Chapter 14

6. Olivia is searching for natural almond butter on SquirrelsApp, a mobile Web application for nut lovers. While browsing the application, a banner appears on the mobile screen showcasing offers and discounts on jelly and jam products. The banner is best referred to as a(n) ________. a) online display advertisement b) contextual advertisement c) infomercial d) phishing scam e) advertorial

online display advertisement

21. Lori Jennifer Jones, a leading fashion designer, connects with her followers through a strong online presence, promoting her brand and discussing fashion tips through articles and videos on her personal fan page. In this case, which of the following marketing forms does Lori use? a. direct e-mail b. a catalog c. a search engine d. a spambot e. a blog

A blog

8. Which of the following statements about blogs is​ correct? a) For​ consumers, they are impersonal. b) Blogs can be difficult for the company to control. c) Companies cannot gain insights from their blogs. d) Blogs are a​ company-controlled medium. e) They are expensive to start and maintain.

Blogs can be difficult for the company to control

17. Which of the following is true regarding the forms of direct and digital​ marketing? a) Direct and digital marketing does not include mobile marketing. b) Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program. c) Marketers today only use direct and digital marketing. d) Traditional direct marketing tools are still used but are no longer important. e) Online marketing is the only form 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

14. 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? a) Public relations b) Direct and digital marketing c) advertising d) Sales promotion e) Personal selling

Direct and digital marketing

13. ________ involves sending an​ offer, announcement,​ reminder, or other item to a person at a particular address. a) Catalog marketing b) Direct-response television marketing c) Direct-mail marketing d) Kiosk marketing e) Telemarketing

Direct-mail marketing

23. Amazon.com and Expedia.com are best described as ________ that sell products and services directly to final buyers via the Internet. a. search engines b. content sites c. transaction sites d. e-tailers e. iTV sites

E-tailers

15. The benefits of direct and digital marketing for buyers are that it is​ _________. a) easy, convenient and impersonal b) easy, convenient and public c) convenient, private and hard to use d) easy, convenient and private e) easy, private and expensive

Easy, convenient and private

11. ____________ is perhaps the toughest public policy issue now confronting the direct marketing industry. a) Invasion of privacy b) Deceptive pricing c) Deceptive advertising d) Junk mail e) Irritation

Invasion of privacy

12. 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) _________. a) website b) DRTV c) iTV d) kiosk e) infomercial

Kiosk

2. Which of the following is a primary disadvantage of viral marketing? a) The costs of viral marketing are generally too high for most companies. b) The brand associated with the viral message is usually forgotten. c) Marketers have little control over who receives a viral message. d) Viral messages are less likely to be viewed than other types of online promotions. e) Viral messages are blocked by most search engines.

Marketers have little control over who receives a viral message

19. Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed​ a(n) ______ website. a) phishing b) e-mail c) search engine d) branded community e) marketing

Marketing

22. ________ refers to marketing via the Internet using company Web sites, online advertising and promotions, e-mail marketing, online video, and blogs. a. Digital marketing b. Social media marketing c. Direct marketing d. Online marketing e. Multimedia marketing

Online marketing

16. Forms of digital and social media marketing include​ ______. a) telemarketing, face-to-face​ selling, and kiosk marketing b) telemarketing, direct-mail​ marketing, and catalog marketing c) direct-response TV​ marketing, telemarketing and​ direct-mail marketing d) online​ marketing, social media​ marketing, and mobile marketing e) kiosk​ marketing, telemarketing and​ direct-response TV marketing

Online marketing, social media marketing and mobile marketing

9. One challenge of social media marketing is that​ ___________. a) it is used for​ real-time marketing b) very few companies use it c) it is​ cost-effective d) social networks are largely​ user-controlled e) it has not spread globally

Social networks are largely user controlled

4. Coca-Cola Unbottled is an online forum where Coke fans and company insiders can "look at what's beyond the bottle," sharing posts on everything from new products and sustainability initiatives to fun and inspiring fan stories. This is an example of a ________. a) blog b) catalog c) search engine d) spam post e) viral message

blog

20. Spurgeons, a chain of superstores, promotes its business by handing out printed materials which contain lists and descriptions of an assortment of its products. In this case, the company's promotional strategy is referred to as ________. a. e-mail marketing b. telemarketing c. catalog marketing d. kiosk marketing e. viral marketing

catalog marketing

5. Which of the following is the primary purpose of branded community Web sites? a) displaying digital catalogues b) providing detailed descriptions of products c) creating customer-product engagement d) selling products and services e) sending direct mails to consumers

creating customer-product engagement

3. An advantage of ________ is that they allow real-time merchandising; products and features can be added or removed as needed, and prices can be adjusted instantly to match demand. a) digital catalogs b) blogs c) kiosks d) traditional catalogs e) mobile apps

digital catalogs

1. The process in which printed catalogs, brochures, samples, and DVDs are distributed to customers using highly selective mailing lists is known as ________. a) mass marketing b) direct-mail marketing c) telemarketing d) internal marketing e) kiosk marketing

direct-mail marketing

18. Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as​ _______. a) transaction sites b) search-engine portals c) e-tailers d) online social media e) content sites

e-tailers

10. 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​ ______. a) mobile marketing b) spamming c) phishing d) infomercials e) telemarketing

phising

7. 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​ _______. a) viral marketing b) ​omni-channel marketing c) online marketing d) e-mail marketing e) search engine marketing

viral marketing