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Exam 10: Alternative Marketing

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Question 71

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Carlos has never tried Red Bull.Hayden has,and really likes it.Carlos would be a better selection for a brand ambassador for Red Bull than would Hayden.

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Question 72

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According to the Word of Mouth Marketing Association,the practice of using company employees or agency employees to pose as customers is:

A) unethical unless the person is upfront and clearly identifies himself or herself as being with the company
B) ethical or unethical depending on the context
C) acceptable as long as the employee is not paid to participate
D) acceptable as long as the person really uses and believes in the brand

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Question 73

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The store shelf and point-of-purchase display represent the last chance for the manufacturer to reach the consumer before a purchase is made.

The best,most effective POP displays utilize the following techniques,except:

A retailer can only set up a fraction of the point-of-purchase (POP)displays sent by manufacturers due to space limitations.

Red Bull was first introduced in Scotland.

To introduce the Australian Ugg brand in the United States,the marketing team focused on fashion-conscious consumers through a mix of traditional and alternative marketing tactics.

Forms of alternative media programs include the following,except:

The benefits to manufacturers for measuring the impact of POP displays with POS data obtained from retailers include all of the following,except:

The number of potential viewers for an advertisement placed on Wal-Mart's in-store television system is almost twice as large as an ad on one of the national newscasts.

Buzz marketing is attractive to marketers because:

The first step in guerilla marketing is to:

Research has indicated that to generate true word-of-mouth communications from actual customers they must be aware of the brand,which requires:

If brand communities are to thrive,it is important that it be driven by brand owners and for the company not to get involved.

Using POS data to evaluate POP displays can help manufacturers strengthen partnerships with retailers on the use of POP displays.

During the infection stage of buzz marketing,it is virtually impossible to generate word-of-mouth communications from actual customers.

Many retailers are now selling advertising time on their in-store television networks to manufacturers that will integrate the POP displays with ads on the in-store networks.

A new trend in escalator advertising is to place ads on the steps.

Sebastian is the marketing manager of a local restaurant.He has decided to set up a booth at an outdoor concert being held at the city park to pass out free samples of food and to give attendees coupons that can be used at the restaurant.This is an example of lifestyle marketing.

Companies select brand ambassadors and customer evangelists based on their devotion to the brand and the size of their social circles.