Apple recently ran ads featuring real people who had switched from Microsoft Windows PCs to Macs. When companies use people, actors, or sports celebrities to express the product's effectiveness, what kind of execution format is being used?

The Food and Drug Administration (FDA) is investigating a report that Cherise Cosmetics Co. is in violation of purity and testing regulations. The FDA wants Yasmin, the lead chemist for the company, to testify at an administrative hearing. Yasmin refuses, so the FDA

a. issues a subpoena duces tecum. b. issues an ordinary subpoena. c. appeals her decision to a federal court. d. conducts an on-site investigation to discover the information.

Which of the following is NOT considered an unethical buzz marketing strategy?

A) infiltration B) creating evangelist programs C) shilling D) comment spam E) stealth marketing