Question 1

Athlete endorsers get into less scandals than celebrity endorsers.

Accepted Answer

A) True 
 B)False  False

Question 2

Which word-of-mouth marketing technique specifically uses the Internet to facilitate the spread of word-of-mouth?

Accepted Answer

A)  Organic word-of-mouth
B)  Buzz marketing
C)  Internet marketing
D)  Viral marketing
E)  Stealth marketingF) A) and B)
G) A) and C)

Question 3

What are some of the potential ethical implications of doing a stealth marketing campaign?

Accepted Answer

Because stealth campaigns rely on the co...

Question 4

What form of marketing is now considered to be the most powerful form of marketing?

Accepted Answer

A)  Advertising
B)  Product placement
C)  Buzz marketing
D)  Internet marketing
E)  TelemarketingF) C) and D)
G) B) and C)

Question 5

Sponsorship is the least invasive form of product placement.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following statements about celebrity endorsers is false?

Accepted Answer

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.F) C) and D)
G) A) and B)

Question 7

A buzz marketing technique that involves the spread of word-of-mouth over the Internet is also called viral marketing.

Accepted Answer

A) True 
 B)False

Question 8

To truly be considered consumer word-of-mouth, it must be the result of a buzz marketing technique.

Accepted Answer

A) True 
 B)False

Question 9

The Internet has shortened the amount of time that a word-of-mouth communication can linger in public.

Accepted Answer

A) True 
 B)False  False

Question 10

Assuming a celebrity likes and uses a brand he/she endorses is known at the halo effect.

Accepted Answer

A) True 
 B)False

Question 11

is naturally occurring word-of-mouth.

Accepted Answer

A)  Organic word-of-mouth
B)  Buzz marketing
C)  Viral marketing
D)  Fluid word-of-mouth
E)  Old word-of-mouthF) A) and D)
G) B) and E)

Question 12

Buzz marketing techniques are increasing in importance to marketers because the media is more cluttered than ever before.

Accepted Answer

A) True 
 B)False

Question 13

According to Malcohn Gladdwell, author of the Tipping Point, what key influencers are hooked into and span several social groups?

Accepted Answer

A)  Alphas
B)  Opinion leaders
C)  Mavens
D)  Salesmen
E)  ConnectorsF) A) and B)
G) B) and E)

Question 14

According to your readings, Michael Jordan (basketball player) is the highest paid athlete endorser in the U.S.

Accepted Answer

A) True 
 B)False  False

Question 15

Product placements are often placed in something through the donation of free product to the production.

Accepted Answer

A) True 
 B)False

Question 16

Word-of-mouth spreads faster and lingers longer today than it did 20 years ago because traditional forms of advertising are now so weak.

Accepted Answer

A) True 
 B)False

Question 17

Discuss the advantages of word-of-mouth.

Accepted Answer

Word-of-mouth is credible and authentic....

Question 18

Which of the following related to buzz marketing techniques and word-of-mouth are false?

Accepted Answer

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.F) B) and D)
G) A) and E)

Question 19

Which of the following about product placements are true?

Accepted Answer

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.F) A) and C)
G) B) and E)

Question 20

Which word-of-mouth marketing technique has been declared unethical by the Word-of-Mouth Marketing Association?

Accepted Answer

A)  Organic word-of-mouth
B)  Buzz marketing
C)  Internet marketing
D)  Viral marketing
E)  Stealth marketingF) A) and E)
G) A) and D)

Exam 16: Contemporary Strategies in Reaching Consumers

Athlete endorsers get into less scandals than celebrity endorsers.

Correct AnswerverifiedFalse

Which word-of-mouth marketing technique specifically uses the Internet to facilitate the spread of word-of-mouth?

Correct AnswerverifiedShow Answer

What are some of the potential ethical implications of doing a stealth marketing campaign?

Correct AnswerverifiedBecause stealth campaigns rely on the co...View AnswerShow Answer

What form of marketing is now considered to be the most powerful form of marketing?

Correct AnswerverifiedShow Answer

Sponsorship is the least invasive form of product placement.

Correct AnswerverifiedShow Answer

Which of the following statements about celebrity endorsers is false?

Correct AnswerverifiedShow Answer

A buzz marketing technique that involves the spread of word-of-mouth over the Internet is also called viral marketing.

Correct AnswerverifiedShow Answer

To truly be considered consumer word-of-mouth, it must be the result of a buzz marketing technique.

Correct AnswerverifiedShow Answer

The Internet has shortened the amount of time that a word-of-mouth communication can linger in public.

Correct AnswerverifiedFalse

Assuming a celebrity likes and uses a brand he/she endorses is known at the halo effect.

Correct AnswerverifiedShow Answer

is naturally occurring word-of-mouth.

Correct AnswerverifiedShow Answer

Buzz marketing techniques are increasing in importance to marketers because the media is more cluttered than ever before.

Correct AnswerverifiedShow Answer

According to Malcohn Gladdwell, author of the Tipping Point, what key influencers are hooked into and span several social groups?

Correct AnswerverifiedShow Answer

According to your readings, Michael Jordan (basketball player) is the highest paid athlete endorser in the U.S.

Correct AnswerverifiedFalse

Product placements are often placed in something through the donation of free product to the production.

Correct AnswerverifiedShow Answer

Word-of-mouth spreads faster and lingers longer today than it did 20 years ago because traditional forms of advertising are now so weak.

Correct AnswerverifiedShow Answer

Discuss the advantages of word-of-mouth.

Correct AnswerverifiedWord-of-mouth is credible and authentic....View AnswerShow Answer

Which of the following related to buzz marketing techniques and word-of-mouth are false?

Correct AnswerverifiedShow Answer

Which of the following about product placements are true?

Correct AnswerverifiedShow Answer

Which word-of-mouth marketing technique has been declared unethical by the Word-of-Mouth Marketing Association?

Correct AnswerverifiedShow Answer

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False

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Because stealth campaigns rely on the co...
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False

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False

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Word-of-mouth is credible and authentic....
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