978-0133866339 Chapter 10 Part 1

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Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow)

Chapter 10 Alternative Marketing

1) All of the following statements are true, except:

A) advertisers are ready to abandon traditional media, such as radio, television, magazines, and

newspapers.

B) alternative marketing programs are on the rise.

C) advertisers are using more alternative media.

D) advertisers are spending more money on trying to reach potential customers in new and

innovative ways.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-1

2) Forms of alternative marketing include all of the following except:

A) social media marketing.

B) lifestyle marketing.

C) experiential marketing.

D) branded entertainment.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

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

A) buzz marketing.

B) digital marketing.

C) product placement.

D) guerilla marketing.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

4) Word-of-mouth marketing is also known as:

A) guerilla marketing.

B) lifestyle marketing.

C) buzz marketing.

D) branded entertainment.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

5) Buzz marketing is also known as:

A) guerilla marketing.

B) lifestyle marketing.

C) word-of-mouth marketing.

D) branded entertainment.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

6) The alternative marketing program that emphasizes consumers passing along information

about a product to other consumers is:

A) guerilla marketing.

B) lifestyle marketing.

C) product placement.

D) buzz marketing.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

7) Buzz marketing:

A) emphasizes consumers passing along information about a product to other consumers.

B) seeks to obtain instant results while using limited resources.

C) uses planned insertions of a brand or product into a movie, television show, or some other

media.

D) integrates entertainment and advertising by embedding brands into the storyline of a movie,

television show, or other entertainment medium.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

8) Buzz marketing is attractive to marketers because:

A) it reaches consumers where they live and where they like to go.

B) a recommendation by another person carries a higher level of credibility than does

advertising.

C) it reaches consumers in places that are not expected.

D) it does not look like advertising.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-1

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

A) consumers who truly like a brand and tell others.

B) consumers who like a brand and are sponsored by a company to tell others.

C) companies developing user-generated ads or blogs.

D) company or agency employees posing as customers of the company, telling others about the

brand.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

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

A) consumers who truly like a brand tell others.

B) consumers who like a brand and are sponsored by a company to tell others.

C) a company creates a blog about a brand and invites consumers to participate.

D) company or agency employees posing as customers of the company, telling others about the

brand.

Question Tag: Definition (Concept)

Objective: 10-1

11) Which of the following consumers creates the most ideal form of buzz marketing for Guess

jeans?

A) Vanessa truly likes Guess jeans and tells others about how great they are.

B) Trinity likes Guess jeans, which allowed Guess’ marketers to sponsor her to tell others about

the brand.

C) Guess has created a blog about Guess jeans and invites consumers to participate and offer

their opinions, good and bad.

D) Guess has one of its employees pose as a customer on her personal blog telling others about

how great the jeans are.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 10-1

12) In buzz marketing programs, brand ambassadors or customer evangelists are typically

individuals that:

A) have never used the product, but want to try it.

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

C) are heavy users of a product.

D) work for the brand’s company.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

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

A) the age, income, and gender matching the brand’s target market.

B) the level of acceptance of new products and new technologies.

C) devotion to the brand and the size of their social circles, families, reference groups, and work

associates.

D) their knowledge and experience with the brand.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-1

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

A) conceal their identification with the company.

B) reveal they are being sponsored by the company only when asked.

C) identify they are sponsored by the brand, but not reveal the incentives and rewards they

receive.

D) be upfront and honest about their connections with the brand.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-1

15) Which marketing tactic below is often used by brand ambassadors?

A) Selling directly to consumers

B) Hosting a house party for family members and friends

C) Writing a letter to the editor of the local newspaper

D) Attending conferences and seminars about the products they enjoy

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-1

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

A) consumers who truly like a brand and tell others.

B) consumers who like a brand and are sponsored by a company to tell others.

C) company employees to create a blog on the company’s website about a brand and then invite

consumers to participate.

D) company or agency employees posing as customers of the company telling others about the

brand.

Question Tag: Critical Thinking

AACSB Category: Ethical understanding and reasoning

Objective: 10-1

17) 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:

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

B) only identify they are with the company if a consumer asks.

C) never reveal they are with the company or its agency.

D) identify they are being sponsored by the company, but not say they are an employee.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

18) 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:

A) about the relationship the person has with the company, agency, and consumers.

B) about the type and level of compensation they are receiving.

C) in the opinion they present.

D) about identifying who they are.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-1

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

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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

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

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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

21) Buzz marketing can be compared to a virus. The infection stage:

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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

22) Buzz marketing can be compared to a virus. During the inoculation stage:

A) only a few companies have been successful.

B) companies must rely on customers generating positive word-of-mouth communications.

C) companies who use buzz marketing tend to be highly successful.

D) companies must support the buzz marketing effort with a high volume of advertising.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

23) 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:

A) the use of alternative marketing programs.

B) advertising through traditional channels.

C) guerilla marketing efforts.

D) a high level of brand equity.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-1

24) Preconditions of buzz marketing include all of the following except the:

A) product must be unique, new, or perform better than current brands.

B) brand must stand out over current brands on the market.

C) brand must be well known and accepted by the majority of consumers.

D) brand must have distinct advantages over current brands on the market.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-1

25) Buzz marketing works because consumers:

A) receive information that is not paid for by the company.

B) receive information when it is not expected.

C) can choose if they want to listen or not to the recommendation.

D) trust the opinions of other people and people like to give their opinions.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-1

26) A special form of buzz marketing that uses surreptitious practices to introduce a product to

individuals is ________ marketing.

A) guerrilla

B) lifestyle

C) experiential

D) stealth

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

27) In stealth marketing programs, brand ambassadors show and talk about a product to others:

A) without disclosing their true relationship with the brand.

B) and only disclose their relationship with the brand when asked.

C) after revealing their relationship with the brand.

D) only when they are asked by other individuals.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

28) Guerilla marketing:

A) emphasizes consumers passing along information about a product to other consumers.

B) is designed to obtain instant results while using limited resources.

C) is the planned insertion of a brand or product into a movie, television show, or some other

media.

D) is the integration of entertainment and advertising by embedding brands into the storyline of a

movie, television show, or other entertainment medium.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

29) The concept of guerilla marketing was created by:

A) Jay Livingstone.

B) Conrad Hilton.

C) the Marlboro company and Philip Morris.

D) Jay Conrad Levinson.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

30) A paintball “cat shoot” (at a painting of a cat) designed to raise funds for the local humane

society while attracting attention and customers, is an example of:

A) guerilla marketing.

B) lifestyle marketing.

C) brand recognition development.

D) poor marketing judgment due to alienating customers.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 10-1

31) Guerilla marketing includes all of the following characteristics except:

A) a national integrated campaign.

B) interacting with consumers.

C) personal communications.

D) excitement that will spread to others.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

32) Guerilla marketing tactics typically include all of the following except:

A) creativity.

B) willingness to try something unusual.

C) offering coupons and rebates.

D) quality relationships.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

33) All of the following are reasons to use guerilla marketing except to:

A) create buzz.

B) reach consumers that cannot be reached with traditional advertising.

C) interact with consumers.

D) build relationships with consumers.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-1

34) The first step in guerilla marketing is to:

A) discover “touch points” with consumers.

B) develop an alternative media campaign.

C) choose the right people to head the guerilla marketing campaign.

D) engage consumers in a dialogue about the best methods of reaching them.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

35) Which is associated with traditional marketing rather than guerilla marketing?

A) Measure success by sales

B) Measure success by profits

C) Based on psychology and human behavior

D) Aims messages at individuals and small groups

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1

36) Which is associated with guerilla marketing rather than traditional marketing?

A) Measure success by sales

B) Grows by adding customers

C) Grows through existing customers and referrals

D) Aims messages at large groups

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-1