Chapter 10 Social Media
Alternative media provides opportunities to reach customers outside normal channels. Which of the following is a form of alternative marketing?
Product placement
Which of the following is an application of alternative media?
Product placement in video games
There are a number of reasons marketers use product placement in a movie or television show. Which of the following is a reason to use product placement?
Product placement offers the advantage of a low cost per viewer.
Budgets for product placements and branded entertainment have been increasing because ________.
seeing others use the brand provides reassurance for individuals who have already purchased those items
The popularity of nontraditional formats and methods makes it possible to ________________ to reach people in moments when they may be more receptive to an advertisement's content.
send messages that either cut through or go around clutter
According to Nielsen, ________ is the most popular online activity.
social networking
A study by IDC research on female gamers found that ______.
about 40 percent of gamers are females
A ________ is a group of individuals with shared values and experiences that integrate with feelings about the brand.
brand community
To be effective, point-of-purchase displays should ________.
clearly communicate the product's attributes
Alternative marketing methods are also being tried in other countries but encounter the same ___________________ that plague U.S. advertisers.
clutter problems
The alternative marketing form that combines direct marketing, personal selling, and sales promotion into a single customer experience is called ________.
experiential marketing
The original and most widespread form of video game advertising involves locating a brand placement in the ________.
game
Contacting consumers at places such as farmer's markets, bluegrass festivals, citywide garage sales, flea markets, craft shows, stock car races, and other places where large concentrations of potential customers convene represents a form of alternative marketing referred to as ________ marketing.
lifestyle
One advantage of video game advertising is that ____.
most gamers do not mind that the ads are in the games
Traditionally, one of the most important components of in-store marketing has been ________ displays.
point-of-purchase
A special kind of buzz marketing called _____ marketing introduces a product to individuals without identifying the relationship of the presenter's true relationship with the brand
stealth
A popular new approach to video game advertising involves ________ that drives traffic into retail outlets.
A popular new approach to video game advertising involves ________ that drives traffic into retail outlets.
Several key factors are influencing the effectiveness of product placement and branded entertainment. Which of the following is NOT one of those key factors?
Allocated budget
What is the marketing program in which marketers identify new places where a consumer's path intersects with a brand's presence or creates a new intersection point?
Alternative marketing
What type of marketing relies on buzz, word-of-mouth, and lifestyle messages at times when consumers are relaxing and enjoying hobbies and events?
Alternative marketing
Which of the following statements is NOT correct regarding brand communities?
Brand communities can be created by the brand itself
Alternative marketing
Buzz
Buzz marketing can be compared to how a virus replicates, which consists of three stages: inoculation, incubation, and infection. At the incubation stage, ________.
Buzz marketing can be compared to how a virus replicates, which consists of three stages: inoculation, incubation, and infection. At the incubation stage, ________.
The top brands and shows with highest total TV occurrences per month are ______________.
Coca-Cola and American Idol
It is interesting to note that approximately 60 percent of all purchase decisions are made while in a retail store. Which of the following are used to influence purchase decisions in the store?
Color, light, and sound
More than $1 billion is spent on buzz marketing annually. Which of the following is a form of buzz marketing?
Company employees who talk about a brand
Which type of alternative marketing program can obtain instant results using limited resources?
Guerrilla marketing
Which of the following statements is not true?
Guerrilla marketing results are measured by sales whereas traditional marketing results are measured by profits.
To compare the value of in-store video, the combined number of consumers exposed to in-store video at retailers such as Walmart is greater than the number of viewers watching the newscasts on ABC, CBS, and NBC combined. Which of the following statements about in-store videos is true?
In some retailers, in-store video is being used on shopping carts
Buzz marketing is compared to a virus in the way that it moves from one person to another. Which of the following are the steps in the spread of buzz marketing?
Inoculation, incubation, and infection
_____ involves identifying marketing methods associated with the hobbies and entertainment venues of the target audience.
Lifestyle marketing
Online gaming has become an important and attractive market for marketers. Which of the following statements about online gaming is true?
Online advergames are part of a large and growing market
Which of the following is correct regarding Harley-Davidson's brand community (HOG)?
Special benefits are available to HOG members.
Which of the following statements regarding international implications of alternative marketing programs is correct?
Starbucks and Pepsi created a successful video campaign tied to the Shanghai subway system
For buzz communications to work, several conditions should be true. Which of the following is one of those conditions?
The brand should be new or unique
As an alternative marketing method, Starbucks and Pepsi combined efforts to produce a movie series called A Sunny Day intended for the Chinese market. It included all of the following features EXCEPT:
The film focused on developing brand communities in emerging markets
The most effective placement of brands in a movie or show is when they are ________.
The most effective placement of brands in a movie or show is when they are ________.
Which one of the following statements is not correct about brand ambassadors?
They talk to competitors about brand features and benefits
Why is alternative marketing a viable option for some marketing campaigns?
Traditional media does not always allow marketers to reach individual targets for a product
Linking point-of-purchase displays into ________ makes it easier to gather results, showing effectiveness of the in-store marketing.
a point-of-sale cash register
When the symbolic meaning behind a brand links individuals to the brand community, interactions between the customers and the product lead to ______________________.
a sense of identity and inclusion
A company with ___________ maintains a positive image, has a rich and long tradition, occupies a unique position in the marketplace, and enjoys a group of loyal, dedicated followers.
a strong brand community
Firms from other nations can ____________________ with international conglomerates who will likely respond with new and creative alternative marketing programs.
adapt alternative media tactics
An innovative form of alternative media utilizes facial recognition technology. When this technology is used ___________________________________
ads change based on the age of the person in front of the display
A company with a brand community ________.
allows for face-to-face interactions with members
An effective point of purchase display clearly communicates a brand's _____.
attributes
The type of advertising that most influences clothing purchases is ________________.
in-store ads
The best point of purchase displays are _____.
integrated with other marketing messages
The organizing of events by companies for brand owners helps in building loyal brand communities because ________.
it helps in bringing the product owners together
The brand should be new or unique
point-of-purchase displays
Based on the information in the text, the largest percentage increase in positive brand feelings occur when brands are placed in ________ programs.
popular
In a survey of about 600 consumers, 52 percent said that in-store signage, displays, or point-of-purchase displays influenced their decisions, far outdistancing ___________________ communications.
print advertising and word-of-mouth
Many firms have increased ____________________________ expenditures in order to overcome the difficulty of getting a product noticed.
product placement and branded entertainment
The in-store marketing tactic that offers retailers the opportunity to customize messages to fit the store and the aisle where the display is located is _______.
using digital media within the store
The use of alternative media venues, especially _________________, has grown in marketing communications programs.
video game advertising
One of the newest and most expensive in-store marketing tactics is the use of ___________________.
video screens and television monitors
Buzz marketing is also called __________.
word-of-mouth marketing