IMC Test 3 (Chapter 10)
Of the following age groups, which one is most receptive to product placements and branded entertainment? A) 15-34 B) 35-49 C) 50-64 D) 65+
15-34
In most cases, a point-of-purchase display has ________ seconds to capture a customer's attention. A) 1 to 3 B) 3 to 7 C) 5 to 9 D) 7 to 10
3 to 7
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.
Jay Conrad Levinson
Product placements have been a part of motion pictures since: A) the turn of the 21st century. B) about 1990. C) the rise of the popularity of television in the 1950s. D) the beginning of motion pictures in the 1890s.
The beginning of motion pictures in the 1890s
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.
Vanessa truly likes Guess jeans and tells other about how great they are
The ultimate demonstration of brand loyalty and brand devotion is: A) branded entertainment. B) guerilla marketing. C) a branded community. D) brand equity.
a branded community
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.
a national integrated campaign
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.
a recommendation by another person carries a higher level of credibility than does advertising
Funds devoted to in-store marketing is: A) a very small percentage of the total advertising and marketing budget. B) a significant percentage of the total advertising and marketing budget. C) based on the expected increase in sales. D) determined by how much retailers use the point-of-purchase displays furnished by the manufacturer.
a very small percentage of the total advertising and marketing budget
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.
about the type and level of compensation they are receiving
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.
ad or product placement become static and is no longer noticed
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.
advertisers are ready to abandon traditional media, such as radio, television, magazines, and newspapers
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.
advertising through traditional channels
The benefits to retailers of measuring the impact of POP displays with POS data include all of the following except: A) helps retailers decide when to withdraw a particular POP display. B) allows retailers to identify the POP displays with the largest impact on sales. C) allows retailers to compare different POP displays in different stores. D) allows retailers to know which POP displays are effective in attracting customers into the store.
allows retailers to know which POP displays are effective in attracting customers into the store
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.
already like a brand and are asked by the company to be a sponsor
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.
be upfront and clearly identify themselves as being with the company
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.
be upfront and honest about their connections with the brand
All of the following would be considered alternative media except: A) local and state government facilities. B) billboards. C) escalators. D) shopping bags.
billboards
Retailers want point-of-purchase displays that will: A) boost sales for the store or draw customers into the store. B) boost sales for a particular brand. C) generate additional prospects. D) increase profit for the manufacturer.
boost sales for the store or draw customers into the store
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.
brand must be well known and accepted by the majority of consumers
The integration of entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium is: A) lifestyle marketing. B) product placement. C) branded entertainment. D) guerilla marketing.
branded entertainment
Advergames are: A) video games built around a brand. B) interactive ads placed within a video game. C) rotating ads placed within a video game. D) branded video games.
branded video games
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.
buzz marketing
Word-of-mouth marketing is also known as: A) guerilla marketing. B) lifestyle marketing. C) buzz marketing. D) branded entertainment.
buzz marketing
The newest and most expensive in-store marketing tactic is: A) end-of-aisle caps that are tied into the brand's marketing effort. B) electronic, automated shopping carts. C) carefully placing and using video screens and television monitors. D) digital point-of-purchase displays.
carefully placing and using video screens and television monitors
To be effective, point-of-purchase displays need to: A) clearly communicate the product's attributes. B) offer a reduced price. C) match the store's advertising theme. D) utilize digital or LED displays.
clearly communicate the product's attributes
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.
companies developing user-generated ads or blogs
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.
company or agency employees posing as customers of the company telling others about the brand
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.
consumers who truly like a brand tell others
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.
corresponds to the product being introduced
The key factors that influence the effectiveness of product placement and branded entertainment include all of the following except: A) media used. B) supporting promotional activities. C) consumer attitudes toward placements. D) costs.
costs
The key factors that influence the effectiveness of product placement and branded entertainment include all of the following except: A) placement characteristics. B) supporting promotional activities. C) regulations. D) costs.
costs
Digital media within a retail store offers retailers the opportunity to: A) target specific consumers with specific products. B) sell advertising to manufacturers. C) increase the size of the shopping basket. D) customize messages to fit the particular retail store and even the aisle where the display is located.
customize messages to fit the particular retail store and even the aisle where the display is located
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."
designed to obliterate competition
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.
devotion to the brand and the size of their social circles, families, reference groups, and work associates
Forms of alternative media programs include all of the following except: A) buzz marketing. B) digital marketing. C) product placement. D) guerilla marketing.
digital marketing
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.
direct response marketing through interactive means, such as special events and free samples
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.
discover "touch points" with consumers
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.
emphasizes consumers passing along information about a product to other customers
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.
engage individuals with the brand rather than just provide free samples
In selecting alternative media to place advertisements, the goal is to: A) find low-cost alternatives to replace traditional advertising. B) provide more opportunities for consumers to see an ad. C) find ways to either cut through ad clutter or go around clutter to reach people with a message. D) enhance traditional marketing efforts.
find ways to either cut through ad clutter or go around clutter to reach people with a message
Examples of brand placements in video games would include the following except a: A) billboard for Goodyear tires in a racing game. B) Pepsi vending machine in a war game. C) Burger King restaurant in a society-building game. D) General Motors logo on the video game box.
general motors logo on the video game box
For moviemakers and television producers, the primary motivation behind product placement and branded entertainment is to: A) increase interest in the show or movie. B) make the show or movie more realistic. C) create positive feelings toward the move or show because of positive attitudes toward the brands featured. D) generate revenue.
generate revenue
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
grows through existing customers and referrals
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.
guerilla marketing
Experiential marketing combines all of the following except: A) direct marketing. B) guerilla marketing. C) personal selling. D) sales promotions.
guerilla marketing
Studies and sales data show that women are more likely to play ________ games. A) fitness and beauty B) sports-related C) handheld casual D) violent shooting
handheld casual
The benefits to manufacturers for measuring the impact of point-of-purchase displays with point-of-sale data obtained from retailers include all of the following except: A) helps manufacturers to know where to locate a POP display within a retail store. B) allows manufacturers to measure the sales impact of different POP displays. C) can be used to strengthen relationships with retailers. D) provides information so manufacturers can improve POP displays.
helps manufacturers to know where to locate a POP display within a retail store
A company or brand with a strong brand community displays all of the following characteristics except a: A) rich and long tradition. B) unique position in the marketplace. C) positive image. D) high market share.
high market share
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
hosting a house party for family members and friends
The biggest surge in the popularity of product placements occurred: A) in 1982 when Reese's Pieces were used to lure E.T. out of hiding. B) in the 1930s when Buick had a 10-picture deal with Warner Brothers for placement of cars in each of the movies. C) in 2007 when Tyson Foods sponsored ABC's Extreme Makeover. D) when Colgate sponsored the Colgate Comedy Hour in the 1950s.
in 1982 when Reese's Pieces were used to lure E.T. out of hiding
The majority of purchase decisions are made: A) in the retail store. B) after seeing an advertisement. C) at lifestyle marketing events. D) online.
in a retail store
In a survey of 600 consumers regarding clothing purchases, the type of advertising that had the most influence was: A) print ads. B) in-store advertising. C) word-of-mouth communications. D) television ads.
in-store advertising
Product placements and branded entertainment are effective because the primary goal is to: A) increase brand awareness and generate positive feelings toward the brand. B) stimulate sales of the brand. C) build brand power and brand equity. D) spur viewers to some type of action through incentives.
increase brand awareness and generate positive feelings toward the brand
Point-of-purchase displays are highly effective for: A) pull-demand strategies. B) brand parity situations. C) increasing sales. D) reciprocation tactics.
increasing sales
Branded entertainment: 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.
integrates entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium
The best, most effective point-of-purchase displays utilize all of the following techniques except: A) integrating the brand's image with the retailer's branding theme. B) integrating the display with current advertising and promotions. C) customizing the display to fit the retailer's store. D) making the display easy to stock.
integrating the brand's image with the retailer's branding theme
In-game brand placement in video games has all of the advantages of product placement and branded entertainment. In addition, it has the added benefit of: A) being online. B) reaching females. C) reaching young males. D) interactivity.
interactivity
) 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.
involves identifying marketing methods associated with the hobbies and entertainment venues of a target market
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.
involves the product being used by a few innovators or trendsetters
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.
involves widespread use of the product
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.
is designed to obtain instant results while using limited resources
In most instances, the impact on sales of a product placement: A) is immediate and large. B) is immediate, but small. C) is not immediate. D) seldom occurs at all.
is not immediate
Advertisers believe that product placements: A) increase the brand's equity and top choice scores. B) lead to increased awareness and more positive attitude toward the brand with only a few isolated cases of sales increases. C) lead to increased awareness and more positive attitude toward the brand with a corresponding increase in sales of the brand. D) work only if the product is related in some way to the theme of the television show or movie.
lead to increased awareness and more positive attitude toward the brand with only a few isolated cases of sales increases
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.
lifestyle marketing
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.
lifestyle marketing
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.
lifestyle marketing
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.
lifestyle marketing
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.
lifestyle marketing
One key advantage of brand placement is the: A) instant acceptance of the brand by viewers. B) acceptance of the brand by the actors in the show or movie. C) endorsement of the brand by the actors in the show or movie. D) low cost-per-viewer.
low cost-per-viewer
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
measure success by sales
Advertising in online video games offers all of the following benefits except: A) web metrics that are not available with other forms of product placements. B) measures of the attitudes of game players towards the ads. C) ability to track length of ad exposure in the game. D) how long and how often an individual plays a game.
measures of the attitudes of game players towards the ads
In terms of the video game market, females: A) tend to play the same types of games as males. B) offer an attractive and growing market. C) design a large percentage of video games sold today. D) constitute about 20 percent of the video game market.
offer an attractive and growing market
Companies can enhance a brand community spirit in all of the following ways except: A) create member benefits to encourage new customers to join the group. B) offer group members discounts on company merchandise. C) provide materials to the group that are not available anywhere else. D) involve firm employees in the group.
offer group members discounts on company merchandise
Companies can enhance a brand community spirit in all of the following ways except: A) sponsor special events and regular meetings. B) promote communications among members of the group. C) build a strong brand reputation. D) offer memberships to individuals who have not purchased the particular brand.
offer memberships to individuals who have not purchased the particular brand
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.
offering coupons and rebates
The best, most effective point-of-purchase displays utilize all of the following techniques except: A) integrating the brand's image into the display. B) integrating the display with current advertising and promotions. C) offering some type of price discount or promotional incentive. D) making the display dramatic to get attention.
offering some type of price discount or promotional incentive
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.
only a few companies have been successful
POP stands for: A) print-offer proposal. B) publicity over protocol. C) point-of-purchase. D) place of publication.
point of purchase
An effective way of measuring the impact of point-of-purchase displays is to use: A) redemption rates. B) internet focus groups. C) point-of-sale cash register data. D) behavioral observation studies.
point of sale cash register data
The planned insertion of a brand or product into a movie, television show, or some other media program with the purpose of influencing viewers is: A) branded entertainment. B) product placement. C) lifestyle marketing. D) guerilla marketing.
product placement
All of the following are forms of video game advertising except: A) in-game advertisements. B) promogames. C) rotating in-game advertising. D) interactive ads.
promogames
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.
provide consumers an opportunity to generate buzz with other individuals
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.
reach consumers that cannot be reached with traditional advertising
The use of branded entertainment increased sharply with the: A) introduction of cable TV and the ability to target audiences through specialty shows. B) increased interest in specialty shows like Extreme Makeover and Top Chef. C) rise of reality television shows where there is a lack of script and the focus is on the real world. D) popularity of the American Idol shows and fan voting.
rise of reality television shows where there is a lack of script and the focus is on the real world
Budgets for product placements and branded entertainment have increased for all of the following reasons except: A) a brand's appeal is stronger when it is shown in a non-advertising context. B) the perception of what others think of a brand is important to consumers. C) seeing brands used in movies and television shows intensifies the desire to purchase the brand. D) seeing the brand used by other people provides post-purchase reassurance for individuals who have already purchased the brand.
seeing brands used in movies and television shows intensifies the desire to purchase the brand
Forms of alternative marketing include all of the following except: A) social media marketing. B) lifestyle marketing. C) experiential marketing. D) branded entertainment.
social media marketing
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
stealth
All of the following are reasons brand communities exist except: A) strong brand support. B) affirmation of the buying decision. C) social identity and bonding. D) swap stories.
strong brand support
An advantage to cinema advertising is: A) the ads are being shown to a captive audience. B) there is very little clutter. C) the ads promote products that relate to the movie. D) movie goers pay more attention to the ads since they are waiting for the movie to start.
the ads are being shown to a captive audience
Integrating a brand into the storyline of a movie, television show, or book is successful because: A) the brand is more accepted by the viewing audience. B) the brand is much more noticeable to the viewing audience. C) it costs less than product placement. D) its extremely low cost-per-viewer.
the brand is much more noticeable to the viewing audience
The future use of product placements and branded entertainment will depend on: A) the level of clutter in the placements. B) the costs. C) viewer acceptance. D) the measured impact on sales.
the level of clutter in the placements
A disadvantage of product placements within online video games is ads may not be noticed by players. To combat this problem, a company called Massive developed technology: A) that allows players to choose the ad they want to see. B) that allows players to interact with the ad during the game. C) that allows players to use sponsored downloads, such as a particular brand of car in a racing game. D) to change ads in the online game in real time as individuals play or each time they play.
to change ads in online game in real time as individuals play or each time they play
The original and most widespread form of video game advertising is: A) advergames. B) rotating in-game advertisements. C) to have a brand placement in the game. D) interactive ads.
to have brand placement in the game
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.
trust the opinions of other people and like to give their opinions
The best, most effective point-of-purchase displays utilize all of the following techniques except: A) keeping the color of the display down so the product and signage stand out. B) making the display versatile so it can be easily adapted by retailers. C) making the display reusable and easy to assemble. D) using interactive digital displays.
using interactive digital displays
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.
very popular and are often played more than 500,000 times per day
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.
without disclosing their true relationship with the brand
Buzz marketing is also known as: A) guerilla marketing. B) lifestyle marketing. C) word-of-mouth marketing. D) branded entertainment.
word of mouth marketing
