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