Deck 10: Alternative Marketing

Question 1

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.

Answer 1

D

Question 2

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.

Answer 2

A

Question 3

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.

Answer 3

C

Question 4

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 5

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 6

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 7

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

A) buzz marketing.
B) digital marketing.
C) product placement.
D) guerilla marketing.

Question 8

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 9

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 10

Forms of alternative marketing include all of the following except:

A) social media marketing.
B) lifestyle marketing.
C) experiential marketing.
D) branded entertainment.

Question 11

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 12

Word-of-mouth marketing is also known as:

A) guerilla marketing.
B) lifestyle marketing.
C) buzz marketing.
D) branded entertainment.

Question 13

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 14

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 15

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 16

Buzz marketing is also known as:

A) guerilla marketing.
B) lifestyle marketing.
C) word-of-mouth marketing.
D) branded entertainment.

Question 17

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 18

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 19

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 20

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 21

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 22

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 23

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 24

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 25

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 26

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 27

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 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 29

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 30

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 31

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 32

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 33

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 34

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 35

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 36

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 37

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 38

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 39

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 40

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 41

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 42

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 43

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

Question 44

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 45

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

Question 46

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

Question 47

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 48

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 49

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 50

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

Question 51

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

Question 52

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

Question 53

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 54

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 55

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

Question 56

One form of buzz marketing is for companies to sponsor individuals as agents or advocates to introduce new products.

Question 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 58

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 59

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 60

Experiential marketing combines all of the following except:

A) direct marketing.
B) guerilla marketing.
C) personal selling.
D) sales promotions.

Question 61

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

Question 62

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

Question 63

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

Question 64

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

Question 65

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

Question 66

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

Question 67

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

Question 68

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 69

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

Question 70

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

Question 71

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 72

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

Question 73

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

Question 74

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

Question 75

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

Question 76

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 77

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

Question 78

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

Question 79

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

Question 80

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