Exam 16: Contemporary Strategies in Reaching Consumers

The Internet has shortened the amount of time that a word-of-mouth communication can linger in public.

According to your readings, Michael Jordan (basketball player) is the highest paid athlete endorser in the U.S.

Athlete endorsers get into less scandals than celebrity endorsers.

Sponsorship is the least invasive form of product placement.

Which of the following about product placements are true?

According to Malcohn Gladdwell, author of the Tipping Point, what key influencers are hooked into and span several social groups?

Which word-of-mouth marketing technique specifically uses the Internet to facilitate the spread of word-of-mouth?

Discuss the advantages of word-of-mouth.

Which of the following statements about celebrity endorsers is false?

To truly be considered consumer word-of-mouth, it must be the result of a buzz marketing technique.

Buzz marketing techniques are increasing in importance to marketers because the media is more cluttered than ever before.

Product placements are often placed in something through the donation of free product to the production.

Which of the following related to buzz marketing techniques and word-of-mouth are false?

Word-of-mouth spreads faster and lingers longer today than it did 20 years ago because traditional forms of advertising are now so weak.

What form of marketing is now considered to be the most powerful form of marketing?

is naturally occurring word-of-mouth.

Which word-of-mouth marketing technique has been declared unethical by the Word-of-Mouth Marketing Association?

What are some of the potential ethical implications of doing a stealth marketing campaign?

A buzz marketing technique that involves the spread of word-of-mouth over the Internet is also called viral marketing.

Assuming a celebrity likes and uses a brand he/she endorses is known at the halo effect.