Chapter 14

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

iTV

What is trie about 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

What is true about blogs

Blogs can be difficult for the company to control

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

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

Direct-mail marketing

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

E-tailers

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

Easy, convenient and private

According to the text, ______ is perhaps the biggest advantage of social media

Engagement and social sharing capabilities

Because social media are _______, they are ideal for starting and practicing in customer conversations and listening to customer feedback

Interactive

_________ is perhaps the toughest public policy issue now confronting the direct marketing industry

Invasion of privacy

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

What is a form of traditional direct marketing

Kiosk marketing

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

A blog is a(n)

Online forum

Websites, 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 accounts security has been compromised. The sender asks consumers to log onto a provided Web address and confirm their account and other personal information and then steals this private information. This is fraudulent practice called

Phishing

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

What is true about mobile marketing

Smartphones can be very useful in shopping situations

One challenge of social media marketing is that

Social networks are largely user-controlled

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