Question 1

Red Bull was first introduced in Scotland.

Accepted Answer

Red Bull was first introduced in Austria in 1987.

Question 2

Buzz marketing emphasizes consumers passing along information about a product to other consumers.

Accepted Answer

Buzz marketing relies on word-of-mouth communication and encourages consumers to share their experiences with others, which can help generate a buzz around a product or brand.

Question 3

Guerilla marketing is also known as word-of-mouth marketing.

Accepted Answer

Guerilla marketing and word-of-mouth marketing are different; guerilla marketing involves unconventional, creative strategies to promote a product, while word-of-mouth marketing relies on customers sharing their experiences with others.

Question 4

The marketing team introduced Red Bull into the United States through "consumer educators" who traveled to various locations in the United States giving out few samples.

Accepted Answer

This statement is true. Red Bull was initially introduced into the United States by using "consumer educators" who gave out free samples at various locations to create awareness and interest in the product.

Question 5

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.

Accepted Answer

Hayden's experience and positive opinion of Red Bull make him a better candidate for a brand ambassador role, as he can speak from personal experience and potentially convince others to try the product. Carlos, on the other hand, has no experience with Red Bull and therefore may not be as convincing to potential customers.

Question 6

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.

Accepted Answer

The answer of To introduce the Australian Ugg brand in...

Question 7

Red Bull's entry into the United States is viewed by many marketing experts as one of the first and classic uses of alternative and buzz marketing.

Accepted Answer

This statement is true. Red Bull's entry into the US market in the late 1990s is often cited as one of the first examples of successful alternative and buzz marketing strategies. The brand relied heavily on unconventional tactics like sponsoring extreme sports events and using edgy, youth-focused advertising. This approach helped Red Bull build a loyal following and create a distinctive brand identity in a crowded market.

Question 8

Buzz marketing can be compared to a virus,consisting of three stages: inoculation,introduction,and infection.

Accepted Answer

The answer of Buzz marketing can be compared to a...

Question 9

The goal of alternative media programs is to identify new places where a consumer's path intersects with a brand's presence.

Accepted Answer

Alternative media programs aim to find unconventional or non-traditional ways to promote brands and engage with consumers in order to create new touchpoints or intersections along the consumer's path. This may involve social media, influencer partnerships, guerrilla marketing, event sponsorships, and other tactics beyond traditional advertising channels. The goal is to reach consumers in new, unexpected ways and create memorable experiences that connect with them on a deeper level.

Question 10

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

Accepted Answer

Companies often look for individuals who are not only passionate about their brand but also have a significant social following. This enables them to reach a larger audience and spread positive word-of-mouth about the brand. These individuals are then selected as brand ambassadors or customer evangelists to represent the brand and promote its products or services to their followers.

Question 11

In buzz marketing,the ideal situation occurs when a company can sponsor an individual as an agent or brand advocate for a brand that the person truly likes.

Accepted Answer

The answer of In buzz marketing,the ideal situation occurs when...

Question 12

A brand or product recommendation from one person to another carries a higher level of credibility than does an advertisement or a paid spokesperson.

Accepted Answer

This is because recommendations from friends or family are based on real experiences and personal opinions, while advertisements or paid spokespersons may have a biased agenda or lack actual experience with the product.

Question 13

The Word of Mouth Marketing Association encourages companies that use their employees to generate buzz marketing through posing as a customer to be honest and share both their positive and negative thoughts about the company's products.

Accepted Answer

The statement accurately reflects the guidelines and principles advocated by the Word of Mouth Marketing Association. The organization emphasizes the importance of ethics and transparency in word-of-mouth marketing campaigns and advises against deceptive tactics. Companies should encourage their employees to be open and honest about their experiences with the brand and avoid making false or misleading claims.

Question 14

The idea behind alternative marketing is to replace traditional media with newer forms of media that are more successful at reaching consumers.

Accepted Answer

Alternative marketing focuses on using non-traditional methods and strategies to reach consumers, not necessarily replacing traditional media but complementing it or targeting audiences in different, often more direct or creative ways.

Question 15

Having company employees,or employees of a company's advertising agency,pose as a customer to generate buzz marketing is a risky strategy.

Accepted Answer

This is known as astroturfing and can be seen as deceptive and unethical, potentially damaging the company's reputation if discovered. It can also violate advertising laws and regulations.

Question 16

Brand ambassadors or customer evangelists are typically individuals who were loyal to competitor's brand,but have switched to the sponsor's brand because of the incentives offered.

Accepted Answer

Brand ambassadors or customer evangelists are individuals who are very satisfied with a brand and actively recommend it to others, regardless of whether they were previously loyal to a competitor's brand or not. They may receive incentives or rewards for their advocacy, but their loyalty and enthusiasm for the brand is driven by their positive experiences with it.

Question 17

During the inoculation stage of buzz marketing,the product is being used by a few innovators or trendsetters.

Accepted Answer

The answer of During the inoculation stage of buzz marketing,the...

Question 18

To increase their effectiveness,brand ambassadors that are sponsored by a company are asked to hide their connection with the brand.

Accepted Answer

This statement is false. Brand ambassadors are typically chosen and paid by a company to promote their brand and increase brand awareness. They are expected to openly disclose their connection with the brand and share positive experiences with others. The goal is not to hide their connection, but instead to leverage their influence and credibility to positively impact the brand's reputation and sales.

Question 19

The Internet is beginning to suffer from increasing advertising clutter.

Accepted Answer

The Internet is becoming increasingly crowded with ads, causing users to become overwhelmed and reducing the effectiveness of each individual ad.

Question 20

Many companies sponsor individuals as agents or advocates to introduce new products.

Accepted Answer

Many companies use sponsorships as a way to introduce their products to new audiences. This can be done by sponsoring individuals as agents or advocates who act as ambassadors for the brand and share information about the product with their networks.

Quiz 10: Alternative Marketing