Deck 10: Alternative Marketing

Question 1

Red Bull was first introduced in Scotland.

Answer 1

False

Question 2

Buzz marketing emphasizes consumers passing along information about a product to other consumers.

Answer 2

True

Question 3

Guerilla marketing is also known as word-of-mouth marketing.

Answer 3

False

Question 4

The marketing team introduced Red Bull into the United States through "consumer educators" who traveled to various locations in the United States giving out few samples.

Question 5

Carlos has never tried Red Bull.Hayden has,and really likes it.Carlos would be a better selection for a brand ambassador for Red Bull than would Hayden.

Question 6

To introduce the Australian Ugg brand in the United States,the marketing team focused on fashion-conscious consumers through a mix of traditional and alternative marketing tactics.

Question 7

Red Bull's entry into the United States is viewed by many marketing experts as one of the first and classic uses of alternative and buzz marketing.

Question 8

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

Question 9

The goal of alternative media programs is to identify new places where a consumer's path intersects with a brand's presence.

Question 10

Companies select brand ambassadors and customer evangelists based on their devotion to the brand and the size of their social circles.

Question 11

In buzz marketing,the ideal situation occurs when a company can sponsor an individual as an agent or brand advocate for a brand that the person truly likes.

Question 12

A brand or product recommendation from one person to another carries a higher level of credibility than does an advertisement or a paid spokesperson.

Question 13

The Word of Mouth Marketing Association encourages companies that use their employees to generate buzz marketing through posing as a customer to be honest and share both their positive and negative thoughts about the company's products.

Question 14

The idea behind alternative marketing is to replace traditional media with newer forms of media that are more successful at reaching consumers.

Question 15

Having company employees,or employees of a company's advertising agency,pose as a customer to generate buzz marketing is a risky strategy.

Question 16

Brand ambassadors or customer evangelists are typically individuals who were loyal to competitor's brand,but have switched to the sponsor's brand because of the incentives offered.

Question 17

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

Question 18

To increase their effectiveness,brand ambassadors that are sponsored by a company are asked to hide their connection with the brand.

Question 19

The Internet is beginning to suffer from increasing advertising clutter.

Question 20

Many companies sponsor individuals as agents or advocates to introduce new products.

Question 21

The use of branded entertainment increased sharply with the rise of reality television shows.

Question 22

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

Question 23

During the infection stage of buzz marketing,the product is being introduced to the market.

Question 24

Lifestyle marketing involves identifying marketing methods associated with the hobbies and entertainment venues of the target audience.

Question 25

Product placement is the integration of entertainment and advertising by embedding brands into the storyline of a movie,television,show,or other entertainment medium.

Question 26

Guerilla marketing programs are designed to obtain instant results while using limited resources.

Question 27

During the infection stage of buzz marketing,it is virtually impossible to generate word-of-mouth communications from actual customers.

Question 28

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

Question 29

For movie makers and television producers,the primary motivation behind using product placements and branded entertainment is it creates a positive attitude towards the movie or show and increases viewership.

Question 30

Advertisers believe that product placements lead to increased brand awareness and a more positive attitude toward the brand.

Question 31

Brand insertions are the most effective when they seem to logically fit the show or story.

Question 32

One disadvantage of brand placement is the high cost-per-viewer,especially for movies.

Question 33

A brand's appeal is stronger when it is shown in a nonadvertising context,such as in product placements and branded entertainment.

Question 34

Guerilla marketing involves using traditional marketing tools to reach consumers with a controversial message.

Question 35

Buzz marketing works because people trust someone else's opinion more than paid advertising and because people like to share their opinions.

Question 36

The starting point for guerilla marketing typically involves discovering the touch points with customers.

Question 37

Branded entertainment is defined as the insertion of a brand or product into a movie,television show,or some other media program with the purpose of influencing viewers.

Question 38

The primary goal of product placements and branded entertainment is to increase sales of the brand being featured.

Question 39

Guerilla marketing involves interacting with consumers to create excitement that will spread by word-of-mouth communications.

Question 40

For buzz marketing to be successful,the brand must stand out and have a distinct advantage over current products on the market.

Question 41

The primary disadvantage of product placements within video games is that the ad soon becomes static and often is no longer noticed by the players.

Question 42

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.

Question 43

Sebastian is the marketing manager of a local restaurant.He has decided to set up a booth at an outdoor concert being held at the city park to pass out free samples of food and to give attendees coupons that can be used at the restaurant.This is an example of lifestyle marketing.

Question 44

In a survey of consumers,the biggest impact on clothing purchases was in-store advertising.

Question 45

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

Question 46

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

Question 47

One specialized form of product placement can be products placed in video games.

Question 48

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.

Question 49

The newest and most expensive in-store marketing tactic now in use is LED point-of-purchase displays at the end of store aisles.

Question 50

The original and most widespread form of video game advertising is to have a brand placement in the game.

Question 51

The initial reaction to advertising in nontraditional formats was strong,in recent years it has lost its appeal due to clutter.

Question 52

A new trend in escalator advertising is to place ads on the steps.

Question 53

The fastest growing segment of online video gamers is 15- to 29-year-old males.

Question 54

A point-of-purchase display is any form of special display that advertises merchandise.

Question 55

Advertising in online video games offer advertisers the luxury of using Web metrics that are not available with other forms of product placement.

Question 56

For products in general,the majority of purchasing brand choices are made in the store,which means point-of-purchase (POP)materials can have a large impact on the decision.

Question 57

The majority of purchase decisions are still made in retail stores.

Question 58

The term advergames refers to the placement of ads and products in video games.

Question 59

Manufacturers view point-of-purchase (POP)displays as a method to get a brand more prominently displayed before customers in retail stores.

Question 60

The number of potential viewers for an advertisement placed on Wal-Mart's in-store television system is almost twice as large as an ad on one of the national newscasts.

Question 61

A company can enhance the development of brand communities by sponsoring events that bring brand owners together,such as Cam Jeep.

Question 62

Many retailers are now selling advertising time on their in-store television networks to manufacturers that will integrate the POP displays with ads on the in-store networks.

Question 63

Static POP displays are on their way out.Retailers want digital interactive displays that consumers will notice and displays with the capability of changing the message.

Question 64

Retailers prefer point-of-purchase (POP)materials that educate consumers and provide information.

Question 65

A retailer can only set up a fraction of the point-of-purchase (POP)displays sent by manufacturers due to space limitations.

Question 66

Through interactive marketing techniques,a company can create a brand community around each of its brands.

Question 67

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

Question 68

One reason brand communities form is that the owners of the brand all tend to have common characteristics and common lifestyles.

Question 69

The most common reason retailers do not use POP displays furnished by manufacturers is that the displays are made of corrugated cardboard and therefore tend to wear out quickly.

Question 70

One method companies are using to measure the impact of point-of-purchase (POP)displays is to utilize cash register data comparing before and after sales.

Question 71

A POP display usually has only about three-tenths of a second to capture a customer's attention.

Question 72

Although it is virtually impossible for companies to create brand communities,they can facilitate and enhance the communities in which owners interact.

Question 73

Retailers believe point-of-purchase (POP)materials should either boost sales for a particular brand or draw customers to the store to purchase the brand.

Question 74

The best POP displays are those that use LED technology and offer consumers a specific discount on the product being promoted.

Question 75

In recent years,manufacturers have made a greater effort to integrate POP displays with the brand's advertising and marketing materials.

Question 76

If brand communities are to thrive,it is important that it be driven by brand owners and for the company not to get involved.

Question 77

To be effective,a point-of-purchase (POP)display must clearly communicate the price of the product.

Question 78

Branded entertainment is the ultimate demonstration of brand loyalty and brand devotion.

Question 79

Using POS data to evaluate POP displays can help manufacturers strengthen partnerships with retailers on the use of POP displays.

Question 80

In most cases there is a symbolic meaning behind a brand that links individuals to a brand community and to other owners of the brand.