Chapter 17: Direct, Online, Social Media, and Mobile Marketing

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

Direct mail marketing

In addition to sending samples of sheet music to schools, Gary sends school music directors messages with links to sample digital clips of the compositions. What kind of marketing is this?

Email marketing

________ are everywhere these days, from self-service hotel and airline check-in devices to in-store ordering devices that let you order merchandise not carried in the store.

Kiosks

What is a disadvantage of a viral success?

Marketers have little control over where the message ends up.

Which kind of social media networks are smaller communities likely to join or create?

Niche

What best describes permission-based e-mail marketing?

Sending email pitches only to customers who "opt-in"

What is a reason a consumer would follow a company's blog?

The blog offers fresh insights about the company or products

Gary sends samples of sheet music to schools for demonstration or presentation. Which of the following types of marketing is being illustrated from this statement? A) kiosk marketing B) viral marketing C) direct-mail marketing D) telemarketing E) direct-response television marketing

Viral marketing

Spartan Sportsgear is a company that sells sports equipment for adventure sports. It recently launched ExtremeSpartan.com to showcase products and provide testimonials of famous adventure sports athletes who use Spartan's products. It also includes videos and blogs. Which of the following best describes ExtremeSpartan.com?

brand community website

To decrease direct marketing abuses, government agencies are investigating do-not-call lists,do-not-mail lists, do-not-track online lists and__________

can-spam legislation

In building a connection to customers through catalogs, marketers want to

create an emotional connection

What is an advantage of using digital catalogs?

eliminates printing and mailing costs

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 best describes the ordering machine?

kiosk

Online marketing includes marketing via the internet using company websites, email, marketing, blogs, and________

online videos

By using ________ to contact potential customers, marketers sell directly to consumers.

outbound telephone marketing

Josh received an e-mail stating that he had won a lottery of $500,000 from Lottors Corporation. The e-mail asked Josh to send his bank account details and social security number to transfer cash directly to his account. Josh did not remember buying any lottery tickets, and so was apprehensive about providing his bank details without verification. Which is illustrated from this scenario?

phishing

Online ads that incorporate animation, video, sound, and interactivity are called ________.

rich media ads

An integrated social marketing campaign would not include

television ads