Chapter 14: Direct, Online, Social Media, and Mobile Marketing

The benefits of direct and digital marketing for buyers are that it is​ _________.

​easy, convenient and private

One challenge of social media marketing is that​ ___________.

. social networks are largely​ user-controlled

Which of the following statements about blogs is​ correct?

Blogs can be difficult for the company to control.

Which of the following is true regarding the forms of direct and digital​ marketing?

Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program.

​________ involves sending an​ offer, announcement,​ reminder, or other item to a person at a particular address.

Direct-mail marketing

​____________ is perhaps the toughest public policy issue now confronting the direct marketing industry.

Invasion of privacy

Which of the following is a form of traditional direct​ marketing?

Kiosk marketing

Which of the following statements is true regarding sellers and their use of direct and digital​ marketing?

Sellers have opportunities to engage in​ real-time marketing.

How does Google earn approximately​ 90% of its​ revenues?

Selling contextual advertising

Which of the following statements about mobile marketing is​ correct?

Smartphones can be very useful in shopping situations.

A blog is​ a(n) ______.

online forum

The primary purpose of​ _________ websites is to present brand content that engages consumers and creates​ customer-brand community.

branded community

Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer​ relationships?

direct and digital marketing

Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as​ _______.

e-tailors

According to the​ text, _______ is perhaps the biggest advantage of social media.

engagement and social sharing capabilities

​H&M recently ran ads that let viewers with certain Samsung smart TVs use their remotes to interact directly with the commercials. This recent form of direct response television marketing is called​ ________.

iTV

Because social media are ​_____​, they are ideal for starting and participating in customer conversations and listening to customer feedback.

interactive

Many consumers today rent DVDs from a vending machine called​ Redbox, which can be found in retail stores and other locations. Redbox is type of direct marketing tool called​ a(n) _________.

kiosk

​Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed​ a(n) ______ website.

marketing

Marketers use​ __________ to engage customers​ anywhere, anytime during the buying and​ relationship-building processes.

mobile marketing

​Webites, online​ advertising, email, online​ video, and blogs are all forms of​ ______.

online marketing

Forms of digital and social media marketing include​ ______.

online​ marketing, social media​ marketing, and mobile marketing

To avoid being intrusive and​ annoying, most legitimate​ e-mail marketers practice​ ______, which means sending​ e-mail pitches only to customers who​ "opt in."

permission-based e-mail marketing

Consumers may receive an​ e-mail, supposedly from their bank or credit card​ company, saying that their​ account's security has been compromised. The sender asks consumers to log on to a provided Web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called​ ______.

phishing

The digital version of​ word-of-mouth marketing that involves creating​ videos, ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends is called​ _______.

viral marketing