What did Bud Light do wrong?

Alienated current customerbase by lazily targeting opposite audience

What could Bud Light have done instead? (2 possible right answers)

Maintain their positioning with original, loyal audience, Re-position to target new audience, while genuinely supporting them

Which is NOT a step Alyssa takes when selecting a paid influencer?

Determine the product to be sent, and the video to be created

What is Cancel Culture?

Withdrawing support for people or firms after they have become offensive

Why is it important to properly disclose partnerships/sponsors?

To comply with advertising regulations and guidelines

What did Better Help do wrong?

Were not honest with health data collection and use

What is the industry trending towards?

Long-term influencer partnerships

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Current Trends in Influencer Marketing

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Questions 15

Answers

1
Due to various factors, the industry is currently trending towards nano and micro-influencers?
True
False
2
What did Bud Light do wrong?
Sponsored a controversial event that confliced with brand image
Alienated current customerbase by lazily targeting opposite audience
Changed it's iconic taste and packaging, causing confusion and anger.
Mocked a popular cultural trend, which led to a backlash
3
What could Bud Light have done instead? (2 possible right answers)
Maintain their positioning with original, loyal audience
Market the brand's beer to the broader, alcoholic beverage market
Re-position to target new audience, while genuinely supporting them
Use Football in marketing instead of Basketball
4
Which is NOT a step Alyssa takes when selecting a paid influencer?
Determine the product to be sent, and the video to be created
After content launch, evaluate important metrics of performance
Discover influencers, and receive client approval to proceed
Briefing call with influencer, discuss content concepts
5
What type of influencers were used the most in 2023?
Macro-Influencers
Mega/Celebrity Influencers
Nano-Influencers
Micro-Influencers
6
What is Cancel Culture?
Withdrawing support for people or firms after they have become offensive
The process of removing or "cancelling" outdated or harmful practices
7
What is one risk of seeding?
Creates a sense of entitlement among influencers
Can lead to overexposure of product
Influencer may give bad review
8
Why is it important to properly disclose partnerships/sponsors?
To increase mystery and intrigue around sponsored content
To comply with advertising regulations and guidelines
To avoid causing cognitive dissonance
To avoid offending shareholders
9
What answer is NOT a side effect of Influencer Fraud
Decreased engagement
Loss of consumer trust
Legal Repercussions
Increased ROI
10
What percent of consumers are more likely to trust a recommended brand?
85%
75%
80%
90%
11
What are more and more macro influencers doing?
Collaborating exclusively with other influencers for joint projects
Starting their own brands
Becoming ambassadors for rival brands in the same industry
Transitioning into traditional media roles including acting and hosting TV
12
What did Better Help do wrong?
Made ficticious claims about the benefits of their services
Were not honest with health data collection and use
Did not disclose sponsored videos
13
What is unpaid coverage by an influencer of a gifted product, also known as?
Gifting
Nonprofit promotion
Freebie Marketing
Seeding
14
What is the industry trending towards?
Long-term influencer partnerships
One-time, fast paced product promotion deals
15
What ability do AI Influencers NOT have?
Emotional Intelligence
Consistency
Scalability
24/7 Availability

Current Trends in Influencer Marketing Flashcards | StudBud