the Word of Mouth Marketing Association, when a company uses its employees or those of its agency as advocates or brand evangelists, then these individuals should:
A) be upfront and clearly identify themselves as being with the company.
B) only identify they are with the company if a consumer asks.
C) never reveal they are with the company or its agency.
D) identify they are being sponsored by the company, but not say they are an employee.
Q:
In terms of buzz marketing, the most risky strategy is to use:
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.
Q:
Which marketing tactic below is often used by brand ambassadors?
A) Selling directly to consumers
B) Hosting a house party for family members and friends
C) Writing a letter to the editor of the local newspaper
D) Attending conferences and seminars about the products they enjoy
Q:
In terms of generating buzz, brand evangelists are asked to:
A) conceal their identification with the company.
B) reveal they are being sponsored by the company only when asked.
C) identify they are sponsored by the brand, but not reveal the incentives and rewards they receive.
D) be upfront and honest about their connections with the brand.
Q:
Companies normally select brand ambassadors for buzz marketing programs based on:
A) the age, income, and gender matching the brand's target market.
B) the level of acceptance of new products and new technologies.
C) devotion to the brand and the size of their social circles, families, reference groups, and work associates.
D) their knowledge and experience with the brand.
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:
Which of the following consumers creates the most ideal form of buzz marketing for Guess jeans?
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.
Q:
In terms of buzz marketing, the ideal situation occurs when:
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.
Q:
Buzz, or word-of-mouth, marketing can be generated in all of the following ways except:
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) companies developing user-generated ads or blogs.
D) company or agency employees posing as customers of the company, telling others about the brand.
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:
Buzz marketing:
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:
The alternative marketing program that emphasizes consumers passing along information about a product to other consumers is:
A) guerilla marketing.
B) lifestyle marketing.
C) product placement.
D) buzz marketing.
Q:
Buzz marketing is also known as:
A) guerilla marketing.
B) lifestyle marketing.
C) word-of-mouth marketing.
D) branded entertainment.
Q:
Word-of-mouth marketing is also known as:
A) guerilla marketing.
B) lifestyle marketing.
C) buzz marketing.
D) branded entertainment.
Q:
Forms of alternative media programs include all of the following except:
A) buzz marketing.
B) digital marketing.
C) product placement.
D) guerilla marketing.
Q:
Forms of alternative marketing include all of the following except:
A) social media marketing.
B) lifestyle marketing.
C) experiential marketing.
D) branded entertainment.
Q:
All of the following statements are true, except:
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.
Q:
Real-time marketing has shown success in sporting events, but not for non-sporting events.
Q:
Effective real-time marketing requires on-the-spot strategic planning during the time an event occurs.
Q:
To take advantage of opportunities during live events, brands have set up war rooms consisting of top marketing executives, creatives, digital technicians, and lawyers.
Q:
The idea of real-time marketing did not exist prior to the famous blackout during the Super Bowl game of 2013.
Q:
Because mistakes can generate social buzz, it can be used as an effective content seeding strategy.
Q:
A financial incentive that can be part of a content seeding program by a brand is to offer consumers something exclusive that makes that consumer feel special.
Q:
A common method of content seeding is offering some type of financial incentive, such as coupons, rebates, and contests.
Q:
Content seeding by brands can be any type of incentive that offers information, uniqueness, novelty, or financial benefits.
Q:
The social media networking site that has the least influence on purchases is:
A) Pinterest.
B) Twitter.
C) Instagram.
D) Facebook.
Q:
The social media networking site most likely to influence purchases is:
A) brand websites.
B) blogs.
C) retail websites.
D) Facebook.
Q:
The website or social media site most likely to influence purchases is:
A) brand websites.
B) blogs.
C) retail websites.
D) Facebook.
Q:
The top two reasons consumers follow a brand on social media is to:
A) provide feedback and to learn about sweepstakes and promotions.
B) keep up with the brand's activities and learn about products and services.
C) provide feedback and join a community of fans who also like the brand.
D) receive special promotions and to make purchases.
Q:
The keys to successful viral marketing campaigns include all of the following except:
A) use Web analytics to determine the best approach.
B) focus on the product or business.
C) offer an incentive.
D) make it personal.
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:
Key implications of customer-generated reviews include all of the following except:
A) too many negative reviews and low-star ratings will be harmful to a company.
B) reviews stress the importance of consistent high-quality customer products and services.
C) positive reviews will have a positive impact on sales.
D) reviews provide information on how a company's product is being evaluated by customers and how the brand compares to competing brands.
Q:
The company at the forefront of consumer-generated reviews is:
A) Amazon.com.
B) Circuit City.
C) Barnes and Noble.
D) Walmart.