Deck 16: Contemporary Strategies in Reaching Consumers

Question 1

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

Answer 1

False

Question 2

Buzz marketing is a general term, encompassing any type of campaign designed at generating word-of-mouth.

Answer 2

True

Question 3

Buzz marketers want to identify and engage with opinion leaders, mavens, and alphas.

Answer 3

True

Question 4

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

Question 5

According to Malcohn Gladdwell, author of the Tipping Point, connectors are product experts in a given product category.

Question 6

Viral marketing has been declared unethical by the Word-of-Mouth Marketing Association.

Question 7

Opinion leaders are individuals who are highly regarded and well-connected within their reference groups.

Question 8

Fake shoppers and fake tourists are examples of stealth celebrity endorsers.

Question 9

The "Red Bull Patrol" discussed in your readings is an example of product pushers.

Question 10

Imitation evangelism leverages a finn's customers to generate adverting and create buzz.

Question 11

Buzz marketing techniques are decreasing in importance to marketers because the cost of the traditional television advertising has increased in the last several years.

Question 12

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

Question 13

When a company recruits individuals from the target market to talk about its products in the market and spread positive word-of-mouth, these individuals are called product pushers.

Question 14

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

Question 15

When a person likes a product, he/she will always engage in word-of-mouth.

Question 16

According to Malcohn Gladdwell, author of the Tipping Point, key influencers are either mavens, connectors, or salesmen.

Question 17

Brands with passionate devotees also tend to attract consumers who hate the brand, which is one of the risks of consumer generated advertising.

Question 18

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

Question 19

Organic word-of-mouth, which is word-of-mouth that occurs naturally, is ahnost always negative.

Question 20

The "imitation evangelist" buzz generating technique provides a deep level of product interaction for the consumer while providing the marketer with marketing research information.

Question 21

Consumer generated advertising often yields amazingly good advertisements.

Question 22

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

Question 23

Product placement decreases realism in programming, which is why producers rarely want to use them.

Question 24

In the U.S., nearly half of all television advertisements feature a celebrity endorser.

Question 25

Athlete endorsers get into less scandals than celebrity endorsers.

Question 26

Celebrities transfer cultnral meanings to the brands they endorse.

Question 27

One disadvantage of consumer generated advertising is that consumer's often resent being asked to do the marketer's work for them.

Question 28

Product placements in video games are called advergaming.

Question 29

Product placements are never placed in movies for free.

Question 30

One disadvantage of consumer generated advertising is that it exists only on the Internet, and so, is limited to that media.

Question 31

Sponsorship is the least invasive form of product placement.

Question 32

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

Question 33

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

Question 34

Celebrity endorsers are usually portrayed as being typical users of a brand.

Question 35

When a character uses a brand in television show, this is called product interaction.

Question 36

Paid product placements must now be disclosed in the credits at the end of a production in the U.S.by law.

Question 37

Product placement often have a longer "shelflife" than traditional advertising.

Question 38

Consumer generated advertising is usually cheaper to produce than traditional advertising.

Question 39

Product placements primarily take place in movies and television only.

Question 40

Producers must get permission from a company before placing a product in a production.

Question 41

is the assumption that a person's behavior is a reflection of their beliefs and underlying dispositions.

A)The halo effect
B)The truth effect
C)The correspondent inference
D)The behavioral heuristic
E)The social validation theory

Question 42

Fake shoppers, fake tourists, and leaners are examples of what type of buzz generating technique?

A)Product pushers
B)Connectors
C)Stealth celebrity endorsers
D)hnitation evangelists
E)Mavens

Question 43

Which of the buzz generating techniques discussed in your readings provides a deep level of product interaction for the consumer while providing the marketer with marketing research information?

A)hnitation evangelism
B)Stealth campaigns
C)Consumer generated advertising
D)Product pushing
E)All of the above are correct.

Question 44

Which of the following statements is true?

A)To truly be considered consumer word-of-mouth, it must be the result of a buzz marketing technique.
B)Attempting to generate word-of-mouth covertly is called viral marketing.
C)To truly be considered consumer word-of-mouth the communication must happen face-to-face.
D)Organic word-of-mouth, which is word-of-mouth that occurs naturally, is almost always negative.
E)None of the above statements are true.

Question 45

Which of the following is not a reason for why word-of-mouth is so powerful?

A)Consumer enjoy being "in the know."
B)Word-of-mouth is considered to be authentic and believable.
C)Word-of-mouth can linger due to the Internet.
D)When a person likes your product, he/she will always engage in word-of-mouth.
E)All of the above are correct.

Question 46

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

A)Alphas
B)Opinion leaders
C)Mavens
D)Salesmen
E)Connectors

Question 47

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

A)Organic word-of-mouth
B)Buzz marketing
C)Internet marketing
D)Viral marketing
E)Stealth marketing

Question 48

According to research on celebrity endorsers, which of the following is false?

A)Celebrities transfer cultural meaning to the brands they endorse.
B)Celebrities can provide brands with increased levels of trustworthiness and likability.
C)Celebrity endorsements can increase brand recognition but lower ad recall.
D)Celebrity endorsers can reduce consumers' perceived risk for high-technology products.
E)Celebrity endorsers can positively affect company investors.

Question 49

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

A)Advertising
B)Product placement
C)Buzz marketing
D)Internet marketing
E)Telemarketing

Question 50

are individuals who are highly regarded and well-connected within their reference groups.Buzz marketers want to identify and engage with these individuals.

A)Alphas
B)Opinion leaders
C)Mavens
D)Trend translators
E)All of the above are correct.

Question 51

Which buzz generating technique leverages a firm's customers to generate advertising and create buzz?

A)hnitation evangelism
B)Stealth campaigns
C)Consumer generated advertising
D)Product pushing
E)Fake shoppers

Question 52

Which of the following statements about celebrity endorsers is false?

A)In the U.S., it is estimated that over 20% of all television advertisements feature a celebrity endorser.
B)Celebrities have been endorsing products for over 100 years.
C)Former President Ronald Reagan was a celebrity endorser before he was President.
D)Celebrity endorsers are usually portrayed as "non-typical" or special users of the brand.
E)Fit to the brand is important when choosing a celebrity endorser.

Question 53

is the act of one consumer talking to another about a brand, either directly or indirectly.

A)Advertising
B)Product placement
C)Buzz marketing
D)Viral marketing
E)Word-of-mouth

Question 54

is naturally occurring word-of-mouth.

A)Organic word-of-mouth
B)Buzz marketing
C)Viral marketing
D)Fluid word-of-mouth
E)Old word-of-mouth

Question 55

Which of the following statement about current media is true?

A)Television advertising on prirnetime network television now exceeds ten minutes per hour.
B)Prices for television advertising vary greatly but can reach close to a million dollars for a 30-second advertisement.
C)Network television viewership is slowly eroding.
D)With the advent of digital video recorders, consumers can skip over commercials.
E)All of the above are true.

Question 56

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

A)Organic word-of-mouth
B)Buzz marketing
C)Internet marketing
D)Viral marketing
E)Stealth marketing

Question 57

Which of the follow is a disadvantage of consumer generated advertising?

A)It is cheaper to produce than traditional advertising.
B)It doesn't work for all types of brands.
C)It exists only on the Internet and so is dependent on that media.
D)Customers resent being asked to do the marketer's work for them.
E)All of the above are disadvantages.

Question 58

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

A)Buzz marketing techniques are increasing in importance to marketers because the cost of the traditional television advertising has increased in the last several years.
B)The Internet has lengthened the amount of time that a word-of-mouth communication can linger in public.
C)A buzz marketing technique that involves the spread of word-of-mouth over the Internet is also called viral marketing.
D)Stealth marketing techniques are considered unethical according to the Word of Mouth Marketing Association and are also now illegal in the United States.
E)Buzz marketing techniques are increasing in importance to marketers because the media is very cluttered.

Question 59

A few years ago a new Cancun Mexico beach resort hired college students on several college campuses to talk about its resort to fellow students and try to spark some positive word-of-mouth.These students are an example of:

A)product pushers
B)connectors
C)stealth celebrity endorsers
D)product placers
E)mavens

Question 60

Which of the follow is not an advantage of consumer generated advertising?

A)It is cheaper to produce than traditional advertising.
B)It can serve as a marketing research tool.
C)It can create a new level of involvement and intimacy with the brand for the consumer doing the advertisement.
D)It is always positive so it floods the market with positive messages about the brand.
E)All of the above are advantages.

Question 61

Which of the following about product placements are true?

A)Product placements primarily take place in movies and television only.
B)Producers must get permission from a company before placing a product in a production.
C)Brand integration is the least invasive form of product placement.
D)Paid product placements must now be disclosed in the credits at the end of a production in the U.S.
E)None of the above statements is true.

Question 62

Discuss the advantages of word-of-mouth.

Question 63

Which of the following is not a not a reason for the current popularity of product placement?

A)Product placement adds realism to programming, improving the overall quality of the media.
B)They can have a longer "shelf life"than traditional advertising.
C)The fees paid for product placement often help cover the costs of production.
D)They typically fall below the "absolute threshold," allowing for true subliminal persuasion.
E)All of the above are reasons for their popularity.

Question 64

Define product pushers and imitation evangelists and provide an example of a way marketers could use a product pusher or an imitation evangelist.

Question 65

type of product placement is the most intensive form of placement.

A)Advergaming
B)Branded entertainment
C)Product interaction
D)Product integration
E)Visual placement

Question 66

What is the difference between viral and stealth marketing?

Question 67

What is the difference between organic word-of-mouth and word-of-mouth marketing?

Question 68

During the movie, National Treasure, the lead characters have a discussion in a sporting goods store.In the background of the scene there a display of AquaFina (a popular brand of bottled water) sitting on a table.This is an example of what type of product placement?

A)Sponsorship
B)Branded entertainment
C)Product interaction
D)Product integration
E)Visual placement

Question 69

According to your readings, what is the unique or main advantage of using athlete endorsers?

A)Athlete endorsers can be seen using the product.
B)Athlete endorsers cost less than regular celebrity endorsers.
C)Athlete endorsers get into less scandal than regular celebrity endorsers.
D)Athlete endorsers last longer than regular celebrity endorsers.
E)Athlete endorsers positively influence brand loyalty and word-of-mouth of adolescent consumers.

Question 70

The practice of advergaming is an example of what marketing tactic?

A)Product pushers
B)Imitation evangelism
C)Stealth marketing
D)Celebrity endorsements
E)Product placement

Question 71

Fey Weldon's book, The Bulgari Connection, includes a necklace made by the Bulgari Jewelry Company.The necklace is an important part of the plot of the story.This is an example of what type of product placement?

A)Sponsorship
B)Branded entertainment
C)Product interaction
D)Product integration
E)Visual placement

Question 72

A few years ago, the car manufacturer, BMW, created a series of eight short films, called, "The Hire," which aired on the Internet.The hires featured several famous actors and directors.These movie shorts were viewed millions of times on the Internet.This is an example of what type of product placement?

A)Advergaming
B)Branded entertainment
C)Product interaction
D)Product integration
E)Visual placement

Question 73

When an actor is seen in close proximity to a product placement, or seen using the product in a scene, an association between the character and/or celebrity and the brand can be created in the consumer's mind.This is referred to as:

A)stealth celebrity endorsement
B)correspondent inference
C)indirect endorsement
D)brand integration product placement
E)imitation evangelism

Question 74

According to your readings, who is the highest paid celebrity endorser in the U.S.?

A)Oprah Winfrey (talk-show host)
B)Madonna (singer)
C)Brad Pitt (actor)
D)Steven Spielberg (director)
E)Torn Hanks (actor/director)

Question 75

Minute Maid beverages, along with Skyworks Productions, has created "Minute Maid Maj Jong," which combines brand messages into a video game.What is this type of product placement is called?

A)Advergaming
B)Visual placement
C)Product interaction placement
D)Stealth marketing
E)VG placement

Question 76

According to your readings, most product placements are typically inserted into movies through all of the following methods, except:

A)placed in the movie for free by the movie's producer to enhance the story
B)placed in the movie for a fee
C)placed in the movie by the a brand/company through the donation of free product to the production
D)placed in the movie by a celebrity starring in the movie and demanding a personally preferred brand
E)All of the above are correct.

Question 77

Product placement occurs in all of the following types of media, with the exception of:

A)ffiUSlC
B)video games
C)books
D)movies
E)All of the above media have product placement.

Question 78

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

Question 79

According to your readings, who is the highest paid athlete endorser in the U.S.?

A)Venus Williams (terrnis)
B)LeBron James (basketball)
C)Jeff Gordon (auto racing)
D)David Beckham (soccer)
E)Tiger Woods (golf)

Question 80

Which two factors underlie why "fit" between a celebrity and the product/service being endorsed is so important?

A)The halo effect and correspondent inferences
B)The truth effect and the halo effect
C)The correspondent inference and cultural meaning transfer
D)Cultural meaning transfer and the truth effect
E)The social validation theory and correspondent inferences