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37) All of the following concepts are associated with guerilla marketing except:
A) requires energy and imagination.
B) designed to obliterate the competition.
C) aims messages at individuals and small groups.
D) "you marketing," based on how we can help "you."
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 10-1
38) Lifestyle 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) involves identifying marketing methods associated with the hobbies and entertainment venues
of a target market.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
39) Contacting consumers at places such as farmer's markets, bluegrass festivals, city-wide
garage sales, flea markets, craft shows, stock car races is:
A) alternative media venues.
B) lifestyle marketing.
C) branded entertainment.
D) guerilla marketing.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
40) Identifying marketing methods associated with the hobbies and entertainment venues of a
target market is:
A) product placement.
B) lifestyle marketing.
C) branded entertainment.
D) guerilla marketing.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
11
41) Setting up a booth at a minor league baseball game or at a July 4th street celebration to
provide free samples, offer coupons and sell products is an example of:
A) traditional advertising.
B) lifestyle marketing.
C) advocate programs.
D) buzz marketing.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 10-1
42) When a new music store distributes literature and free key chains at a music concert at the
local baseball stadium, the retailer is engaging in:
A) lifestyle marketing.
B) buzz marketing.
C) a sponsorship program.
D) public relations' activities.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 10-1
43) A furniture store setting up a special display of massage chairs at a children's soccer
tournament is an example of:
A) generating leads.
B) developing a unique market niche.
C) lifestyle marketing.
D) creating a clearly defined product.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 10-1
44) Experiential marketing combines all of the following except:
A) direct marketing.
B) guerilla marketing.
C) personal selling.
D) sales promotions.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
12
45) Experiential marketing typically involves:
A) providing samples to individuals through social media.
B) a combination of guerrilla and buzz marketing tactics.
C) generating buzz about a unique marketing event.
D) direct response marketing through interactive means, such as special events and free samples.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
46) Experiential marketing seeks to:
A) engage individuals with the brand rather than just provide free samples.
B) generate buzz about a brand through stealth techniques.
C) engage individuals in generating social media buzz.
D) provide companies with a unique venue to reach consumers where they go for entertainment.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 10-1
47) To increase the probability that a positive experience will occur from an experiential
marketing event, companies should follow all of the following steps except:
A) choose a clear, concise market segment to target.
B) provide consumers an opportunity to generate buzz with other individuals.
C) identify the right time and place to involve consumers with the brand.
D) make sure the experience reveals clearly the brand's promise.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 10-1
48) Advergames are:
A) very popular and are often played more than 500,000 times per day.
B) the most popular if they are placed on the brand's website.
C) played more if they are at a neutral gaming site.
D) gaining in popularity with companies because the cost to advertise a brand on the game is
free.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
13
49) The primary disadvantage of video game advertising or product placement within a video
game is the:
A) difficulty of convincing game makers to put in the ads and product placements.
B) low response rate of game players.
C) ad or product placement becomes static and is no longer noticed.
D) high cost of developing ads for games.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 10-1
50) The goal of alternative marketing programs is to identify new places where a consumer's
path intersects with a brand's presence.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 10-1
51) The idea behind alternative marketing is to replace traditional media with newer forms of
media that are more successful at reaching consumers.
Question Tag: Critical Thinking
AACSB Category: Application of knowledge
Objective: 10-1
52) Alternative marketing relies on buzz, word-of-mouth, lifestyles, and times when consumers
relax and enjoy hobbies and events.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
53) Guerrilla marketing emphasizes consumers passing along information about a product to
other consumers.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
14
54) 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 Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
55) In buzz marketing programs, the ideal situation occurs when a person who truly likes a brand
tells others.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
56) One form of buzz marketing is for companies to sponsor individuals as agents or advocates
to introduce new products.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
57) Brand ambassadors or customer evangelists are typically individuals who were loyal to a
competitor's brand, but have switched to the sponsor's brand because of the incentives offered.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
58) Companies select brand ambassadors and customer evangelists based on his or her devotion
to the brand and the sizes of their social circles.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 10-1
59) To increase their effectiveness, brand ambassadors that are sponsored by a company are
asked to hide their connections with the brand.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
15
60) Carlos has never tried Red Bull. Hayden has tried Red Bull and really likes it. Carlos would
be a better selection for a brand ambassador for Red Bull than would Hayden.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 10-1
61) An effective buzz marketing strategy may involve brand ambassadors hosting house parties
for their families and friends.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
62) Having company employees or employees of a company's advertising agency pose as
customers to generate buzz marketing is an effective strategy.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 10-1
63) The Word of Mouth Marketing Association encourages companies that use their employees
to generate buzz marketing through posing as customers to be honest and share both their
positive and negative thoughts about the company's products.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 10-1
64) Buzz marketing can be compared to a virus, consisting of three stages: inoculation,
introduction, and infection.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
16
65) During the inoculation stage of buzz marketing, the product is being used by a few
innovators or trendsetters.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
66) During the incubation stage of buzz marketing, the product is being used by a few innovators
or trendsetters.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
67) During the infection stage of buzz marketing, the product is being introduced to the market.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
68) During the infection stage of buzz marketing, it is virtually impossible to generate word-of-
mouth communications from actual customers.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 10-1
69) For buzz marketing to be successful, the brand needs to stand out and have a distinct
advantage over current products on the market.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
70) Buzz marketing works because people trust someone else's opinion more than paid
advertising and because people like to share their opinions.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 10-1
17
71) A special form of guerilla marketing is stealth marketing, which uses surreptitious practices
to introduce individuals to a product.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
72) With stealth marketing, brand ambassadors are not being paid or compensated to promote
and talk about a brand.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
73) Stealth marketing thrives in the online world, especially with social media sites.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 10-1
74) Some marketers view stealth marketing as a shrewd way to introduce products to people,
while others believe it is unethical because the brand sponsor does not reveal his/her identity.
Question Tag: Definition (Concept)
AACSB Category: Ethical understanding and reasoning
Objective: 10-1
75) Guerilla marketing programs are designed to obtain instant results while using limited
resources.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
76) Guerilla marketing involves using traditional marketing tools to reach consumers with a
controversial message.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
18
77) Lifestyle marketing involves interacting with consumers to create excitement that will spread
by word-of-mouth communications.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
78) Guerilla marketing strives to have consumers react or interact in some way with the
campaign.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
79) Stealth marketing involves identifying marketing methods associated with the hobbies and
entertainment venues of the target audience.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
80) 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 Tag: Application
AACSB Category: Reflective thinking
Objective: 10-1
81) Experiential marketing combines direct marketing, buzz marketing, and sales promotions
into a single consumer experience.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
19
82) Experiential marketing typically involves direct response marketing through some type of
interactive means that engages consumers with the brand.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
83) The key to lifestyle marketing is letting consumers enjoy the benefit of a good or service
before actually making a purchase.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
84) Identify the major forms of alternative marketing.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
85) What is buzz marketing and how can it be generated?
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 10-1
86) What is stealth marketing?
Question Tag: Critical Thinking
AACSB Category: Application of knowledge
Objective: 10-1
20
