CH. 17

Which of the following statements is true of viral marketing?

Because customers find and pass along the message, viral marketing can be very inexpensive.

Which of the following is most likely a disadvantage of viral marketing?

Marketers have little control over who receives the viral message.

Which of the following is true about online direct marketing?

Online direct marketing allows sellers to create immediate, timely, and personal offers.

How has do-not-call legislation helped direct marketers?

Telemarketers have developed opt-in calling systems that target consumers who have chosen to be contacted and therefore are less invasive.

Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing.

direct

Oscarz Aviation's Web site, GoOscarzAv.com, informs customers about a wide variety of services offered by the firm. It also has a guestbook where customers can provide feedback on their experiences with Oscarz Aviation. They can also view videos Oscarz Aviation posts, as well as read and respond to blogs and ask questions. GoOscarzAv.com is an example of a(n) ________.

branded community Web site

While comparing hotel rates on Google's search engine, Brenda came across text-based ads and links alongside the search results. This form of advertising is known as ________.

contextual advertising

In ________, text-based ads and links appear alongside search engine results on sites such as Google, Yahoo!, and Bing.

contextual advertisments

Renkel Cosmetics sends a sample of the newest cosmetics line to all premium members' addresses. Which of the following best describes Renkel's form of marketing?

direct-mail marketing

Which of the following types of marketing involves sending out letters, brochures, samples, and DVDs to consumers' addresses?

direct-mail marketing

Neal Murphy sells his company's unique products on television programs. He hosts a 30-minute show in which he demonstrates and explains the advantages of the product. At the end of the show, a toll-free number is displayed on the screen that can be used by viewers to place their orders for the product. Which of the following forms of advertising is evident here?

direct-response television advertising

Which of the following is an advantage of using digital catalogs?

eliminates printing and mailing costs

An integrated social marketing campaign likely could include all of the following except ________.

iTunes podcast

Donello Equipment hosts infomercials on television and at the same time allows its viewers to interact with its advertisements. Viewers can request more details and order via their Internet-ready smart televisions. Which of the following forms of marketing is evident here?

interactive television

Green Gardens is a click-and-mortar company that sells gardening and landscaping goods and equipment. When customers are unable to find a product they need on the shelves of their local Green Gardens store, customers order the product online with the help of the in-store ordering machine. Which of the following best describes the ordering machine?

kiosk

Which term refers to an in-store machine that allows a customer to order merchandise not carried in the store?

kiosk

________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

marketing web sites

________ marketing features marketing messages and promotions delivered to on-the-go consumers through their handheld devices.

mobile

While shopping at KelfanDesigns.com, Shelly came across a checkbox beside which a statement said, "I want to receive promotional offers from KelfanDesigns.com." Which of the following types of marketing is illustrated in this example?

permission-based e-mail marketing

Which of the following is an advantage of a well-designed and targeted telemarketing plan?

purchasing convenience for customers

Sales executives at Keiron Air Conditioners use phone directories to call customers and convince them to buy their air conditioners. Which form of direct marketing is used here?

telemarketing

Digital catalogs offer all of the following benefits EXCEPT ________.

touching the product