Question 1

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.E) A) and B)
F) A) and C)

Question 2

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.E) A) and B)
F) A) and C)

Question 3

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.E) B) and C)
F) A) and D)

Question 4

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.E) All of the above
F) A) and B)

Question 5

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 6

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

Accepted Answer

A) True 
 B)False

Question 7

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 8

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.E) A) and D)
F) A) and C)

Question 9

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 10

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 11

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 12

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 13

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.E) All of the above
F) A) and C)

Question 14

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

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 manufacturer.E) A) and D)
F) A) and C)

Question 16

What is buzz marketing and how can it be generated?

Accepted Answer

Buzz marketing emphasizes consumers pass...

Question 17

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.E) A) and B)
F) C) and D)

Question 18

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 19

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.E) A) and B)
F) A) and C)

Question 20

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)  StealthE) None of the above
F) A) and D)

Exam 10: Alternative Marketing

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

Correct AnswerverifiedShow Answer

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:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Retailers want point-of-purchase displays that will:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Buzz marketing is attractive to marketers because:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What is buzz marketing and how can it be generated?

Correct AnswerverifiedBuzz marketing emphasizes consumers pass...View AnswerShow Answer

Experiential marketing seeks to:

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Each of the following statements is true, except:

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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Buzz marketing emphasizes consumers pass...
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