Question 1

Opinion leaders are motivated to engage in communications exchanges with others because they _____ from sharing their opinions and explaining what they know about products and services.

Accepted Answer

Opinion leaders are motivated to engage in communications exchanges with others because they derive satisfaction from sharing their opinions and explaining what they know about products and services. It gives them a sense of fulfillment to be able to share their knowledge and help others make informed decisions. This satisfaction can also reinforce their status as opinion leaders and increase their influence among their peers.

Question 2

A person within a social network of family,friends,and acquaintances who has particular influence on other individuals' attitudes and behavior is referred to as a(n)_____.

Accepted Answer

An opinion leader is a person within a social network who has a significant influence on others' attitudes and behaviour. Opinion leaders may have expertise, persuasion skills or personal charisma that enables them to shape the opinions and behaviours of others. They are often more active and informed than the rest of the network and are sought after as credible sources of information and guidance.

Question 3

Rob is an outstanding skier who is often called upon by other consumers for advice about water skis.For this product category,Rob apparently is considered a(n)_____.

Accepted Answer

An opinion leader is someone who has expertise and knowledge in a particular product category and is often sought out by others for advice and recommendations. In this case, Rob's expertise in water skiing makes him an opinion leader for water skis.

Question 4

A(n)_____ immediately following negative publicity can lessen the damage that will result,such as diminished public confidence in a company and its brands,or a major loss in sales and profits.

Accepted Answer

A corporate response immediately following negative publicity can be crucial in lessening the damage that may occur. This could include a public apology, corrective action plan, or other communication to address the issue at hand.

Question 5

What are the two basic types of commercial rumors?

Accepted Answer

The answer of What are the two basic types of...

Question 6

The systematic and organized effort to encourage people to talk favorably about a particular product,service,or brand,and to recommend its use to others who are part of their social network is known as _____.

Accepted Answer

The systematic and organized effort to encourage people to talk favorably about a particular product,service,or brand,and to recommend its use to others who are part of their social network is commonly known as buzz creation. The other options listed do not accurately describe this concept.

Question 7

Marketing communications-especially via advertising media-is critical for getting the information-dissemination ball rolling.Thereafter,it is _____ that drive the flow of information about products,services,and brands.

Accepted Answer

Social interactions are the conversations and sharing of opinions that happen among individuals, both online and offline, about products, services, and brands. These interactions can have a significant impact on the flow of information and can help to create buzz and drive word-of-mouth marketing. Advertising can initiate the conversation, but it is social interactions that keep it going and expand the reach of the message.

Question 8

The spread of negative product news via the Internet is equivalent to _____.

Accepted Answer

Reverse viral marketing refers to the spread of negative information about a product or brand through online networks, social media, and other digital channels. This can lead to a "viral" effect where the negative news spreads quickly and widely, damaging the reputation of the product or brand in question.

Question 9

Ellen owns a restaurant.There were rumors that she uses horse meat in her hamburgers.This is a _____ rumor.

Accepted Answer

The answer of Ellen owns a restaurant.There were rumors that...

Question 10

It has been estimated that the average American consumer participates in excess of 120 WOM conversations over the course of a typical week,with conversations focusing most often on _____.

Accepted Answer

The passage states that the conversations can focus on any of these topics, so all of the answer choices are correct.

Question 11

Marzetta has information about many kinds of products,stores,and other facets of markets,and initiates discussions with consumers and responds to requests from consumers for market information.Marzetta is a(n)_____.

Accepted Answer

Marzetta fits the description of a market maven, as they possess extensive knowledge about various types of products and stores, and actively engage in discussions with consumers and provide market information upon request.

Question 12

In social networks of interpersonal relationships,consumers' interpersonal relations range along a continuum from very _____ (such as frequent and often intimate communications between friends)to _____ (such as rare interactions between casual acquaintances).

Accepted Answer

The continuum of interpersonal relationships in social networks ranges from strong ties (frequent, close interactions between friends) to weak ties (rare interactions between casual acquaintances). Option A is partially correct, but the continuum ranges from weak to strong ties, not the opposite. Option B is incorrect because the continuum does not specify a level of association. Option D is partially correct but flips the order of distant and close. Option E is unrelated to the continuum of interpersonal relationships. Therefore, option C is the best answer.

Question 13

Cybill Shepherd was a spokesperson for the "Beef is Good Food" advertising campaign until a reputable magazine published an interview with Shepherd in which she admitted never eating red meat.From the Beef Board's perspective,Shepherd's magazine interview was _____.

Accepted Answer

Cybill Shepherd's magazine interview admitting to never eating red meat goes against the "Beef is Good Food" campaign, which promotes beef consumption. This type of contradiction is considered negative publicity as it can damage the campaign's reputation and message.

Question 14

A _____ rumor involves supposed company policies or practices that are threatening or ideologically undesirable to consumers.

Accepted Answer

A conspiracy rumor involves supposed company policies or practices that are threatening or ideologically undesirable to consumers.

Question 15

_____ is (are)widely circulated but unverified propositions about a product,brand,company,store,or other commercial target.

Accepted Answer

Commercial rumors are propositions about a commercial target that are widely circulated but not verified, fitting the description provided.

Question 16

Which of the following activities should be included in an anti-rumor campaign?

Accepted Answer

All of the activities listed should be included in an anti-rumor campaign. Deciding the specific points in the rumor that need to be refuted will help to make the refutation more effective. Emphasizing that the rumor is untrue or unfair will help to reinforce the message. Picking appropriate media and vehicles for delivering the anti-rumor message will help to reach the desired audience. Selecting a credible spokesperson to deliver the message on the company's behalf will help to give the message more impact. Thus, all of these activities are important and should be included in an anti-rumor campaign.

Question 17

Ramesh's Kitchen was a very successful restaurant until it was widely rumored that bugs infested the rice that it serves.Ramesh's Kitchen's popularity has been victimized by a _____.

Accepted Answer

The mention of bugs infesting the rice served by Ramesh's Kitchen suggests the spreading of a contamination rumor, which has ultimately harmed the restaurant's popularity.

Question 18

Which of the following activities should NOT be included in an anti-rumor campaign?

Accepted Answer

Circulating a rumor about a competitor to direct attention away from the company would be unethical and counterproductive to an anti-rumor campaign. The rest of the activities listed are appropriate for an anti-rumor campaign.

Question 19

John Smith owns three gas stations.There are rumors that he is a drug dealer.This is a _____ rumor.

Accepted Answer

The answer of John Smith owns three gas stations.There are...

Question 20

A _____ rumor deals with undesirable or harmful product or store features.

Accepted Answer

A contamination rumor refers to a rumor that a product or store has been contaminated, resulting in an undesirable or harmful feature.

Quiz 21: Public Relations,Word-of-Mouth Influence,and Sponsorships

Opinion leaders are motivated to engage in communications exchanges with others because they _____ from sharing their opinions and explaining what they know about products and services.

A person within a social network of family,friends,and acquaintances who has particular influence on other individuals' attitudes and behavior is referred to as a(n) _____.

Rob is an outstanding skier who is often called upon by other consumers for advice about water skis.For this product category,Rob apparently is considered a(n) _____.

A(n) _____ immediately following negative publicity can lessen the damage that will result,such as diminished public confidence in a company and its brands,or a major loss in sales and profits.

What are the two basic types of commercial rumors?

The systematic and organized effort to encourage people to talk favorably about a particular product,service,or brand,and to recommend its use to others who are part of their social network is known as _____.

Marketing communications-especially via advertising media-is critical for getting the information-dissemination ball rolling.Thereafter,it is _____ that drive the flow of information about products,services,and brands.

The spread of negative product news via the Internet is equivalent to _____.

Ellen owns a restaurant.There were rumors that she uses horse meat in her hamburgers.This is a _____ rumor.

It has been estimated that the average American consumer participates in excess of 120 WOM conversations over the course of a typical week,with conversations focusing most often on _____.

Marzetta has information about many kinds of products,stores,and other facets of markets,and initiates discussions with consumers and responds to requests from consumers for market information.Marzetta is a(n) _____.

In social networks of interpersonal relationships,consumers' interpersonal relations range along a continuum from very _ (such as frequent and often intimate communications between friends) to _ (such as rare interactions between casual acquaintances) .

Cybill Shepherd was a spokesperson for the "Beef is Good Food" advertising campaign until a reputable magazine published an interview with Shepherd in which she admitted never eating red meat.From the Beef Board's perspective,Shepherd's magazine interview was _____.

A _____ rumor involves supposed company policies or practices that are threatening or ideologically undesirable to consumers.

_____ is (are) widely circulated but unverified propositions about a product,brand,company,store,or other commercial target.

Which of the following activities should be included in an anti-rumor campaign?

Ramesh's Kitchen was a very successful restaurant until it was widely rumored that bugs infested the rice that it serves.Ramesh's Kitchen's popularity has been victimized by a _____.

Which of the following activities should NOT be included in an anti-rumor campaign?

John Smith owns three gas stations.There are rumors that he is a drug dealer.This is a _____ rumor.

A _____ rumor deals with undesirable or harmful product or store features.

Quiz 21: Public Relations,Word-of-Mouth Influence,and Sponsorships

Opinion leaders are motivated to engage in communications exchanges with others because they _____ from sharing their opinions and explaining what they know about products and services.

A person within a social network of family,friends,and acquaintances who has particular influence on other individuals' attitudes and behavior is referred to as a(n) _____.

Rob is an outstanding skier who is often called upon by other consumers for advice about water skis.For this product category,Rob apparently is considered a(n) _____.

A(n) _____ immediately following negative publicity can lessen the damage that will result,such as diminished public confidence in a company and its brands,or a major loss in sales and profits.

What are the two basic types of commercial rumors?

The systematic and organized effort to encourage people to talk favorably about a particular product,service,or brand,and to recommend its use to others who are part of their social network is known as _____.

Marketing communications-especially via advertising media-is critical for getting the information-dissemination ball rolling.Thereafter,it is _____ that drive the flow of information about products,services,and brands.

The spread of negative product news via the Internet is equivalent to _____.

Ellen owns a restaurant.There were rumors that she uses horse meat in her hamburgers.This is a _____ rumor.

It has been estimated that the average American consumer participates in excess of 120 WOM conversations over the course of a typical week,with conversations focusing most often on _____.

Marzetta has information about many kinds of products,stores,and other facets of markets,and initiates discussions with consumers and responds to requests from consumers for market information.Marzetta is a(n) _____.

In social networks of interpersonal relationships,consumers' interpersonal relations range along a continuum from very _____ (such as frequent and often intimate communications between friends) to _____ (such as rare interactions between casual acquaintances) .

Cybill Shepherd was a spokesperson for the "Beef is Good Food" advertising campaign until a reputable magazine published an interview with Shepherd in which she admitted never eating red meat.From the Beef Board's perspective,Shepherd's magazine interview was _____.

A _____ rumor involves supposed company policies or practices that are threatening or ideologically undesirable to consumers.

_____ is (are) widely circulated but unverified propositions about a product,brand,company,store,or other commercial target.

Which of the following activities should be included in an anti-rumor campaign?

Ramesh's Kitchen was a very successful restaurant until it was widely rumored that bugs infested the rice that it serves.Ramesh's Kitchen's popularity has been victimized by a _____.

Which of the following activities should NOT be included in an anti-rumor campaign?

John Smith owns three gas stations.There are rumors that he is a drug dealer.This is a _____ rumor.

A _____ rumor deals with undesirable or harmful product or store features.

In social networks of interpersonal relationships,consumers' interpersonal relations range along a continuum from very _ (such as frequent and often intimate communications between friends) to _ (such as rare interactions between casual acquaintances) .