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

Early direct​ marketers, such as catalog​ companies, direct​ mailers, and​ telemarketers, gathered customer names and sold goods mainly by which​ methods? A. Mail and television B. Mail and​ door-to-door inquiries C. Mail and newspapers D. Mail and telephone E. Mail and radio

D. Mail and telephone

In recent​ years, what are the​ fastest-growing forms of​ marketing? A. Direct and digital marketing B. Mass and digital marketing C. Segmented and digital marketing D. Targeted and digital marketing E. Multichannel and digital marketing

A. Direct and digital marketing

In recent​ years, there are a host of new digital direct marketing tools. Which of the following is a​ long-established form of direct​ marketing? A. Kiosk marketing B. Mobile marketing C. Online ads and promotions D. ​E-mail E. Web sites

A. Kiosk marketing

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. direct mail B. multichannel C. telemarketing D. online E. direct selling

A. direct mail

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. thirteen B. five C. nine D. two E. eighteen

A. thirteen

Ford Mustang hosts a site with a lot of​ information, videos,​ blogs, and games about the​ Mustang, but customers cannot buy anything directly on the site. What is this online Mustang site​ called? A. A blog B. A branded community Web site C. An online display ad D. Rich media E. An online video ad

B. A branded community Web site

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. display advertisements B. viral marketing C. online advertising D. spam E. multichannel marketing

B. viral marketing

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. display advertising B. ​search-related advertising C. kiosk marketing D. direct mail marketing E. viral marketing

B. ​search-related advertising

_______ are online journals on which people and companies post their thoughts and other​ content, which is usually related to narrowly defined topics. A. Digital catalogs B. ​Service-based products C. Blogs D. Branded community websites E. Search engines

C. Blogs

Mobile marketing as a tool in the market mix has doubled in use in the past few years. Which of the following characteristics is a disadvantage of mobile marketing as part of the media tool​ choice? A. It is immediate. B. Consumers get information when they are in a position to make a buying choice. C. It is very unobtrusive. D. It makes the shopping experience richer. E. Its​ rich-media mobile ads can create substantial engagement and impact.

C. It is very unobtrusive

Firms, such as​ Staples, Walmart, and​ Macy's, are increasing their share of online sales as a percentage of total sales. In which type of marketing are these firms​ engaging? A. Social media marketing B. Trade marketing C. Multichannel marketing D. Direct marketing E. Internet marketing

C. Multichannel marketing

Like traditional​ word-of-mouth communication, social media marketing can present some challenges. In what ways is it similar to the problems a marketer has in managing​ word-of-mouth communication? A. It requires very little effort on the​ marketer's part. B. It is very expensive to use. C. The marketer does not have great control over it. D. It can be used to create brand community. E. It can drive customers to the physical facility.

C. The marketer does not have great control over it.

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. ​real-time marketing B. branded community websites C. online display advertising D. search engine advertising E. viral marketing

C. online display advertising

Bloomingdales' sends monthly mailers and brochures announcing new fashions as well as sales to its credit card holders. What form of direct marketing is the firm​ using? A. Telemarketing B. Catalog marketing. C. ​Direct-mail marketing D. Kiosk marketing E. ​Direct-response television​ (DRTV) marketing

C. ​Direct-mail marketing

With the growth in digital direct marketing in recent​ years, several problems can affect consumers. Which of the following is not something consumers worry about when it comes to using the​ Internet? A. Access by vulnerable groups B. Identity theft C. Online and digital security D. Ample amounts of information E. Internet fraud

D. Ample amounts of information

​Pepsi's Mountain Dew brand supplements its​ mass-media advertising by managing several branded Web sites and using social media to engage its customer community. This example illustrates how​ _______ has been transformed by the emergence of the Internet and social technologies. A. telemarketing B. multichannel marketing C. ​word-of-mouth advertising D. direct marketing E. paid advertising

D. direct marketing

​Infomercials, defined as​ 30-minute or longer advertising​ programs, are one form of​ ________ advertising. A. digital B. social media C. multichannel D. direct response television E. viral

D. direct response television

The key to a successful Web site is to create enough​ __________ in order to get consumers to come to the​ site, stick​ around, and come back again. A. discount prices B. action and movement C. variety of product D. value and engagement E. sales promotion

D. value and engagement

Which of the following is considered a traditional form of direct​ marketing? A. Online catalog marketing B. Mobile marketing C. Website marketing D. ​Face-to-face selling E. Social media marketing

D. ​Face-to-face selling

What is the form of online advertising that is the largest portion of all marketing​ expenditures? A. Online video ads B. Online display ads C. Branded community Web sites D. ​Search-related ads E. Rich media

D. ​Search-related ads

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. social media marketing C. telemarketing D. ​real-time marketing E. viral marketing

D. ​real-time marketing

For most​ companies, the first step in conducting online marketing is to create​ what? A. Blogs B. ​E-mail marketing C. Online videos D. Online advertising E. A Web site

E. A Web site

The two primary forms of​ DRTV, direct-response TV. One form airs television​ spots, often 60 or 120 seconds in​ length, which persuasively describe a product and give customers a​ toll-free number or an online site for ordering. What is the other option in​ DRTV? A. Kiosk marketing B. Inbound telemarketing C. Outbound telemarketing D. Junk mailing E. Infomercials

E. Infomercials

There are several categories of digital direct marketing. Which type of marketing includes the use of Web​ sites, online advertising and​ promotions, e-mail​ marketing, online​ video, and​ blogs? A. Social media marketing B. Mobile marketing C. Multichannel marketing D. Direct marketing E. Online marketing

E. Online marketing

With the widespread diffusion of​ smartphones, companies today increasingly use​ ________ to stimulate immediate​ buying, make shopping easier and enriching the brand experience. A. rich media B. display advertising C. telemarketing D. search engine advertising E. mobile marketing

E. mobile marketing