Exam 10: One to Many to Many to Many: Traditional and New Media

Marketers for Alive!, a new sports energy drink, have hired teams of college students to encourage friends and classmates on campus to try the new product.The students have been directed by Alive! to promote the new drink without revealing that they are contracting with the company.Alive! is most likely to be accused of which of the following unethical marketing strategies?

Explain how new social media formats have democratized marketing messages.

Briefly describe some of the ethical problems that can be associated with buzz marketing and how companies have dealt with these issues.

Why has traditional mass market diminished as a way to talk to younger consumers?

Which of the following refers to everyday people participating in marketing by sharing their opinions with their friends, neighbors, and acquaintances?

A new pizza restaurant is opening in town.The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening.The owners of the restaurant are using ________.

What are the four objectives a message should ideally accomplish each time a promotion mix is designed?

A representative from a nationally known cookie manufacturer is at a local supermarket distributing samples of a new flavor of cookie that the company has just introduced.The cookie manufacturer is implementing ________ in giving away samples of the cookie.

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup.In terms of the communication model, the source of this ad is ________.

In the AIDA model, the D stands for ________.

If you visit www.diamondsareforever.com, you can design your own ring.This site, which is operated by De Beers, then allows you to email a picture of your ring to friends and relatives.This way, they can share in the excitement and be informed of the Web site's existence.De Beers is using ________.

Which of the following is NOT a form of one-to-one marketing?

Which of the following is an example of a bottom-up technique for developing promotional budgets?

Business-to-consumer companies are more likely to emphasize a ________ strategy, while business-to-business companies are more likely to emphasize a ________ strategy.

A newspaper article announced that VoiceStream Wireless, the nation's sixth-largest wireless carrier, was changing its name to T-Mobile and that to begin the makeover process it had replaced spokesperson Jamie Lee Curtis with Catherine Zeta-Jones.Of which element of the promotion mix is this an example of?

A newspaper article discussed a lawsuit in which independent video stores accused Blockbuster of engaging in an illegal conspiracy to drive them out of business.What promotion element would Blockbuster most likely use to improve its corporate image, which has been tarnished by these accusations?

The ________ method of promotional budgeting is based on determining spending necessary to accomplish specific promotion goals.

A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques?

WOM stands for ________.

Each step in the hierarchy of effects is more difficult to achieve than the previous step.