CH17-QUIZWP
The benefits of direct and digital marketing for buyers are that it is ________. A. easy, convenient, and private B. convenient, private, and hard to use C. easy, convenient, and public D. easy, convenient, and impersonal E. easy, private, and expensive
A
Which of the following is true regarding the forms of direct and digital marketing? A. Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program. B. Traditional direct marketing tools are still used but are no longer important. C. Online marketing is the only form of direct and digital marketing. D. Direct and digital marketing does not include mobile marketing. E. Marketers today use only direct and digital marketing.
A
Which of the following statement is true regarding sellers and their use of direct and digital marketing. A. Sellers have opportunities to engage in real-time marketing. B. Sellers using direct and digital marketing cannot solicit questions and feedback from customers. C. For sellers, direct and digital marketing is very inefficient. D. For sellers, direct and digital marketing is inflexible. E. For sellers, using direct and digital marketing is expensive.
A
Which of the following statements regarding catalog marketing is true? A. Printed catalogs can drive online and mobile sales. B. Digital catalogs still incur printing and mailing costs. C. Catalogs have not yet gone digital. D. Online catalogs can offer only a limited amount of merchandise. E. Marketers no longer use printed catalogs
A
Consumers might receive an e-mail, supposedly from their bank or credit card company, saying that their account's security has been compromised. The sender asks them 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. phishing C. spamming D. infomercials E. telemarketing
B
Forms of digital direct marketing include ________. A. telemarketing, direct-mail marketing, and catalog marketing B. online marketing, social media marketing, and mobile marketing C. direct-response TV marketing, telemarketing, and direct-mail marketing D. kiosk marketing, telemarketing, and direct-response TV marketing E. telemarketing, face-to-face selling, and kiosk marketing
B
Web sites, online advertising, e-mail, online video, and blogs are all forms of ________. A. social media marketing B. online marketing C. traditional direct marketing D. mobile marketing E. telemarketing
B
Which of the following is a form of traditional direct marketing? A. Blogs B. Kiosk marketing C. Web sites D. Mobile marketing E. Social media marketing
B
Which of the following statements about mobile marketing is correct? A. Mobile advertising spending in the United States is declining. B. Smartphones can be useful in shopping situations. C. Like other types of advertising, mobile ads are not very engaging. D. Most smartphone owners do not use mobile apps. E. Mobile marketing is not used by companies to stimulate immediate buying.
B
With the widespread diffusion of smartphones, companies today increasingly use ________ to stimulate immediate buying, make shopping easier and enriching the brand experience. A. telemarketing B. display advertising C. search engine advertising D. mobile marketing E. rich medi
B
Because social media are ________, they are ideal for starting and participating in customer conversations and listening to customer feedback. A. targeted and personal B. immediate and timely C. interactive D. cost-effective E. engaging
C
In one simple but honest McDonald's video, the director of marketing at McDonald's Canada answers an online viewer's question about why McDonald's products look better in ads than in real life by conducting a behind-the-scenes tour of how a McDonald's ad is made. The award-winning 3½-minute video received almost 15 million views and 15,000 shares. This example illustrates the concept of ________. A. multichannel marketing B. display advertisements C. viral marketing D. online advertising E. spam
C
The fastest growing form of marketing is ________. A. sales promotions B. personal selling C. direct and digital marketing D. publicity and public relations E. television advertising
C
When you search Google for "dishwashers," you are likely to see a number of inconspicuous ads for advertisers, including product manufacturers such as Samsung and Bosch, as well as retailers, such as Walmart.com, Lowe's, and Best Buy. This is an example of ________. A. direct mail marketing B. viral marketing C. search-related advertising D. display advertising E. kiosk marketing
C
Infomercials, defined as 30-minute or longer advertising programs, are one form of ________ advertising. A. viral B. social media C. direct response television D. digital E. multichannel
C
________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A. Product safety B. Deceptive advertising C. Invasion of privacy D. Junk mail E. Deceptive pricing
C
A blog is a(n) ________. A. type of personalized, targeted e-mail B. type of online advertising C. social network D. online journal E. text- and image-based ad and link that appears atop or alongside search engine results
D
According to the Direct Marketing Association (DMA), U.S. companies spent almost $133 billion on direct and digital marketing last year. As a result, direct-marketing-driven sales now account for approximately ________ percent of the U.S. economy. A. nine B. eighteen C. two D. thirteen E. five
D
Many consumers today rent DVDs from a vending machine called "Redbox," which can be found in retail stores and other locations. Redbox is a type of direct marketing tool called a(n) ________. A. iTV B. infomercial C. ZoomSystem D. kiosk E. catalog
D
Marketers affiliated with leading non-profit organizations like St. Jude's Children's Research Hospital are heavy users of ________ campaigns, raising billions of dollars each year by sending letters, reminders, videos, and other media through the mail to individuals living at specific addresses. A. telemarketing B. direct selling C. multichannel D. direct mail E. online
D
Marketers can now watch what's trending on social media and create marketing content to match. This practice is known as ________. A. mobile marketing B. viral marketing C. social media marketing D. real-time marketing E. telemarketing
D
The primary purpose of ________ is to present brand content that engages consumers and creates customer-brand community. A. online advertising B. e-mail marketing C. blogs D. branded community Web sites E. search-related ads
D
To avoid being intrusive and annoying, most legitimate e-mail marketers practice ________, which means sending e-mail pitches only to customers who "opt in." A. viral marketing B. spamming C. phishing D. permission based e-mail marketing E. unsolicited e-mail marketing
D
What is the largest form of online advertising? A. E-mail marketing B. Rich media ads C. Display ads D. Search-related ads E. "Takeover" ads
D
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. Personal selling B. Sales promotion C. Public relations D. Direct and digital marketing E. Advertising
D
While browsing sports-related content on your smartphone, a bright orange Gatorade G Series banner emerges across your screen. Then a well-known professional football player bursts through the banner before the action settles on a stationary click-through display ad that shows how some of the world's biggest sports stars use Gatorade Prime to pre-fuel their bodies before games. This example illustrates the use of rich media in presenting brand information via ________. A. viral marketing B. search engine advertising C. branded community websites D. online display advertising E. real-time marketing
D
Marketers use ________ to engage customers anywhere, anytime during the buying and relationship-building processes. A. blogs B. branded Web communities C. permission-based e-mail marketing D. online advertising E. mobile marketing
E
One challenge of social media marketing is that ________. A. very few companies use it B. it is cost-effective C. it is used for real-time marketing D. it can create brand communities E. social networks are largely user controlled
E
________ are online journals on which people and companies post their thoughts and other content, which is usually related to narrowly defined topics. A. Service-based products B. Branded community websites C. Search engines D. Digital catalogs E. Blogs
E