Chapter 17

​__________ is/are considered a​ consumer-controlled digital media. A. Brand community websites B. Blogs C. Viral marketing D. Online videos E. Contextual advertising

Blogs

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. Online marketing is the only form of direct and digital marketing. C. Traditional direct marketing tools are still used but are no longer important. D. Direct and digital marketing does not include mobile marketing. E. Marketers today use only 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.

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. Sales promotion B. Advertising C. Personal selling D. Public relations E. Direct and digital marketing

Direct and digital marketing

​__________is a type of identity theft that uses deceptive emails and fraudulent online sites. A. Spam B. ​Pop-unders C. Phishing D. Snapchat E. ​Direct-response TV commercial

Phishing

Which of the following statements regarding catalog marketing is​ true? A. Catalogs have not yet gone digital. B. Printed catalogs can drive online and mobile sales. C. Digital catalogs still incur printing and mailing costs. D. Online catalogs can offer only a limited amount of merchandise. E. Marketers no longer use printed catalogs.

Printed catalogs can drive online and mobile sales.

What is the largest form of online​ advertising? A. Search-related ads B. E-mail marketing C. Rich media ads D. ​"Takeover" ads E. Display ads

Search-related ads

Which of the following statement is true regarding sellers and their use of direct and digital marketing. A. For​ sellers, using direct and digital marketing is expensive. B. For​ sellers, direct and digital marketing is inflexible. C. Sellers using direct and digital marketing cannot solicit questions and feedback from customers. D. For​ sellers, direct and digital marketing is very inefficient. E. Sellers have opportunities to engage in​ real-time marketing.

Sellers have opportunities to engage in​ real-time marketing

Which of the following statements about mobile marketing is​ correct? A. Mobile marketing is not used by companies to stimulate immediate buying. B. Like other types of​ advertising, mobile ads are not very engaging. C. Most smartphone owners do not use mobile apps. D. Mobile advertising spending in the United States is declining. E. Smartphones can be useful in shopping situations.

Smartphones can be useful in shopping situations.

The fastest growing form of marketing is​ ________. A. publicity and public relations B. television advertising C. personal selling D. direct and digital marketing E. sales promotions

direct and digital marketing

Priceline.com sells its services through​ __________. A. personal selling B. mass marketing C. direct mail D. direct and digital marketing E. direct marketing as a supplementary channel

direct marketing as a supplementary channel

Infomercials are a form of marketing considered a part of​ __________. A. mobile marketing B. telemarketing C. direct-response television marketing D. catalog marketing E. real marketing

direct-response television marketing

Disadvantages of direct marketing to sellers include​ __________. A. target small groups of customers B. speedy alternative to reach markets C. personalize products and services D. interaction with limited number of customers E. learn more about​ customers' tastes

interaction with limited number of customers

Because social media are​ ________, they are ideal for starting and participating in customer conversations and listening to customer feedback. A. interactive B. ​cost-effective C. immediate and timely D. engaging E. targeted and personal

interactive

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. spamming B. phishing C. telemarketing D. infomercials E. mobile marketing

phishing

One challenge of social media marketing is that​ ________. A. it is​ cost-effective B. very few companies use it C. it can create brand communities D. it is used for​ real-time marketing E. social networks are largely user controlled

social networks are largely user controlled

A blog is​ a(n) ________. A. ​text- and​ image-based ad and link that appears atop or alongside search engine results B. social network C. type of​ personalized, targeted​ e-mail D. online forum E. type of online advertising

online forum

Web​ sites, online​ advertising, e-mail, online​ video, and blogs are all forms of​ ________. A. traditional direct marketing B. social media marketing C. telemarketing D. online marketing E. mobile marketing

online marketing

The hottest growth area for the retailer Home Depot in the U.S. market has been attributed to​ __________. A. online sales B. telemarketing C. direct-mail marketing D. face-to-face selling E. catalog marketing

online sales

What does the Privacy Promise of the DMA members​ involve? A. The Direct Marketing Association deals with controlling all businesses practicing​ direct, database, and interactive marketing. B. The Privacy Promise requires that members remove the names of members who do not remove the names of consumers who do not wish to receive​ mail, phone, or email offers. C. The Privacy Promise requires that all DMA members follow privacy rules. D. All companies must agree to notify customers when any personal information is​ rented, sold, or exchanged with others. E. All companies must honor consumer requests to opt out of receiving further solicitations.

All companies must agree to notify customers when any personal information is​ rented, sold, or exchanged with others.

Why should companies use mobile marketing​ responsibly? A. Mobile marketing engages customers​ anywhere, anytime during the buying and may affect the​ relationship-building process. B. Mobile marketing may provide unwanted incentives when consumers are just going to make a choice. C. Mobile marketing may stimulate immediate buying. D. ​Today's rich-media mobile ads can create substantial engagement and impact. E. Companies risk angering already​ ad-weary consumers

Companies risk angering already​ ad-weary consumers

​________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A. Deceptive advertising B. Product safety C. Deceptive pricing D. Junk mail E. Invasion of privacy

Invasion of privacy

Which of the following is a form of traditional direct​ marketing? A. Social media marketing B. Blogs C. Kiosk marketing D. Mobile marketing E. Web sites

Kiosk marketing

One of the challenges of social media marketing is that social media​ __________.<b> A. are interactive and complex B. facilitate engagement and social sharing C. are targeted and personal D. are immediate and timely E. are largely user controlled

are largely user controlled

The primary purpose of​ ________ is to present brand content that engages consumers and creates​ customer-brand community. A. branded community Web sites B. e-mail marketing C. blogs D. online advertising E. search-related ads

branded community Web sites

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. kiosk B. infomercial C. catalog D. ZoomSystem E. iTV

kiosk

Marketers use​ ________ to engage customers​ anywhere, anytime during the buying and​ relationship-building processes. A. blogs B. online advertising C. ​permission-based e-mail marketing D. branded Web communities E. mobile marketing

mobile marketing

Advantages of mobile marketing include all of the following except​ __________. A. mobile marketing provides​ on-the-go product​ information, price​ comparisons, advice, and reviews from other consumers B. marketers use mobile marketing to engage customers​ anywhere, anytime during the buying and​ relationship-building process C. companies use mobile marketing to stimulate immediate buying D. the surge in mobile web traffic has made mobile marketing a must for most brands E. mobile marketing may risk irritating consumers

mobile marketing may risk irritating consumers

Forms of digital direct marketing include​ ________. A. telemarketing, face-to-face​ selling, and kiosk marketing B. telemarketing, direct-mail​ marketing, and catalog marketing C. kiosk​ marketing, telemarketing, and​ direct-response TV marketing D. direct-response TV​ marketing, telemarketing, and​ direct-mail marketing E. online​ marketing, social media​ marketing, and mobile marketing

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." A. spamming B. permission based​ e-mail marketing C. unsolicited​ e-mail marketing D. phishing E. viral marketing

permission based​ e-mail marketing

The benefits of direct and digital marketing for buyers are that it is​ ________. A. easy, convenient, and public B. easy, convenient, and impersonal C. easy, convenient, and private D. easy, private, and expensive E. convenient, private, and hard to use

​easy, convenient, and private