Ch_16__CONTEMPORARY_STRATEGIES_IN_REACHING_CONSUMERS: All Answers

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1. Buzz marketing techniques are increasing in importance to marketers because the media is more cluttered than ever before. a. True b. False True 1 Easy : COBE.KARD.l5.16.... 01- 16.01 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Knowledge 2. Buzz marketing techniques are decreasing in importance to marketers because the cost of the traditional television advertising has increased in the last several years. a. True b. False False 1 Moderate : COBE.KARD.l5.16.01- 16.01 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 3. When a person likes a product, he/she will always engage in word-of-mouth. a. True b. False False 1 Easy : COBE.KARD.l5.16.01- 16.01 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 4. Word-of-mouth spreads faster and lingers longer today than it did 20 years ago because traditional forms of advertising are now so weak. a. True b. False False 1 Moderate : COBE.KARD.15.16.01- 16.01 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Knowledge 5. The Internet has shortened the amount of time that a word-of-mouth communication can linger in public. a. True b. False False 1 Easy : COBE.KARD.15.16.01- 16.01 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 6. To truly be considered consumer word-of-mouth, it must be the result of a buzz marketing technique. a. True b. False False 1 Easy : COBE.KARD.15.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge : COBE.KARD.15.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 8. Buzz marketing is a general term, encompassing any type of campaign designed at generating word-of-mouth. a. True b. False True 1 Easy : COBE.KARD.15.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 9. A buzz marketing technique that involves the spread of word-of-mouth over the Internet is also called viral marketing. a. True b. False True 1 Easy : COBE.KARD.15.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge : COBE.KARD.l5.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 11. Opinion leaders are individuals who are highly regarded and well-connected within their reference groups. a. True b. False True 1 Easy : COBE.KARD.l5.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 12. Buzz marketers want to identify and engage with opinion leaders, mavens, and alphas. a. True b. False True 1 Easy : COBE.KARD.l5.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Knowledge 13. According to Malcohn Gladdwell, author of the Tipping Point, key influencers are either mavens, connectors, or salesmen. a. True b. False True I Moderate : COBE.KARD.l5.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Knowledge 14. According to Malcohn Gladdwell, author of the Tipping Point, connectors are product experts in a given product category. a. True b. False False I Easy : COBE.KARD.l5.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Knowledge 15. 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. a. True b. False True 1 Easy : COBE.KARD.l5.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 16. The "Red Bull Patrol" discussed in your readings is an example of product pushers. a. True b. False True 1 Moderate : COBE.KARD.l5.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 17. Fake shoppers and fake tourists are examples of stealth celebrity endorsers. a. True b. False False 1 Easy : COBE.KARD.l5.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 18. Imitation evangelism leverages a finn's customers to generate adverting and create buzz. a. True b. False False 1 Easy : COBE.KARD.l5.16.03- 16.03 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 19. The "imitation evangelist" buzz generating technique provides a deep level of product interaction for the consumer while providing the marketer with marketing research information. a. True b. False False 1 Moderate : COBE.KARD.l5.16.03- 16.03 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 20. Brands with passionate devotees also tend to attract consumers who hate the brand, which is one of the risks of consumer generated advertising. a. True b. False True I Moderate : COBE.KARD.l5.16.03- 16.03 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 21. Consumer generated advertising is usually cheaper to produce than traditional advertising. a. True b. False True I Moderate : COBE.KARD.l5.16.03- 16.03 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 22. Consumer generated advertising often yields amazingly good advertisements. a. True b. False True 1 Easy : COBE.KARD.15.16.03- 16.03 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 23. One disadvantage of consumer generated advertising is that consumer's often resent being asked to do the marketer's work for them. a. True b. False False 1 Easy : COBE.KARD.15.16.03- 16.03 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 24. One disadvantage of consumer generated advertising is that it exists only on the Internet, and so, is limited to that media. a. True b. False False 1 Moderate : COBE.KARD.15.16.03- 16.03 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 25. In the U.S., nearly half of all television advertisements feature a celebrity endorser. a. True b. False False 1 Easy : COBE.KARD.15.16.04- 16.04 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 26. Celebrity endorsers are usually portrayed as being typical users of a brand. a. True b. False True 1 Moderate : COBE.KARD.15.16.04- 16.04 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge True 1 Moderate : COBE.KARD.15.16.04- 16.04 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 28. Assuming a celebrity likes and uses a brand he/she endorses is known at the halo effect. a. True b. False False 1 Moderate : COBE.KARD.15.16.04- 16.04 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 29. According to your readings, Michael Jordan (basketball player) is the highest paid athlete endorser in the U.S. a. True b. False False 1 Easy : COBE.KARD.15.16.04- 16.04 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Promotion Bloom's: Knowledge False 1 Easy : COBE.KARD.15.16.04- 16.04 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 31. Product placements primarily take place in movies and television only. a. True b. False False 1 Easy : COBE.KARD.15.16.05- 16.05 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 32. Product placement decreases realism in programming, which is why producers rarely want to use them. a. True b. False False 1 Moderate : COBE.KARD.15.16.05- 16.05 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge True I Easy : COBE.KARD.l5.16.05- 16.05 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 34. When a character uses a brand in television show, this is called product interaction. a. True b. False True I Easy : COBE.KARD.l5.16.05- 16.05 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 35. Paid product placements must now be disclosed in the credits at the end of a production in the U.S. by law. a. True b. False False I Challenging : COBE.KARD.l5.16.05- 16.05 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Ethical and Legal Understanding and Reasoning Abilities AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Comprehension False I Moderate : COBE.KARD.l5.16.06- 16.06 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 37. Product placements are never placed in movies for free. a. True b. False False I Moderate : COBE.KARD.l5.16.06- 16.06 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 38. Product placements in video games are called advergaming. a. True b. False True I Easy : COBE.KARD.l5.16.06- 16.06 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge True I Easy : COBE.KARD.l5.16.06- 16.06 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 40. Producers must get permission from a company before placing a product in a production. a. True b. False False I Challenging : COBE.KARD.l5.16.06- 16.06 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Comprehension 41. 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. e 2 Moderate : COBE.KARD.l5.16.01- 16.01 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 42. 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 c 2 Easy : COBE.KARD.l5.16.01- 16.01 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 43. 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 e 2 Easy : COBE.KARD.15.16.01- 16.01 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 44. 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. d 2 Challenging : COBE.KARD.15.16.01- 16.01 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Comprehension 45. 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 a 2 Easy : COBE.KARD.l5.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 46. 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 d 2 Moderate : COBE.KARD.l5.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 47. 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 e 2 Moderate : COBE.KARD.15.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 48. 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. e 2 Challenging : COBE.KARD.15.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Comprehension 49. 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 e 2 Moderate : COBE.KARD.15.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Knowledge 50. 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. d 2 Challenging : COBE.KARD.15.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Ethical and Legal Understanding and Reasoning Abilities AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Comprehension 51. 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. e 2 Challenging : COBE.KARD.l5.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Ethical and Legal Understanding and Reasoning Abilities AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Comprehension 52. 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 a 2 Challenging : COBE.KARD.l5.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Ethical and Legal Understanding and Reasoning Abilities AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Comprehension 53. 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 d 2 Moderate : COBE.KARD.l5.16.02- 16.02 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 54. 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 c 2 Easy : COBE.KARD.l5.16.03- 16.03 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 55. 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. c 2 Moderate : COBE.KARD.l5.16.03- 16.03 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 56. 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. d 2 Challenging : COBE.KARD.l5.16.03- 16.03 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Comprehension 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. b 2 Challenging : COBE.KARD.l5.16.03- 16.03 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Comprehension 58. 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. d 2 Challenging : COBE.KARD.l5.16.04- 16.04 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Comprehension 59. 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. c 2 Challenging : COBE.KARD.l5.16.04- 16.04 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Comprehension 60. 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 c 2 Easy : COBE.KARD.l5.16.04- 16.04 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 61. 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 c 2 Challenging : COBE.KARD.l5.16.04- 16.04 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Comprehension 62. 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) a 2 Moderate : COBE.KARD.l5.16.04- 16.04 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Promotion Bloom's: Knowledge 63. 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) e 2 Moderate : COBE.KARD.l5.16.04- 16.04 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Promotion Bloom's: Knowledge 64. 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. e 2 Challenging : COBE.KARD.l5.16.04- 16.04 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Comprehension 65. 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. e 2 Moderate : COBE.KARD.l5.16.05- 16.05 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 66. 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 e 2 Moderate : COBE.KARD.l5.16.05- 16.05 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 67. 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 a 2 Challenging : COBE.KARD.l5.16.05- 16.05 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Comprehension 68. 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. d 2 Challenging : COBE.KARD.l5.16.05- 16.05 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Comprehension 69. 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 c 2 Challenging : COBE.KARD.15.16.05- 16.05 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Comprehension 70. 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 b 2 Easy : COBE.KARD.15.16.06- 16.06 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 71. 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 b 2 Challenging : COBE.KARD.l5.16.06- 16.06 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Comprehension 72. 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 d 2 Challenging : COBE.KARD.l5.16.06- 16.06 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Comprehension 73. 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 e 2 Challenging : COBE.KARD.l5.16.06- 16.06 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Comprehension 74. 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. e 2 Challenging : COBE.KARD.l5.16.06- 16.06 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Comprehension 75. 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. d 2 Challenging : COBE.KARD.l5.16.06- 16.06 : United States- BUSPROG: Analytic TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Comprehension 76. Discuss the advantages of word-of-mouth. 77. What is the difference between organic word-of-mouth and word-of-mouth marketing? 78. What is the difference between viral and stealth marketing? 79. What are some of the potential ethical implications of doing a stealth marketing campaign? 80. Define product pushers and imitation evangelists and provide an example of a way marketers could use a product pusher or an imitation evangelist. 81. Discuss the advantages and disadvantages of consumer generated advertising. 82. What are the advantages and disadvantages of engaging a celebrity or athlete endorser? 83. What is correspondent inference? Provide an example of how correspondent inferences work in celebrity endorsements. 84. Defme product placement and explain in what type of media product placement is found. 85. Discuss the advantages of product placement. 86. Describe the differences between visual product placement and brand integration product placement. Which is better? Why? 87. Define brand interaction product placement and provide an example of one you have seen in media. 88. Marketing communications that is directed to the target audience using a mobile device with wireless access is known as . a. Social media b. Earned media c. Public relations d. Mobile marketing d 1 Easy : COBE.KARD.15.16.06 - 16.06 : United States - BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics KEYWORDS: Bloom's: Knowledge 89. The emphasis on mobile marketing is in large part due to the increase in . a. Adoption of Smart phones b. Social networking c. Income levels d. Discretionary income a 1 Easy : COBE.KARD.15.16.06 - 16.06 : United States - BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics KEYWORDS: Bloom's: Knowledge 90. All of the following are forms of mobile marketing except . a. Application marketing b. Gamification c. QR codes d. SMS marketing b 1 Easy : COBE.KARD.15.16.06 - 16.06 : United States - BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics KEYWORDS: Bloom's: Knowledge 91. Foursquare is a location-based social networking website that enables consumers to check in at locations and earn points, badges, and coupons. This is a type of . a. Application marketing b. Public relations c. Personal selling d. SMS marketing [Show More]

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