Question 1

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

Accepted Answer

Brand evangelists should be upfront and honest about their connections with the brand in order to maintain transparency and trust with their audience. Concealing or hiding their affiliation may lead to negative consequences if they are eventually uncovered, and not disclosing incentives and rewards could be construed as deception. Being transparent and honest is the best approach for generating buzz and building a strong relationship with followers.

Question 2

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

The Word of Mouth Marketing Association recommends that employees or agency members acting as brand evangelists should always be upfront and clearly identify themselves as being with the company. This promotes transparency and honesty in marketing practices.

Question 3

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

Accepted Answer

Devotion to the brand and the size of their social circles, families, reference groups, and work associates are important factors in selecting brand ambassadors for buzz marketing programs. This is because brand ambassadors need to have a genuine belief and loyalty to the brand, as well as a large network of people they can reach and influence. Age, income, and gender matching the brand's target market may be considered, but are not the only or most important factors in selecting brand ambassadors. Knowledge and experience with the brand may also be important, but without a strong personal connection and the ability to spread buzz, they may not be an effective brand ambassador.

Question 4

Buzz marketing:

Accepted Answer

Buzz marketing focuses on creating buzz or word-of-mouth about a product or service by encouraging consumers to share their experiences with others. This can be achieved through various tactics such as creating viral campaigns, using influencers, and creating shareable content. The goal is to increase the reach and impact of the marketing message while using limited resources.

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

Accepted Answer

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

Question 7

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

Accepted Answer

Digital marketing is a mainstream form of marketing, not considered alternative media.

Question 8

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

Accepted Answer

The answer of Buzz, or word-of-mouth, marketing can be generated...

Question 9

Which marketing tactic below is often used by brand ambassadors?

Accepted Answer

Brand ambassadors often host house parties for their family and friends to showcase and promote the products they represent. This allows them to market to a targeted audience and leverage their personal connections.

Question 10

Forms of alternative marketing include all of the following except:

Accepted Answer

Social media marketing is a mainstream form of marketing, not considered alternative.

Question 11

Buzz marketing is attractive to marketers because:

Accepted Answer

Buzz marketing is attractive to marketers because a recommendation by another person carries a higher level of credibility than does advertising. This is because consumers tend to trust other people's opinions and experiences more than they trust traditional advertising messages.

Question 12

Word-of-mouth marketing is also known as:

Accepted Answer

Word-of-mouth marketing is often referred to as buzz marketing, as it aims to generate buzz and hype around a product or service through conversations and recommendations among consumers. Guerrilla marketing and branded entertainment refer to different types of marketing tactics, while lifestyle marketing is focused on aligning a brand with a specific lifestyle or culture.

Question 13

In terms of buzz marketing, the most risky strategy is to use:

Accepted Answer

Using company or agency employees to pose as customers and promote the brand is known as "astroturfing" and is considered unethical and deceptive. It can also result in a backlash if the deception is uncovered, damaging the brand's reputation. The other options involve using real consumers or employee-generated content, which are more transparent and trustworthy forms of buzz marketing.

Question 14

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

Accepted Answer

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

Question 15

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

Accepted Answer

Buzz marketing is a form of alternative marketing that focuses on generating excitement and word-of-mouth about a product or service through various tactics, such as viral campaigns, influencer marketing, and experiential events. The goal is to create a "buzz" around the brand that encourages consumers to share information with their peers, leading to increased awareness and sales.

Question 16

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 17

All of the following statements are true, except:

Accepted Answer

This statement is not entirely true. Although advertisers are using more alternative media, many still see value in traditional forms of advertising and use a combination of both traditional and alternative methods.

Question 18

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

Accepted Answer

Vanessa's genuine love for Guess jeans is the most ideal form of buzz marketing as it comes across as authentic and trustworthy.

Question 19

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

Accepted Answer

The incubation stage of buzz marketing involves the product being used by a few innovators or trendsetters. This is similar to a virus incubating within a small group before potentially spreading to a larger population. Option A is incorrect because the early majority stage comes after the product has gained some traction and popularity, which is not part of the incubation stage. Option C is also incorrect because it refers to the introduction of the product, which happens before the incubation stage. Option D is incorrect because widespread use of the product would indicate that it has already passed the incubation stage and is in the later stages of adoption.

Question 20

In terms of buzz marketing, the ideal situation occurs when:

Accepted Answer

The ideal situation for buzz marketing is when consumers who genuinely like a brand tell others about it. This type of organic, word-of-mouth marketing is more likely to generate positive buzz and authentic recommendations. Sponsored or paid influencers, employee posing as customers, or created blogs may be effective in some cases, but they may come across as insincere or less trustworthy to some consumers.

Quiz 10: Alternative Marketing