Question 1

Branded entertainment is the ultimate demonstration of brand loyalty and brand devotion. Select one: True  False

Accepted Answer

False

Question 2

Some marketers view stealth marketing as a shrewd way to introduce products to people, while others believe it is unethical because the brand sponsor does not reveal his/her identity. Select one: True False

Accepted Answer

False

Question 3

A major advantage of cinema advertising is that the advertisements can be integrated into the movie plot. Select one: True  False

Accepted Answer

False

Question 4

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: Select one: a. be upfront and clearly identify themselves as being with the company.  b. identify they are being sponsored by the company, but not say they are an employee. c. only identify they are with the company if a consumer asks. d. never reveal they are with the company or its agency.

Accepted Answer

a. be upfront and clearly identify themselves as being with the company.

Question 5

With stealth marketing, brand ambassadors are not being paid or compensated to promote and talk about a brand. Select one: True  False

Accepted Answer

False

Question 6

Retailers prefer digital interactive point-of-purchase displays that consumers will notice and that have the capability of changing the message. Select one: True  False

Accepted Answer

True

Question 7

To be effective, a point-of-purchase display must clearly communicate the price of the product. Select one: True  False

Accepted Answer

False

Question 8

For buzz marketing to be successful, the brand needs to stand out and have a distinct advantage over current products on the market. Select one: True False

Accepted Answer

True

Question 9

Guerilla marketing includes all of the following characteristics except: Select one: a. a national integrated campaign.  b. interacting with consumers. c. excitement that will spread to others. d. personal communications.

Accepted Answer

a. a national integrated campaign.

Question 10

The concept of guerilla marketing was created by: Select one: a. Jay Conrad Levinson.  b. the Marlboro company and Philip Morris. c. Jay Livingstone. d. Conrad Hilton.

Accepted Answer

a. Jay Conrad Levinson.

Question 11

Guerilla marketing involves using traditional marketing tools to reach consumers with a controversial message. Select one: True False

Accepted Answer

False

Question 12

One reason brand communities form is that the owners of a brand all tend to have common characteristics and common lifestyles. Select one: True  False

Accepted Answer

False

Question 13

In-game brand placement in video games has all of the advantages of product placement and branded entertainment. In addition, it has the added benefit of: Select one: a. reaching females. b. reaching young males. c. interactivity.  d. being online.

Accepted Answer

c. interactivity.

Question 14

IDC Research indicates that females now make up 50 percent of video game players. Select one: True  False

Accepted Answer

False

Question 15

The key factors that influence the effectiveness of product placement and branded entertainment include all of the following except: Select one: a. supporting promotional activities. b. placement characteristics. c. costs.  d. regulations.

Accepted Answer

c. costs.

Question 16

Brand communities are not unique to the United States. They are developing in other countries, such as China. Select one: True  False

Accepted Answer

True

Question 17

All of the following would be considered alternative media except: Select one: a. local and state government facilities. b. shopping bags. c. billboards.  d. escalators.

Accepted Answer

c. billboards.

Question 18

The primary disadvantage of video game advertising or product placement within a video game is the: Select one: a. high cost of developing ads for games. b. low response rate of game players. c. ad or product placement becomes static and is no longer noticed.  d. difficulty of convincing game makers to put in the ads and product placements.

Accepted Answer

c. ad or product placement becomes static and is no longer noticed.

Question 19

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: Select one: a. public relations\' activities. b. buzz marketing. c. a sponsorship program. d. lifestyle marketing.

Accepted Answer

d. lifestyle marketing.

Question 20

Funds devoted to in-store marketing is: Select one: a. determined by how much retailers use the point-of-purchase displays furnished by the manufacturer. b. a significant percentage of the total advertising and marketing budget. c. a very small percentage of the total advertising and marketing budget.  d. based on the expected increase in sales.

Accepted Answer

c. a very small percentage of the total advertising and marketing budget.

Question 21

Experiential marketing seeks to: Select one: a. provide companies with a unique venue to reach consumers where they go for entertainment. b. generate buzz about a brand through stealth techniques. c. engage individuals in generating social media buzz.  d. engage individuals with the brand rather than just provide free samples.

Accepted Answer

d. engage individuals with the brand rather than just provide free samples.

Question 22

The newest and most expensive in-store marketing tactic is: Select one: a. digital point-of-purchase displays. b. end-of-aisle caps that are tied into the brand\'s marketing effort. c. carefully placing and using video screens and television monitors.  d. electronic, automated shopping carts.

Accepted Answer

c. carefully placing and using video screens and television monitors.

Question 23

Experiential marketing typically involves direct response marketing through some type of interactive means that engages consumers with the brand. Select one: True False

Accepted Answer

True

Question 24

Having company employees or employees of a company\'s advertising agency pose as customers to generate buzz marketing is an effective strategy. Select one: True  False

Accepted Answer

False

Question 25

Social media can be used by marketers to drive traffic to retail stores. Select one: True  False

Accepted Answer

True

Question 26

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. Select one:  True False

Accepted Answer

True

Question 27

Although it is virtually impossible for companies to create brand communities, marketers can facilitate and enhance the communities in which owners interact. Select one: True  False

Accepted Answer

True

Question 28

Companies can enhance a brand community spirit in all of the following ways except: Select one: a. create member benefits to encourage new customers to join the group. b. provide materials to the group that are not available anywhere else. c. involve firm employees in the group. d. offer group members discounts on company merchandise.

Accepted Answer

d. offer group members discounts on company merchandise.

Question 29

Two reasons brand communities form are for social identity and bonding among the owners of the brand. Select one: True  False

Accepted Answer

True

Question 30

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: Select one: a. a high level of brand equity. b. guerilla marketing efforts. c. advertising through traditional channels.  d. the use of alternative marketing programs.

Accepted Answer

c. advertising through traditional channels.

Question 31

Buzz marketing can be compared to a virus. The inoculation stage: Select one: 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.

Accepted Answer

c. corresponds to the product being introduced.

Question 32

The goal of alternative marketing programs is to identify new places where a consumer\'s path intersects with a brand\'s presence. Select one: True  False

Accepted Answer

True

Question 33

Product placements have been a part of motion pictures since: Select one: 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 1890s.

Accepted Answer

d. the beginning of motion pictures in the 1890s.

Question 34

Integrating a brand into the storyline of a movie, television show, or book is successful because: Select one: a. the brand is more accepted by the viewing audience. b. it costs less than product placement. c. the brand is much more noticeable to the viewing audience.  d. its extremely low cost-per-viewer.

Accepted Answer

c. the brand is much more noticeable to the viewing audience.

Question 35

In buzz marketing programs, brand ambassadors or customer evangelists are typically individuals that: Select one: a. have never used the product, but want to try it. b. work for the brand\'s company. c. already like a brand and are asked by the company to be a sponsor.  d. are heavy users of a product.

Accepted Answer

c. already like a brand and are asked by the company to be a sponsor.

Question 36

Retailers believe point-of-purchase materials should either boost sales for a particular brand or draw customers to the store to purchase the brand. Select one: True  False

Accepted Answer

False

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