Question 1

Which of the following is NOT considered an unethical buzz marketing strategy?

Accepted Answer

A) infiltration 
B) creating evangelist programs 
C) shilling 
D) comment spam 
E) stealth marketing

Question 2

Buzz works best when companies put paid consumers in charge of creating their own messages.

Accepted Answer

A) True 
 B)False

Question 3

Identify an important difference for marketers between Twitter and Facebook.

Accepted Answer

The answer of Identify an important difference for marketers between...

Question 4

According to the communication model,the ________ is an organization or individual that sends a message.

Accepted Answer

A) medium 
B) source 
C) messenger 
D) feedback 
E) decoder

Question 5

Explain the buzz building form of viral marketing.What are the aims of viral marketing,and how are they accomplished? Give an example of a successful viral marketing campaign.

Accepted Answer

The answer of Explain the buzz building form of viral...

Question 6

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 ________.

Accepted Answer

A) Melina Kanakaredes 
B) Ladies' Home Journal 
C) readers who redeem the $1-off coupon 
D) Maybelline 
E) the target market to whom Melina Kanakaredes appeals

Question 7

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 ________.

Accepted Answer

A) shilling 
B) viral marketing 
C) stealth marketing 
D) direct marketing 
E) virtual marketing

Question 8

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

Accepted Answer

A) pull;push 
B) push;pull 
C) push;pulse 
D) pulse;pull 
E) pulse;push

Question 9

Glasis is a type of paint made specifically for use on cars.An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________.

Accepted Answer

A) viral marketing 
B) stealth marketing 
C) buzz marketing 
D) a push strategy 
E) a pull strategy

Question 10

The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate its assumptions about the relationship between dollars spent and promotion results.

Accepted Answer

A) True 
 B)False

Question 11

Explain how companies identify and use brand ambassadors and brand evangelists.

Accepted Answer

The answer of Explain how companies identify and use brand...

Question 12

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

Accepted Answer

A) the competitive-parity method 
B) the objective-task method 
C) the percentage-of-sales method 
D) the pull-push method 
E) the AIDA method

Question 13

Marketers often hire celebrities as spokespersons for their products,thus associating the ________ of the message with an attractive,exciting,or admirable person.

Accepted Answer

A) source 
B) medium 
C) coding 
D) decoding 
E) receiver

Question 14

Blogs,wikis,and podcasts are all examples of ________.

Accepted Answer

A) traditional media 
B) social media 
C) virtual worlds 
D) review sites 
E) geospatial platforms

Question 15

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.

Accepted Answer

A) personal selling 
B) stealth marketing 
C) sales promotion 
D) direct marketing 
E) shilling

Question 16

Though the idea is catching on,only a few marketing firms currently use word-of-mouth marketing techniques.

Accepted Answer

A) True 
 B)False

Question 17

Coca-Cola's Minute Maid unit is introducing a new beverage called Minute Maid Premium Limeade;it is a refrigerated limeade.The primary promotional objective of marketing communications for the new product should be to create awareness.

Accepted Answer

A) True 
 B)False

Question 18

Delia's is a clothing retailer that targets teenage girls.It runs coordinated promotions for its catalogs,its Web site,and its retail outlets.Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues.From this information,you can infer that Delia's is using ________.

Accepted Answer

A) viral marketing 
B) stealth marketing 
C) integrated marketing communication 
D) word of mouth marketing 
E) database marketing

Question 19

Unlike other forms of promotion,________ is intended to stimulate immediate action rather than build long-term loyalty from a customer.

Accepted Answer

A) sales promotion 
B) guerrilla marketing 
C) advertising 
D) word-of-mouth communication 
E) personal selling

Question 20

Personal selling is less effective but more cost-efficient than advertising.

Accepted Answer

A) True 
 B)False

Exam 12: Old and New Media: From One-To-Many to Many-To-Many

Which of the following is NOT considered an unethical buzz marketing strategy?

Buzz works best when companies put paid consumers in charge of creating their own messages.

Identify an important difference for marketers between Twitter and Facebook.

According to the communication model,the ________ is an organization or individual that sends a message.

Explain the buzz building form of viral marketing.What are the aims of viral marketing,and how are they accomplished? Give an example of a successful viral marketing campaign.

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 ________.

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 ________.

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

Glasis is a type of paint made specifically for use on cars.An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________.

The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate its assumptions about the relationship between dollars spent and promotion results.

Explain how companies identify and use brand ambassadors and brand evangelists.

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

Marketers often hire celebrities as spokespersons for their products,thus associating the ________ of the message with an attractive,exciting,or admirable person.

Blogs,wikis,and podcasts are all examples of ________.

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.

Though the idea is catching on,only a few marketing firms currently use word-of-mouth marketing techniques.

Coca-Cola's Minute Maid unit is introducing a new beverage called Minute Maid Premium Limeade;it is a refrigerated limeade.The primary promotional objective of marketing communications for the new product should be to create awareness.

Unlike other forms of promotion,________ is intended to stimulate immediate action rather than build long-term loyalty from a customer.

Personal selling is less effective but more cost-efficient than advertising.