Chapter 10: Alternative Marketing

The slogan, "Red Bull gives you wings," means which of the following?

All of these are possible interpretations of the Red bull slogan.

Several key factors are influencing the effectiveness of product placement and branded entertainment. Which of the following is NOT one of those key factors? -Placement characteristics -Allocated budget -Consumer attitudes toward placements -Supporting promotional activities

Allocated budget

What type of marketing relies on buzz, word-of-mouth, and lifestyle messages at times when consumers are relaxing and enjoying hobbies and events? -Direct marketing -Strategic marketing -Integrated marketing -Alternative marketing

Alternative marketing

Why might Red Bull create its own sporting events, music festivals, and other promotional opportunities, rather than "slapping their name" on existing events, as the reporter in the video put it?

Creating its own events gives Red Bull exclusive venues in which to promote its brand and ensures complete control over the promotional aspects of these events.

Which of the following statements is true with respect to Red Bull's efforts to establish integrated marketing communications?

Red Bull focuses on guerilla marketing, but integrates across multiple platforms to communicate a consistent message.

Why would Red Bull invest money in sponsoring extreme sports and other edgy activities, given that only a small percentage of their target customers are likely to engage in such activities?

The high-energy image portrayed by these events gives Red Bull customers the sense of adding a little excitement and energy to their own lives.

When the symbolic meaning behind a brand ties individuals to the brand community, interactions between the customers and the product lead to ______________________. -increased product sales -a sense of personal identity for the consumer -a sense of identity and inclusion -greater product recognition

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 -an effective marketing communications program -a prominent brand name -large brand equity

a strong brand community

Firms from other nations can ____________________ with international conglomerates who will likely respond with new and creative alternative marketing programs. -create new digital technologies -focus on brand communities -adapt alternative media tactics -adapt to cultural differences

adapt alternative media tactics

Red Bull's promotional efforts make it clear that the company's desired brand image is a(n) ____________.

adrenaline-fueled lifestyle

Buzz marketing, guerrilla marketing, product placements, branded entertainment, and lifestyle marketing are all examples of ________. -strategic marketing -integrated marketing -alternative marketing -interactive marketing

alternative marketing

Alternative marketing methods are also being tried in other countries but encounter the same ___________________ that plague U.S. advertisers. -clutter problems -cultural issues -media placement issues -regulatory problems

clutter problems

In a survey of about 600 consumers, over 50 percent said that in-store signage, displays, or point-of-purchase displays influence their decisions far more than _____________ communications. -radio and television media -print advertising and word-of-mouth -social media -print advertising and social media

print advertising and word-of-mouth

Many firms have increased _____ expenditures in order to overcome the difficulty of getting a product noticed. -budgets and social media -product placement and infomercial -social media expenditures and traditional media -product placement and branded entertainment

product placement and branded entertainment

The popularity of nontraditional formats and methods makes it possible to ________________. -target specific segments or groups -target groups with a specific product message or theme -reach busy millennials -reach people at times when they may be more receptive

reach people at times when they may be more receptive

The use of alternative media venues, especially _________________, has grown in marketing communications programs. -video game advertising -cinema advertising -airline alternative media advertising -street and mall kiosk advertising

video game advertising

One of the newest and most expensive in-store marketing tactics is the use of ___________________. -elaborate point-of-purchase displays -automated overhead displays -video screens and television monitors -moving ceiling banners

video screens and television monitors