广告、促销与整合营销传播（第8版）题库chapter 10.docx

Integrated Advertising, Promotion,and Marketing Communications 8e (Clow/Baack) Chapter 10 Alte rnative Marketing 1) Each of the follo wing statements is true, except: A) advertisers are ready to abandon traditional media, such as radio, television, magazines, and newspapers. B) alternative marketing programs are on the rise. C) advertisers are using more alternative media. D) advertisers are spending more money on trying to reach potential customers in new and innovative ways. Answer: A Difficulty: Moderate Skill: Definition(Concept) AACSB: Reflective thinking LO: 10.1 How can buzz marketing, guerrilla marketing, lifestyle marketing, and experiential marketing enhance a marketing communications program? 2) Forms of alternative marketing include each ofthe following except: A) social media marketing. B) lifestyle marketing. C) experiential marketing. D) branded entertainment. Answer: A Difficulty: Easy Skill: Definition(Concept) AACSB: Application of knowledge LO:10. 1 How can buzz marketing, guerrilla marketing, lifestyle marketing, and experiential marketing enhance a marketing communications program? 3) Forms of alternative media programs include each of the following except: A) buzz marketing. B) digital marketing. C) product placement. D) guerilla marketing. Answer: B Difficulty: Easy Skill:Definition(Concept) AACSB: Application of knowledge LO: 10.1 How can buzz marketing, guerrilla marketing, lifestyle marketing, and experiential marketing enhance a marketing communications program? 1 Copyright ◎ 2018 Pearson Education,Inc. 4) Word-of-mouth marketing is also known as: A) guerilla marketing. B) lifestyle marketing. C)buzz marketing. D) branded entertainment. Answer: C Difficulty: Easy Skill: Definition(Concept) AACSB: Application of knowledge LO: 10.1 How can buzz marketing, guerrilla marketing, lifestyle marketing, and experiential marketing enhance a marketing communications program? 5) Buz