Deck 10: Alternative Marketing

Question 1

Video games offer marketers a popular medium to reach older consumers as they relax and enjoy free time.

Answer 1

False

Question 2

While the number of women playing video games is rising, only a small percentage of game designers are female.

Answer 2

True

Question 3

Females are more likely than males to play socially-oriented games.

Answer 3

True

Question 4

An effective buzz marketing strategy may involve brand ambassadors hosting house parties for their families and friends.

Question 5

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 6

Many companies sponsor individuals as agents or advocates to introduce new products.

Question 7

Companies select brand ambassadors and customer evangelists based on their devotion to the brand and the sizes of their social circles.

Question 8

Alternative marketing relies on buzz, word-of-mouth, lifestyles, and times when consumers relax and enjoy hobbies and events.

Question 9

The growth in females playing video games is occurring mostly in the United States.

Question 10

Having company employees or employees of a company's advertising agency pose as customers to generate buzz marketing is a risky strategy.

Question 11

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 12

Buzz marketing emphasizes consumers passing along information about a product to other consumers.

Question 13

The goal of alternative marketing programs is to identify new places where a consumer's path intersects with a brand's presence.

Question 14

In buzz marketing, the ideal situation occurs when a person truly likes a brand and tells others.

Question 15

To increase their effectiveness, brand ambassadors that are sponsored by a company are asked to hide their connections with the brand.

Question 16

Buzz marketing can be compared to a virus, consisting of three stages: inoculation, introduction, and infection.

Question 17

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 18

The idea behind alternative marketing is to replace traditional media with newer forms of media that are more successful at reaching consumers.

Question 19

Brand ambassadors or customer evangelists are typically individuals who were loyal to competitor's brand, but have switched to the sponsor's brand because of the incentives offered.

Question 20

IDC Research indicates that females are still in the minority of video game players.

Question 21

The key to buzz marketing is letting consumers enjoy the benefit of a good or service before actually making a purchase.

Question 22

Product placement is the integration of entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium.

Question 23

Guerilla marketing involves interacting with consumers to create excitement that will spread by word-of-mouth communications.

Question 24

Lifestyle marketing involves identifying marketing methods associated with the hobbies and entertainment venues of the target audience.

Question 25

During the incubation stage of buzz marketing, the product is being used by a few innovators or trendsetters.

Question 26

With stealth marketing, brand ambassadors are not being paid or compensated to promote and talk about a brand.

Question 27

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 28

Stealth marketing thrives in the online world, especially with social media sites.

Question 29

During the infection stage of buzz marketing, it is virtually impossible to generate word-of-mouth communications from actual customers.

Question 30

Guerilla marketing programs are designed to obtain instant results while using limited resources.

Question 31

Guerilla marketing involves using traditional marketing tools to reach consumers with a controversial message.

Question 32

Guerilla marketing strives to have consumers react or interact in some way with the campaign.

Question 33

During the infection stage of buzz marketing, the product is being introduced to the market.

Question 34

Buzz marketing works because people trust someone else's opinion more than paid advertising and because people like to share their opinions.

Question 35

For buzz marketing to be successful, the brand must stand out and have a distinct advantage over current products on the market.

Question 36

Some marketers see 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 37

During the inoculation stage of buzz marketing, the product is being used by a few innovators or trendsetters.

Question 38

A special form of guerilla marketing is stealth marketing, which uses surreptitious practices to introduce individuals to a product.

Question 39

Experiential marketing typically involves direct marketing through some type of interactive means that engages consumers with the brand.

Question 40

Experiential marketing combines direct marketing, buzz marketing, and sales promotions into a single consumer experience.

Question 41

Advertising in online video games offer advertisers the luxury of using Web metrics that are not available with other forms of product placement.

Question 42

An advantage of advertising in online video games is that ads can be targeted to specific demographic groups, location profiles that match where the person is playing, and specific types of game players.

Question 43

Facial recognition technology has allowed marketers to target specific neighborhoods with alternative media advertising.

Question 44

Facial recognition technology offers an innovative new form of alternative media advertising.

Question 45

The majority of purchase decisions are still made in retail stores.

Question 46

The primary disadvantage of product placements within video games is that the ad soon becomes static and often is no longer noticed by the players.

Question 47

The original and most widespread form of video game advertising is to have a brand placement in the game.

Question 48

For some companies, an advantage to product placements in movies is that it bypasses legislation and guidelines that are in place to control advertising directed towards children and young adults.

Question 49

Brand insertions are the most effective when they seem to logically fit the show or story.

Question 50

The primary goal of product placements and branded entertainment is to increase sales of the brand being featured.

Question 51

The term advergames refers to the placement of ads and products in video games.

Question 52

One specialized form of product placement can be products placed in video games.

Question 53

A key disadvantage of brand placement is the high cost-per-viewer, especially for movies.

Question 54

For movie makers and television producers, the primary motivation behind using product placements and branded entertainment is it creates a positive attitude towards the movie or show and increases viewership.

Question 55

A major advantage of cinema advertising is that the advertisements are shown to a captive audience.

Question 56

Advertisers believe that product placements lead to increased brand awareness and more positive attitudes toward the brand.

Question 57

Branded entertainment is defined as the insertion of a brand or product into a movie, television show, or some other media program with the purpose of influencing viewers.

Question 58

In a survey of consumers, the biggest impact on clothing purchases was in-store advertising.

Question 59

The use of branded entertainment increased sharply with the rise of reality television shows.

Question 60

The initial reaction to advertising in alternative media was strong, but in recent years it has lost its appeal due to clutter.

Question 61

According to consumers, ceiling banners and overhead mobiles are the most engaging.

Question 62

Consumers will look at a point-of-purchase sign for a very brief period of time before moving on.

Question 63

Retailers prefer digital interactive point-of-purchase displays that consumers will notice and that have the capability of changing the message.

Question 64

The best point-of-purchase (POP) displays are those that use LED technology and offer consumers a specific discount on the product being promoted.

Question 65

A point-of-purchase display usually has only a short time to capture a customer's attention.

Question 66

A Saatchi & Saatchi study suggests that point-of-purchase displays have a very short period of time to influence customer purchasing decisions.

Question 67

The number of potential viewers for an advertisement placed on Wal-Mart's in-store television system is almost twice as large as an ad on one of the national television newscasts.

Question 68

A point-of-purchase display is any form of special display that advertises merchandise.

Question 69

For food purchases, the majority of the decisions about brands are made in the store at the time of purchase.

Question 70

Digital media within a retail store now offers retailers the opportunity to customize messages to fit particular retail stores and even the aisle within the store.

Question 71

One method companies are using to measure the impact of point-of-purchase (POP) displays is to utilize cash register data comparing before and after sales.

Question 72

Manufacturers view point-of-purchase (POP) displays as a method to get a brand more prominently displayed before customers in retail stores.

Question 73

For products in general, the majority of brand choices are made in the store, which means point-of-purchase (POP) materials can have a large impact on the decision.

Question 74

POP is short for "Place on Page," an Internet advertising term to designate an ad placement.

Question 75

The store shelf and point-of-purchase display represent the last chance for the manufacturer to reach the consumer before a purchase is made.

Question 76

The majority of the money spent at mass-merchandisers and supermarkets results from unplanned, impulse purchases.

Question 77

Retailers prefer point-of-purchase (POP) materials that educate consumers and provide information.

Question 78

To be effective, a point-of-purchase (POP) display must clearly communicate the price of the product.

Question 79

Using point-of-sale data to evaluate point-of-purchase (POP) displays can help manufacturers strengthen partnerships with retailers on the use of POP displays.

Question 80

Retailers believe point-of-purchase (POP) materials should either boost sales for a particular brand or draw customers to the store to purchase the brand.