Question 1

Buzz marketing:

Accepted Answer

Buzz marketing emphasizes consumers sharing information about a product to others through word of mouth, social media, or other channels. It relies on creating excitement and interest in a product through consumer conversations rather than traditional advertising methods.

Question 2

The alternative marketing program that emphasizes consumers passing along information about a product to other consumers is:

Accepted Answer

Buzz marketing is a type of alternative marketing program that relies on creating a buzz or word-of-mouth advertising for a product or service. This is done by encouraging consumers to talk about the product and share their experience with others. The idea is that positive reviews and recommendations from trusted sources will generate more interest and ultimately result in more sales.

Question 3

Buzz,or word-of-mouth,marketing can be generated in each of the following ways,except:

Accepted Answer

C

Question 4

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

Accepted Answer

Digital marketing is not considered a form of alternative media program; it is a broad category that encompasses various online marketing strategies and channels, such as search engine optimization, social media marketing, email marketing, and more. Alternative media programs typically refer to unconventional or non-traditional marketing strategies designed to get maximum results from minimal resources, like buzz marketing, product placement, and guerrilla marketing.

Question 5

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:

Accepted Answer

The Word of Mouth Marketing Association emphasizes honesty in all aspects of communication except for disclosing the specific type and level of compensation, which is not a required guideline.

Question 6

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

Accepted Answer

Using company or agency employees to pose as customers and promote a brand can generate controversy and lead to accusations of dishonesty and deception. It is considered unethical by many and can damage the reputation of both the brand and the company promoting it. The other options involve genuine consumer advocacy and transparency, which are generally more accepted and effective strategies in buzz marketing.

Question 7

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:

Accepted Answer

It is essential for employees or agency members to clearly identify themselves as being with the company, as transparency is important in building trust with consumers. This allows them to be perceived as authentic advocates for the brand without deceiving or misleading consumers.

Question 8

Forms of alternative marketing include each of the following except:

Accepted Answer

Social media marketing is not considered an alternative form of marketing; it has become a mainstream marketing channel used by businesses of all sizes.

Question 9

Buzz marketing can be compared to a virus.The incubation stage:

Accepted Answer

The incubation stage in buzz marketing refers to the early use of the product by innovators or trendsetters, who are the first to adopt and promote the product. This stage is crucial in creating buzz and generating interest in the product among the early adopters. The analogy to a virus is apt because just as a virus spreads from a few initial hosts to a larger population, buzz around a product starts with a few trendsetters and gradually spreads to a wider audience.

Question 10

Buzz marketing is also known as:

Accepted Answer

Buzz marketing is specifically known for leveraging word-of-mouth techniques to create excitement and anticipation about a product or service, often through influential networks and communities.

Question 11

In a buzz marketing program,the ideal situation occurs when:

Accepted Answer

The ideal situation in a buzz marketing program is when consumers who are genuinely satisfied with a brand tell others about it. This creates authentic word-of-mouth advertising and can lead to positive brand perception and increased sales. The other options involve some level of artificial or forced promotion, which may be less effective or even unethical.

Question 12

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

Accepted Answer

The answer of Buzz marketing can be compared to a...

Question 13

Buzz marketing is attractive to marketers because:

Accepted Answer

Buzz marketing involves creating word-of-mouth excitement and product or brand awareness through conversations and recommendations from influential people. This type of marketing is attractive to marketers because recommendations from another person carry a higher level of credibility than does advertising. It is seen as authentic and less promotional, making it more effective at building trust and loyalty with consumers.

Question 14

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

Accepted Answer

The answer of In buzz marketing programs,brand ambassadors or customer...

Question 15

Word-of-mouth marketing is also known as:

Accepted Answer

Word-of-mouth marketing is also known as buzz marketing. It involves creating a buzz or hype around a product or service by generating positive conversations and recommendations among consumers.

Question 16

In terms of generating buzz,brand evangelists are asked to:

Accepted Answer

It is best for brand evangelists to be upfront and honest about their connections with the brand to maintain transparency and credibility with their audience. Concealing their identification or not disclosing the sponsorships can lead to distrust and negative backlash. It is important for brand evangelists to disclose any incentives or rewards they receive to avoid any conflicts of interest or unethical behavior.

Question 17

Companies normally select brand ambassadors for buzz marketing programs based on:

Accepted Answer

Companies normally select brand ambassadors who are devoted to the brand and have a large social network as they can generate a lot of buzz and word-of-mouth marketing for the brand. This can be more effective than targeting based on demographics or product knowledge alone.

Question 18

Which of the following consumers creates the most ideal form of buzz marketing for Guess jeans?

Accepted Answer

Of the given options, a genuine and authentic recommendation from a satisfied customer like Vanessa is the most ideal form of buzz marketing for Guess jeans. This type of organic word-of-mouth marketing can be very effective in building brand awareness and generating positive buzz.

Question 19

Which marketing tactic below is often used by brand ambassadors?

Accepted Answer

Brand ambassadors often use hosting a house party for family members and friends as a marketing tactic. This allows them to showcase the product to a targeted group and generate buzz through personal recommendations and testimonials.

Question 20

Each of the following statements is true,except:

Accepted Answer

This statement is not entirely true as advertisers are not completely abandoning traditional media. While there is a shift towards alternative marketing programs and the use of more alternative media, traditional media still has its place in advertising. Therefore, option A is the correct answer as it is the only false statement among the options given.

Quiz 10: Alternative Marketing